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Soft demand (-13.3% this quarter) — this niche doesn't clear our bar today.

Market size 25Growth 18Conversion 75Competition 46Returns 97Price range 22Avg price 73Brand share 39Review moat 99Quality gap 22

Review moat

Incredible16.58

avg incumbent reviews — the moat a new listing must climb

Returns

Incredible0.7%

return rate — above 6% kills the launch gate

Conversion

Great7.1%

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

Avg price

Good$105.57

avg listing price — sweet spot $15–$100

Competition

Okay58%

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

Brand share

Okay82%

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

Market size

Bad$98K

$98K/yr · 13K searches

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

Price range

Bad$24.21–$365.34

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

Growth

Bad-13.3%

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

Competition

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 rising

Sellers

27

Top-5 brand share

82%

Open market

14%

  • Fleetguard49%
  • Fourtry12%
  • GETOPAUTO11%
  • FOCUSFILTER5%
  • Cummins5%
  • OBNES4%
  • Open — no brand owns it (6 brands, 14%)

Product shelf

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$10K20%$20K30%$30K40%$39K1101001K Reviews — right = deep review moat Market share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

All 19 tracked products in this niche — three views at once, no toggling.

Demand & seasonality

Weekly Amazon search volume, last 88 weeks — -13.3% search growth over the last 90 days.
300200Spike '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan · busiest ÷ quietest = 2.0×

Reviews

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

What buyers love

Value For Money35%

“Nice combo price”

Filtration29%

“Good filter”

Quality-Overall19%

“feel like they're good quality”

Size-Overall13%

“Fits 2021 Cummins x-15 engine”

What buyers complain about

Size-Overall33%

“They don't fit my truck what a waste”

Filtration17%

“Filter leaks”

Leak-Proof17%

“Filter leaks”

Quality-Overall11%

“Needs better quality seals”

Top return reasons

Size-Overall39%
Filtration28%
Compatibility-Overall17%
Quality-Overall4%
Value For Money4%
Defective Material/Parts4%
Advertised Vs Actual Product2%