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Squirrel

Fail

Prices span $2.59–$12.17, mostly outside the sweet spot, so Squirrel 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
£17K/yr85K searches / yr
90-day growth
-10.4%search demand this quarter
Competition
57%top-5 click share · 21 brands · 31 sellers

Flapen Score

Squirrel against its category

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

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

Market

The Squirrel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Squirrel 85K times last year and spent an estimated £17K. The top 5 brands take 58% of clicks. Demand peaks in Nov–Dec. Flapen scores it 39 out of 100, a Fail.

01 · Demand

2.7% of searches ended in a purchase last week.

Shoppers searched for this 85K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.7% of those searches ended in a purchase. Searches in the last 90 days moved -10.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £17K a year.

Searches, last 12 months
85K
Growth, 90 days vs prior 90
-10.4%
Conversion, latest week
2.7%
Market size, estimated
£17Ka year
Peak month
December6.1× the quietest month
Top search term
squirrel46K searches a year

02 · Price

A sale here is worth £7.61.

Listings sell for £7.61 on average, from £2.59 to £12.17. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 0 to 100 of them. At £7.61 that is £0 to £761 a year per listing.

Average price
£7.61under the $15 to $100 sweet spot
Price range
£2.59–£12.17
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–£761
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

68% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.2% of listings are out of stock. The average listing ranks #2,079 within Novelty & Special Use Clothing. It carries 292 reviews at 4.65 stars, so a new listing needs social proof before a better product.

Sponsored listings
68%
Prime listings
100%
Out of stock, average day
0.2%
Average rank
#2,079in Novelty & Special Use Clothing
Average rating
4.65 starsAmazon United Kingdom average 4.36 stars
Average reviews
292per listing
Listings tracked
22

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 41 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
41 months

Products

Top Squirrel 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 57% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£3K£5K£7K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

21 falling

Sellers

31

Top-5 brand share

58%

Top 20: 98%

Top-5 click share

57%

Top 20: 97%

Open market

37%

  • Wansruee32%
  • Papo9%
  • Zappi Co7%
  • Central 235%
  • Pets Alive5%
  • BigNoseDeer4%

Demand

Squirrel search demand

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

7K5KSpike '25Prime Day '25Holiday '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 6.1×

Search terms

Top Squirrel search terms shoppers use

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

  • squirrel46K/yr
  • squirrel toy15K/yr
  • squirrel gifts17K/yr
  • squirrel ornament7K/yr

Reviews and returns

What reviews say buyers love and hate about Squirrel

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

Complain

Size-Overall50%−0.02

very small

Developmental Needs25%+0.33

I don't think they're suitable for children under a certain age

Love

Gifting Purpose22%+0.40

Cute cup given as a retirement gift

Great Gift

It made a lovely Birthday present

Quality-Overall13%

Well made and very cute

Good quality - funny gift for mum she loved it

Well made, looks good

Weight Light12%+1.06

It only weighs 85 grams so is lightweight to hang

Very light weight

Engraving/Paint/Sublimation8%+0.68

well painted

Fun/Entertainment Experience8%+0.68

Fun

Perfect fun for my toddler

Return

0.6% Return rate 66% Fixable by listing

Size-Overall66%███▂▅▅

very small

Functionality-Overall11%▁▁▁▇▄█
Quality-Overall9%▁▁▁██▁
Gifting Purpose5%▁▁▁█▁▁
Value For Money5%▁▁▁█▁▁

FAQ

Common Squirrel questions

Answered from the same tracked data.