Is kids wellies profitable to sell on Amazon United Kingdom?

The niche generates £520K/yr across 123 tracked products. 0 of 32 products launched in the last 360 days are still selling. 90-day search growth is -60.7%. Flapen's verdict: Worth a look (55/100).

How competitive is the kids wellies niche?

34 brands and 97 sellers compete. The top 5 products take 17% of clicks and top 5 brands hold 51% of demand.

What do buyers complain about in kids wellies?

Top complaints mined from reviews: Size-Overall, Water Resistance, Durability. The return rate is 2.4%.

When does demand for kids wellies peak?

Demand peaks in Sep–Oct; the busiest month runs 7.1× the quietest.

What does it cost to enter the kids wellies niche?

Listings span £7.09–£113.49; the average listing price is £19.92 (sweet spot $15–$100). The average incumbent carries 1,764 reviews — the moat a new listing must climb.

kids wellies

Worth a look

Shows a fragmented shelf (top 5 take 17% of clicks), but soft demand (-60.7% this quarter) keeps it on the watch list.

Competition

Incredible17%

top-5 click share — an open shelf

Avg price

Great£19.92

avg listing price — sweet spot $15–$100

Brand share

Great51%

top-5 brand share — no brand owns this niche

Price range

Great£7.09–£113.49

cheapest to priciest tracked listing — scored on the share inside $15–$100

Returns

Good2.4%

return rate — above 5% kills the launch gate

Market size

Good£520K

£520K/yr · 2.0M searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,763.75

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.3%

search→purchase rate — share of searches ending in a sale

Growth

Bad-60.7%

90-day search growth — must beat 0% to launch

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, kids wellies is a £520K/yr Amazon United Kingdom market (2.0M searches/yr). The top 5 brands hold 51% of demand. Demand peaks in Sep–Oct. Verdict: Worth a look — 55/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

kids wellies market data

Units sold / yr: 20K–25K; avg 250–500/product
Revenue / yr: £398K–£498K; units × avg price
Conversion rate: 1.3%
Avg BSR: #85
Page quality: 0%
Prime: 78%
Sponsored: 81%
Out of stock: 1.8%
Avg brand age: 60 months
Avg seller age: 180 days

Competition & brand share

Clicks spread well past the top 5 (17% combined) — an open shelf where new products get seen.

Brands

34 rising

Sellers

Top-5 brand share

51%

Top 20: 91%

Top-5 click share

17%

Top 20: 39%

Open market

41%

DUNLOP13%
Jollywalk11%
Mountain Warehouse10%
Shoe Zone9%
Bruno Marc8%
DREAM PAIRS8%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -60.7% search growth over the last 90 days.

Peak months: Sep, Oct · busiest ÷ quietest = 7.1×

Open Trend

Top kids wellies search terms

wellington boots mens337K/yr -72.8%0.9% conv.
kids wellies256K/yr -54.1%0.3% conv.
wellies for kids285K/yr -57.4%0.3% conv.
mens wellies177K/yr -58.2%0.8% conv.
wellies men124K/yr -46.4%0.9% conv.
boys wellies160K/yr -57.2%0.3% conv.
girls wellies130K/yr -47.2%0.2% conv.
dunlop wellies94K/yr -61.6%0.4% conv.
mens wellington boots70K/yr -68.8%0.6% conv.
wellington boots kids47K/yr -34.3%0.3% conv.

