Skip to content

Friends

Fail

Buyers convert on only 0.5% of searches, so Friends is a Fail.

Flapen Score
46
46 / 100
Ranks 1,383 of 2,461 Fashion niches · −2 vs the category median of 48
Market size
£83K/yr1.3M searches / yr
90-day growth
-16.1%search demand this quarter
Competition
43%top-5 click share · 23 brands · 99 sellers

Flapen Score

Friends against its category

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

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Friends market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Friends 1.3M times last year and spent an estimated £83K. The top 5 brands take 62% of clicks. Demand peaks in Jan–Dec. Flapen scores it 46 out of 100, a Fail.

01 · Demand

0.5% of searches ended in a purchase last week.

Shoppers searched for this 1.3M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.5% of those searches ended in a purchase. Searches in the last 90 days moved -16.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £83K a year.

Searches, last 12 months
1.3M
Growth, 90 days vs prior 90
-16.1%
Conversion, latest week
0.5%
Market size, estimated
£83Ka year
Peak month
December3.2× the quietest month
Top search term
friends970K searches a year

02 · Price

A sale here is worth £14.21.

Listings sell for £14.21 on average, from £3.36 to £58.70. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 100 to 250 of them. At £14.21 that is £1K to £4K a year per listing.

Average price
£14.21under the $15 to $100 sweet spot
Price range
£3.36–£58.70
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
100–250
Revenue per listing a year
£1K–£4K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

79% of listings pay for placement with sponsored ads. 76% ship with Prime. On an average day, 3.9% of listings are out of stock. The average listing ranks #716 within Socks & Tights. It carries 817 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
76%
Out of stock, average day
3.9%
Average rank
#716in Socks & Tights
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
817per listing
Listings tracked
33

04 · Newcomers

Amazon counts 0 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 41 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
0Amazon's first-year sales bar
Average brand age
41 months

Products

Top Friends 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 43% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£8K£13K£17K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

23 falling

Sellers

99

Top-5 brand share

62%

Top 20: 97%

Top-5 click share

43%

Top 20: 84%

Open market

34%

  • SockShop20%
  • FRIENDS19%
  • HSSPIRITZ14%
  • BWWKTOP5%
  • The Carat Shop4%
  • Friends4%

Demand

Friends search demand

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

90K70KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

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

Search terms

Top Friends search terms shoppers use

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

  • friends970K/yr
  • friends tv show gifts150K/yr
  • friends merchandise66K/yr
  • friends tv show28K/yr
  • freinds9K/yr
  • friends merch15K/yr
  • friends tv show merchandise15K/yr
  • friends gifts tv show14K/yr
  • friends merchandise gifts9K/yr

Reviews and returns

What reviews say buyers love and hate about Friends

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

Complain

Size-Overall33%−0.01

Thought it was bigger

Small

Adhesion/Stickiness17%+0.81

As for the people saying it doesn't stick well

Value For Money17%−0.01

Expensive for what it is

Ease Of Use6%−0.03

putting them back difficult

Water Resistance4%−0.01

Not waterproof inside

Love

Value For Money27%−0.01

Good value for money

great price

worth the money

Quality-Overall21%+0.83

Well made looks great on the door

Good quality & Size

Friend fleece it was apart of best friends Xmas she love it quality is good

Strength13%−0.10

Very nice and strong just what I was looking for

Solid and surprisingly heavy resin build, and once its on the door it looks great

Gifting Purpose12%+1.48

Good gift

These cards are a nice size to take on holiday with us these would make a very good gift

Best gift ever

Soft Feel7%

bought for little sister, very soft and happy with purchase

Return

1.1% Return rate 16% Fixable by listing

Frame Quality19%▁▆▃▁▅█
Size-Overall13%█▁▅▁▁█

Thought it was bigger

Small

Quality-Overall11%▁█▄▁▇▁
Paint Quality11%▁█▆▁▄▁
Functionality-Overall9%▅▁▅█▁▁

FAQ

Common Friends questions

Answered from the same tracked data.