---
title: "Sup — $19.8M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/sports-outdoors/sup"
last_updated: "2026-08-06T22:36:12.696Z"
locale: en
meta:
description: "Niche score 59/100 · $19.8M/yr market · 16.9M searches/yr · $167.69 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 59/100 · $19.8M/yr market · 16.9M searches/yr · $167.69 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Sup — $19.8M/yr Amazon US Niche (2026) - Flapen"
---
# **sup**
**Launch it**
A $19.8M/yr market growing +128.3% this quarter with returns at 1.6% — clears our launch bar.
Market size 100Growth 95Conversion 9Competition 66Returns 83Price range 0Avg price 52Brand share 35Review moat 24Quality gap 30
**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**
**Great****1.6%**
return rate — above 5% kills the launch gate
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Good****$167.69**
avg listing price — sweet spot $15–$100
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Bad****6,139.37**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****0.7%**
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**](https://flapen.com/research/niches?market=us&signal=trending "Search growth > 100% (90d)") [** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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**
**18**
**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.
1.2M800KHoliday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jun, Jul, Aug · busiest ÷ quietest = 5.6×
[**Open Trend **](https://flapen.com/research/us/sports-outdoors/sup/trend)
## **Top sup search terms**
- **paddle board**5.0M/yr+309.3%0.4% conv. - **sup**8.1M/yr+21.4%0.0% conv. - **inflatable paddle board**1.4M/yr+360.2%0.6% conv. - **paddleboard**658K/yr+343.7%0.4% conv. - **stand up paddle board**322K/yr+357.8%0.7% conv. - **paddle boards**197K/yr+310.9%0.3% conv. - **paddle board with seat**147K/yr+363.7%0.1% conv. - **blow up paddle board**115K/yr+268.1%0.5% conv. - **inflatable paddle board with seat**105K/yr+323.3%0.1% conv. - **paddle board inflatable**90K/yr+296.1%0.5% conv. [**All search terms **](https://flapen.com/research/us/sports-outdoors/sup/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.
0%10%$2.0M20%$4.0M30%$5.9M40%$7.9M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Niphean Inflatable Stand Up Paddle Board with SUP Accessories 106 SUP**niphean**$179.04**4.7★616 rev](https://www.amazon.com/dp/B0DMT133P2) [2**FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack Leash**FunWater**$134.18**4.4★5,303 rev](https://www.amazon.com/dp/B0DF26R74R) [3**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**$148.06**4.6★3,233 rev](https://www.amazon.com/dp/B08DHX1HYF) [4**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**$172.62**4.8★21,044 rev](https://www.amazon.com/dp/B0FYHV92VC) [5**FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack Leash**FunWater**$149.54**4.4★5,303 rev](https://www.amazon.com/dp/B0DFPGLB9D)
**~~View all top sellers →~~**
### **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**$191.53**21,044 rev2mo ago](https://www.amazon.com/dp/B0GZHQSWN9) [**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**$157.64**1,527 rev5mo ago](https://www.amazon.com/dp/B0GKM8K3V7) [**FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack**FunWater**$142.66**5,303 rev6mo ago](https://www.amazon.com/dp/B0GHMC62CC) [**FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack**FunWater**$140.84**1,527 rev6mo ago](https://www.amazon.com/dp/B0GHMQR12S) [**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**$173.57**130 rev6mo ago](https://www.amazon.com/dp/B0GDXN9RKN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**$191.53**4.8★**▲ 52%**](https://www.amazon.com/dp/B0GZHQSWN9) [**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**$157.64**4.5★**▲ 51%**](https://www.amazon.com/dp/B0GKM8K3V7) [**FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack**FunWater**$142.66**4.4★**▲ 51%**](https://www.amazon.com/dp/B0GHMC62CC) [**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**$173.57**4.4★**▲ 51%**](https://www.amazon.com/dp/B0GDXN9RKN) [**FunWater SUP Inflatable Stand Up Paddle Board 106336 Ultra-Light Inflatable Paddleboard with ISUP Accessories Fins Adjustable Paddle Pump Backpack**FunWater**$140.84**4.5★**▲ 51%**](https://www.amazon.com/dp/B0GHMQR12S)
**~~View all trending →~~**
## **What buyers say about sup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**17%
*“The build quality is truly impressive”*
**Value For Money**11%
*“Great deal”*
**Ease Of Use**9%
*“Easy To Use”*
**Durability**6%
*“Very durable”*
**Strength**6%
*“Super sturdy”*
**Fun/Entertainment Experience**4%
*“Easy fun”*
**Water Resistance**4%
*“feel great on the water”*
**Size-Overall**4%
*“nice size”*
**Assembly/Installation**4%
*“Easy to assemble”*
**Weight Light**3%
*“Lightweight and Very Stable”*
### **What buyers complain about **
**Durability**10%
*“Broke”*
**Inflation/Deflation**10%
*“was deflating it”*
**Leak-Proof**7%
*“Leaked after 1 month”*
**Quality-Overall**5%
*“Low quality board”*
**Size-Overall**4%
*“Its pretty big”*
**Value For Money**3%
*“how expensive it looks”*
**Color**2%
*“Pink not purple”*
**Stitch/Finish/Polish**2%
*“Poor build quality with many uneven lines and seams”*
**Buoyancy**2%
*“Paddle doesnt float”*
**Strength**2%
*“Im not that strong”*
### **Top return reasons **
**Value For Money**18%
**Size-Overall**13%
**Leak-Proof**11%
**Inflation/Deflation**9%
**Defective Material/Parts**6%
**Material Quality**5%
**Quality-Overall**4%
**Color**4%
**Functionality-Overall**4%
**Advertised Vs Actual Product**4%
## **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.
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