All search terms

Top kids wellies 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Bruno Marc Mens Wellington Boots Waterproof Mid-Calf Rubber Work Rain Boots for Gardening Dog Walking Car Washing Size 10 All Black BMEMRB2503

Bruno Marc£21.424.4★125 rev

Grisport Unisex Adults Dunlop Budget Welly Multisport Outdoor Shoes Green (Green) 9 UK 43 EU

DUNLOP£11.694.5★28,775 rev

DUNLOP Dane - Unisex Knee High Wellington Rain Boots Green/Black Waterproof and Chemical Resistant PVC Work Wellies for Outdoor Gardening and Leisure Activities - EU43 UK9

DUNLOP£12.464.5★7,215 rev

Zorax - UK13 Child - EU31 - Black Girls Boys Waterproof Non-Slip Kids Motorbike Rain Boots Rain Shoes Wellies Unisex Children Wellington Boots

Zorax£10.894.5★4,247 rev

Shoe Zone - Adults Black Tall Welly - Size 10 UK - Black

Shoe Zone£10.724.6★814 rev

Newest

by launch date

Amazon Essentials Mens Waterproof Neoprene Wellington Boots Black 11 UK

Amazon Essentials£30.57113 rev

3mo ago

Amazon Essentials Mens Waterproof Neoprene Wellington Boots Black 9 UK

Amazon Essentials£32.83113 rev

3mo ago

Zorax Unisex Adult Rain Boots Wellies - UK 10 Adult - EU44 - Black

Zorax£11.9815 rev

5mo ago

Aomig Toddler Wellies Kids Boys Girls Yellow Dinosaur Rain Boots Waterproof Welly Boots Children Rain Shoes Outdoors Lightweight Wellies with Pull On Drawstring(6/7 UK)

Aomig£8.8836 rev

5mo ago

Mens rubber ankle rain boots 100% rubber waterproof anti slip easy to clean suitable for fishing and household chores (camouflage 6 Adult Men 6 Numeric UK Footwear Size System Medium)

Jollywalk£28.0912 rev

6mo ago

What buyers say about kids wellies

What buyers praise and complain about, mined from review topics.

What buyers love

Value For Money21%

“Great value”

Quality-Overall16%

“Decent quality”

Size-Overall16%

“Size wise”

Comfort-Overall12%

“Comfortable and sturdy”

Water Resistance5%

“fully waterproof”

Advertised Vs Actual Product5%

“Does the job”

Color3%

“Lovely colour”

Ease Of Use2%

“EASY to USE”

Durability2%

“Durable”

Warmth2%

“The neoprene uppers keep my legs warmer than rubber only”

What buyers complain about

Size-Overall25%

“Tight”

Water Resistance9%

“Not waterproof”

Durability9%

“Liner broke today. 4 months to the day of ordering”

Ease Of Use9%

“Not easy to put on”

Ankle Support4%

“Now resulting in a hole in the ankle”

Quality-Overall4%

“But If I were the producer I would to some more strict quality check in each pair”

Innersole Quality3%

“Insoles not strong enough either, come out on every wear creased and bent”

Smell3%

“Strong smelling”

Thickness3%

“mine will require an extra thick sock”

Advertised Vs Actual Product3%

“Not 17 in height. Description stated as being knee high, 17”

Top return reasons

Size-Overall64%

Feet Fit10%

Comfort-Overall4%

Width3%

Smell2%

Ankle Support2%

Quality-Overall2%

Advertised Vs Actual Product2%

Color1%

Ease Of Use1%

Common questions

Is kids wellies profitable to sell on Amazon United Kingdom?: The niche generates £520K/yr across 123 tracked products. 0 of 32 products launched in the last 360 days are still selling. 90-day search growth is -60.7%. Flapen's verdict: Worth a look (55/100).
How competitive is the kids wellies niche?: 34 brands and 97 sellers compete. The top 5 products take 17% of clicks and top 5 brands hold 51% of demand.
What do buyers complain about in kids wellies?: Top complaints mined from reviews: Size-Overall, Water Resistance, Durability. The return rate is 2.4%.
When does demand for kids wellies peak?: Demand peaks in Sep–Oct; the busiest month runs 7.1× the quietest.
What does it cost to enter the kids wellies niche?: Listings span £7.09–£113.49; the average listing price is £19.92 (sweet spot $15–$100). The average incumbent carries 1,764 reviews — the moat a new listing must climb.