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Strictly Come Dancing Merchandise

Fail

Demand is soft, at -61.5% this quarter, so Strictly Come Dancing Merchandise is a Fail.

Flapen Score
25
25 / 100
Ranks 2,423 of 2,461 Fashion niches · −23 vs the category median of 48
Market size
£6K/yr58K searches / yr
90-day growth
-61.5%search demand this quarter
Competition
79%top-5 click share · 6 brands · 8 sellers

Flapen Score

Strictly Come Dancing Merchandise against its category

The dotted line is the Fashion average. Past it, Strictly Come Dancing Merchandise is stronger. Inside it, weaker.

25Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Strictly Come Dancing Merchandise market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Strictly Come Dancing Merchandise 58K times last year and spent an estimated £6K. The top 5 brands take 89% of clicks. Flapen scores it 25 out of 100, a Fail.

01 · Demand

An estimated 1.0% of those searches ended in a purchase.

Shoppers searched for this 58K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.0% of those searches ended in a purchase. Searches in the last 90 days moved -61.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £6K a year.

Searches, last 12 months
58K
Growth, 90 days vs prior 90
-61.5%
Conversion, latest week
1.0%
Market size, estimated
£6Ka year
Top search term
strictly come dancing merchandise36K searches a year

02 · Price

A sale here is worth £9.42.

Listings sell for £9.42 on average, from £6.68 to £13.75. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 0 to 100 of them. At £9.42 that is £0 to £942 a year per listing.

Average price
£9.42under the $15 to $100 sweet spot
Price range
£6.68–£13.75
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£942
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

86% of listings pay for placement with sponsored ads. 57% ship with Prime. On an average day, 12.8% of listings are out of stock. The average listing ranks #6,691 within Novelty & Special Use Clothing. It carries 48 reviews at 4.63 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
57%
Out of stock, average day
12.8%
Average rank
#6,691in Novelty & Special Use Clothing
Average rating
4.63 starsAmazon United Kingdom average 4.36 stars
Average reviews
48per listing
Listings tracked
7

04 · Newcomers

0 of last year's 4 launches cleared the first-year sales bar.

4 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 39 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
0Amazon's first-year sales bar
Average brand age
39 months

Products

Top Strictly Come Dancing Merchandise 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 79% of clicks. A locked shelf that new listings rarely crack.

£0£277£555£832£1K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

8

Est. top-5 brand share

89%

Top 20: 100%

Est. top-5 click share

79%

Top 20: 100%

Open market

0%

  • FULLY MERCHED22%
  • Huaceary20%
  • Boxer Gifts17%
  • Strictly Saturday Dancing Apparel Co.16%
  • MUGGZ14%
  • John Adams11%
  • Open — no brand owns it (0%)

Demand

Strictly Come Dancing Merchandise search demand

Weekly searches over the year. Pick a range.

1K600Spike '26Feb '26Mar '26Mar '26Apr '26May '26Jun '26

Reviews and returns

What reviews say buyers love and hate about Strictly Come Dancing Merchandise

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

33%of positive reviews mention “Gifting Purpose”
0.8%of orders come back
“It was for a gift”
A buyer, on “Gifting Purpose”33% of positive 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.

4 topics

NegativePositive

FAQ

Common Strictly Come Dancing Merchandise 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