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Signs

Fail

Shoppers spend only $57K a year here, so Signs 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
£57K/yr363K searches / yr
90-day growth
+14.2%search demand this quarter
Competition
55%top-5 click share · 21 brands · 29 sellers

Flapen Score

Signs against its category

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

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

Market

The Signs market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Signs 363K times last year and spent an estimated £57K. The top 5 brands take 65% of clicks. Demand peaks in Dec. Flapen scores it 47 out of 100, a Fail.

01 · Demand

1.6% of searches ended in a purchase last week.

Shoppers searched for this 363K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.6% of those searches ended in a purchase. Searches in the last 90 days moved +14.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £57K a year.

Searches, last 12 months
363K
Growth, 90 days vs prior 90
+14.2%
Conversion, latest week
1.6%
Market size, estimated
£57Ka year
Peak month
December1.5× the quietest month
Top search term
signs & plaques78K searches a year

02 · Price

A sale here is worth £10.09.

Listings sell for £10.09 on average, from £2.85 to £31.25. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 0 to 100 of them. At £10.09 that is £0 to £1K a year per listing.

Average price
£10.09under the $15 to $100 sweet spot
Price range
£2.85–£31.25
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

89% of listings pay for placement with sponsored ads. 19% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #206 within House Numbers, Plaques & Signs. It carries 569 reviews at 4.52 stars, so a new listing needs social proof before a better product.

Sponsored listings
89%
Prime listings
19%
Out of stock, average day
0.0%
Average rank
#206in House Numbers, Plaques & Signs
Average rating
4.52 starsAmazon United Kingdom average 4.36 stars
Average reviews
569per listing
Listings tracked
27

04 · Newcomers

Amazon counts 1 of last year's 5 launches as successful.

5 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 34 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
5
Successful launches
1Amazon's first-year sales bar
Average brand age
34 months

Products

Top Signs 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 55% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£11K£17K£23K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

21 rising

Sellers

29

Top-5 brand share

65%

Top 20: 99%

Top-5 click share

55%

Top 20: 92%

Open market

29%

  • Rutherfords Gifts22%
  • Star Online13%
  • USSP&S11%
  • EDSG10%
  • Just Giftz9%
  • Pixie's Gifts6%

Demand

Signs search demand

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

10K6KSpike '25Holiday '25JunJulAugSepOctNovDecJanFebMarAprMayJunJul

Peak months: Dec · busiest ÷ quietest = 1.5×

Search terms

Top Signs search terms shoppers use

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

  • signs & plaques78K/yr
  • signs89K/yr
  • sign71K/yr
  • personalised sign31K/yr
  • custom sign23K/yr
  • personalised signs for outside10K/yr
  • personalised signs13K/yr
  • custom signs11K/yr
  • outdoor signs7K/yr
  • custom signs outdoors7K/yr

Reviews and returns

What reviews say buyers love and hate about Signs

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

Complain

Value For Money16%

Looks more expensive

Looks more expensive than it is

Not particularly reasonable with regards to price

Size-Overall14%−0.05

Its simply not fit for purpose

The ribbon that came with it was a bit short

quite small

Print Quality9%−0.05

Poor Printing

Print not centered onto the back properly leaving it slightly at a angle

Sign has been printed squint

Quality-Overall6%+2.73

Item is pretty low quality

Horrible quality

Cheap and nasty

Advertised Vs Actual Product5%+0.88

Don't go by the advertised pics

Not as described

Not at all like the pictures

Love

Quality-Overall41%+2.73

Good quality and came quickly

Amazing quality

Good quality gift

Advertised Vs Actual Product14%+0.88

Product as advertised

EXACTLY WHAT I WANTED

Exactly as described

Value For Money13%

an affordable price

Excellent value

Great value for money

Size-Overall5%−0.05

The sizing is accurate

Straightforward to fit

Good size

Design-Overall4%+0.35

Elegant design

Good quality and design

Look good and well set out

Return

0.1% Return rate 86% Fixable by listing

Size-Overall79%▁▅█▅▇▆

Its simply not fit for purpose

The ribbon that came with it was a bit short

quite small

Quality-Overall10%▁█▁▁▁▅

Item is pretty low quality

Horrible quality

Cheap and nasty

Advertised Vs Actual Product7%▁▁▁█▃▁

Don't go by the advertised pics

Not as described

Not at all like the pictures

Material Quality5%▁▁▁█▁▁

FAQ

Common Signs questions

Answered from the same tracked data.