Skip to content

Door

Fail

Buyers convert on only 0.2% of searches, so Door is a Fail.

Flapen Score
48
48 / 100
Ranks 1,131 of 2,225 DIY & Tools niches · −1 vs the category median of 49
Market size
£125K/yr1.0M searches / yr
90-day growth
-25.1%search demand this quarter
Competition
46%top-5 click share · 11 brands · 18 sellers

Flapen Score

Door against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Door market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Door 1.0M times last year and spent an estimated £125K. The top 5 brands take 80% of clicks. Flapen scores it 48 out of 100, a Fail.

01 · Demand

0.2% of searches ended in a purchase last week.

Shoppers searched for this 1.0M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.2% of those searches ended in a purchase. Searches in the last 90 days moved -25.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £125K a year.

Searches, last 12 months
1.0M
Growth, 90 days vs prior 90
-25.1%
Conversion, latest week
0.2%
Market size, estimated
£125Ka year
Peak month
November1.6× the quietest month
Top search term
sliding door142K searches a year

02 · Price

A sale here is worth £59.08.

Listings sell for £59.08 on average, from £19.76 to £293.35. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 0 to 100 of them. At £59.08 that is £0 to £6K a year per listing.

Average price
£59.08inside the $15 to $100 sweet spot
Price range
£19.76–£293.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£6K
Returns
1.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

80% of listings pay for placement with sponsored ads. 40% ship with Prime. On an average day, 9.4% of listings are out of stock. The average listing ranks #38 within Building Supplies. It carries 154 reviews at 4.13 stars, so a new listing needs social proof before a better product.

Sponsored listings
80%
Prime listings
40%
Out of stock, average day
9.4%
Average rank
#38in Building Supplies
Average rating
4.13 starsAmazon United Kingdom average 4.36 stars
Average reviews
154per listing
Listings tracked
30

04 · Newcomers

Amazon counts 1 of last year's 14 launches as successful.

14 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 40 months on average, so the names here are settling in.

Launched, last 12 months
14
Successful launches
1Amazon's first-year sales bar
Average brand age
40 months

Products

Top Door 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 46% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£13K£19K£25K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

18

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

46%

Top 20: 88%

Open market

15%

  • RINHARTEX32%
  • NOVECRAFTO23%
  • INMOZATA10%
  • Premdor10%
  • Generic6%
  • AJAZZ4%
  • Open — no brand owns it (5 brands, 15%)

Demand

Door search demand

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

25K15KSpike '24Prime Day '25Spike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.6×

Search terms

Top Door search terms shoppers use

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

  • sliding door142K/yr
  • door126K/yr
  • folding door126K/yr
  • internal doors96K/yr
  • doors83K/yr
  • sliding doors56K/yr
  • folding doors internal61K/yr
  • interior doors45K/yr
  • bifold door40K/yr
  • concertina doors internal25K/yr

Reviews and returns

What reviews say buyers love and hate about Door

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

Complain

Quality-Overall12%+1.48

Bad reviews are not always true

Overpriced for the quality

Not quality

Value For Money9%+0.31

The only con I would say it is the price which feels quite expensive for a door curtain

Not worth £5

A little pricey

Instructions/User Manual/Troubleshooting9%−0.06

No instructions

quality instructions a little vague

The instructions are a bit sparce

Adhesion/Stickiness5%−0.08

Adhesive on rod not strong enough

don't stick properly fell off

Rod does not stay up despite the adhesive strip even glue goes not work

Size-Overall4%−0.08

doesnt even fit

It's not suitable for any door

Didn't fit waste of money

Love

Quality-Overall24%+1.48

Just what I wanted good quality doir

The quality is reasonable

Brilliant quality

Assembly/Installation15%+1.57

Easy to install

assembly was very straightforward

Easy to assemble

Value For Money11%+0.31

Good for the price

Worth the money

Value for money

Size-Overall11%−0.08

It fits well

easy to fit

Fits exactly as measured

Advertised Vs Actual Product4%−0.06

it does the job

Just what I wanted

As described

Return

1.6% Return rate 56% Fixable by listing

Size-Overall41%█▆▅▅▆▆

doesnt even fit

It's not suitable for any door

Didn't fit waste of money

Quality-Overall8%▇▃█▆▇▃

Bad reviews are not always true

Overpriced for the quality

Not quality

Defective Material/Parts7%▂▄▄█▃▆
Material Quality6%▃█▃▅▅▂
Instructions/User Manual/Troubleshooting5%▁▁█▃▁▃

No instructions

quality instructions a little vague

The instructions are a bit sparce

FAQ

Common Door questions

Answered from the same tracked data.