step
Worth a lookShows low returns (0.5%), but soft demand (-6.1% this quarter) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Competition
Great39%top-5 click share — an open shelf
Market size
Good£638K£638K/yr · 1.6M searches
Brand share
Good67%top-5 brand share — brands hold most of the demand
Conversion
Okay3.7%search→purchase rate — share of searches ending in a sale
Price range
Okay£4.64–£23.22cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£10.84avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Review moat
Bad7,685.63avg incumbent reviews — the moat a new listing must climb
Growth
Bad-6.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, step is a £638K/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 67% of demand. Verdict: Worth a look — 53/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
step market data
- Units sold / yr
- 50K–60K
- avg 1,500–2,000/product
- Revenue / yr
- £542K–£650K
- units × avg price
- Conversion rate
- 3.7%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 78%
- Sponsored
- 85%
- Out of stock
- 3.5%
- Avg brand age
- 42 months
- Avg seller age
- 186 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
25 falling
Sellers
65
Top-5 brand share
67%
Top 20: 95%
Top-5 click share
39%
Top 20: 77%
Open market
28%
- Utopia Home20%
- KEPLIN18%
- HOUSE DAY17%
- Armo Home8%
- VonHaus5%
- Heimwohl4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top step search terms
- step410K/yr
- step stool338K/yr
- folding step stool233K/yr
- steps109K/yr
- folding step54K/yr
- plastic stool38K/yr
- step stool for adults47K/yr
- small steps38K/yr
- foldable step stool42K/yr
- steps for elderly27K/yr
Top step products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Utopia Home Folding Step Stool 9 Inch Portable Anti Slip Surface for Kids and Adults Heavy Duty Folding Stool with Carrying Handle 300 lbs Load Capacity Pack of 1 White
Utopia Home£5.704.6★29,311 rev
Armo Folding Stool Step Down Footstool With Carry Handle Compact Foldable Foot Stool DIY Footstool Ladder MAX Weight 150KG (Black)
Armo Home£6.624.7★1,757 rev
HOUSE DAY Folding Step Stool 13 inch(33cm) Height Medium Heavy Duty Foldable Stool for Adults Large Foldable Step Non-Slip Folding Stools Portable Plastic Collapsible Step for Kids - Black
HOUSE DAY£10.854.6★4,268 rev
HOUSE DAY Heavy Duty Plastic Step Stool 11 inch Black - Foldable Sturdy Skid Resistant Kitchen Bathroom Stool 300 lbs Capacity
HOUSE DAY£9.894.5★3,061 rev
VonHaus 2 Step Ladder Premium Quality Folding Step Ladder for DIY and Gardening - Anti Slip Feet Easy to Store Ladder 150KG Max Capacity - Durable Steel
VonHaus£15.854.7★7,168 rev
Newest
by launch date
Amazon Basics Aerobic Exercise Step Platform Adjustable Workout Stepper At Home 68.58cm Black/Grey
Amazon Basics£9.881,341 rev
HEIMWOHL Durable Folding Step Stool Black Foldable Stool 9 Inch for Kids & Adults Supports Up to 150kg Lightweight & Easy to Store Fold Up Stool with Anti-Slip Design Ideal for Shower Room Use
Heimwohl£7.97690 rev
KEPLIN 11 Inch Heavy Duty Folding Step Stool | Non-Slip Foldable Footstool for Toddlers Children & Adults | Portable Lightweight Plastic Footstep w/Carrying Handle for Indoor or Outdoor (Grey)
KEPLIN£9.702,587 rev
BONTEC 3-Level Height Adjustable Step Stool Foldable with Anti-Slip Platform and Rubber Feet Portable for Adults and Children Kitchen Folding Steps Small Stool Black for RV Camping
BONTEC£20.383,467 rev
Armo Folding Stool Step Down Footstool With Carry Handle Compact Foldable Foot Stool DIY Footstool Ladder MAX Weight 150KG (Black)
Armo Home£6.621,757 rev
Trending
90-day click momentum
Handy Laundry - Folding Step Stool is Sturdy Enough to Support Adults and Safe Enough for Kids. Opens Easy with One Flip. Great for Kitchen Bathroom or Bedroom (Black)
Handy Laundry£9.924.7★
KEPLIN 9 Inch Heavy Duty Folding Step Stool | Non-Slip Foldable Footstool for Toddlers Children & Adults | Portable Lightweight Plastic Footstep w/Carrying Handle for Indoor or Outdoor (Black)
KEPLIN£8.184.6★
Mobility Aid - STURDY Non Slip Surface Outdoor / Indoor Half Door Step with wide base
LA A£10.144.5★
Utopia Home Folding Step Stool 9 Inch Portable Anti Slip Surface for Kids and Adults Heavy Duty Folding Stool with Carrying Handle 300 lbs Load Capacity Pack of 1 Black
Utopia Home£6.524.6★
HOUSE DAY 16 inch(40cm) Folding Step Stool - Large Size Kitchen Step Stool for Adults Space Saving Folding Stool for Children & Adult Step Durable Plastic Stools Heavy Duty Foldable Stools-Black
HOUSE DAY£15.694.6★
What buyers say about step
What buyers praise and complain about, mined from review topics.What buyers love
“Sturdy Stool”
“Good quality & delivered in excellent time”
“Good for the price”
“Easy to use”
“As advertised”
“Lightweight and easy to use”
“Easy to storage”
“They are a good size”
“Easy to carry”
“feels durable”
What buyers complain about
“Not very strong”
“Not fit for purpose”
“cheap quality”
“Broke on first use”
“Very heavy”
“cheaper elsewhere”
“Not as described”
“Does not feel stable”
“Cheap and nasty, definitely not heavy duty”
“Not the lightest pair of steps”
Top return reasons
Common questions
- Is step profitable to sell on Amazon United Kingdom?
- The niche generates £638K/yr across 40 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -6.1%. Flapen's verdict: Worth a look (53/100).
- How competitive is the step niche?
- 25 brands and 65 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in step?
- Top complaints mined from reviews: Strength, Size-Overall, Quality-Overall. The return rate is 0.5%.
- When does demand for step peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the step niche?
- Listings span £4.64–£23.22; the average listing price is £10.84 (sweet spot $15–$100). The average incumbent carries 7,686 reviews — the moat a new listing must climb.