insoles
Worth a lookShows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Market size
Great£1.0M£1.0M/yr · 2.4M searches
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Brand share
Good68%top-5 brand share — brands hold most of the demand
Conversion
Good5.2%search→purchase rate — share of searches ending in a sale
Review moat
Bad6,510.71avg incumbent reviews — the moat a new listing must climb
Growth
Bad-4.9%90-day search growth — must beat 0% to launch
Avg price
Bad£8.12avg listing price — sweet spot $15–$100
Price range
Bad£2.11–£14.86cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, insoles is a £1.0M/yr Amazon United Kingdom market (2.4M searches/yr). The top 5 brands hold 68% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
insoles market data
- Units sold / yr
- 125K–150K
- avg 3,000–4,000/product
- Revenue / yr
- £1.0M–£1.2M
- units × avg price
- Conversion rate
- 5.2%
- Avg BSR
- #14
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 79%
- Out of stock
- 0.0%
- Avg brand age
- 50 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
20 falling
Sellers
80
Top-5 brand share
68%
Top 20: 100%
Top-5 click share
46%
Top 20: 80%
Open market
28%
- Dr. Scholl's33%
- VivoFoot17%
- Skypermit7%
- riemot6%
- Kaps5%
- Cherry Blossom5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.9% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top insoles search terms
- insoles men548K/yr
- insoles for women444K/yr
- insoles398K/yr
- memory foam insoles153K/yr
- shoe insoles men137K/yr
- shoe insoles for women125K/yr
- shoe insoles86K/yr
- gel insoles mens75K/yr
- insole67K/yr
- inner soles for men64K/yr
Top insoles products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Scholl GelActiv Work Insoles for Men All Day Comfort at Work Shock Absorption and Comfort Cushioning with GelWave Technology UK Size 7-12
Dr. Scholl's£10.954.5★3,405 rev
VivoFoot Memory Foam Anti-Fatigue Pain Relief Comfort Insole (UK7-10 Black)
VivoFoot£7.314.3★2,805 rev
Scholl GelActiv Every Day Insoles for Men - Anti Foot Fatigue Comfort Insoles - Insoles for Walking/Hiking - Trim to Fit Your Walking Boot/Shoes - UK Size 7-12 1 Pair
Dr. Scholl's£7.864.3★12,626 rev
VivoFoot 3 Pair Cotton Comfort Insoles Cut-to-Size Barefoot Inserts(UK3-10)
VivoFoot£9.614.4★1,159 rev
Cherry Blossom Foam Comfort Insole
Cherry Blossom£2.114.2★183 rev
Newest
by launch date
Memory Foam Insoles Cuttable Arch Support Anti-Fatigue Pain Relief Massage Insert Cushion Replacement Soles for Trainers Sneakers Sports Shoes Work Boots for Men & Women(UK4-UK6.5)
Petyicesn£4.61655 rev
Original Stepprs Comfort Boosting Massage Insoles 4D Memory Foam Thermal Insoles with Arch Support for Men and Women (Orange EU 43-44)
Stepprs£8.851,232 rev
VivoFoot Memory Foam Anti-Fatigue Pain Relief Comfort Insole (UK7-10 Black)
VivoFoot£7.312,805 rev
Scholl GelActiv Work Insoles for Men All Day Comfort at Work Shock Absorption and Comfort Cushioning with GelWave Technology UK Size 7-12
Dr. Scholl's£10.953,405 rev
Scholl GelActiv Work & Boot Insoles for Women All Day Comfort at Work Shock Absorption and Comfort Cushioning with GelWave Technology UK Size 3.5-7.5
Dr. Scholl's£10.553,405 rev
Trending
90-day click momentum
riemot 2 Pairs Memory Foam Insoles for Men and Women Replacement Inner Soles for Sports Work Boots Trainers Sneakers and Walking Shoes Cushioned Soft Shoe Inserts Navy-White 12 UK/46 EU
riemot£5.774.3★
Cherry Blossom Foam Comfort Insole
Cherry Blossom£2.114.2★
Scholl GelActiv Work Insoles for men. GelActiv shock absorption insoles for working all day or standing all day Insoles for work boots or work shoes. UK Shoe Size 7-12 1 Pair
Dr. Scholl's£10.294.5★
iMedic Orthotic Insoles for Women for Plantar Fasciitis Size S UK 6-7 - Arch Support for Women and Men - Shoe Inserts - Insoles for Plantar Fasciitis - Orthotic Support
iMedic£8.324.4★
Scholl GelActiv Trainer Insoles for Men All Day Comfort Running Shoe Insoles Super Shock Absorption and Springiness with GelWave Technology UK Size 7-12
Dr. Scholl's£11.734.2★
What buyers say about insoles
What buyers praise and complain about, mined from review topics.What buyers love
“Comfortable and supportive”
“They're very good quality, it was easy to cut them to adjust the size, they're soft and comfortable, and perfectly fit any shoes as they're not too thick”
“Decent fit”
“Good for the price”
“They actually work”
“Soft enough for daily use”
“Ease of use”
“Good cushion support”
“Helped with pain in my foot”
“Lasts well”
What buyers complain about
“Not as comfortable as people say”
“Not true sizing”
“causing more pain”
“Very expensive”
“Fell apart”
“Not as thick as expected”
“Not worth for the money!! & quality.”
“Too firm”
“Not as described”
“It won't help”
Top return reasons
Common questions
- Is insoles profitable to sell on Amazon United Kingdom?
- The niche generates £1.0M/yr across 38 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -4.9%. Flapen's verdict: Worth a look (57/100).
- How competitive is the insoles niche?
- 20 brands and 80 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 68% of demand.
- What do buyers complain about in insoles?
- Top complaints mined from reviews: Comfort-Overall, Size-Overall, Pain Relief-Overall. The return rate is 0.7%.
- When does demand for insoles peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the insoles niche?
- Listings span £2.11–£14.86; the average listing price is £8.12 (sweet spot $15–$100). The average incumbent carries 6,511 reviews — the moat a new listing must climb.