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Surface Dock 2

Fail

The top 5 brands take 100% of clicks, so Surface Dock 2 is a Fail.

Flapen Score
35
35 / 100
Ranks 808 of 1,028 Computers & Accessories niches · −7 vs the category median of 42
Market size
£27K/yr6K searches / yr
90-day growth
-29.5%search demand this quarter
Competition
88%top-5 click share · 2 brands · 34 sellers

Flapen Score

Surface Dock 2 against its category

The dotted line is the Computers & Accessories average. Past it, Surface Dock 2 is stronger. Inside it, weaker.

35Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Surface Dock 2 market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Surface Dock 2 6K times last year and spent an estimated £27K. All 2 brands take every click. Demand peaks in Nov. Flapen scores it 35 out of 100, a Fail.

01 · Demand

4.8% of searches ended in a purchase last week.

Shoppers searched for this 6K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.8% of those searches ended in a purchase. Searches in the last 90 days moved -29.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £27K a year.

Searches, last 12 months
6K
Growth, 90 days vs prior 90
-29.5%
Conversion, latest week
4.8%
Market size, estimated
£27Ka year
Peak month
November2.0× the quietest month
Top search term
surface dock 23K searches a year

02 · Price

A sale here is worth £100.29.

Listings sell for £100.29 on average, from £62.24 to £166.77. Amazon reports units sold in ranges. This niche sold 500 to 750 a year. The average listing sells 0 to 100 of them. At £100.29 that is £0 to £10K a year per listing.

Average price
£100.29above the $15 to $100 sweet spot
Price range
£62.24–£166.77
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
500–750
Units per listing a year
0–100
Revenue per listing a year
£0–£10K
Returns
2.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

50% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 12.3% of listings are out of stock. The average listing ranks #209 within Laptop Accessories. It carries 196 reviews at 4.05 stars, so a new listing needs social proof before a better product.

Sponsored listings
50%
Prime listings
88%
Out of stock, average day
12.3%
Average rank
#209in Laptop Accessories
Average rating
4.05 starsAmazon United Kingdom average 4.36 stars
Average reviews
196per listing
Listings tracked
8

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 28 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
28 months

Products

Top Surface Dock 2 products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 88% of clicks. A locked shelf that new listings rarely crack.

£0£3K£5K£8K£11K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

34

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

88%

Top 20: 100%

Open market

0%

  • Microsoft74%
  • Rocketek26%

Demand

Surface Dock 2 search demand

Weekly searches over the year, seasonality beneath. Pick a range.

175125Prime Day '25Spike '25Black Friday '25Spike '26AprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov · busiest ÷ quietest = 2.0×

Reviews and returns

What reviews say buyers love and hate about Surface Dock 2

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Advertised Vs Actual Product50%+4.90

I'm highly suspicious about that claim

Value For Money50%−0.81

Over priced

Love

Advertised Vs Actual Product100%+4.90

Does the job perfectly

Does what it says on the tin

Return

2.8% Return rate 9% Fixable by listing

Compatibility-Overall21%█▂▂▄▃▅
Connectivity-Overall18%▄▃▇▃▆█
Charging13%▃▄▃▂▃█
Functionality-Overall11%▆█▅▃▆▁
Advertised Vs Actual Product9%▄▃▃▅█▁

I'm highly suspicious about that claim

FAQ

Common Surface Dock 2 questions

Answered from the same tracked data.