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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

An estimated 0.7% of those searches ended in a purchase.

Shoppers searched for this 334K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

1 of last year's 13 launches cleared the first-year sales bar.

13 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 29% of clicks, no more. 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

Est. top-5 brand share

94%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

31%of positive reviews mention “Quality-Overall”
33%of negative reviews mention “Durability”
6.0%of orders come back
“Odd one snapped”
A buyer, on “Durability”33% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

19 topics

NegativePositive

FAQ

Common Rugby Boots questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data