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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

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.

Competition

Competition: brands, sellers & click share

The top 5 products take only 21% of clicks. 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

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.

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 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

Grip25%−0.18

Rubbish grip on wheels. cheap plastic

Instructions/User Manual/Troubleshooting13%−0.09

The instructions dont tell you the front

Size-Overall13%−0.05

are very slightly different sizes

back wheels are different sizes

Quality-Overall13%+1.68

not the best

Wheel Quality13%+0.27

wheels very hard to get in and out

Love

Quality-Overall26%+1.68

Great well made product

Good quality parts used

Good quality

Comfort-Overall14%−0.09

Comfortable and pretty

Very comfortable fitting - compared to others these are very good value for money

Very comfortable with good grip

Value For Money12%+0.97

Value for money

Good value for a childs first skates

Daughter loves these well worth the money

Size-Overall10%−0.05

Perfect fit

True to size

fits well

Wheel Quality7%+0.27

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

Size-Overall57%▅█▇▇█▆

are very slightly different sizes

back wheels are different sizes

Feet Fit7%▆▁▆▇▇█
Comfort-Overall6%█▆▆▄▆▃
Weight Heavy3%▇▆▁▁▁█

you heavy

Gifting Purpose2%▆█▆▁▆▁

FAQ

Common Heelys questions

Answered from the same tracked data.