stanley utility knife
Worth a lookShows low returns (0.6%), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Price range
Great$5.92–$53.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great$16.67avg listing price — sweet spot $15–$100
Conversion
Good7.0%search→purchase rate — share of searches ending in a sale
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Okay2,269.19avg incumbent reviews — the moat a new listing must climb
Growth
Okay+7.6%90-day search growth — must beat 0% to launch
Market size
Okay$147K$147K/yr · 127K searches
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, stanley utility knife is a $147K/yr Amazon United States market (127K searches/yr). The top 5 brands hold 95% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
stanley utility knife market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- $167K–$208K
- units × avg price
- Conversion rate
- 7.0%
- Avg BSR
- #358
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 56%
- Out of stock
- 0.0%
- Avg brand age
- 67 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
9 rising
Sellers
243
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
54%
Top 20: 90%
Open market
4%
- STANLEY79%
- EQUIPTZ6%
- WORKPRO5%
- Stanley - FatMax3%
- CRAFTSMAN2%
- DIYSELF1%
- Open — no brand owns it (3 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 98 weeks — +7.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top stanley utility knife search terms
- stanley utility knife42K/yr
- stanley knife31K/yr
- stanley box cutter18K/yr
- stanley razor knife7K/yr
- utility knife stanley7K/yr
- stanley fatmax utility knife5K/yr
- stanley knife utility7K/yr
- stanley box cutter retractable4K/yr
- box cutter stanley3K/yr
- stanley utility knife retractable3K/yr
Top stanley utility knife 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Stanley Utility Knife 2-Pack - 6 in Classic 99 Retractable with Alloy Steel Blades & Handle Interlocking Nose 3-Position Blade Includes 3 Blades
STANLEY$13.364.4★4,034 rev
Stanley 10788 Curved Quick-Change Utility Knife High Carbon Steel Retractable Blade 3 Blades
STANLEY$12.654.2★903 rev
Stanley 10-499 QuickChange Retractable Blade Utility Knife (4-pack)
STANLEY$29.294.4★238 rev
Auto Reload Utility Knife with 10 Preloaded SK5 Blades Heavy Duty Box Cutter Retractable and Razor Knife with Non-Slip Rubber Handle and Lanyard Hole
EQUIPTZ$12.434.7★432 rev
WORKPRO Premium Utility Knife Retractable All Metal Heavy Duty Box Cutter Quick Change Blade Razor Knife with 10 Extra Blades
WORKPRO$9.254.8★10,048 rev
Newest
by launch dateAuto Reload Utility Knife with 10 Preloaded SK5 Blades Heavy Duty Box Cutter Retractable and Razor Knife with Non-Slip Rubber Handle and Lanyard Hole
EQUIPTZ$12.43432 rev
CRAFTSMAN Utility Knife Retractable 3 Blades Included (CMHT10585)
CRAFTSMAN$6.74338 rev
STANLEY 10-143-S Basic Snap-off Blade Knife 18 mm
STANLEY$7.681,950 rev
WORKPRO Premium Utility Knife Retractable All Metal Heavy Duty Box Cutter Quick Change Blade Razor Knife with 10 Extra Blades
WORKPRO$9.2510,048 rev
DIYSELF 2 Pack Utility Knife Box Cutter Retractable PVC Pipe Cutter
DIYSELF$7.468,179 rev
Trending
90-day click momentum
Amazon Basics Folding Utility Knife Box Cutter with Back-lock Mechanism Portable Lightweight Aluminum Handle Red
Amazon Basics$7.304.5★
STANLEY 10-143-S Basic Snap-off Blade Knife 18 mm
STANLEY$7.684.4★
Auto Reload Utility Knife with 10 Preloaded SK5 Blades Heavy Duty Box Cutter Retractable and Razor Knife with Non-Slip Rubber Handle and Lanyard Hole
EQUIPTZ$12.434.7★
Stanley 0-10-789 2 in 1 Snap Off Knife Xtreme Grey
Stanley - FatMax$17.874.6★
CRAFTSMAN Utility Knife Retractable 3 Blades Included (CMHT10585)
CRAFTSMAN$6.744.5★
What buyers say about stanley utility knife
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality knife”
“They are easy to function”
“The blades are SHARP”
“Great deal”
“As advertised”
“Not flimsy”
“Grip is very comfortable”
“Very affordable and durable”
“Perfect size”
“Perfect for cutting the boxes”
What buyers complain about
“Junk quality”
“Didnt last”
“Dull blades”
“Its hard to open”
“Seem a bit flimsy”
“Too small”
“A little heavy”
“It comes with no instructions”
“the button on the quick release does not work at all”
“The sides fit together so poorly its a hassle to reassemble”
Top return reasons
Common questions
- Is stanley utility knife profitable to sell on Amazon United States?
- The niche generates $147K/yr across 27 tracked products. 90-day search growth is +7.6%. Flapen's verdict: Worth a look (50/100).
- How competitive is the stanley utility knife niche?
- 9 brands and 243 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in stanley utility knife?
- Top complaints mined from reviews: Quality-Overall, Durability, Sharpness. The return rate is 0.6%.
- When does demand for stanley utility knife peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the stanley utility knife niche?
- Listings span $5.92–$53.11; the average listing price is $16.67 (sweet spot $15–$100). The average incumbent carries 2,269 reviews — the moat a new listing must climb.