Is wellies profitable to sell on Amazon United Kingdom?

The niche generates £529K/yr across 212 tracked products. 0 of 79 products launched in the last 360 days are still selling. 90-day search growth is -55.0%. Flapen's verdict: Worth a look (52/100).

How competitive is the wellies niche?

39 brands and 110 sellers compete. The top 5 products take 12% of clicks and top 5 brands hold 63% of demand.

What do buyers complain about in wellies?

Top complaints mined from reviews: Size-Overall, Durability, Ease Of Use. The return rate is 4.5%.

When does demand for wellies peak?

Demand peaks in Jan–Sep–Oct–Nov–Dec; the busiest month runs 6.5× the quietest.

What does it cost to enter the wellies niche?

Listings span £8.06–£113.49; the average listing price is £21.87 (sweet spot $15–$100). The average incumbent carries 1,570 reviews — the moat a new listing must climb.

wellies

Worth a look

Shows a fragmented shelf (top 5 take 12% of clicks), but soft demand (-55.0% this quarter) keeps it on the watch list.

Competition

Incredible12%

top-5 click share — an open shelf

Avg price

Great£21.87

avg listing price — sweet spot $15–$100

Price range

Great£8.06–£113.49

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Good63%

top-5 brand share — brands hold most of the demand

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Good£529K

£529K/yr · 2.3M searches

Review moat

Okay1,569.65

avg incumbent reviews — the moat a new listing must climb

Returns

Okay4.5%

return rate — above 5% kills the launch gate

Conversion

Bad1.0%

search→purchase rate — share of searches ending in a sale

Growth

Bad-55.0%

90-day search growth — must beat 0% to launch

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, wellies is a £529K/yr Amazon United Kingdom market (2.3M searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Jan–Sep–Oct–Nov–Dec. Verdict: Worth a look — 52/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

wellies market data

Units sold / yr: 15K–20K; avg 0–100/product
Revenue / yr: £328K–£437K; units × avg price
Conversion rate: 1.0%
Avg BSR: #176
Page quality: 0%
Prime: 83%
Sponsored: 86%
Out of stock: 11.0%
Avg brand age: 60 months
Avg seller age: 178 days

Competition & brand share

Clicks spread well past the top 5 (12% combined) — an open shelf where new products get seen.

Brands

39 falling

Sellers

110

Top-5 brand share

63%

Top 20: 94%

Top-5 click share

12%

Top 20: 33%

Open market

33%

DREAM PAIRS19%
DRECAGE16%
FOGOIN12%
Jollywalk9%
DUNLOP6%
Amazon Essentials5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -55.0% search growth over the last 90 days.

Peak months: Jan, Sep, Oct, Nov, Dec · busiest ÷ quietest = 6.5×

Open Trend

Top wellies search terms

wellies421K/yr -16.1%0.3% conv.
wellies women510K/yr -73.5%0.4% conv.
womens wellies183K/yr -61.2%0.4% conv.
wellington boots women167K/yr -61.8%0.3% conv.
ankle wellies women161K/yr -65.0%0.4% conv.
wellington boots109K/yr -56.4%0.4% conv.
welly boots61K/yr -39.3%0.4% conv.
short wellies women98K/yr -61.3%0.4% conv.
ladies wellies88K/yr -63.0%0.3% conv.
ankle wellies69K/yr -42.5%0.3% conv.

All search terms

Top wellies products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

FOGOIN Women Chelsea Rain Boots Mid-Calf Waterproof Lightweight Non-Slip Garden Booties Warm Lined Comfortable Slip On

FOGOIN£22.734.4★32 rev

FOGOIN Women Chelsea Rain Boots Mid-Calf Waterproof Lightweight Non-Slip Garden Booties Warm Lined Comfortable Slip On

FOGOIN£22.984.4★32 rev

DREAM PAIRS Wellington Boots Women and Men Ankle Ladies Wellies Short Chelsea Booties Waterproof Rain Boots SDRB2201W-E Navy 6 UK/39 (EUR)

