Is 20x25x5 air filter merv 13 profitable to sell on Amazon United States?

The niche generates $120K/yr across 12 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is +65.8%. Flapen's verdict: Worth a look (52/100).

How competitive is the 20x25x5 air filter merv 13 niche?

8 brands and 31 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in 20x25x5 air filter merv 13?

Top complaints mined from reviews: Size-Overall, Filtration, Advertised Vs Actual Product. The return rate is 1.6%.

When does demand for 20x25x5 air filter merv 13 peak?

Demand peaks in Jul; the busiest month runs 3.1× the quietest.

What does it cost to enter the 20x25x5 air filter merv 13 niche?

Listings span $31.08–$129.32; the average listing price is $70.66 (sweet spot $15–$100). The average incumbent carries 976 reviews — the moat a new listing must climb.

20x25x5 air filter merv 13

Worth a look

Shows a sweet-spot price point ($70.66 avg), but a concentrated shelf (top 5 take 78% of clicks) keeps it on the watch list.

Avg price

Great$70.66

avg listing price — sweet spot $15–$100

Conversion

Great9.5%

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

Returns

Great1.6%

return rate — above 5% kills the launch gate

Growth

Great+65.8%

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

Price range

Good$31.08–$129.32

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

Review moat

Good975.83

avg incumbent reviews — the moat a new listing must climb

Market size

Okay$120K

$120K/yr · 18K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Brand share

Okay89%

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

Competition

Bad78%

top-5 click share — a locked-up shelf

Signals High Price

According to Flapen's Amazon United States niche tracking, 20x25x5 air filter merv 13 is a $120K/yr Amazon United States market (18K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Jul. Verdict: Worth a look — 52/100.

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

20x25x5 air filter merv 13 market data

Units sold / yr: 2K–2K; avg 100–250/product
Revenue / yr: $106K–$141K; units × avg price
Conversion rate: 9.5%
Avg BSR: #391
Page quality: 0%
Prime: 67%
Sponsored: 83%
Out of stock: 18.3%
Avg brand age: 54 months
Avg seller age: 191 days

Competition & brand share

The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

Filterbuy43%
Filtrete21%
Trion10%
DerBlue9%
AIRx Filters6%
Lennox6%
Open — no brand owns it (2 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 101 weeks — +65.8% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 3.1×

Open Trend

Top 20x25x5 air filter merv 13 search terms

20x25x5 air filter merv 1310K/yr +44.6%8.5% conv.
merv 13 20x25x54K/yr +81.5%7.4% conv.
20x25x5 merv 133K/yr +121.4%8.4% conv.

All search terms

Top 20x25x5 air filter merv 13 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Filterbuy 20x25x5 Air Filter MERV 13 Optimal Smoke & Allergy Defense (2-Pack) Pleated HVAC AC Furnace Filters for Honeywell FC100A1037 Lennox X6673 and More (Actual Size: 19.88 x 24.75 x 4.38)

Filterbuy$69.484.6★2,466 rev

Filtrete 20x25x5 AC Furnace Air Filter MERV 13 MPR 1900 Premium Allergen Bacteria & Virus Filter Electrostatic Air Cleaning Filter 2-Pack (Actual Size 19.56 x 24.13 x 4.75 in)

Filtrete$76.514.3★379 rev

DerBlue 2PCS 20x25x5 MERV 13 Furnace Filter Replacement Compatible with Lennox X6673 HCF20 Pleated HVAC Foldable Design for Easy Installation & Space-Saving (Actual Size: 19.75 x 24.75 x 4.38 In)

DerBlue$48.094.2★60 rev

20x25x5 Air Bear Pleated HVAC Air Filter MERV 13 (4-Pack) (Actual Size: 19.75 x 24.25 x 4.9 Inches) compatible with part no: 266649-102

Trion$129.325.0★8 rev

Lennox 19L17-20 x 25 x 5 Healthy Climate HCF20-13 Air Filter MERV 13 (2-Pack)

Lennox$99.634.8★274 rev

Newest

by launch date

Air Bear 20x25x5 Air Filter MERV 13 (2-Pack) Pleated HVAC Air Filter Replacement (Actual Size: 19.75 x 24.25 x 4.9 Inches) Compatible with part no: 266649-102

Trion$74.482 rev

3mo ago

20x25x5 Air Bear Pleated HVAC Air Filter MERV 13 (4-Pack) (Actual Size: 19.75 x 24.25 x 4.9 Inches) compatible with part no: 266649-102

Trion$129.328 rev

4mo ago

DerBlue 2PCS 20x25x5 MERV 13 Furnace Filter Replacement Compatible with Lennox X6673 HCF20 Pleated HVAC Foldable Design for Easy Installation & Space-Saving (Actual Size: 19.75 x 24.75 x 4.38 In)

DerBlue$48.0960 rev

11mo ago

Filtrete 20x25x5 AC Furnace Air Filter MERV 13 MPR 1900 Premium Allergen Bacteria & Virus Filter Electrostatic Air Cleaning Filter 2-Pack (Actual Size 19.56 x 24.13 x 4.75 in)

Filtrete$76.51379 rev

1y ago

AIRX FILTERS WICKED CLEAN AIR. 20x25x5 Air Filter MERV 13 Compatible with Lennox X6673 Air Filter 2 Pack

AIRx Filters$69.8246 rev

2y ago

What buyers say about 20x25x5 air filter merv 13

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

What buyers love

Filtration27%

“I got a higher quality filter”

Size-Overall19%

“Fits perfectly”

Quality-Overall18%

“Excellent Quality”

Value For Money9%

“good value”

Advertised Vs Actual Product5%

“as advertised”

Efficiency2%

“Work well”

Strength2%

“They are solidly made”

Thickness2%

“Great product the condition is great the thickness in the product is what i need for my ac system”

Assembly/Installation1%

“Assembly took a couple of minutes”

Locally Manufactured1%

“made in USA”

What buyers complain about

Size-Overall50%

“Didn't fit”

Filtration14%

“Weird separation in the filter”

Advertised Vs Actual Product4%

“Shame on me for not reading the spec sheet carefully”

Compatibility-Overall4%

“Does not fit Lennox EL296UHV”

Quality-Overall3%

“I would expect better quality assurance”

Measurement/Reading Accuracy3%

“inconsistent”

Thickness2%

“a bit too thin”

Design-Overall2%

“Foldable design-do NOT like that design”

Value For Money2%

“just more expensive”

Ease Of Use1%

“I have trouble getting the door to close”

Top return reasons

Size-Overall70%

Filtration14%

Compatibility-Overall9%

Advertised Vs Actual Product2%

Defective Material/Parts1%

Value For Money1%