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Angel

Maybe

Returns run at only 0.7% of orders. But demand is soft, at -19.0% this quarter, so Angel is a Maybe.

Flapen Score
54
54 / 100
Top 27% of 2,461 Fashion niches · +6 vs the category median of 48
Market size
£92K/yr582K searches / yr
90-day growth
-19.0%search demand this quarter
Competition
28%top-5 click share · 50 brands · 92 sellers

Flapen Score

Angel against its category

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

54Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Angel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Angel 582K times last year and spent an estimated £92K. The top 5 brands take 42% of clicks. Demand peaks in Nov–Dec. Flapen scores it 54 out of 100, a Maybe.

01 · Demand

1.6% of searches ended in a purchase last week.

Shoppers searched for this 582K 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 -19.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £92K a year.

Searches, last 12 months
582K
Growth, 90 days vs prior 90
-19.0%
Conversion, latest week
1.6%
Market size, estimated
£92Ka year
Peak month
December3.2× the quietest month
Top search term
angel244K searches a year

02 · Price

A sale here is worth £10.13.

Listings sell for £10.13 on average, from £2.70 to £75.73. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 0 to 100 of them. At £10.13 that is £0 to £1K a year per listing.

Average price
£10.13under the $15 to $100 sweet spot
Price range
£2.70–£75.73
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
0.7%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. 99% ship with Prime. On an average day, 7.3% of listings are out of stock. The average listing ranks #1,081 within Luggage & Travel Gear. It carries 346 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
89%
Prime listings
99%
Out of stock, average day
7.3%
Average rank
#1,081in Luggage & Travel Gear
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
346per listing
Listings tracked
73

04 · Newcomers

Amazon counts 1 of last year's 26 launches as successful.

26 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 36 months on average, so the names here are settling in.

Launched, last 12 months
26
Successful launches
1Amazon's first-year sales bar
Average brand age
36 months

Products

Top Angel 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 28% of clicks. An open shelf where new products get seen.

£0£3K£6K£8K£11K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

50 falling

Sellers

92

Top-5 brand share

42%

Top 20: 77%

Top-5 click share

28%

Top 20: 59%

Open market

54%

  • East of India16%
  • Guardian Angel10%
  • ZENTHRAA7%
  • SDOFY5%
  • PHIOMUUE4%
  • Generic4%

Demand

Angel search demand

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

25K15KHoliday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 3.2×

Search terms

Top Angel search terms shoppers use

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

  • angel244K/yr
  • guardian angel gifts67K/yr
  • angels70K/yr
  • guardian angel34K/yr
  • angel ornament36K/yr
  • crystal angel15K/yr
  • angel statue14K/yr
  • angel gifts20K/yr
  • angel figurines14K/yr
  • angel gifts for women17K/yr

Reviews and returns

What reviews say buyers love and hate about Angel

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

Complain

Size-Overall22%−0.08

It is very small

Small gift

A bit smaller than expected

Smell11%+0.37

It doesn't smell as I remember it

Smells like plastic

Different smell

Advertised Vs Actual Product6%−0.03

Picture is deceiving

Doesn't look the same as the photo

Not what it looks like

Quality-Overall6%+0.60

Abit cheap looking

Poor quality

Cheap looking

Allergies4%−0.02

but unfortunately I'm allergic

It caused a horrific rash

it brings me out in a rash

Love

Gifting Purpose20%+1.63

Cute gift

Delightful Gift

Beautiful gift

Smell17%+0.37

Beautiful fragrance

Long lasting fragrance

Great fragrance

Quality-Overall17%+0.60

Great quality and exactly as described

Excellent product

Cute little ornament nice quality

Value For Money16%+1.19

Great Price

good value for money

Good value for money

Design-Overall4%+0.20

her design is beautiful

It looks well made and well presented

a classic design

Return

0.7% Return rate 42% Fixable by listing

Size-Overall23%█▂▄██▅

It is very small

Small gift

A bit smaller than expected

Smell19%███▃▃▄

It doesn't smell as I remember it

Smells like plastic

Different smell

Quality-Overall12%▅▄█▄██

Abit cheap looking

Poor quality

Cheap looking

Advertised Vs Actual Product10%▄▆▄▇▄█

Picture is deceiving

Doesn't look the same as the photo

Not what it looks like

Defective Material/Parts6%▁█▆▄▄▁

FAQ

Common Angel questions

Answered from the same tracked data.