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butterfly
Skip itSoft demand (-13.7% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.4%return rate — above 5% kills the launch gate
Brand share
Good68%top-5 brand share — brands hold most of the demand
Review moat
Okay2,126.24avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay3.0%search→purchase rate — share of searches ending in a sale
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Market size
Okay£125K£125K/yr · 455K searches
Price range
Okay£3.35–£19.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£9.01avg listing price — sweet spot $15–$100
Growth
Bad-13.7%90-day search growth — must beat 0% to launch