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Danish Oil

Fail

The top 5 brands take 94% of clicks, so Danish Oil is a Fail.

Flapen Score
46
46 / 100
Ranks 1,352 of 2,225 DIY & Tools niches · −3 vs the category median of 49
Market size
£304K/yr148K searches / yr
90-day growth
+2.2%search demand this quarter
Competition
78%top-5 click share · 8 brands · 66 sellers

Flapen Score

Danish Oil against its category

The dotted line is the DIY & Tools average. Past it, Danish Oil is stronger. Inside it, weaker.

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Danish Oil market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Danish Oil 148K times last year and spent an estimated £304K. The top 5 brands take 94% of clicks. Demand peaks in Apr. Flapen scores it 46 out of 100, a Fail.

01 · Demand

13.9% of searches ended in a purchase last week.

Shoppers searched for this 148K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 13.9% of those searches ended in a purchase. Searches in the last 90 days moved +2.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £304K a year.

Searches, last 12 months
148K
Growth, 90 days vs prior 90
+2.2%
Conversion, latest week
13.9%
Market size, estimated
£304Ka year
Peak month
April1.7× the quietest month
Top search term
danish oil106K searches a year

02 · Price

A sale here is worth £14.80.

Listings sell for £14.80 on average, from £6.58 to £32.13. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 1,500 to 2,000 of them. At £14.80 that is £22K to £30K a year per listing.

Average price
£14.80under the $15 to $100 sweet spot
Price range
£6.58–£32.13
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
1,500–2,000
Revenue per listing a year
£22K–£30K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

67% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #104 within Painting Supplies, Tools & Wall Treatments. It carries 3,508 reviews at 4.65 stars, so a new listing needs social proof before a better product.

Sponsored listings
67%
Prime listings
83%
Out of stock, average day
0.0%
Average rank
#104in Painting Supplies, Tools & Wall Treatments
Average rating
4.65 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,508per listing
Listings tracked
12

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 76 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
76 months

Products

Top Danish Oil 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 78% of clicks. A locked shelf that new listings rarely crack.

£0£30K£61K£91K£121K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 rising

Sellers

66

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

3%

  • Furniture Clinic36%
  • RUSTINS34%
  • Barrettine11%
  • Ronseal10%
  • Nordicare3%
  • Libéron3%
  • Open — no brand owns it (2 brands, 3%)

Demand

Danish Oil search demand

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

5K4KSpike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Apr · busiest ÷ quietest = 1.7×

Search terms

Top Danish Oil search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • danish oil106K/yr
  • danish oil for wood33K/yr
  • danish oil for wooden worktops4K/yr
  • danish wood oil2K/yr
  • danish oil for wood exterior2K/yr

Reviews and returns

What reviews say buyers love and hate about Danish Oil

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

Complain

Smell63%−0.15

A bit smelly

Unpleasant smell and not convinced of its penetrative quality

Too strong a smell for me

Color17%−0.02

Not very deep colouring

that hasn't changed colour

Love

Quality-Overall28%+0.17

Good product, arrived on time

Excellent product

Good quality and goes a very long way. good value

Advertised Vs Actual Product11%+0.93

As described

Does exactly what it says itll do

As expected

Ease Of Use9%−0.01

Easy to use

It went on really easily

Really easy to work with

Stitch/Finish/Polish8%+0.94

Easy to apply Beautiful finish

Lovely finish

Great colour and beautiful finish

Value For Money7%+0.75

Great value for money

Value for money

Good value

Return

0.4% Return rate 40% Fixable by listing

Leak-Proof14%▁▂▂▅▃█
Size-Overall14%▁▃▅▇█▅
Color13%▁▆▇█▁▁

Not very deep colouring

that hasn't changed colour

Functionality-Overall11%█▁▂▁▃▁
Compatibility-Overall7%▁█▁▁▁▁

FAQ

Common Danish Oil questions

Answered from the same tracked data.