Skip to content

Nuki

Fail

The top 5 brands take 100% of clicks, so Nuki is a Fail.

Flapen Score
28
28 / 100
Ranks 2,203 of 2,225 DIY & Tools niches · −21 vs the category median of 49
Market size
£116K/yr45K searches / yr
90-day growth
-6.3%search demand this quarter
Competition
85%top-5 click share · 2 brands · 5 sellers

Flapen Score

Nuki against its category

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

28Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Nuki market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Nuki 45K times last year and spent an estimated £116K. All 2 brands take every click. Demand peaks in Oct–Nov. Flapen scores it 28 out of 100, a Fail.

01 · Demand

1.4% 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, 1.4% of those searches ended in a purchase. Searches in the last 90 days moved -6.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £116K a year.

Searches, last 12 months
45K
Growth, 90 days vs prior 90
-6.3%
Conversion, latest week
1.4%
Market size, estimated
£116Ka year
Peak month
November2.0× the quietest month
Top search term
nuki smart lock22K searches a year

02 · Price

A sale here is worth £186.16.

Listings sell for £186.16 on average, from £103.46 to £246.66. Amazon reports units sold in ranges. This niche sold 250 to 500 a year. The average listing sells 0 to 100 of them. At £186.16 that is £0 to £19K a year per listing.

Average price
£186.16above the $15 to $100 sweet spot
Price range
£103.46–£246.66
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
250–500
Units per listing a year
0–100
Revenue per listing a year
£0–£19K
Returns
4.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

73% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 9.8% of listings are out of stock. The average listing ranks #694 within Door Hardware & Locks. It carries 501 reviews at 4.20 stars, so a new listing needs social proof before a better product.

Sponsored listings
73%
Prime listings
100%
Out of stock, average day
9.8%
Average rank
#694in Door Hardware & Locks
Average rating
4.20 starsAmazon United Kingdom average 4.36 stars
Average reviews
501per listing
Listings tracked
11

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 31 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
31 months

Products

Top Nuki 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 85% of clicks. A locked shelf that new listings rarely crack.

£0£12K£23K£35K£46K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

5

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

0%

  • NUKI77%
  • Ultion23%
  • Open — no brand owns it (0%)

Demand

Nuki search demand

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

3K2KSpike '24Black Friday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov · busiest ÷ quietest = 2.0×

Search terms

Top Nuki search terms shoppers use

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

  • nuki smart lock22K/yr
  • nuki11K/yr
  • nuki smart lock ultra5K/yr
  • ultion nuki4K/yr
  • nuki smart lock pro3K/yr

Reviews and returns

What reviews say buyers love and hate about Nuki

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

Complain

Compatibility-Overall11%−0.10

I ran the app that told me that my barrel was not compatible

had to change my lock due to the thumbturn I had wasnt compatible

Incompatible

Product Condition9%−0.22

Complaint: Item Received Not in New Condition

This is not what I would expect from a product sold as new

Quality-Overall5%

I have one and it's pretty bad, if I paid attention to the details I wouldn't have invested £400 in the lock and keypad

which adds to the feeling of poor quality

it isnt as reliable as I would like

Locking Mechanism5%+0.96

and you cannot lock the door leaving

Unfortunately despite the compatibility checker on Yale's website confirming this smart lock would fit my door, it didn't

I have one and it's pretty bad, if I paid attention to the details I wouldn't have invested £400 in the lock and keypad

Value For Money4%

I have one and it's pretty bad, if I paid attention to the details I wouldn't have invested £400 in the lock and keypad

It's a little expensive

Quite expensive for something that you may deem unnecessary

Love

Locking Mechanism23%+0.96

Great easy to install smart lock

Great secure lock

Lock works really well

Assembly/Installation14%+1.11

Not to bad to set up

Easy enough to install

Set up was straightforward

Quality-Overall7%

Build quality is quite compact

The appearance is pretty good

Excellent product

Ease Of Use7%

Make life easy

Functionally, it is very handy

Makes life a lot easier

Security5%−0.08

Safe and very secure, easy to setup

You could argue that it makes it more secure

I have always been very happy with how secure it made me feel when leaving the house

Return

4.8% Return rate 28% Fixable by listing

Compatibility-Overall33%▃▄▇▅█▇

I ran the app that told me that my barrel was not compatible

had to change my lock due to the thumbturn I had wasnt compatible

Incompatible

Size-Overall25%█▃▄▄▅▅

It's a little big

Quite a size though

while a bit big

Locking Mechanism7%▅█▁▄▃▄

and you cannot lock the door leaving

Unfortunately despite the compatibility checker on Yale's website confirming this smart lock would fit my door, it didn't

I have one and it's pretty bad, if I paid attention to the details I wouldn't have invested £400 in the lock and keypad

Connectivity-Overall5%▁▇█▂▃▄

it lacks built-in Wi-Fi for remote access

Need to have stable Wi-Fi connection

This means it does not connect to wi-fi

Defective Material/Parts5%▇▇▁█▅▇

FAQ

Common Nuki questions

Answered from the same tracked data.