Skip to content

Heelys

Fail

Buyers convert on only 0.4% of searches, so Heelys is a Fail.

Flapen Score
47
47 / 100
Ranks 1,282 of 2,461 Fashion niches · −1 vs the category median of 48
Market size
£64K/yr489K searches / yr
90-day growth
-0.2%search demand this quarter
Competition
21%top-5 click share · 16 brands · 39 sellers

Flapen Score

Heelys against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Heelys market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Heelys 489K times last year and spent an estimated £64K. The top 5 brands take 87% of clicks. Demand peaks in Nov–Dec. Flapen scores it 47 out of 100, a Fail.

01 · Demand

An estimated 0.4% of those searches ended in a purchase.

Shoppers searched for this 489K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 0.4% of those searches ended in a purchase. Searches in the last 90 days moved -0.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £64K a year.

Searches, last 12 months
489K
Growth, 90 days vs prior 90
-0.2%
Conversion, latest week
0.4%
Market size, estimated
£64Ka year
Peak month
December5.2× the quietest month
Top search term
heelys143K searches a year

02 · Price

A sale here is worth £34.50.

Listings sell for £34.50 on average, from £10.33 to £61.77. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 0 to 100 of them. At £34.50 that is £0 to £3K a year per listing.

Average price
£34.50inside the $15 to $100 sweet spot
Price range
£10.33–£61.77
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
3.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

50% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #2,055 within Boys. It carries 734 reviews at 4.38 stars, so a new listing needs social proof before a better product.

Sponsored listings
50%
Prime listings
94%
Out of stock, average day
7.7%
Average rank
#2,055in Boys
Average rating
4.38 starsAmazon United Kingdom average 4.36 stars
Average reviews
734per listing
Listings tracked
116

04 · Newcomers

0 of last year's 7 launches cleared the first-year sales bar.

7 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 42 months on average, so the names here are settling in.

Launched, last 12 months
7
Successful launches
0Amazon's first-year sales bar
Average brand age
42 months

Products

Top Heelys products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 21% of clicks, no more. An open shelf where new products get seen.

£0£1K£3K£4K£5K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

16 falling

Sellers

39

Est. top-5 brand share

87%

Top 20: 100%

Est. top-5 click share

21%

Top 20: 47%

Open market

8%

  • Heelys45%
  • Husk'sWare20%
  • Mateju10%
  • Skridsko8%
  • ANEFUN5%
  • YongerYong5%
  • Open — no brand owns it (10 brands, 8%)

Demand

Heelys search demand

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

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

Peak months: Nov, Dec · busiest ÷ quietest = 5.2×

Search terms

Top Heelys search terms shoppers use

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

  • heelys143K/yr
  • heelys for girls107K/yr
  • heelys for boys43K/yr
  • heelys adult16K/yr
  • roller shoes24K/yr
  • heelies17K/yr
  • heelys for kids28K/yr
  • roller skate shoes15K/yr
  • heeleys13K/yr
  • roller shoes for kids10K/yr

Reviews and returns

What reviews say buyers love and hate about Heelys

We read the reviews and the return reasons for every product selling here.

26%of positive reviews mention “Quality-Overall”
25%of negative reviews mention “Grip”
3.1%of orders come back
“Rubbish grip on wheels. cheap plastic”
A buyer, on “Grip”25% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

19 topics

NegativePositive

FAQ

Common Heelys questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data