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Fitness

Fail

The top 5 products take 94% of clicks, so Fitness is a Fail.

Flapen Score
42
42 / 100
Ranks 1,704 of 2,225 DIY & Tools niches · −7 vs the category median of 49
Market size
£86K/yr45K searches / yr
90-day growth
-25.0%search demand this quarter
Competition
94%top-5 click share · 7 brands · 10 sellers

Flapen Score

Fitness against its category

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

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fitness market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fitness 45K times last year and spent an estimated £86K. The top 5 brands take 94% of clicks. Demand peaks in Jan–Aug–Oct. Flapen scores it 42 out of 100, a Fail.

01 · Demand

10.2% of searches ended in a purchase last week.

Shoppers searched for this 45K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.2% of those searches ended in a purchase. Searches in the last 90 days moved -25.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £86K a year.

Searches, last 12 months
45K
Growth, 90 days vs prior 90
-25.0%
Conversion, latest week
10.2%
Market size, estimated
£86Ka year
Peak month
October2.6× the quietest month
Top search term
renpho tape measure13K searches a year

02 · Price

A sale here is worth £18.83.

Listings sell for £18.83 on average, from £9.46 to £23.78. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 250 to 500 of them. At £18.83 that is £5K to £9K a year per listing.

Average price
£18.83inside the $15 to $100 sweet spot
Price range
£9.46–£23.78
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
250–500
Revenue per listing a year
£5K–£9K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 11.1% of listings are out of stock. The average listing ranks #28 within Measuring & Layout Tools. It carries 4,319 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
100%
Out of stock, average day
11.1%
Average rank
#28in Measuring & Layout Tools
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,319per listing
Listings tracked
7

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 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 30 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
30 months

Products

Top Fitness 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 94% of clicks. A locked shelf that new listings rarely crack.

£0£13K£26K£39K£52K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 rising

Sellers

10

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

3%

  • RENPHO49%
  • Tychesy17%
  • FAHEFANA16%
  • MeasureWiz7%
  • LUODIRGB5%
  • SG SURGOAL3%
  • Open — no brand owns it (1 brand, 3%)

Demand

Fitness search demand

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

13K8KSpike '24Holiday '24Spike '25Prime Day '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Aug, Oct · busiest ÷ quietest = 2.6×

Search terms

Top Fitness search terms shoppers use

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

  • renpho tape measure13K/yr
  • digital tape measure body6K/yr
  • smart body tape measure9K/yr
  • smart tape measure body5K/yr
  • renpho smart tape measure3K/yr
  • smart tape measure4K/yr
  • digital body tape measure3K/yr

Reviews and returns

What reviews say buyers love and hate about Fitness

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

Complain

Quality-Overall15%−0.11

Poor Quality

This item is very cheaply made

Poor quality lasted a month

Durability11%−0.13

Very frustrating ending up breaking the first one

It stopped working after a few times

it has already broken

Measurement/Reading Accuracy10%−0.10

The measurements are so difficult to complete

taking self-measurements is next to impossible

Shows wrong measurements

Size-Overall8%−0.03

Not fit for purpose

A bit short

The locking pin is incredibly tiny

Value For Money8%+0.17

I think its a bit pricey for what it is

A way too expensive product that yields wrong measurements

Not worth the money

Love

Ease Of Use29%+2.32

This very handy

easy to read

Easy to use

Quality-Overall12%−0.11

Good quality

Fantastic product

Works well al made

Value For Money11%+0.17

Excellent value for money

very good for the price

Worth the money

Advertised Vs Actual Product10%+0.77

It does exactly as advertised in a simple

Matching description

As described

Adhesion/Stickiness6%−0.06

It wirks and springs back and hold the tape when needed

Quality tape

Tape measure was great for the time it wasnt broken

Return

1.1% Return rate 4% Fixable by listing

Functionality-Overall18%█▅▇▆▃▅

Didn't work

doesnt function properly so cant tell the numbers properly

Quality-Overall11%▄▆▆▄█▅

Poor Quality

This item is very cheaply made

Poor quality lasted a month

Measurement/Reading Accuracy11%▄▄▄▄█▆

The measurements are so difficult to complete

taking self-measurements is next to impossible

Shows wrong measurements

Ease Of Use8%▇█▄▄▇▂

far too fiddly to line up blindly around your body

A bit fiddly to use

The measurements are so difficult to complete

Defective Material/Parts7%▂▆█▂▇▃

FAQ

Common Fitness questions

Answered from the same tracked data.