guitar
Worth a lookShows a $7.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible$7.0M$7.0M/yr · 14.8M searches
Competition
Great24%top-5 click share — an open shelf
Returns
Good2.1%return rate — above 6% kills the launch gate
Brand share
Good64%top-5 brand share — brands hold most of the demand
Avg price
Good$127.73avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,202.88avg incumbent reviews — the moat a new listing must climb
Growth
Bad-13.7%90-day search growth — must beat 0% to launch
Price range
Bad$9.77–$476.66cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad0.4%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United States niche tracking, guitar is a $7.0M/yr Amazon United States market (14.8M searches/yr). The top 5 brands hold 64% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 57/100.
Data updated Jul 9, 2026 · scored weekly · How we score niches
Market data
- Units sold / yr
- 60K–80K
- avg 500–750/product
- Revenue / yr
- $7.7M–$10.2M
- units × avg price
- Launch success
- 82%
- 18 of 22 new (360d)
- Conversion rate
- 0.4%
- Avg BSR
- #29
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 91%
- Out of stock
- 2.2%
- Avg brand age
- 57 months
- Avg seller age
- 171 days
Competition
Clicks spread well past the top 5 (24% combined) — an open shelf where new products get seen.Brands
42 rising
Sellers
112
Top-5 brand share
64%
Top 20: 91%
Top-5 click share
24%
Top 20: 55%
Open market
31%
- Fender33%
- Donner10%
- Ashthorpe9%
- Best Choice Products6%
- Moukey5%
- Yamaha5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.7% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.2×
Product shelf
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 110 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Fender Squier Debut Series Stratocaster Electric Guitar Kit Beginner Guitar Kit with 2-Year Warranty with Padded Gig Bag Frontman 10G Amp Strap and More Includes Free Lessons Black
Fender$266.394.8★855 rev
Moukey 41 Acoustic Guitar for Beginners Adult Teen Full Size Guitarra Acustica with Chord Poster Gig Bag Tuner Steel Strings Capo Strap - Black
Moukey$115.864.5★1,585 rev
Fender California Debut Redondo Series Acoustic Guitar Beginner Guitar 2-Year Warranty Black
Fender$131.044.5★764 rev
DONNER DST-80 Electric Guitar 39 Beginner Electric Guitar Kit with Amp Classic SSS Pickup Complete with Gig Bag Tuner Capo Strap Picks and Free Online Lessons
Donner$126.224.4★652 rev
Ashthorpe 38-inch Beginner Acoustic Guitar (Black) Starter Kit with Gig Bag Extra Strings Strap Picks and Lessons
Ashthorpe$61.614.4★8,997 rev
Newest
by launch date
Umelody UST-200 Beginner Electric Guitar Kit HSS Pickup Versatile 5-Way Switch for Clean to High-Gain Tone Full-Size ST Style Guitar for Starter & Intermediate Players Gig Bag Digital Tuner Purple
Umelody$145.5914 rev
Fender CN-25 3/4 Size Nylon String Acoustic Guitar Beginner Guitar with 2-Year Warranty Perfect Beginner Guitar for Kids that is Easy on Fingers Includes 3 Months of Free Lessons Natural
Fender$116.009 rev
Enya XMARI Smart Electric Guitar with Built-in DSP Effects 4 Presets USB-C OTG Recording Headphone Output Custom Ceramic Pickups Carbon Fiber Body with Gig Bag Strap Cable & Picks
XMARI$214.83266 rev
Fender California Redondo CE Acoustic-Electric Guitar - Natural Bundle with Gig Bag Strap Strings Picks and Austin Bazaar Instructional Video
Fender$171.1525 rev
Fender California Redondo Dreadnought Acoustic Guitar - Natural Bundle with Gig Bag Strap Strings Picks and Austin Bazaar Instructional Video
Fender$150.1914 rev
Trending
90-day click momentumUmelody UST-200 Beginner Electric Guitar Kit HSS Pickup Versatile 5-Way Switch for Clean to High-Gain Tone Full-Size ST Style Guitar for Starter & Intermediate Players Gig Bag Digital Tuner Purple
Umelody$145.594.3★
Leo Jaymz Beginner Electric Guitar 39 Kit with Portable Amplifier Padded Gig Bag Digital TunerCapoStrapPicksClassic SSS Pickups(Royal Blue-SSS)
Leo Jaymz$103.484.6★
38 Inch Full Size Acoustic Guitar for Beginners & Adults - Effortless to Play with Soft Nylon Strings All Wood Construction. All-Inclusive Starter Kit with Gig Bag Capo Picks & Cloth (Black)
PWOPWOE$49.774.6★
Fender Straplock W/ Button Chrome
Fender$13.314.6★
Fender California Redondo Dreadnought Acoustic Guitar - Natural Bundle with Gig Bag Strap Strings Picks and Austin Bazaar Instructional Video
Fender$150.194.9★
Reviews
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing quality”
“Not expensive”
“Beautiful sound”
“Seems to stay in tune well”
“very easy to read”
“Does what its supposed to do”
“I absolutely love this bass”
“fits perfectly in your hand”
“nice sounding amp”
“Easy Assembly”
What buyers complain about
“It will not stay in tune”
“The strings are plastic so not real”
“Bad Quality”
“Broken”
“The amp doesnt work”
“Way too small”
“Sound quality poor”
“Not sturdy”
“Not worth the price”
“sometimes gets very loud randomly if turned in different ways”
Top return reasons
Common questions
- Is guitar profitable to sell on Amazon United States?
- The niche generates $7.0M/yr across 110 tracked products. 18 of 22 products launched in the last 360 days are still selling. 90-day search growth is -13.7%. Flapen's verdict: Worth a look (57/100).
- How competitive is the guitar niche?
- 42 brands and 112 sellers compete. The top 5 products take 24% of clicks and top 5 brands hold 64% of demand.
- What do buyers complain about in guitar?
- Top complaints mined from reviews: Tune Retention, Strap/String Quality, Quality-Overall. The return rate is 2.1%.
- When does demand for guitar peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the guitar niche?
- Listings span $9.77–$476.66; the average listing price is $127.73 (sweet spot $15–$100). The average incumbent carries 2,203 reviews — the moat a new listing must climb.
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