Is sup profitable to sell on Amazon United States?

The niche generates $19.8M/yr across 30 tracked products. 10 of 10 products launched in the last 360 days are still selling. 90-day search growth is +128.3%. Flapen's verdict: Launch it (59/100).

How competitive is the sup niche?

12 brands and 18 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in sup?

Top complaints mined from reviews: Durability, Inflation/Deflation, Leak-Proof. The return rate is 1.6%.

When does demand for sup peak?

Demand peaks in Jun–Jul–Aug; the busiest month runs 5.6× the quietest.

What does it cost to enter the sup niche?

Listings span $106.29–$253.98; the average listing price is $167.69 (sweet spot $15–$100). The average incumbent carries 6,139 reviews — the moat a new listing must climb.

sup

Launch it

A $19.8M/yr market growing +128.3% this quarter with returns at 1.6% — clears our launch bar.

Market size

Incredible$19.8M

$19.8M/yr · 16.9M searches

Growth

Incredible+128.3%

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

Returns

Great1.6%

return rate — above 5% kills the launch gate

Competition

Good46%

top-5 click share — leaders hold, buyers still browse

Avg price

Good$167.69

avg listing price — sweet spot $15–$100

Brand share

Okay84%

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Review moat

Bad6,139.37

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad0.7%

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

Price range

Bad$106.29–$253.98

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

Signals Trending High Price

According to Flapen's Amazon United States niche tracking, sup is a $19.8M/yr Amazon United States market (16.9M searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Jun–Jul–Aug. Verdict: Launch it — 59/100.

Data updated Jul 26, 2026 · scored weekly · How we score niches

sup market data

Units sold / yr: 80K–100K; avg 2,500–3,000/product
Revenue / yr: $13.4M–$16.8M; units × avg price
Conversion rate: 0.7%
Avg BSR: #20
Page quality: 0%
Prime: 100%
Sponsored: 97%
Out of stock: 8.5%
Avg brand age: 44 months
Avg seller age: 176 days

Competition & brand share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 falling

Sellers

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

46%

Top 20: 84%

Open market

13%

niphean36%
FunWater23%
Roc17%
FBSPORT4%
Sweetcrispy4%
AISUNSS3%
Open — no brand owns it (6 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +128.3% search growth over the last 90 days.

Peak months: Jun, Jul, Aug · busiest ÷ quietest = 5.6×

Open Trend

Top sup search terms

paddle board5.0M/yr +309.3%0.4% conv.
sup8.1M/yr +21.4%0.0% conv.
inflatable paddle board1.4M/yr +360.2%0.6% conv.
paddleboard658K/yr +343.7%0.4% conv.
stand up paddle board322K/yr +357.8%0.7% conv.
paddle boards197K/yr +310.9%0.3% conv.
paddle board with seat147K/yr +363.7%0.1% conv.
blow up paddle board115K/yr +268.1%0.5% conv.
inflatable paddle board with seat105K/yr +323.3%0.1% conv.
paddle board inflatable90K/yr +296.1%0.5% conv.

All search terms

Top sup 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Niphean Inflatable Stand Up Paddle Board with SUP Accessories 106 SUP

niphean$179.044.7★616 rev

FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack Leash

FunWater$134.184.4★5,303 rev

FBSPORT 11 Premium Stand Up Paddle Board Yoga Board with SUP Accessories & Carry Bag | Wide Stance Surf Control Non-Slip Deck Leash Paddle and Pump for Youth & Adult (MintGreen)

FBSPORT$148.064.6★3,233 rev

Roc Inflatable Stand Up Paddle Board 10 6 with Premium SUP Paddle Board Accessories Wide Stable Design Non-Slip Comfort Deck for Youth & Adults (Aquas)

Roc$172.624.8★21,044 rev

FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack Leash

FunWater$149.544.4★5,303 rev

Newest

by launch date

Roc Inflatable Stand Up Paddle Board 10 6 with Premium SUP Paddle Board Accessories Wide Stable Design Non-Slip Comfort Deck for Youth & Adults (Celestial)

Roc$191.5321,044 rev

2mo ago

FunWater Inflatable 106336 Ultra-Light (17.6lbs) SUP for All Skill Levels Everything Included with Stand Up Paddle Board Adj Floating Paddles Pump ISUP Travel Backpack Leash Waterproof Bag

FunWater$157.641,527 rev

5mo ago

FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack

FunWater$142.665,303 rev

6mo ago

FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack

FunWater$140.841,527 rev

6mo ago

Inflatable Stand Up Paddle Board 1134 Extra Wide SUP Ultra-Stable for Adults & Dog 450lbs Dual Chamber Pump Fiberglass Paddle Military Grade Dual Layer Jellyfish Flow Design

RAYOCON$173.57130 rev

6mo ago

What buyers say about sup

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

What buyers love

Quality-Overall17%

“The build quality is truly impressive”

Value For Money11%

“Great deal”

Ease Of Use9%

“Easy To Use”

Durability6%

“Very durable”

Strength6%

“Super sturdy”

Fun/Entertainment Experience4%

“Easy fun”

Water Resistance4%

“feel great on the water”

Size-Overall4%

“nice size”

Assembly/Installation4%

“Easy to assemble”

Weight Light3%

“Lightweight and Very Stable”

What buyers complain about

Durability10%

“Broke”

Inflation/Deflation10%

“was deflating it”

Leak-Proof7%

“Leaked after 1 month”

Quality-Overall5%

“Low quality board”

Size-Overall4%

“Its pretty big”

Value For Money3%

“how expensive it looks”

Color2%

“Pink not purple”

Stitch/Finish/Polish2%

“Poor build quality with many uneven lines and seams”

Buoyancy2%

“Paddle doesnt float”

Strength2%

“Im not that strong”

Top return reasons

Value For Money18%

Size-Overall13%

Leak-Proof11%

Inflation/Deflation9%

Defective Material/Parts6%

Material Quality5%

Quality-Overall4%

Color4%

Functionality-Overall4%

Advertised Vs Actual Product4%

Common questions

Is sup profitable to sell on Amazon United States?: The niche generates $19.8M/yr across 30 tracked products. 10 of 10 products launched in the last 360 days are still selling. 90-day search growth is +128.3%. Flapen's verdict: Launch it (59/100).
How competitive is the sup niche?: 12 brands and 18 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in sup?: Top complaints mined from reviews: Durability, Inflation/Deflation, Leak-Proof. The return rate is 1.6%.
When does demand for sup peak?: Demand peaks in Jun–Jul–Aug; the busiest month runs 5.6× the quietest.
What does it cost to enter the sup niche?: Listings span $106.29–$253.98; the average listing price is $167.69 (sweet spot $15–$100). The average incumbent carries 6,139 reviews — the moat a new listing must climb.

sup

sup market data

Competition & brand share

Demand & seasonality

Top sup search terms

Top sup products on Amazon

Top sellers

Newest

Trending

What buyers say about sup

What buyers love

What buyers complain about

Top return reasons

Common questions

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