Elf on the Shelf
FailBuyers convert on only 0.6% of searches, so Elf on the Shelf is a Fail.
- Flapen Score
- 46 / 100Ranks 2,414 of 4,240 Küche, Haushalt & Wohnen niches · −2 vs the category median of 4846
- Market size
- €47K/yr494K searches / yr
- 90-day growth
- -25.5%search demand this quarter
- Competition
- 38%top-5 click share · 19 brands · 60 sellers
Flapen Score
Elf on the Shelf against its category
The dotted line is the Küche, Haushalt & Wohnen average. Past it, Elf on the Shelf is stronger. Inside it, weaker.
Market
The Elf on the Shelf market on Amazon at a glance
Shoppers on Amazon Germany searched for Elf on the Shelf 494K times last year and spent an estimated €47K. The top 5 brands take 69% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 46 out of 100, a Fail.
01 · Demand
An estimated 0.6% of those searches ended in a purchase.
Shoppers searched for this 494K times in the last 12 months. That counts every search on Amazon Germany for this niche's terms. An estimated 0.6% of those searches ended in a purchase. Searches in the last 90 days moved -25.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated €47K a year.
- Searches, last 12 months
- 494K
- Growth, 90 days vs prior 90
- -25.5%
- Conversion, latest week
- 0.6%
- Market size, estimated
- €47Ka year
- Peak month
- December59.7× the quietest month
- Top search term
- elfen61K searches a year
02 · Price
A sale here is worth €15.56.
Listings sell for €15.56 on average, from €6.35 to €47.68. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 250 to 500 of them. At €15.56 that is €4K to €8K a year per listing.
- Average price
- €15.56inside the $15 to $100 sweet spot
- Price range
- €6.35–€47.68
- Amazon Germany median price
- €18.99across 29,809 niches
- Units sold a year
- 13K–15K
- Units per listing a year
- 250–500
- Revenue per listing a year
- €4K–€8K
- Returns
- 2.0%of orders · Amazon Germany median 1.1%
03 · Entry bar
The bar here is reviews.
70% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 8.2% of listings are out of stock. The average listing ranks #1,052 within Saisonale Deko. It carries 6,751 reviews at 4.31 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 70%
- Prime listings
- 91%
- Out of stock, average day
- 8.2%
- Average rank
- #1,052in Saisonale Deko
- Average rating
- 4.31 starsAmazon Germany average 4.37 stars
- Average reviews
- 6,751per listing
- Listings tracked
- 33
04 · Newcomers
0 of last year's 10 launches cleared the first-year sales bar.
10 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 30 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 10
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 30 months
Products
Top Elf on the Shelf products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Sign in to see the products
The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.
Competition
Competition: brands, sellers & click share
The top 5 products take only 38% of clicks. An open shelf where new products get seen.
Brands
19 falling
Sellers
60
Top-5 brand share
69%
Top 20: 100%
Top-5 click share
38%
Top 20: 83%
Open market
27%
- Brand 126%
- Brand 221%
- Brand 310%
- Brand 48%
- Brand 55%
- Brand 64%
Demand
Elf on the Shelf search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 59.7×
Search terms
Top Elf on the Shelf search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- elfen61K/yr
- elfe50K/yr
- elf on the shelf167K/yr
- elf on the shelf zubehör54K/yr
- elfi5K/yr
- elves5K/yr
- elf on the shelf puppe17K/yr
- elfie5K/yr
- weihnachtself42K/yr
- wichtel puppe20K/yr
Reviews and returns
What reviews say buyers love and hate about Elf on the Shelf
We read the reviews and the return reasons for every product selling here.
“Enttäuscht: war nicht teuer”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
17 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Elf on the Shelf questions
Answered from the same tracked data.