Axe
Axe shows low returns (1.1%), but soft demand (-17.6% this quarter) keeps it on the watch list.
Flapen Score
Is Axe profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Axe is a £207K/yr Amazon United Kingdom market (807K searches/yr). The top 5 brands hold 73% of demand. Verdict: Worth a look — 52/100.
Axe: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -17.6% over the last 90 days and 1.3% of searches end in a purchase.
£207K
revenue / yr
Who owns the niche?
The top 5 brands hold 73% of demand, so 27% of the market is open.
27%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 35 products
Top Axe products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
TOPWAY 331212 Wood Splitter Axe with Fiber Handle 1.1/4LB Yellow
- Price
- £7.60
- Rating
- 4.3/5
- Reviews
- 1,422
- Age
- 7y ago
Roughneck ROU65671 Traditional Hickory Handle Axe 800g (1lbs)
- Price
- £18.67
- Rating
- 4.6/5
- Reviews
- 545
- Age
- 8y ago
Amazon Basics Splitting Axe for Chopping Wood 37.8 x 14 x 2.9 cm Olive black 1-Pack
- Price
- £8.21
- Rating
- 4.5/5
- Reviews
- 198
- Age
- 7mo ago
Rolson 12182 1.1/2 Lb Hand Axe Fibreglass Shaft
- Price
- £7.62
- Rating
- 4.5/5
- Reviews
- 731
- Age
- 15y ago
Spear & Jackson 7704FG 0.4kg Axe with Fibreglass Handle
- Price
- £8.92
- Rating
- 4.6/5
- Reviews
- 607
- Age
- 8y ago
Trending
90-day click momentum
13PCS Survival Kit Camping Tools - Survival Gear and Equipment with Folding Shovel & Extension Rod & Survival Axe & Pliers & 16-in-1 Multi-Tool Outdoor Tool Kit for Camping Hiking Bushcraft
- Price
- £30.37
- Rating
- 4.0/5
- Reviews
- 12
- Age
- 7mo ago
Amtech - 24oz Hand Axe Wooden Shaft Drop Forged Head With Blade Guard
- Price
- £10.03
- Rating
- 4.2/5
- Reviews
- 49
- Age
- 16y ago
Axe Throwing Game for Backyard Axe Throwing Target Set Games with 6 Throwing Axes & 6 Dart Bristle Target Outdoor Indoor Yard Games for Adults Kids Activity Carnival Games
- Price
- £41.59
- Rating
- 3.9/5
- Reviews
- 74
- Age
- 1y ago
Amazon Basics Splitting Axe for Chopping Wood 37.8 x 14 x 2.9 cm Olive black 1-Pack
- Price
- £8.21
- Rating
- 4.5/5
- Reviews
- 198
- Age
- 7mo ago
Spear & Jackson 7704FG 0.4kg Axe with Fibreglass Handle
- Price
- £8.92
- Rating
- 4.6/5
- Reviews
- 607
- Age
- 8y ago
Newest
by launch date13PCS Survival Kit Camping Tools - Survival Gear and Equipment with Folding Shovel & Extension Rod & Survival Axe & Pliers & 16-in-1 Multi-Tool Outdoor Tool Kit for Camping Hiking Bushcraft
- Price
- £30.37
- Rating
- 4.0/5
- Reviews
- 12
- Age
- 7mo ago
Amazon Basics Splitting Axe for Chopping Wood 35.4 × 6.5 × 2.1 inches (L×W×H) 1-Pack Olive black
- Price
- £24.47
- Rating
- 4.5/5
- Reviews
- 198
- Age
- 7mo ago
Amazon Basics Splitting Axe for Chopping Wood 37.8 x 14 x 2.9 cm Olive black 1-Pack
- Price
- £8.21
- Rating
- 4.5/5
- Reviews
- 198
- Age
- 7mo ago
Axe Throwing Game for Backyard Axe Throwing Target Set Games with 6 Throwing Axes & 6 Dart Bristle Target Outdoor Indoor Yard Games for Adults Kids Activity Carnival Games
- Price
- £41.59
- Rating
- 3.9/5
- Reviews
- 74
- Age
- 1y ago
Rolson 12108 20oz One Piece Splitting Hand Axe Hatchet Splitter Outdoor Camping Professional Yellow/Black
- Price
- £14.17
- Rating
- 4.5/5
- Reviews
- 326
- Age
- 4y ago
Competition: brands, sellers & click share
The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.
Brands
18 falling
Sellers
13
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
41%
Top 20: 88%
Open market
20%
- Roughneck33%
- Rolson13%
- Amazon Basics10%
- TOPWAY9%
- Spear & Jackson8%
- Amtech7%
Axe demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.6×
Top Axe search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- axe291K/yr
- axe for chopping wood115K/yr
- hatchet89K/yr
- camping axe44K/yr
- splitting axe34K/yr
- hatchet axe30K/yr
- small axe18K/yr
- hand axe20K/yr
- wood axe19K/yr
- bushcraft axe17K/yr
What reviews say buyers love and hate about Axe
What buyers mention most, as a share of all reviews.
What buyers love
81% of reviews“Great value”
“Very good quality tool”
“Does the job”
“The handle is surprisingly strong”
“The handle is sturdy and lightweight”
What buyers complain about
66% of reviews“a little difficult to fit”
“Broke instantly”
“Although very cheap”
“it is a little bulkier than I'd like”
“awkward to use”
Axe return rate & reasons
Why buyers send it back, as a share of all return requests.
1.1%
Return rate
35%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Axe questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
