Is 12x30x1 air filters profitable to sell on Amazon United States?

The niche generates $645K/yr across 11 tracked products. 90-day search growth is +46.8%. Flapen's verdict: Worth a look (53/100).

How competitive is the 12x30x1 air filters niche?

4 brands and 14 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in 12x30x1 air filters?

Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Smell. The return rate is 0.7%.

When does demand for 12x30x1 air filters peak?

Demand peaks in Jun–Jul; the busiest month runs 2.0× the quietest.

What does it cost to enter the 12x30x1 air filters niche?

Listings span $34.09–$83.16; the average listing price is $51.37 (sweet spot $15–$100). The average incumbent carries 31,688 reviews — the moat a new listing must climb.

12x30x1 air filters

Worth a look

Shows low returns (0.7%), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Price range

Incredible$34.09–$83.16

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

Conversion

Great11.4%

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

Avg price

Great$51.37

avg listing price — sweet spot $15–$100

Growth

Good+46.8%

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

Market size

Good$645K

$645K/yr · 110K searches

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Competition

Bad82%

top-5 click share — a locked-up shelf

Review moat

Bad31,688.45

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad100%

top-5 brand share — brand-locked demand

Signals High Price

According to Flapen's Amazon United States niche tracking, 12x30x1 air filters is a $645K/yr Amazon United States market (110K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jun–Jul. Verdict: Worth a look — 53/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

12x30x1 air filters market data

Units sold / yr: 13K–15K; avg 1,000–1,250/product
Revenue / yr: $642K–$771K; units × avg price
Conversion rate: 11.4%
Avg BSR: #107
Page quality: 0%
Prime: 55%
Sponsored: 73%
Out of stock: 0.0%
Avg brand age: 70 months
Avg seller age: 183 days

Competition & brand share

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

Filtrete54%
Filterbuy33%
Simply11%
AAF2%

Demand & seasonality

Weekly Amazon search volume, last 102 weeks — +46.8% search growth over the last 90 days.

Peak months: Jun, Jul · busiest ÷ quietest = 2.0×

Open Trend

Top 12x30x1 air filters search terms

12x30x1 air filters53K/yr +40.1%11.0% conv.
air filter 12x30x114K/yr +46.1%8.1% conv.
12x30x1 air filter12K/yr +84.5%6.4% conv.
12x30x1 furnace filter4K/yr +75.0%0.6% conv.
furnace filters 12x30x14K/yr +41.9%2.2% conv.
12 x 30 x 1 air filters for home6K/yr +13.0%13.4% conv.
12x30x13K/yr +66.1%10.9% conv.
12 x 30 x 1 air filter3K/yr +32.8%12.3% conv.
ac filter 12x30x13K/yr +48.0%11.9% conv.
12x30 air filter3K/yr +66.8%10.4% conv.

All search terms

Top 12x30x1 air filters 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 11 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Filtrete 12x30x1 Air Filter MERV 5 6-Pack AC Furnace Filters for Home HVAC MPR 300 Basic Dust Defense Removes Lint & Household Dust 3-Month Pleated Electrostatic (Actual Size 11.81x29.81x0.81 in)

Filtrete$34.094.7★160,547 rev

Filterbuy 12x30x1 Air Filter MERV 8 Essential Dust & Allergy Defense (4-Pack) Electrostatic Pleated HVAC AC Furnace Filters Replacement Made in USA (Actual Size: 11.88 x 29.88 x 0.75)

Filterbuy$38.614.6★1,433 rev

Simply 12x30x1 Air Filter Merv 8 6 Pack For Home AC Furnace & HVAC (Actual Size: 11.75x29.75x0.75) DUST Pet & Allergy Control

Simply$41.804.7★53,363 rev

Filterbuy 12x30x1 Air Filter MERV 8 Essential Dust & Allergy Defense (6-Pack) Electrostatic Pleated HVAC AC Furnace Filters Replacement Made in USA (Actual Size: 11.88 x 29.88 x 0.75)

Filterbuy$48.944.7★51,098 rev

Filtrete 12x30x1 Air Filter MERV 11 MPR 1000 Allergens & Pet Dander 3-Month AC and Furnace Filters Cleaner Air Reliable Airflow 6 HVAC Filters (Actual Size 11.81 x 29.81 x 0.81 in)

Filtrete$67.804.8★11,774 rev

Newest

by launch date

Filtrete 12x30x1 AC Furnace Air Filter MPR 700 MERV 8 Tough on Pollen Easy on Airflow 3-Month Pleated 1-Inch Electrostatic Air Cleaning Filter 4-Pack (Actual Size 11.81 x 29.81 x 0.81 in)

Filtrete$43.346,265 rev

1y ago

Filtrete 12x30x1 Air Filter MERV 11 MPR 1000 Allergens & Pet Dander 3-Month AC and Furnace Filters Cleaner Air Reliable Airflow 4 HVAC Filters (Actual Size 11.81 x 29.81 x 0.81 in)

Filtrete$56.9625,454 rev

1y ago

Filterbuy 12x30x1 Air Filter MERV 8 Essential Dust & Allergy Defense (3-Pack) Electrostatic Pleated HVAC AC Furnace Filters Replacement Made in USA (Actual Size: 11.88 x 29.88 x 0.75)

Filterbuy$37.679,643 rev

3y ago

Simply 12x30x1 Air Filter Merv 8 6 Pack For Home AC Furnace & HVAC (Actual Size: 11.75x29.75x0.75) DUST Pet & Allergy Control

Simply$41.8053,363 rev

4y ago

Filtrete 12x30x1 Air Filter MERV 5 6-Pack AC Furnace Filters for Home HVAC MPR 300 Basic Dust Defense Removes Lint & Household Dust 3-Month Pleated Electrostatic (Actual Size 11.81x29.81x0.81 in)

Filtrete$34.09160,547 rev

6y ago

What buyers say about 12x30x1 air filters

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

What buyers love

Filtration29%

“Great filters perfect fit”

Quality-Overall25%

“Seems well made”

Size-Overall21%

“It fits”

Ease Of Use8%

“Easy to I stall”

Security4%

“Respect of property by driver”

What buyers complain about

Size-Overall65%

“Doesn't fit”

Adhesion/Stickiness10%

“The glue used to bind the cardboard edge to the media filter is coming loose”

Smell10%

“Took the smoke smell right out of my house”

Filtration5%

“I had some really crappy filters in the new house”

Top return reasons

Size-Overall80%

Filtration11%

Compatibility-Overall4%

Value For Money2%

Advertised Vs Actual Product1%

Material Quality1%

Thin0%

Functionality-Overall0%

Strength0%

Ease Of Use0%

Common questions

Is 12x30x1 air filters profitable to sell on Amazon United States?: The niche generates $645K/yr across 11 tracked products. 90-day search growth is +46.8%. Flapen's verdict: Worth a look (53/100).
How competitive is the 12x30x1 air filters niche?: 4 brands and 14 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in 12x30x1 air filters?: Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness, Smell. The return rate is 0.7%.
When does demand for 12x30x1 air filters peak?: Demand peaks in Jun–Jul; the busiest month runs 2.0× the quietest.
What does it cost to enter the 12x30x1 air filters niche?: Listings span $34.09–$83.16; the average listing price is $51.37 (sweet spot $15–$100). The average incumbent carries 31,688 reviews — the moat a new listing must climb.