Is planner profitable to sell on Amazon United States?

The niche generates $6.5M/yr across 50 tracked products. 28 of 29 products launched in the last 360 days are still selling. 90-day search growth is -24.3%. Flapen's verdict: Worth a look (54/100).

How competitive is the planner niche?

21 brands and 39 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in planner?

Top complaints mined from reviews: Size-Overall, Paper Quality, Quality-Overall. The return rate is 1.4%.

When does demand for planner peak?

Demand peaks in Jan–Aug–Dec; the busiest month runs 3.8× the quietest.

What does it cost to enter the planner niche?

Listings span $5.25–$22.56; the average listing price is $9.46 (sweet spot $15–$100). The average incumbent carries 1,400 reviews — the moat a new listing must climb.

planner

Worth a look

Shows a $6.5M/yr market, but soft demand (-24.3% this quarter) keeps it on the watch list.

Market size

Incredible$6.5M

$6.5M/yr · 24.0M searches

Returns

Great1.4%

return rate — above 6% kills the launch gate

Competition

Great36%

top-5 click share — an open shelf

Review moat

Good1,400.46

avg incumbent reviews — the moat a new listing must climb

Brand share

Okay76%

top-5 brand share — brands hold most of the demand

Price range

Okay$5.25–$22.56

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Okay2.9%

search→purchase rate — share of searches ending in a sale

Avg price

Okay$9.46

avg listing price — sweet spot $15–$100

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Growth

Bad-24.3%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United States niche tracking, planner is a $6.5M/yr Amazon United States market (24.0M searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan–Aug–Dec. Verdict: Worth a look — 54/100.

Data updated Jul 9, 2026 · scored weekly · How we score niches

Market data

Units sold / yr: 600K–800K; avg 10,000–12,500/product
Revenue / yr: $5.7M–$7.6M; units × avg price
Launch success: 97%; 28 of 29 new (360d)
Conversion rate: 2.9%
Avg BSR: #88
Page quality: 0%
Prime: 100%
Sponsored: 98%
Out of stock: 4.5%
Avg brand age: 29 months
Avg seller age: 159 days

Competition

Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.

Brands

21 falling

Sellers

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

36%

Top 20: 78%

Open market

19%

Taja31%
Forvencer17%
VALOME12%
Blue Sky11%
ZOTIA6%
JEJEGO5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -24.3% search growth over the last 90 days.

Peak months: Jan, Aug, Dec · busiest ÷ quietest = 3.8×

Open Trend

Product shelf

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 50 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Planner 2026-2027 Academic Year Monthly and Weekly Calendar Planner Jul 2026 - Jun 2027 Hardcover Teacher Student Planning Agenda book with Tabs Perfect for School Office Supplies 6.3 x 8.5 - Wildflowers

Taja$7.484.7★1,595 rev

Forvencer Academic Planner 2026-2027 Hardcover Calendar Planner Weekly & Monthly July 2026 - June 2027 8.5 x 11 Daily Agenda with Tabs College School Organizer for Student Teacher Pink

Forvencer$12.024.8★3,472 rev

Planner 2026-2027 Academic Weekly and Monthly Calendar Planner July 2026 - June 2027 Hardcover Planning Agenda Book for Desk Accessories and School Supplies - A5 Size (6.3 x 8.5)

VALOME$7.754.7★673 rev

Blue Sky 2026-2027 Weekly and Monthly Academic Year Planner Calendar July 2026 - June 2027 8.5 x 11 Flexible Cover Wirebound Laminated Tabs Enterprise

Blue Sky$14.894.6★3,675 rev

Planner 2026-2027 for Women & Men Academic Monthly and Weekly Calendar Planner Jul 2026 - Jun 2027 A5 (6.3 x 8.5) Teacher Student Planning Book with Tabs Ideal for Office School Supplies - Pink

Taja$6.224.7★1,031 rev

Newest

by launch date

Forvencer Academic Planner 2026-2027 July 2026-June 2027 Weekly & Monthly Hardcover Calendar Planner 8.5 X 11 Daily Agenda Book School Office Notebook College Teacher Organizer A4 Purple

Forvencer$10.361,360 rev

4mo ago

Planner 2026-2027 - Academic Planner 2026-2027 Weekly and Monthly Planner July 2026 - June 2027 Calendar Planner 8 x 10 Colorful Monthly Tabs Twin-Wire Binding Back Pocket Holiday

Indeme$6.772,177 rev

4mo ago

HARDCOVER Academic Year 2026-2027 Planner: 14 Months (May 2026 Through June 2027) 8.5x 11 Daily Weekly Monthly Planner Yearly Agenda. Bookmark Pocket Folder and Sticky Note Set (Colorful Botanicals)

EXCELLO GLOBAL PRODUCTS$22.5664 rev

4mo ago

Academic Planner 2026-2027 Weekly and Monthly Calendar Planner Book July 2026 June 2027 Hardcover Organizer with Tabs Perfect for Teachers Students Women & Men A5 (6.4 x 8.5) - Black

JEJEGO$6.41628 rev

5mo ago

AHGXG Academic Planner 2026-2027 July 2026 - June 2027 Weekly and Monthly 5.7 x 8.3 Hardcover Spiral-Bound Calendar Agenda for Women Student School 12-Month Tabs (Colourful Tree)

AHGXG$6.22285 rev

5mo ago

Reviews

What buyers praise and complain about, mined from review topics.

What buyers love

Document Organizing/Classification27%

“Very well organized”

Size-Overall10%

“Good size”

Quality-Overall10%

“Decent quality”

Value For Money8%

“Great deal”

Advertised Vs Actual Product7%

“Exactly as pictured”

Design-Overall7%

“Very thoughtful design”

Ease Of Use5%

“Easy to write”

Writing Experience4%

“large enough for me to write”

Color3%

“Color is cute”

Paper Quality3%

“Thick paper”

What buyers complain about

Size-Overall15%

“Little on the small side”

Paper Quality8%

“Flimsy junk paper”

Quality-Overall6%

“The price was high for the quality”

Thickness6%

“Not as thick”

Advertised Vs Actual Product5%

“it is deceiving”

Document Organizing/Classification5%

“I have issues with planners and organizing usually because I am really picky about how they should be organized and flow”

Durability5%

“Falls apart”

Strength3%

“Not surprisingly, the corner is slightly crushed”

Print Quality3%

“Wrongly printed. do not buy”

Writing Experience3%

“very little space for writing”

Top return reasons

Size-Overall57%

Advertised Vs Actual Product12%

Value For Money5%

Design-Overall4%

Paper Quality3%

Functionality-Overall3%

Quality-Overall3%

Color2%

Weight Heavy1%

Strength1%

Common questions

Is planner profitable to sell on Amazon United States?: The niche generates $6.5M/yr across 50 tracked products. 28 of 29 products launched in the last 360 days are still selling. 90-day search growth is -24.3%. Flapen's verdict: Worth a look (54/100).
How competitive is the planner niche?: 21 brands and 39 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 76% of demand.
What do buyers complain about in planner?: Top complaints mined from reviews: Size-Overall, Paper Quality, Quality-Overall. The return rate is 1.4%.
When does demand for planner peak?: Demand peaks in Jan–Aug–Dec; the busiest month runs 3.8× the quietest.
What does it cost to enter the planner niche?: Listings span $5.25–$22.56; the average listing price is $9.46 (sweet spot $15–$100). The average incumbent carries 1,400 reviews — the moat a new listing must climb.

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planner

Market data

Competition

Demand & seasonality

Product shelf

Top sellers

Newest

Trending

Reviews

What buyers love

What buyers complain about

Top return reasons

Common questions

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