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Adidas

Fail

Buyers convert on only 0.3% of searches, so Adidas is a Fail.

Flapen Score
41
41 / 100
Ranks 1,878 of 2,461 Fashion niches · −7 vs the category median of 48
Market size
£37K/yr284K searches / yr
90-day growth
+30.4%search demand this quarter
Competition
30%top-5 click share · 8 brands · 61 sellers

Flapen Score

Adidas against its category

The dotted line is the Fashion average. Past it, Adidas is stronger. Inside it, weaker.

41Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Adidas market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Adidas 284K times last year and spent an estimated £37K. The top 5 brands take 98% of clicks. Demand peaks in Oct–Dec. Flapen scores it 41 out of 100, a Fail.

01 · Demand

0.3% of searches ended in a purchase last week.

Shoppers searched for this 284K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.3% of those searches ended in a purchase. Searches in the last 90 days moved +30.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £37K a year.

Searches, last 12 months
284K
Growth, 90 days vs prior 90
+30.4%
Conversion, latest week
0.3%
Market size, estimated
£37Ka year
Peak month
December2.7× the quietest month
Top search term
adidas samba mens149K searches a year

02 · Price

A sale here is worth £43.88.

Listings sell for £43.88 on average, from £10.07 to £115.98. Amazon reports units sold in ranges. This niche sold 1K to 1K a year. The average listing sells 0 to 100 of them. At £43.88 that is £0 to £4K a year per listing.

Average price
£43.88inside the $15 to $100 sweet spot
Price range
£10.07–£115.98
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£4K
Returns
3.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

59% of listings pay for placement with sponsored ads. 67% ship with Prime. On an average day, 6.5% of listings are out of stock. The average listing ranks #1,113 within Shoes. It carries 13,061 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
59%
Prime listings
67%
Out of stock, average day
6.5%
Average rank
#1,113in Shoes
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
13,061per listing
Listings tracked
54

04 · Newcomers

Amazon counts 4 of last year's 16 launches as successful.

16 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 45 months on average, so the names here are settling in.

Launched, last 12 months
16
Successful launches
4Amazon's first-year sales bar
Average brand age
45 months

Products

Top Adidas 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 only 30% of clicks. An open shelf where new products get seen.

£0£1K£2K£3K£4K1101001K10K100K1.0M Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 rising

Sellers

61

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

30%

Top 20: 72%

Open market

1%

  • adidas78%
  • adidas Originals17%
  • Quayside1%
  • PUMA1%
  • Padgene1%
  • Cirorld1%
  • Open — no brand owns it (2 brands, 1%)

Demand

Adidas search demand

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

30K20KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Dec · busiest ÷ quietest = 2.7×

Search terms

Top Adidas search terms shoppers use

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

  • adidas samba mens149K/yr
  • samba trainers men34K/yr
  • adidas samba trainers mens24K/yr
  • adidas trainers mens samba10K/yr
  • mens adidas samba trainers7K/yr
  • adidas samba trainers10K/yr
  • adidas samba og mens7K/yr
  • adidas samba og11K/yr
  • adidas samba men7K/yr
  • sambas men6K/yr

Reviews and returns

What reviews say buyers love and hate about Adidas

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

Complain

Size-Overall19%+0.70

Amazon sent me the wrong size inside the box

I did wonder if they would be too narrow for me

It's bit tight

Width14%−0.07

Way too narrow

Feet Fit14%−0.15

Were too narrow for me

Hard Feel7%−0.08

Feel too hard

Thickness7%−0.03

Slightly thinner than I like

Love

Quality-Overall29%+0.87

the shoes are perfect great quality

Good quality trainers

Great quality

Comfort-Overall21%+1.33

Very comfortable

Happy with these shoes,very comfortable

Very comfortable trainers at a great price

Size-Overall19%+0.70

Fit well

very good fit. bought 9.5

Great fit - true to size

Value For Money16%+1.14

Good price

Great value

Excellent value

Exercise/Sports Suitability4%+0.38

Great trainers

Great trainers, bought as a gift

Return

3.9% Return rate 82% Fixable by listing

Size-Overall55%▇▇▇▇█▇

Amazon sent me the wrong size inside the box

I did wonder if they would be too narrow for me

It's bit tight

Feet Fit15%█▇▇▆▆▇

Were too narrow for me

Width7%▄▁▇▆▄█

Way too narrow

Comfort-Overall4%█▃▃▂▃▂

not comfortable

Color3%▃█▄▃▂▃

FAQ

Common Adidas questions

Answered from the same tracked data.