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strong envelope for passport
Skip itSoft demand (-24.4% this quarter) — this niche doesn't clear our bar today.
Conversion
Incredible18.1%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Review moat
Good567.59avg incumbent reviews — the moat a new listing must climb
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Price range
Okay£1.39–£20.32cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad71%top-5 click share — a locked-up shelf
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.16avg listing price — sweet spot $15–$100
Market size
Bad£60K£60K/yr · 47K searches
Growth
Bad-24.4%90-day search growth — must beat 0% to launch