---
title: "planner — $6.5M/yr Amazon United States Niche, Score 54/100 - Flapen"
canonical_url: "https://flapen.com/research/us/office-products/planner"
last_updated: "2026-07-20T19:44:45.324Z"
locale: en
meta:
description: "planner shows a $6.5M/yr market, but soft demand (-24.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "planner shows a $6.5M/yr market, but soft demand (-24.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "planner — $6.5M/yr Amazon United States Niche, Score 54/100 - Flapen"
---
# **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 99Growth 13Conversion 36Competition 79Returns 87Price range 44Avg price 29Brand share 49Review moat 52Quality gap 19
**Market size**
**Incredible****$6.5M**
$6.5M/yr · 24.0M searches
**Returns**
**Great****1.4%**
return rate — above 6% kills the launch gate
**Competition**
**Great****36%**
top-5 click share — an open shelf
**Review moat**
**Good****1,400.46**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****76%**
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**
**Okay****2.9%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Okay****$9.46**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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.
2.0M1.5MPrime Day '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Aug, Dec · busiest ÷ quietest = 3.8×
[**Open Trend **](https://flapen.com/research/us/office-products/planner/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.
0%3%$195K6%$391K9%$586K12%$781K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$7.48**4.7★1,595 rev](https://www.amazon.com/dp/B0FG7QLGF5) [2**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**$12.02**4.8★3,472 rev](https://www.amazon.com/dp/B0GDWTXGPV) [3**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**$7.75**4.7★673 rev](https://www.amazon.com/dp/B0FH64LBW5) [4**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**$14.89**4.6★3,675 rev](https://www.amazon.com/dp/B0FYRBKD2G) [5**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**$6.22**4.7★1,031 rev](https://www.amazon.com/dp/B0FB2FCSSP)
**~~View all top sellers →~~**
### **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**$10.36**1,360 rev4mo ago](https://www.amazon.com/dp/B0GQMDK8YL) [**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**$6.77**2,177 rev4mo ago](https://www.amazon.com/dp/B0GQFX5GD4) [**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**$22.56**64 rev4mo ago](https://www.amazon.com/dp/B0GNCKJT1H) [**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**$6.41**628 rev5mo ago](https://www.amazon.com/dp/B0GHSB7DHT) [**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**$6.22**285 rev5mo ago](https://www.amazon.com/dp/B0G6YFY95Z)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$22.56**4.9★**▲ 227%**](https://www.amazon.com/dp/B0GNCKJT1H) [**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**$10.36**4.8★**▲ 219%**](https://www.amazon.com/dp/B0GQMDK8YL) [**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**$6.41**4.7★**▲ 219%**](https://www.amazon.com/dp/B0GHSB7DHT) [**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**$10.04**4.7★**▲ 219%**](https://www.amazon.com/dp/B0GF2SGHCZ) [**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**$6.51**4.7★**▲ 218%**](https://www.amazon.com/dp/B0GCJ2V8N3)
**~~View all trending →~~**
## **Reviews**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Document Organizing/Classification**27%
*“Very well organized”*
**Size-Overall**10%
*“Good size”*
**Quality-Overall**10%
*“Decent quality”*
**Value For Money**8%
*“Great deal”*
**Advertised Vs Actual Product**7%
*“Exactly as pictured”*
**Design-Overall**7%
*“Very thoughtful design”*
**Ease Of Use**5%
*“Easy to write”*
**Writing Experience**4%
*“large enough for me to write”*
**Color**3%
*“Color is cute”*
**Paper Quality**3%
*“Thick paper”*
### **What buyers complain about **
**Size-Overall**15%
*“Little on the small side”*
**Paper Quality**8%
*“Flimsy junk paper”*
**Quality-Overall**6%
*“The price was high for the quality”*
**Thickness**6%
*“Not as thick”*
**Advertised Vs Actual Product**5%
*“it is deceiving”*
**Document Organizing/Classification**5%
*“I have issues with planners and organizing usually because I am really picky about how they should be organized and flow”*
**Durability**5%
*“Falls apart”*
**Strength**3%
*“Not surprisingly, the corner is slightly crushed”*
**Print Quality**3%
*“Wrongly printed. do not buy”*
**Writing Experience**3%
*“very little space for writing”*
### **Top return reasons **
**Size-Overall**57%
**Advertised Vs Actual Product**12%
**Value For Money**5%
**Design-Overall**4%
**Paper Quality**3%
**Functionality-Overall**3%
**Quality-Overall**3%
**Color**2%
**Weight Heavy**1%
**Strength**1%
## **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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