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Hamilton

Fail

Demand is soft, at -18.7% this quarter, so Hamilton is a Fail.

Flapen Score
48
48 / 100
Ranks 1,186 of 2,461 Fashion niches · on the category median
Market size
£76K/yr290K searches / yr
90-day growth
-18.7%search demand this quarter
Competition
50%top-5 click share · 13 brands · 27 sellers

Flapen Score

Hamilton against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hamilton market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hamilton 290K times last year and spent an estimated £76K. The top 5 brands take 71% of clicks. Demand peaks in Sep–Oct–Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

2.9% of searches ended in a purchase last week.

Shoppers searched for this 290K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.9% of those searches ended in a purchase. Searches in the last 90 days moved -18.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £76K a year.

Searches, last 12 months
290K
Growth, 90 days vs prior 90
-18.7%
Conversion, latest week
2.9%
Market size, estimated
£76Ka year
Peak month
December4.6× the quietest month
Top search term
hamilton161K searches a year

02 · Price

A sale here is worth £9.13.

Listings sell for £9.13 on average, from £3.25 to £24.22. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £9.13 that is £913 to £2K a year per listing.

Average price
£9.13under the $15 to $100 sweet spot
Price range
£3.25–£24.22
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£913–£2K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

86% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #1,415 within Novelty & Special Use Clothing. It carries 25 reviews at 4.37 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
96%
Out of stock, average day
0.0%
Average rank
#1,415in Novelty & Special Use Clothing
Average rating
4.37 starsAmazon United Kingdom average 4.36 stars
Average reviews
25per listing
Listings tracked
28

04 · Newcomers

Amazon counts 0 of last year's 14 launches as successful.

14 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 35 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
14
Successful launches
0Amazon's first-year sales bar
Average brand age
35 months

Products

Top Hamilton 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 50% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£15K£23K£30K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

13 falling

Sellers

27

Top-5 brand share

71%

Top 20: 100%

Top-5 click share

50%

Top 20: 90%

Open market

23%

  • JTOUK23%
  • Joalpysm20%
  • Xiumui11%
  • VOYANTE10%
  • Fakcrkun7%
  • YEVON6%

Demand

Hamilton search demand

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

18K13KSpike '25Prime Day '25Holiday '25JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.6×

Search terms

Top Hamilton search terms shoppers use

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

  • hamilton161K/yr
  • hamilton merch92K/yr
  • hamilton gifts21K/yr
  • hamilton musical merchandise17K/yr

Reviews and returns

What reviews say buyers love and hate about Hamilton

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

Complain

Size-Overall27%+2.37

They are small

sadly the size I bought was smaller than a single bed

Although, I did get it in the smallest size,

Print Quality20%−0.17

Not great print quality

Gifting Purpose10%−0.08

Really upsetting as this was intended to be a gift which now I cannot give

Quality-Overall10%+0.54

Terrible quality

BAD QUALITY AND ARRIVED DAMAGED

Love

Quality-Overall40%+0.54

Really good quality

Great product

The quality of each of the characters is great

Advertised Vs Actual Product7%+0.54

exactly what I was hoping for

Size-Overall7%+2.37

It is a good size

Ease Of Use7%+0.54

has a lot of uses

Warmth7%+0.54

Its fleecy and warm

Return

0.4% Return rate 17% Fixable by listing

Quality-Overall33%▁█▅▅▁▁

Terrible quality

BAD QUALITY AND ARRIVED DAMAGED

Thin22%▁▁▁▁▁█
Frame Quality17%▁▁█▁▁▁
Size-Overall11%█▁▁▁▁▁

They are small

sadly the size I bought was smaller than a single bed

Although, I did get it in the smallest size,

Scratch Resistance6%▁▁█▁▁▁

FAQ

Common Hamilton questions

Answered from the same tracked data.