Heelys
FailBuyers convert on only 0.4% of searches, so Heelys is a Fail.
- Flapen Score
- 47 / 100Ranks 1,282 of 2,461 Fashion niches · −1 vs the category median of 4847
- 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.
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.
Top sellers
by estimated 90-day click share
HUSKSWARE Kids Shoes with Wheels 2-Wheel Roller Trainers for Boys Girls LED Light-Up USB Rechargeable Retractable Sneakers Outdoor Sports Skating Shoes EU 27-40 Black Pink White
- Price
- £28.45
- Rating
- 4.4/5
- Reviews
- 724
- Age
- 2y ago

Mateju Kids Roller Skate Shoes for Boys Girls Black Skateboarding Skates with 2 Wheels Parkour Shoes Unisex Retractable Skating Sneakers Shoes for Children Adult Park Sports Walking 2 UK
- Price
- £26.59
- Rating
- 4.4/5
- Reviews
- 126
- Age
- 2y ago

HUSKSWARE Kids Shoes with Wheels LED Light-Up Roller Sneakers Boys Girls Retractable Skating Trainers USB Rechargeable Outdoor Sports Shoes EU 27-40 White Black Pink
- Price
- £29.16
- Rating
- 4.3/5
- Reviews
- 577
- Age
- 1y ago

Heelys Boys He100935 Sneaker Silver Rainbow Heart 1 UK
- Price
- £40.28
- Rating
- 4.6/5
- Reviews
- 237
- Age
- 5y ago

YongerYong LED Strips Roller Skate Shoes with Double Wheels for Kids Automatic Retractable Skateboarding Shoes Outdoor Sports Gymnastic Sneakers
- Price
- £27.76
- Rating
- 4.3/5
- Reviews
- 425
- Age
- 1y ago
Trending
estimated 90-day click momentum
HUSKSWARE Kids Roller Shoes with Wheels Boys Technical Skateboarding Shoes LED Light-Up Retractable Trainers for Boys Girls USB Rechargeable Outdoor Sneakers EU 27-40 Black White Pink
- Price
- £31.66
- Rating
- 4.2/5
- Reviews
- 736
- Age
- 2y ago

ANEFUN Roller Skate Shoes for Kids Boys Girls Sneakers with Detachable Wheels Sport Shoe White/Pink
- Price
- £27.08
- Rating
- 4.4/5
- Reviews
- 569
- Age
- 1y ago

Mateju Kids Roller Skate Shoes for Boys Girls Skateboarding Skates Outdoor Parkour Shoes Retractable 4 Wheels Unisex Teenager Children Sports Walking Running Sneakers Shoes Beige
- Price
- £31.28
- Rating
- 4.4/5
- Reviews
- 632
- Age
- 2y ago

HUSKSWARE Kids Shoes with Wheels 2-Wheel Roller Trainers for Boys Girls LED Light-Up USB Rechargeable Retractable Sneakers Outdoor Sports Skating Shoes EU 27-40 Black Pink White
- Price
- £28.40
- Rating
- 4.4/5
- Reviews
- 724
- Age
- 2y ago

Heelys Unisex Kids (Ahe101456) Skate Shoe White 5 UK
- Price
- £44.78
- Rating
- 4.2/5
- Reviews
- 37
- Age
- 3y ago
Newest
by launch date
YongerYong LED Strips Roller Skate Shoes with Double Wheels for Kids Automatic Retractable Skateboarding Shoes Outdoor Sports Gymnastic Sneakers
- Price
- £27.76
- Rating
- 4.3/5
- Reviews
- 425
- Age
- 1y ago

ANEFUN Roller Skate Shoes for Kids Boys Girls Sneakers with Detachable Wheels Sport Shoe White/Pink
- Price
- £27.08
- Rating
- 4.4/5
- Reviews
- 569
- Age
- 1y ago

HUSKSWARE Kids Shoes with Wheels LED Light-Up Roller Sneakers Boys Girls Retractable Skating Trainers USB Rechargeable Outdoor Sports Shoes EU 27-40 White Black Pink
- Price
- £29.16
- Rating
- 4.3/5
- Reviews
- 577
- Age
- 1y ago

Skridsko Roller Skate Shoes for Girls&Boys Trainers Skating with Retractable Wheels-Stylish for Kids Enhanced Safety Roller Sneakers - Perfect for Party Birthday Easter Christmas
- Price
- £29.45
- Rating
- 4.4/5
- Reviews
- 239
- Age
- 1y ago

Skridsko Roller Skate Shoes for Girls&Boys Trainers Skating with Retractable Wheels-Stylish for Kids Enhanced Safety Roller Sneakers - Perfect for Party Birthday Easter Christmas
- Price
- £31.58
- Rating
- 4.4/5
- Reviews
- 239
- Age
- 1y ago
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.
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.
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.
“Rubbish grip on wheels. cheap plastic”
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
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
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









