Skip to content

Extension Reel

Maybe

Returns run at only 0.8% of orders. But the top 5 brands take 95% of clicks, so Extension Reel is a Maybe.

Flapen Score
54
54 / 100
Top 24% of 2,225 DIY & Tools niches · +5 vs the category median of 49
Market size
£222K/yr206K searches / yr
90-day growth
+15.6%search demand this quarter
Competition
44%top-5 click share · 9 brands · 78 sellers

Flapen Score

Extension Reel against its category

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

54Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Extension Reel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Extension Reel 206K times last year and spent an estimated £222K. The top 5 brands take 95% of clicks. Demand peaks in May–Jul. Flapen scores it 54 out of 100, a Maybe.

01 · Demand

6.7% of searches ended in a purchase last week.

Shoppers searched for this 206K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.7% of those searches ended in a purchase. Searches in the last 90 days moved +15.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £222K a year.

Searches, last 12 months
206K
Growth, 90 days vs prior 90
+15.6%
Conversion, latest week
6.7%
Market size, estimated
£222Ka year
Peak month
July1.9× the quietest month
Top search term
extension reel56K searches a year

02 · Price

A sale here is worth £15.96.

Listings sell for £15.96 on average, from £8.01 to £43.98. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 250 to 500 of them. At £15.96 that is £4K to £8K a year per listing.

Average price
£15.96inside the $15 to $100 sweet spot
Price range
£8.01–£43.98
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
250–500
Revenue per listing a year
£4K–£8K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

87% of listings pay for placement with sponsored ads. 93% ship with Prime. On an average day, 4.7% of listings are out of stock. The average listing ranks #41 within Electrical. It carries 5,445 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
87%
Prime listings
93%
Out of stock, average day
4.7%
Average rank
#41in Electrical
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
5,445per listing
Listings tracked
30

04 · Newcomers

Amazon counts 3 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 51 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
3Amazon's first-year sales bar
Average brand age
51 months

Products

Top Extension Reel 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 44% of clicks. Leaders hold, but buyers still shop past them.

£0£7K£13K£20K£27K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

78

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

44%

Top 20: 91%

Open market

4%

  • Status46%
  • Masterplug25%
  • SLx14%
  • Desiretech6%
  • Pelle & Sol3%
  • Amazon Basics2%
  • Open — no brand owns it (3 brands, 4%)

Demand

Extension Reel search demand

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

18K13KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: May, Jul · busiest ÷ quietest = 1.9×

Search terms

Top Extension Reel search terms shoppers use

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

  • extension reel56K/yr
  • cable reel36K/yr
  • extension lead reel23K/yr
  • extension cable reel17K/yr
  • reel extension lead9K/yr
  • cable reel extension lead9K/yr
  • electrical extension reel8K/yr
  • extension reel 10m9K/yr
  • electric cable reel6K/yr
  • cord reels6K/yr

Reviews and returns

What reviews say buyers love and hate about Extension Reel

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

Complain

Quality-Overall12%+0.83

Poor quality

of very cheap quality

Given it seems to be non-moulded, this could be a quality control issue with some plugs adequately attached and others not

Durability11%−0.07

Broke at first use

Broken on first use

Failed after a few weeks

Strength9%−0.02

Cheap and flimsy

It's quite flimsy

Feels slightly flimsy

Size-Overall8%−0.02

smaller than expected

Really not fit for purpose

Too short

Socket/Port/Plug6%−0.03

Sockets inaccessible

Burned out socket

Flimsy Socket Lids

Love

Quality-Overall22%+0.83

Excellent product

The build quality is excellent

Solid build quality

Value For Money19%+1.56

Excellent Value

Excellent value

Cheap price

Advertised Vs Actual Product10%+0.30

Just as advertised

Exactly as described

exactly as pictured

Add-Ons/Attachments8%+0.97

Its a strong extension

Good extension reel

Good extension

Ease Of Use8%+0.33

Easy to use

Easy to handle

Great item very handy

Return

0.8% Return rate 28% Fixable by listing

Size-Overall18%▆▅▇█▆▅

smaller than expected

Really not fit for purpose

Too short

Functionality-Overall18%▆▆▅█▇▇

Did not work

Worked good but the reel didnt work so had to return it

Doesnt work

Defective Material/Parts11%▅█▄▆▆▅
Quality-Overall8%█▅▅▄▄▆

Poor quality

of very cheap quality

Given it seems to be non-moulded, this could be a quality control issue with some plugs adequately attached and others not

Socket/Port/Plug7%█▆▅▆▅▄

Sockets inaccessible

Burned out socket

Flimsy Socket Lids

FAQ

Common Extension Reel questions

Answered from the same tracked data.