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Tan Shoe Polish

Fail

Demand is soft, at -24.4% this quarter, so Tan Shoe Polish is a Fail.

Flapen Score
44
44 / 100
Ranks 1,609 of 2,461 Fashion niches · −4 vs the category median of 48
Market size
£93K/yr70K searches / yr
90-day growth
-24.4%search demand this quarter
Competition
65%top-5 click share · 11 brands · 51 sellers

Flapen Score

Tan Shoe Polish against its category

The dotted line is the Fashion average. Past it, Tan Shoe Polish is stronger. Inside it, weaker.

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Tan Shoe Polish market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Tan Shoe Polish 70K times last year and spent an estimated £93K. The top 5 brands take 84% of clicks. Flapen scores it 44 out of 100, a Fail.

01 · Demand

18.5% of searches ended in a purchase last week.

Shoppers searched for this 70K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 18.5% of those searches ended in a purchase. Searches in the last 90 days moved -24.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £93K a year.

Searches, last 12 months
70K
Growth, 90 days vs prior 90
-24.4%
Conversion, latest week
18.5%
Market size, estimated
£93Ka year
Top search term
tan shoe polish24K searches a year

02 · Price

A sale here is worth £7.16.

Listings sell for £7.16 on average, from £2.46 to £30.92. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 750 to 1,000 of them. At £7.16 that is £5K to £7K a year per listing.

Average price
£7.16under the $15 to $100 sweet spot
Price range
£2.46–£30.92
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
750–1,000
Revenue per listing a year
£5K–£7K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

44% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #118 within Shoe, Jewellery & Watch Accessories. It carries 4,319 reviews at 4.47 stars, so a new listing needs social proof before a better product.

Sponsored listings
44%
Prime listings
78%
Out of stock, average day
0.0%
Average rank
#118in Shoe, Jewellery & Watch Accessories
Average rating
4.47 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,319per listing
Listings tracked
18

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 50 months on average, so the names here are settling in.

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

Products

Top Tan Shoe Polish 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 65% of clicks. Leaders hold, but buyers still shop past them.

£0£9K£19K£28K£37K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 rising

Sellers

51

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

12%

  • Cherry Blossom46%
  • KIWI17%
  • Crease Protect10%
  • SC Johnson6%
  • DTD QUALITY MATTERS5%
  • Shoe Clinic4%
  • Open — no brand owns it (5 brands, 12%)

Search terms

Top Tan Shoe Polish search terms shoppers use

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

  • tan shoe polish24K/yr
  • tan shoe polish for leather13K/yr
  • light tan shoe polish10K/yr
  • light brown shoe polish7K/yr
  • mid tan shoe polish4K/yr
  • light tan shoe polish for leather4K/yr
  • shoe polish tan3K/yr
  • tan boot polish3K/yr

Reviews and returns

What reviews say buyers love and hate about Tan Shoe Polish

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

Complain

Smell19%−0.14

Doesn't smell nice like Saphir/TRG/Kaps competitors

Horrible smell

Smells bad too

Color19%−0.06

Light tan polish turned my light tanned boots much darker

Misleading shade

No photo of actual colour

Quality-Overall15%−0.10

Stick to higher quality brands

poor product quality

Poor quality since they changed the formula

Brightness/Shine/Glow12%+0.40

No shine

no shine

Coverage8%−0.04

Didnt provide the coverage I was looking for

Love

Quality-Overall19%−0.10

Good quality polish

Good quality shoe polish

Excellent product

Value For Money17%+1.67

Great price

Value for money

Excellent value

Brightness/Shine/Glow13%+0.40

Real Shine

Good shine

buffs to a great shine

Stitch/Finish/Polish10%+0.97

Good quality polish

Quality polish

Good polish

Advertised Vs Actual Product10%+0.92

As described

As described, fast delivery

Just the job

Return

0.2% Return rate 64% Fixable by listing

Color52%▄██▄▆▄

Light tan polish turned my light tanned boots much darker

Misleading shade

No photo of actual colour

Advertised Vs Actual Product8%▁▁▁▁█▆
Leak-Proof7%▃▁▁▁▁█
Weight Light6%█▁▁▁▁▁
Product Condition4%▅▁█▁▁▁

Seems old or badly stored

FAQ

Common Tan Shoe Polish questions

Answered from the same tracked data.