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Rugby Boots

Fail

Demand is soft, at -59.2% this quarter, so Rugby Boots is a Fail.

Flapen Score
37
37 / 100
Ranks 2,090 of 2,461 Fashion niches · −11 vs the category median of 48
Market size
£70K/yr334K searches / yr
90-day growth
-59.2%search demand this quarter
Competition
29%top-5 click share · 11 brands · 45 sellers

Flapen Score

Rugby Boots against its category

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

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Rugby Boots market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Rugby Boots 334K times last year and spent an estimated £70K. The top 5 brands take 94% of clicks. Demand peaks in Sep–Oct–Nov. Flapen scores it 37 out of 100, a Fail.

01 · Demand

0.7% of searches ended in a purchase last week.

Shoppers searched for this 334K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.7% of those searches ended in a purchase. Searches in the last 90 days moved -59.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £70K a year.

Searches, last 12 months
334K
Growth, 90 days vs prior 90
-59.2%
Conversion, latest week
0.7%
Market size, estimated
£70Ka year
Peak month
September10.8× the quietest month
Top search term
rugby boots160K searches a year

02 · Price

A sale here is worth £30.54.

Listings sell for £30.54 on average, from £9.94 to £59.18. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 0 to 100 of them. At £30.54 that is £0 to £3K a year per listing.

Average price
£30.54inside the $15 to $100 sweet spot
Price range
£9.94–£59.18
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
6.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

79% of listings pay for placement with sponsored ads. 99% ship with Prime. On an average day, 4.7% of listings are out of stock. The average listing ranks #27 within Boys. It carries 484 reviews at 4.50 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
99%
Out of stock, average day
4.7%
Average rank
#27in Boys
Average rating
4.50 starsAmazon United Kingdom average 4.36 stars
Average reviews
484per listing
Listings tracked
81

04 · Newcomers

Amazon counts 1 of last year's 13 launches as successful.

13 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 40 months on average, so the names here are settling in.

Launched, last 12 months
13
Successful launches
1Amazon's first-year sales bar
Average brand age
40 months

Products

Top Rugby Boots 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 29% of clicks. An open shelf where new products get seen.

£0£1K£3K£4K£6K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

45

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

29%

Top 20: 59%

Open market

3%

  • Canterbury56%
  • Optimum20%
  • LEOCI8%
  • adidas6%
  • EPIMENO4%
  • LACEEZE4%
  • Open — no brand owns it (5 brands, 3%)

Demand

Rugby Boots search demand

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

25K15KSpike '24Prime Day '25Spike '25Prime Day '26SepDecMarJunAugNovMarMay

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 10.8×

Search terms

Top Rugby Boots search terms shoppers use

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

  • rugby boots160K/yr
  • canterbury rugby boots34K/yr
  • firm ground rugby boots5K/yr
  • mens rugby boots18K/yr
  • kids rugby boots19K/yr
  • adidas rugby boots11K/yr
  • rugby boots size 616K/yr
  • womens rugby boots7K/yr
  • boys rugby boots11K/yr
  • rugby boots size 114K/yr

Reviews and returns

What reviews say buyers love and hate about Rugby Boots

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

Complain

Durability33%−0.24

Odd one snapped

they have ripped

Lasted two weeks before breaking

Quality-Overall18%+0.53

Really poor quality the boots have cracked

Bad quality

Rubbish

Shape/Style8%−0.05

It just looks tacky now

Strength4%−0.02

not strong enough

Adhesion/Stickiness4%−0.02

doesnt actually stay on the laces

I still have to tape over them

Love

Quality-Overall31%+0.53

She says they are better then her expensive Addidas boots

Good quality

great product

Size-Overall24%+1.98

Great fit

Perfect for my RS15s

sized as advertised

Value For Money13%+0.59

I purchased these at such a cheap price less than £25

Good value for money

Good value for the money

Comfort-Overall13%+0.85

Very comfortable

Comfy even for a heavy user

Great value and comfortable

Heel Support6%+0.48

My daughter also says she feels like it gives her they extra support is well around her feet

Return

6.0% Return rate 87% Fixable by listing

Size-Overall70%████▆▇

Not fit for purpose

Feet Fit7%▂▅▅▂█▅
Width6%▆▂▅▂▅█
Advertised Vs Actual Product2%▄█▅▁▁▁
Color2%▁▁▃█▄▄

FAQ

Common Rugby Boots questions

Answered from the same tracked data.