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
0.4% of searches ended in a purchase last week.
Shoppers searched for this 489K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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
Amazon counts 0 of last year's 7 launches as successful.
7 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 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
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 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
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 only 21% of clicks. An open shelf where new products get seen.
Brands
16 falling
Sellers
39
Top-5 brand share
87%
Top 20: 100%
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 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
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Rubbish grip on wheels. cheap plastic
The instructions dont tell you the front
are very slightly different sizes
back wheels are different sizes
not the best
wheels very hard to get in and out
Love
Great well made product
Good quality parts used
Good quality
Comfortable and pretty
Very comfortable fitting - compared to others these are very good value for money
Very comfortable with good grip
Value for money
Good value for a childs first skates
Daughter loves these well worth the money
Perfect fit
True to size
fits well
easy to remove the wheels and put it back on
Easy to use with 1 wheel
Lovely rollers
Return
3.1% Return rate 84% Fixable by listing
are very slightly different sizes
back wheels are different sizes
you heavy
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.









