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fortnum and mason tea
Skip itBrand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Great119.46avg incumbent reviews — the moat a new listing must climb
Avg price
Great£22.17avg listing price — sweet spot $15–$100
Price range
Great£12.96–£32.06cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Good4.2%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Bad75%top-5 click share — a locked-up shelf
Growth
Bad-9.1%90-day search growth — must beat 0% to launch
Market size
Bad£49K£49K/yr · 52K searches
Brand share
Bad99%top-5 brand share — brand-locked demand