Matches
FailPrices span $0.84–$8.43, mostly outside the sweet spot, so Matches is a Fail.
- Flapen Score
- 44 / 100Ranks 542 of 811 Automotive niches · −5 vs the category median of 4944
- Market size
- £223K/yr444K searches / yr
- 90-day growth
- -36.0%search demand this quarter
- Competition
- 71%top-5 click share · 12 brands · 62 sellers
Flapen Score
Matches against its category
The dotted line is the Automotive average. Past it, Matches is stronger. Inside it, weaker.
Market
The Matches market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Matches 444K times last year and spent an estimated £223K. The top 5 brands take 75% of clicks. Demand peaks in Jan–Feb–Nov–Dec. Flapen scores it 44 out of 100, a Fail.
01 · Demand
An estimated 9.7% of those searches ended in a purchase.
Shoppers searched for this 444K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 9.7% of those searches ended in a purchase. Searches in the last 90 days moved -36.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £223K a year.
- Searches, last 12 months
- 444K
- Growth, 90 days vs prior 90
- -36.0%
- Conversion, latest week
- 9.7%
- Market size, estimated
- £223Ka year
- Peak month
- January2.9× the quietest month
- Top search term
- matches290K searches a year
02 · Price
A sale here is worth £5.19.
Listings sell for £5.19 on average, from £0.84 to £8.43. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 1,250 to 1,500 of them. At £5.19 that is £6K to £8K a year per listing.
- Average price
- £5.19under the $15 to $100 sweet spot
- Price range
- £0.84–£8.43
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 40K–50K
- Units per listing a year
- 1,250–1,500
- Revenue per listing a year
- £6K–£8K
- Returns
- 0.1%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
73% of listings pay for placement with sponsored ads. 73% ship with Prime. On an average day, 3.7% of listings are out of stock. The average listing ranks #105 within Car Parts. It carries 523 reviews at 4.43 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 73%
- Prime listings
- 73%
- Out of stock, average day
- 3.7%
- Average rank
- #105in Car Parts
- Average rating
- 4.43 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 523per listing
- Listings tracked
- 15
04 · Newcomers
0 of last year's 4 launches cleared the first-year sales bar.
4 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 50 months on average, so the names here are settling in.
- Launched, last 12 months
- 4
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 50 months
Products
Top Matches products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 18, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Bryant & May Extra Long Safety Matches Wood
- Price
- £0.84
- Rating
- 4.7/5
- Reviews
- 648
- Age
- 10y ago

10 BOXS OF SHIP SAFETY MATCHES
- Price
- £2.75
- Rating
- 4.5/5
- Reviews
- 3,127
- Age
- 7y ago

100 BOXS OF SHIP SAFETY MATCHES
- Price
- £5.70
- Rating
- 4.7/5
- Reviews
- 1,609
- Age
- 11y ago

Premium Bryant and May Extra Long Safety Matches (Pack of 2) + ABL Supplies Matchbox
- Price
- £4.62
- Rating
- 4.8/5
- Reviews
- 188
- Age
- 2y ago

Bryant & May Extra Long Matches
- Price
- £1.00
- Rating
- 4.6/5
- Reviews
- 723
- Age
- 14y ago
Trending
estimated 90-day click momentum
Cooks Safety Matches 3 Pack Long Burning 4.3cm Matches for Home Camping BBQ Fireplace Stove Grill and Outdoor Use 660 Matches Approx
- Price
- £7.92
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 1mo ago

2026 Metal Keychain Keychain Matches Emergency Matches Metal (C One Size)
- Price
- £2.57
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 5mo ago

Keychain Light-ers Permanent Match Keychain Light-er Waterproof Infinity Metal Match Mini Light-er Keyring for Camping and Outdoor Adventures Unlimited Emergency Keyring Light-er K/eychain(Golden)
- Price
- £6.38
- Rating
- 2.6/5
- Reviews
- 44
- Age
- 11mo ago

Bryant & May Extra Long Safety Matches Wood
- Price
- £0.84
- Rating
- 4.7/5
- Reviews
- 648
- Age
- 10y ago

Swan Vestas Original Safety Matches Multipack Household Matchboxes for Kitchen Candle and Stove 3 Vesta
- Price
- £5.47
- Rating
- 3.7/5
- Reviews
- 11
- Age
- 6mo ago
Newest
by launch date
Cooks Safety Matches 3 Pack Long Burning 4.3cm Matches for Home Camping BBQ Fireplace Stove Grill and Outdoor Use 660 Matches Approx
- Price
- £7.92
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 1mo ago

2026 Metal Keychain Keychain Matches Emergency Matches Metal (C One Size)
- Price
- £2.57
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 5mo ago

Swan Vestas Original Safety Matches Multipack Household Matchboxes for Kitchen Candle and Stove 3 Vesta
- Price
- £5.47
- Rating
- 3.7/5
- Reviews
- 11
- Age
- 6mo ago

Keychain Light-ers Permanent Match Keychain Light-er Waterproof Infinity Metal Match Mini Light-er Keyring for Camping and Outdoor Adventures Unlimited Emergency Keyring Light-er K/eychain(Golden)
- Price
- £6.38
- Rating
- 2.6/5
- Reviews
- 44
- Age
- 11mo ago

Cooks Safety Matches Pack of 2
- Price
- £4.98
- Rating
- 4.6/5
- Reviews
- 96
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 71% of clicks. A locked shelf that new listings rarely crack.
Brands
12 falling
Sellers
62
Est. top-5 brand share
75%
Top 20: 99%
Est. top-5 click share
71%
Top 20: 100%
Open market
19%
- EMBO25%
- Ship17%
- GUKANUYI17%
- Ksp partners ltd e-commerce10%
- ABL Supplies7%
- Bryant & May6%
Demand
Matches search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Feb, Nov, Dec · busiest ÷ quietest = 2.9×
Search terms
Top Matches search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- matches290K/yr
- match45K/yr
- matches for candles26K/yr
- match box19K/yr
- safety matches11K/yr
- match boxes7K/yr
- matchs6K/yr
- matches box11K/yr
- cigar matches5K/yr
- mini matches4K/yr
Reviews and returns
What reviews say buyers love and hate about Matches
We read the reviews and the return reasons for every product selling here.
“not fit for purpose”
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.
14 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Matches questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









