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Brillo Pads

Fail

The top 5 brands take 100% of clicks, so Brillo Pads is a Fail.

Flapen Score
38
38 / 100
Ranks 2,496 of 2,976 Grocery niches · −8 vs the category median of 46
Market size
£191K/yr125K searches / yr
90-day growth
-8.9%search demand this quarter
Competition
93%top-5 click share · 4 brands · 45 sellers

Flapen Score

Brillo Pads against its category

The dotted line is the Grocery average. Past it, Brillo Pads is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Brillo Pads market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Brillo Pads 125K times last year and spent an estimated £191K. All 4 brands take every click. Flapen scores it 38 out of 100, a Fail.

01 · Demand

26.5% of searches ended in a purchase last week.

Shoppers searched for this 125K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 26.5% of those searches ended in a purchase. Searches in the last 90 days moved -8.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £191K a year.

Searches, last 12 months
125K
Growth, 90 days vs prior 90
-8.9%
Conversion, latest week
26.5%
Market size, estimated
£191Ka year
Peak month
January1.3× the quietest month
Top search term
brillo pads74K searches a year

02 · Price

A sale here is worth £5.77.

Listings sell for £5.77 on average, from £1.29 to £12.63. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 3,000 to 4,000 of them. At £5.77 that is £17K to £23K a year per listing.

Average price
£5.77under the $15 to $100 sweet spot
Price range
£1.29–£12.63
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
3,000–4,000
Revenue per listing a year
£17K–£23K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

57% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 17.7% of listings are out of stock. The average listing ranks #953 within Cleaning Tools. It carries 974 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
57%
Prime listings
100%
Out of stock, average day
17.7%
Average rank
#953in Cleaning Tools
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
974per listing
Listings tracked
7

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 45 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
45 months

Products

Top Brillo Pads 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 93% of clicks. A locked shelf that new listings rarely crack.

£0£19K£38K£57K£76K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

45

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

93%

Top 20: 100%

Open market

0%

  • Brillo47%
  • Spontex29%
  • Topest15%
  • DMAS9%

Demand

Brillo Pads search demand

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

3K2KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Brillo Pads search terms shoppers use

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

  • brillo pads74K/yr
  • brillo pads with soap25K/yr
  • brillo8K/yr
  • brillo pads with soap heavy duty7K/yr
  • brillo pad4K/yr
  • soap pads3K/yr
  • brilo pad3K/yr

Reviews and returns

What reviews say buyers love and hate about Brillo Pads

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

Complain

Rusts/Corrodes22%−0.19

The next day saw rust patches after 2 days i had to put it in the bin as it was full of rust

it gets rusty so quickly

went rusty after 2 days

Ease Of Use15%−0.01

she says not as easily as another make

Some more difficult than others

Durability9%−0.05

They do not last

they just fell apart trying

Soft Feel6%

They are so soft that they no longer do what they are supposed to

Ease Of Cleaning4%+2.45

it took four scourers to get it clean as they are quite small

Love

Ease Of Cleaning29%+2.45

Perfect for cleaning pans, etc

Clean well

Excellent cleaning product

Quality-Overall24%+1.42

Good make

Excellent product

very good when used in the right setting

Value For Money18%+0.05

Good value

Good value for money

Overall theyre great value for money in a 12 pack

Advertised Vs Actual Product9%+0.56

Work as they should

As described

Just does what it says

Ease Of Use6%−0.01

Easy to use

Make jobs easier

I love Brillo pads so easy to use

Return

0.1% Return rate 0% Fixable by listing

Value For Money50%▁▁▅▁█▁
Smell25%█▁▁▁▁▁

Smell is horrible

Functionality-Overall13%▁▁█▁▁▁
Ease Of Cleaning13%▁▁█▁▁▁

it took four scourers to get it clean as they are quite small

FAQ

Common Brillo Pads questions

Answered from the same tracked data.