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Hard Wax Oil

Fail

The top 5 brands take 99% of clicks, so Hard Wax Oil is a Fail.

Flapen Score
47
47 / 100
Ranks 1,252 of 2,225 DIY & Tools niches · −2 vs the category median of 49
Market size
£165K/yr91K searches / yr
90-day growth
-6.6%search demand this quarter
Competition
62%top-5 click share · 6 brands · 26 sellers

Flapen Score

Hard Wax Oil against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hard Wax Oil market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hard Wax Oil 91K times last year and spent an estimated £165K. The top 5 brands take 99% of clicks. Demand peaks in Mar–Apr. Flapen scores it 47 out of 100, a Fail.

01 · Demand

7.5% of searches ended in a purchase last week.

Shoppers searched for this 91K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.5% of those searches ended in a purchase. Searches in the last 90 days moved -6.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £165K a year.

Searches, last 12 months
91K
Growth, 90 days vs prior 90
-6.6%
Conversion, latest week
7.5%
Market size, estimated
£165Ka year
Peak month
April2.1× the quietest month
Top search term
osmo polyx oil24K searches a year

02 · Price

A sale here is worth £24.31.

Listings sell for £24.31 on average, from £8.02 to £80.81. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 250 to 500 of them. At £24.31 that is £6K to £12K a year per listing.

Average price
£24.31inside the $15 to $100 sweet spot
Price range
£8.02–£80.81
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
250–500
Revenue per listing a year
£6K–£12K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

65% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.6% of listings are out of stock. The average listing ranks #59 within Painting Supplies, Tools & Wall Treatments. It carries 1,015 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
65%
Prime listings
100%
Out of stock, average day
0.6%
Average rank
#59in Painting Supplies, Tools & Wall Treatments
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,015per listing
Listings tracked
20

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 68 months on average, so the names here are established.

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

Products

Top Hard Wax 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 62% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£17K£25K£33K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

26

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

0%

  • Osmo53%
  • Fiddes30%
  • Nordicare9%
  • Gilboys4%
  • Furniture Clinic3%
  • Parr's1%

Demand

Hard Wax Oil search demand

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

2K1KHoliday '24Spike '25Spike '26Prime Day '26SepDecMarJunAugNovMarMay

Peak months: Mar, Apr · busiest ÷ quietest = 2.1×

Search terms

Top Hard Wax Oil search terms shoppers use

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

  • osmo polyx oil24K/yr
  • fiddes hard wax oil18K/yr
  • hard wax oil16K/yr
  • hard wax oil for wood7K/yr
  • osmo polyx oil 3032 satin clear4K/yr
  • hardwax oil4K/yr
  • osmo polyx oil 3062 clear matt3K/yr
  • fiddes6K/yr
  • osmo polyx3K/yr
  • hardwax oil wood finish2K/yr

Reviews and returns

What reviews say buyers love and hate about Hard Wax Oil

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

Complain

Stain Resistance10%−0.05

Door stain

I've tried versions of this product on my wood floors before and they never make any difference to stains and water rings

This made years-old water stains disappear with one treatment

Value For Money10%+0.33

quite expensive

being slightly miffed at the outrageous price for this product

A wee bit expensive

Size-Overall10%−0.07

Wasnt right for floor

Small tin

Tiny pot-

Color8%−0.07

Not very deep colouring

Slightly darker than I wanted

Its not clear its white

Smell6%−0.02

Strong smell that lasts over a week to be wary of

there is still a strong smell after a week

Unpleasant smell and not convinced of its penetrative quality

Love

Quality-Overall23%+1.27

Excellent product

Good quality

Very satisfied

Ease Of Use14%+0.79

Easy to use

Really easy to work with

Easy to apply

Stitch/Finish/Polish9%+0.57

Finish is excellent

The satin finish is excellent

lovely deep satin finish

Value For Money6%+0.33

Great value for money

worth the money

Great purchase at a great price

Ease Of Cleaning5%+0.35

easy to clean

Easy to use apply thinly wipe with a soft cloth sand lightly between coats

wipes on nicely with a lint-free cloth

Return

0.7% Return rate 60% Fixable by listing

Color26%█▆▇▄▇▆

Not very deep colouring

Slightly darker than I wanted

Its not clear its white

Leak-Proof20%▂▄▄▇▄█
Size-Overall20%▃█▄▆▅▃

Wasnt right for floor

Small tin

Tiny pot-

Advertised Vs Actual Product6%▁█▄▁▃▃

Does wot it says on the tin

Functionality-Overall3%█▁▂▁▃▁

FAQ

Common Hard Wax Oil questions

Answered from the same tracked data.