planner
Worth a lookShows 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 5% kills the launch gate
Competition
Great36%top-5 click share — an open shelf
Review moat
Good1,400.46avg 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–$22.56cheapest 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$9.46avg 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
planner market data
- Units sold / yr
- 600K–800K
- avg 10,000–12,500/product
- Revenue / yr
- $5.7M–$7.6M
- units × avg price
- 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 & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
21 falling
Sellers
39
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×
Top planner search terms
- planner 2026-20272.9M/yr
- planner5.4M/yr
- 2026-2027 monthly planner858K/yr
- daily planner1.3M/yr
- 2026 planner5.9M/yr
- academic planner 2026-2027298K/yr
- weekly planner998K/yr
- 2026482K/yr
- planners1.1M/yr
- monthly planner771K/yr
Top planner products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 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
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
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
Planner 2026-2027 8.5 x 11 Weekly and Monthly Academic Year Planner Calendar July 2026 - June 2027 Hardcover Large School Planning Agenda With Tabs Perfect for School & Office Supplies A4 Green
Taja$10.04748 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$12.023,472 rev
Academic Planner 2026-2027 Hardcover Weekly and Monthly Calendar Planner from July 2026 - June 2027 Daily Agenda Planners with Tabs College School Organizer for Student Teacher A5 (6.1 x 8.2) Green
NOTBOKPA$6.51833 rev
Trending
90-day click momentumAcademic 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$6.414.7★
Planner 2026-2027 8.5 x 11 Weekly and Monthly Academic Year Planner Calendar July 2026 - June 2027 Hardcover Large School Planning Agenda With Tabs Perfect for School & Office Supplies A4 Green
Taja$10.044.7★
Academic Planner 2026-2027 Hardcover Weekly and Monthly Calendar Planner from July 2026 - June 2027 Daily Agenda Planners with Tabs College School Organizer for Student Teacher A5 (6.1 x 8.2) Green
NOTBOKPA$6.514.7★
Blue Sky 2026-2027 Weekly and Monthly Academic Year Planner Calendar July 2026 - June 2027 5 x 8 Flexible Cover Wirebound Laminated Tabs Enterprise
Blue Sky$9.934.6★
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★
What buyers say about planner
What buyers praise and complain about, mined from review topics.What buyers love
“Very well organized”
“Good size”
“Decent quality”
“Great deal”
“Exactly as pictured”
“Very thoughtful design”
“Easy to write”
“large enough for me to write”
“Color is cute”
“Thick paper”
What buyers complain about
“Little on the small side”
“Flimsy junk paper”
“The price was high for the quality”
“Not as thick”
“it is deceiving”
“I have issues with planners and organizing usually because I am really picky about how they should be organized and flow”
“Falls apart”
“Not surprisingly, the corner is slightly crushed”
“Wrongly printed. do not buy”
“very little space for writing”
Top return reasons
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.