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Heels

Maybe

The top 5 products take only 11% of clicks. But buyers convert on only 0.2% of searches, so Heels is a Maybe.

Flapen Score
54
54 / 100
Top 27% of 2,461 Fashion niches · +6 vs the category median of 48
Market size
£186K/yr4.1M searches / yr
90-day growth
+20.5%search demand this quarter
Competition
11%top-5 click share · 48 brands · 92 sellers

Flapen Score

Heels against its category

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

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

Market

The Heels market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Heels 4.1M times last year and spent an estimated £186K. The top 5 brands take 68% of clicks. Demand peaks in May–Jun. Flapen scores it 54 out of 100, a Maybe.

01 · Demand

0.2% of searches ended in a purchase last week.

Shoppers searched for this 4.1M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.2% of those searches ended in a purchase. Searches in the last 90 days moved +20.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £186K a year.

Searches, last 12 months
4.1M
Growth, 90 days vs prior 90
+20.5%
Conversion, latest week
0.2%
Market size, estimated
£186Ka year
Peak month
May2.2× the quietest month
Top search term
heels475K searches a year

02 · Price

A sale here is worth £20.58.

Listings sell for £20.58 on average, from £5.74 to £107.74. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 0 to 100 of them. At £20.58 that is £0 to £2K a year per listing.

Average price
£20.58inside the $15 to $100 sweet spot
Price range
£5.74–£107.74
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–£2K
Returns
6.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

82% of listings pay for placement with sponsored ads. 84% ship with Prime. On an average day, 3.4% of listings are out of stock. The average listing ranks #141 within Shoes. It carries 3,643 reviews at 4.25 stars, so a new listing needs social proof before a better product.

Sponsored listings
82%
Prime listings
84%
Out of stock, average day
3.4%
Average rank
#141in Shoes
Average rating
4.25 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,643per listing
Listings tracked
241

04 · Newcomers

Amazon counts 2 of last year's 38 launches as successful.

38 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
38
Successful launches
2Amazon's first-year sales bar
Average brand age
47 months

Products

Top Heels 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 11% of clicks. An open shelf where new products get seen.

£0£4K£7K£11K£15K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

48 falling

Sellers

92

Top-5 brand share

68%

Top 20: 90%

Top-5 click share

11%

Top 20: 25%

Open market

33%

  • DREAM PAIRS33%
  • Amazon Essentials12%
  • Glamnest11%
  • Lilley5%
  • Greatonu3%
  • PIZZ ANNU3%

Demand

Heels search demand

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

100K60KSpike '24Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: May, Jun · busiest ÷ quietest = 2.2×

Search terms

Top Heels search terms shoppers use

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

  • heels475K/yr
  • kitten heels190K/yr
  • mary jane shoes for women261K/yr
  • high heels273K/yr
  • summer shoes for women uk97K/yr
  • black heels230K/yr
  • pavers shoes for women186K/yr
  • white heels139K/yr
  • gold heels143K/yr
  • loafers shoes for women179K/yr

Reviews and returns

What reviews say buyers love and hate about Heels

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

Complain

Size-Overall39%−0.37

Too big

Poor fitting

Far too small

Comfort-Overall5%+2.63

Not Comfortable for me

not comfortable to walk in

Not as comfortable as they look

Width5%−0.04

no good if you need a wide shoe

Not wide

far too narrow

Feet Fit4%−0.04

after reading reviews I sized up to a 7 I can't get my feet in them at all

Don't cover toes

they were too wide for her narrow feet

Strap/String Quality3%−0.03

Ankle strap not long enough

Strap broke as soon as my daughter put them on obviously cheap for a reason

strap too short

Love

Comfort-Overall31%+2.63

Comfortable and cute

Very comfortable shoes

Very comfortable shoes

Size-Overall17%−0.37

True fit

Shoes perfect fit

Fit well

Value For Money9%+0.61

Worth the money

Excellent value for money

Good for the price

Quality-Overall7%

Good quality shoes good fit

Decent quality

Beautiful quality shoes

Heel Support5%+0.28

The kitten heel is great

I particularly like the kitten heel

Very smart and lovely comfy shoes with well fitting heel

Return

6.5% Return rate 75% Fixable by listing

Size-Overall45%▇█▇█▆▇

Too big

Poor fitting

Far too small

Feet Fit18%█▇▇▇█▇

after reading reviews I sized up to a 7 I can't get my feet in them at all

Don't cover toes

they were too wide for her narrow feet

Width10%▆▅█▇█▇

no good if you need a wide shoe

Not wide

far too narrow

Comfort-Overall5%▇▆▆▇▇█

Not Comfortable for me

not comfortable to walk in

Not as comfortable as they look

Color3%▆▃▄█▆▆

FAQ

Common Heels questions

Answered from the same tracked data.