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Wood Polish

Fail

Prices span $1.41–$9.52, mostly outside the sweet spot, so Wood Polish is a Fail.

Flapen Score
43
43 / 100
Ranks 1,615 of 2,225 DIY & Tools niches · −6 vs the category median of 49
Market size
£541K/yr705K searches / yr
90-day growth
-10.3%search demand this quarter
Competition
65%top-5 click share · 6 brands · 113 sellers

Flapen Score

Wood Polish against its category

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

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Wood Polish market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Wood Polish 705K times last year and spent an estimated £541K. The top 5 brands take 96% of clicks. Flapen scores it 43 out of 100, a Fail.

01 · Demand

20.1% of searches ended in a purchase last week.

Shoppers searched for this 705K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 20.1% of those searches ended in a purchase. Searches in the last 90 days moved -10.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £541K a year.

Searches, last 12 months
705K
Growth, 90 days vs prior 90
-10.3%
Conversion, latest week
20.1%
Market size, estimated
£541Ka year
Peak month
March1.3× the quietest month
Top search term
polish220K searches a year

02 · Price

A sale here is worth £3.83.

Listings sell for £3.83 on average, from £1.41 to £9.52. Amazon reports units sold in ranges. This niche sold 125K to 150K a year. The average listing sells 5,000 to 6,000 of them. At £3.83 that is £19K to £23K a year per listing.

Average price
£3.83under the $15 to $100 sweet spot
Price range
£1.41–£9.52
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
125K–150K
Units per listing a year
5,000–6,000
Revenue per listing a year
£19K–£23K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

40% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 6.2% of listings are out of stock. The average listing ranks #39 within Painting Supplies, Tools & Wall Treatments. It carries 2,647 reviews at 4.63 stars, so a new listing needs social proof before a better product.

Sponsored listings
40%
Prime listings
100%
Out of stock, average day
6.2%
Average rank
#39in Painting Supplies, Tools & Wall Treatments
Average rating
4.63 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,647per listing
Listings tracked
15

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 61 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
61 months

Products

Top Wood Polish 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 65% of clicks. Leaders hold, but buyers still shop past them.

£0£54K£108K£162K£217K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

113

Top-5 brand share

96%

Top 20: 98%

Top-5 click share

65%

Top 20: 100%

Open market

2%

  • Mr Sheen41%
  • pledge28%
  • SC Johnson Professional11%
  • Method11%
  • Wood Silk5%
  • --2%
  • Open — no brand owns it (2%)

Demand

Wood Polish search demand

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

15K10KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Wood Polish search terms shoppers use

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

  • polish220K/yr
  • furniture polish156K/yr
  • wood polish38K/yr
  • mr sheen multi surface polish33K/yr
  • pledge polish37K/yr
  • mr sheen29K/yr
  • pledge27K/yr
  • furniture polish spray21K/yr
  • pledge wood polish11K/yr
  • wood polish spray10K/yr

Reviews and returns

What reviews say buyers love and hate about Wood Polish

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

Complain

Smell21%−0.06

Think they have changed the smell

Has no smell

It certainly doesnt smell like it which is the main reason I bought it

Dilute/Watery8%−0.07

its like water

Its not a watery polish its effective

This one seems watered down

Ease Of Cleaning5%−0.02

didn't clean

Cleaning is hard enough without making more work for ourselves

De-Grease4%−0.01

Got to put a lot of elbow grease into it it's not fantastic it's okay if you want to do a proper job get it restored example table top by a professional

needs a bit of elbow grease

Value For Money4%+1.51

So can be expensive to use

hard tto find product at a great price

Love

Smell24%−0.06

The smell is divine

Lovely fragrance

The scent is quite fresh

Quality-Overall16%+0.70

Good quality and easy to apply

Nice pure product

Excellent product

Value For Money15%+1.51

Excellent value for money

Good value for money

Good price

Brightness/Shine/Glow9%+0.66

Shine on

great shine

Leaves a Beautiful Natural Shine

Advertised Vs Actual Product8%+0.58

As advertised

Does the job

As described

Return

0.1% Return rate 20% Fixable by listing

Functionality-Overall16%▁▁▇▄▆█
Leak-Proof15%▁█▃▁▆▁

leaking i o

Size-Overall9%▁▁▃█▂▁

Huge

Its huge

Smell8%█▅▂▁▁▁

Think they have changed the smell

Has no smell

It certainly doesnt smell like it which is the main reason I bought it

Color8%▁▁▃▃▁█

FAQ

Common Wood Polish questions

Answered from the same tracked data.