Rolex
FailThe top 5 brands take 100% of clicks, so Rolex is a Fail.
- Flapen Score
- 32 / 100Ranks 2,287 of 2,461 Fashion niches · −16 vs the category median of 4832
- Market size
- £7K/yr168K searches / yr
- 90-day growth
- -0.6%search demand this quarter
- Competition
- 92%top-5 click share · 5 brands · 10 sellers
Flapen Score
Rolex against its category
The dotted line is the Fashion average. Past it, Rolex is stronger. Inside it, weaker.
Market
The Rolex market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Rolex 168K times last year and spent an estimated £7K. All 5 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 32 out of 100, a Fail.
01 · Demand
0.1% of searches ended in a purchase last week.
Shoppers searched for this 168K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.1% of those searches ended in a purchase. Searches in the last 90 days moved -0.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £7K a year.
- Searches, last 12 months
- 168K
- Growth, 90 days vs prior 90
- -0.6%
- Conversion, latest week
- 0.1%
- Market size, estimated
- £7Ka year
- Peak month
- December1.6× the quietest month
- Top search term
- rolex114K searches a year
02 · Price
A sale here is worth £39.87.
Listings sell for £39.87 on average, from £15.23 to £76.58. Amazon reports units sold in ranges. This niche sold 250 to 500 a year. The average listing sells 0 to 100 of them. At £39.87 that is £0 to £4K a year per listing.
- Average price
- £39.87inside the $15 to $100 sweet spot
- Price range
- £15.23–£76.58
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 250–500
- Units per listing a year
- 0–100
- Revenue per listing a year
- £0–£4K
- Returns
- 3.9%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
71% of listings pay for placement with sponsored ads. 43% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #643 within Watches. It carries 286 reviews at 3.83 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 71%
- Prime listings
- 43%
- Out of stock, average day
- 0.0%
- Average rank
- #643in Watches
- Average rating
- 3.83 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 286per listing
- Listings tracked
- 7
04 · Newcomers
Amazon counts 0 of last year's 3 launches as successful.
3 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 52 months on average, so the names here are settling in.
- Launched, last 12 months
- 3
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 52 months
Products
Top Rolex 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
ROUHO Watch Buckle Stainless Steel Folding Deployant Clasp Watch Strap Replacement Accessory for Rolex Daytona-Silver 18mm
- Price
- £15.23
- Rating
- 3.9/5
- Reviews
- 5
- Age
- 6mo ago

OLEVS Mens Watches Designer Calendar Dress Metal Stainless Steel Quartz Analog Waterproof Luminous Wrist Watch Gent Large
- Price
- £33.27
- Rating
- 4.1/5
- Reviews
- 798
- Age
- 3y ago

ROUREOX Metal Watch Band 13mm 17mm 20mm 21mm Curved Ends Stainless Steel Bracelet Hidden Clasp for Rolex Oyster Perpetual Datejust-Silvery 20mm
- Price
- £22.35
- Rating
- 3.1/5
- Reviews
- 10
- Age
- 6mo ago

Diesel Watch for Men Overflow Quartz Chronograph Movement 55 mm Gunmetal Stainless Steel Case with a Silicone Strap DZ4481
- Price
- £76.58
- Rating
- 4.5/5
- Reviews
- 1,171
- Age
- 8y ago

NOOYO Protective film for Rolex GMT-Master II Protection for case clasp and bracelet Ref: 116710LN 116710BLNR 116713LN and more
- Price
- £50.93
- Rating
- 3.2/5
- Reviews
- 6
- Age
- 2y ago
Trending
90-day click momentum
ROUREOX Metal Watch Band 13mm 17mm 20mm 21mm Curved Ends Stainless Steel Bracelet Hidden Clasp for Rolex Oyster Perpetual Datejust-Silvery 20mm
- Price
- £22.35
- Rating
- 3.1/5
- Reviews
- 10
- Age
- 6mo ago