DREAM PAIRS£14.644.4★5,945 rev

Mountain Warehouse Splash Womens Wellies - Waterproof Ladies Wellington Boots Textile Lined Sturdy Grip - Ideal for Spring Summer Festivals Garden Walking Dark Blue Adult Shoe Size 5

Mountain Warehouse£16.684.4★1,175 rev

DREAM PAIRS Women Wellington and Wellies Outdoor and Waterproof Rain Boots Comfort Dog-Walking Shoes in Garden and Camping Size 4.5 Black DWEMRB2506

DREAM PAIRS£13.554.5★90 rev

Newest

by launch date

Amazon Essentials Womens Waterproof Tall Wellington Boots Navy 7 UK

Amazon Essentials£15.64186 rev

3mo ago

Amazon Essentials Womens Waterproof Tall Wellington Boots Black 4.5 UK

Amazon Essentials£15.41186 rev

3mo ago

FOGOIN Women Chelsea Rain Boots Mid-Calf Waterproof Lightweight Non-Slip Garden Booties Warm Lined Comfortable Slip On

FOGOIN£22.7332 rev

6mo ago

FOGOIN Women Chelsea Rain Boots Mid-Calf Waterproof Lightweight Non-Slip Garden Booties Warm Lined Comfortable Slip On

FOGOIN£22.9832 rev

6mo ago

FOGOIN Wellies Boots Women Wellington Ankle Chelsea Waterproof Wide Anti Slip Rain Boots Outdoors Garden Walking

FOGOIN£20.8717 rev

6mo ago

What buyers say about wellies

What buyers praise and complain about, mined from review topics.

What buyers love

Comfort-Overall22%

“Comfortable fit”

Size-Overall16%

“These are a big fit”

Value For Money12%

“Good value for money”

Quality-Overall9%

“Brilliant quality”

Water Resistance7%

“totally waterproof”

Ease Of Use3%

“easy to put on”

Color2%

“Great colour”

Durability2%

“Very durable”

Weather Proof2%

“Great for all weathers”

Advertised Vs Actual Product2%

“Just what I wanted”

What buyers complain about

Size-Overall26%

“Quite baggy”

Durability10%

“hers fell apart”

Ease Of Use6%

“Me i have not been able to use”

Comfort-Overall5%

“Not comfortable”

Water Resistance4%

“now no longer waterproof”

Feet Fit4%

“Too small no good for wide feet”

Quality-Overall4%

“Utter rubbish”

Value For Money3%

“Complete waste of money”

Width2%

“too wide and loose”

Ankle Support1%

“Now resulting in a hole in the ankle”

Top return reasons

Size-Overall52%

Feet Fit14%

Width6%

Comfort-Overall4%

Ankle Support3%

Quality-Overall2%

Ease Of Use2%

Color2%

Length2%

Water Resistance1%

Common questions

Is wellies profitable to sell on Amazon United Kingdom?: The niche generates £529K/yr across 212 tracked products. 0 of 79 products launched in the last 360 days are still selling. 90-day search growth is -55.0%. Flapen's verdict: Worth a look (52/100).
How competitive is the wellies niche?: 39 brands and 110 sellers compete. The top 5 products take 12% of clicks and top 5 brands hold 63% of demand.
What do buyers complain about in wellies?: Top complaints mined from reviews: Size-Overall, Durability, Ease Of Use. The return rate is 4.5%.
When does demand for wellies peak?: Demand peaks in Jan–Sep–Oct–Nov–Dec; the busiest month runs 6.5× the quietest.
What does it cost to enter the wellies niche?: Listings span £8.06–£113.49; the average listing price is £21.87 (sweet spot $15–$100). The average incumbent carries 1,570 reviews — the moat a new listing must climb.

wellies

wellies market data

Competition & brand share

Demand & seasonality

Top wellies search terms

Top wellies products on Amazon

Top sellers

Newest

Trending

What buyers say about wellies

What buyers love

What buyers complain about

Top return reasons

Common questions

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