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Mittens

Fail

Demand is soft, at -82.2% this quarter, so Mittens is a Fail.

Flapen Score
39
39 / 100
Ranks 1,992 of 2,461 Fashion niches · −9 vs the category median of 48
Market size
£47K/yr208K searches / yr
90-day growth
-82.2%search demand this quarter
Competition
54%top-5 click share · 21 brands · 37 sellers

Flapen Score

Mittens against its category

The dotted line is the Fashion average. Past it, Mittens is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Mittens market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Mittens 208K times last year and spent an estimated £47K. The top 5 brands take 69% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 39 out of 100, a Fail.

01 · Demand

2.4% of searches ended in a purchase last week.

Shoppers searched for this 208K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.4% of those searches ended in a purchase. Searches in the last 90 days moved -82.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £47K a year.

Searches, last 12 months
208K
Growth, 90 days vs prior 90
-82.2%
Conversion, latest week
2.4%
Market size, estimated
£47Ka year
Peak month
November41.1× the quietest month
Top search term
mittens58K searches a year

02 · Price

A sale here is worth £9.55.

Listings sell for £9.55 on average, from £3.82 to £20.68. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 0 to 100 of them. At £9.55 that is £0 to £955 a year per listing.

Average price
£9.55under the $15 to $100 sweet spot
Price range
£3.82–£20.68
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
0–100
Revenue per listing a year
£0–£955
Returns
1.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

59% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 27.0% of listings are out of stock. The average listing ranks #225 within Accessories. It carries 656 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
59%
Prime listings
78%
Out of stock, average day
27.0%
Average rank
#225in Accessories
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
656per listing
Listings tracked
27

04 · Newcomers

Amazon counts 0 of last year's 6 launches as successful.

6 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 49 months on average, so the names here are settling in.

Launched, last 12 months
6
Successful launches
0Amazon's first-year sales bar
Average brand age
49 months

Products

Top Mittens 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 54% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£9K£14K£19K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

21 rising

Sellers

37

Top-5 brand share

69%

Top 20: 100%

Top-5 click share

54%

Top 20: 90%

Open market

28%

  • flintronic27%
  • Risipu17%
  • 1 one enjoy12%
  • HEAT HOLDERS11%
  • Qiuyan3%
  • OutdoorMaster3%

Demand

Mittens search demand

Weekly searches over the year, seasonality beneath. Pick a range.

30K20KSpike '24Black Friday '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 41.1×

Search terms

Top Mittens search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • mittens58K/yr
  • mittens women41K/yr
  • womens gloves & mittens11K/yr
  • mittens men14K/yr
  • mits2K/yr
  • adult mittens5K/yr
  • mens mittens21K/yr
  • womens mittens15K/yr
  • thermal mittens7K/yr
  • ladies mittens9K/yr

Reviews and returns

What reviews say buyers love and hate about Mittens

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall18%−0.05

Very small and barely cover the wrists

Quite big,

This makes it quite a small fit inside

Value For Money11%−0.02

Over priced

Literally a waste of money

Absolute garbage and a waste of money

Water Resistance11%−0.11

NOT waterproof

both hands became wet - these are not waterproof

Not mittens not waterproof

Ease Of Use9%−0.01

off easily over my golf glove has been difficult

Unfortunately my daughter still pulls them off with ease

Stitch/Finish/Polish6%−0.05

Dropped one star as the inside length is reduced because the inside seam is gathered in the middle of the mitt instead of being sewn straight across like the outside seam

Stitching split, poorly made

Love

Warmth33%+1.70

Nice and warm

Warm and easy to put on

they keep my hands warm at the same time

Quality-Overall14%+1.24

Good quality mitten

Good quality and really good at keeping my hands warm

Good Quality

Size-Overall11%−0.05

the perfect gift good fit

Size is perfect

Fit my 9lb baby very well

Value For Money9%−0.02

so worth it for the price

Gloves 🧤 are really good value for money

Good value for money

Soft Feel7%

The plain cotton ones are also very soft though

soft

Very soft and stay on - great purchase

Return

1.5% Return rate 76% Fixable by listing

Size-Overall60%▇█▆█▇█

Very small and barely cover the wrists

Quite big,

This makes it quite a small fit inside

Quality-Overall7%▃▂▂▁▆█

Ridiculously bad

Stitch/Finish/Polish6%▅▅█▁▁▁

Dropped one star as the inside length is reduced because the inside seam is gathered in the middle of the mitt instead of being sewn straight across like the outside seam

Stitching split, poorly made

Color6%▅█▃▁▁▁
Advertised Vs Actual Product2%▁▂█▁▁▁

so not as described

FAQ

Common Mittens questions

Answered from the same tracked data.