ROUHO Watch Buckle Stainless Steel Folding Deployant Clasp Watch Strap Replacement Accessory for Rolex Daytona-Silver 18mm
- Price
- £15.23
- Rating
- 3.9/5
- Reviews
- 5
- Age
- 6mo ago

Diesel Watch for Men Overflow Quartz Chronograph Movement 55 mm Gunmetal Stainless Steel Case with a Silicone Strap DZ4481
- Price
- £76.58
- Rating
- 4.5/5
- Reviews
- 1,171
- Age
- 8y ago

NOOYO Protective film for Rolex GMT-Master II Protection for case clasp and bracelet Ref: 116710LN 116710BLNR 116713LN and more
- Price
- £50.93
- Rating
- 3.2/5
- Reviews
- 6
- Age
- 2y ago

NOOYO Protective Film for Rolex Datejust 41 Protection for Case Clasp and Strap 6- digit reference number (e.g. 126334)
- Price
- £48.04
- Rating
- 4.1/5
- Reviews
- 7
- Age
- 2y ago
Newest
by launch date
ROUREOX Metal Watch Band 13mm 17mm 20mm 21mm Curved Ends Stainless Steel Bracelet Hidden Clasp for Rolex Oyster Perpetual Datejust-Silvery 20mm
- Price
- £22.35
- Rating
- 3.1/5
- Reviews
- 10
- Age
- 6mo ago

ROUHO Watch Buckle Stainless Steel Folding Deployant Clasp Watch Strap Replacement Accessory for Rolex Daytona-Silver 18mm
- Price
- £15.23
- Rating
- 3.9/5
- Reviews
- 5
- Age
- 6mo ago

OLEVS Mens Watches Stainless Steel Dress Watch.Green Face Gold Silver Band
- Price
- £32.69
- Rating
- 3.9/5
- Reviews
- 7
- Age
- 10mo ago

NOOYO Protective film for Rolex GMT-Master II Protection for case clasp and bracelet Ref: 116710LN 116710BLNR 116713LN and more
- Price
- £50.93
- Rating
- 3.2/5
- Reviews
- 6
- Age
- 2y ago

NOOYO Protective Film for Rolex Datejust 41 Protection for Case Clasp and Strap 6- digit reference number (e.g. 126334)
- Price
- £48.04
- Rating
- 4.1/5
- Reviews
- 7
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 92% of clicks. A locked shelf that new listings rarely crack.
Brands
5 falling
Sellers
10
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
92%
Top 20: 100%
Open market
0%
- ROUHO58%
- OLEVS15%
- ROUREOX9%
- NOOYO9%
- Diesel8%
Demand
Rolex search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 1.6×
Search terms
Top Rolex search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- rolex114K/yr
- rolex watches40K/yr
- gucci watches men10K/yr
- watch rolex3K/yr
- fake rolex133/yr
Reviews and returns
What reviews say buyers love and hate about Rolex
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Poor quality
Utter rubbish
was not up to quality described
The strap is difficult to adjust and fit and all of the hands revolved at different speeds
Strap is very light
strap was not up to quality
It's not working, though
nothing works on complete rip off
Looks expensive
I overpaid by £12
This broke within a day of wearing it
It lasted two weeks
it happened and now it wont work anymore
Love
Looks good, excellent time keeping
Excellent quality
Great quality and fits well if you want to upgrade a mod watch
Great value for money
Brilliant value
value for your money
not too heavy
It is lighter than air
The clasp is super easy
nice quality metal strap
it keeps excellent time. had it 2 months now
Return
3.9% Return rate 36% Fixable by listing
Poor quality
Utter rubbish
was not up to quality described
The strap is difficult to adjust and fit and all of the hands revolved at different speeds
Strap is very light
strap was not up to quality
It's not working, though
nothing works on complete rip off
In the advert puctures the watch looks large
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Rolex questions
Answered from the same tracked data.









