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Ice

Fail

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

Filters Trending
Flapen Score
47
47 / 100
Top 44% of 2,976 Grocery niches · +1 vs the category median of 46
Market size
£259K/yr628K searches / yr
90-day growth
+112.0%search demand this quarter
Competition
96%top-5 click share · 5 brands · 35 sellers

Flapen Score

Ice against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Ice market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Ice 628K times last year and spent an estimated £259K. All 5 brands take every click. Flapen scores it 47 out of 100, a Fail.

01 · Demand

12.2% of searches ended in a purchase last week.

Shoppers searched for this 628K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.2% of those searches ended in a purchase. Searches in the last 90 days moved +112.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £259K a year.

Searches, last 12 months
628K
Growth, 90 days vs prior 90
+112.0%
Conversion, latest week
12.2%
Market size, estimated
£259Ka year
Top search term
ice549K searches a year

02 · Price

A sale here is worth £3.38.

Listings sell for £3.38 on average, from £1.00 to £12.38. Amazon reports units sold in ranges. This niche sold 80K to 100K a year. The average listing sells 10,000 to 12,500 of them. At £3.38 that is £34K to £42K a year per listing.

Average price
£3.38under the $15 to $100 sweet spot
Price range
£1.00–£12.38
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
80K–100K
Units per listing a year
10,000–12,500
Revenue per listing a year
£34K–£42K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

29% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #9 within Baking Supplies. It carries 1,867 reviews at 4.61 stars, so a new listing needs social proof before a better product.

Sponsored listings
29%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#9in Baking Supplies
Average rating
4.61 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,867per listing
Listings tracked
7

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 31 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Ice 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 96% of clicks. A locked shelf that new listings rarely crack.

£0£26K£52K£78K£104K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 flat

Sellers

35

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

96%

Top 20: 100%

Open market

0%

  • Ice Club52%
  • Iceland39%
  • RAM ONLINE5%
  • CO OP2%
  • PHINOX2%
  • Open — no brand owns it (0%)

Search terms

Top Ice search terms shoppers use

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

  • ice549K/yr
  • ice cubes76K/yr
  • frozen ice2K/yr

Reviews and returns

What reviews say buyers love and hate about Ice

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

Complain

Color22%−0.10

almost all yellow

Very dull blew black

was supposed to be a mixed colour pack

Functionality-Overall17%−0.09

does not work

They dont work Dont waste your money

Size-Overall16%+1.39

The storage bin is huge

although small ones

Small cubes

Durability11%−0.04

Break Quickly

Ease Of Use11%+2.21

It makes it difficult to press

Love

Ease Of Use22%+2.21

Easy to use

Do handy

I find its easier to separate them

Quality-Overall16%+0.34

Great product

Quality

Excellent good quality at a good price highly recommend

Value For Money14%−0.01

Great value

Good value

worth every penny

Size-Overall13%+1.39

decent size

Fits in the freezer brilliantly

Like this as it fits in my ice bag perfectly

Design-Overall8%−0.04

Whilst the design of this product seems good

Well designed, it releases ice cubes with ease

Brilliant Lid Design: The lid is a lifesaver

Return

0.1% Return rate 77% Fixable by listing

Size-Overall64%█▆▆▆▄▅

The storage bin is huge

although small ones

Small cubes

Defective Material/Parts11%▁▁▁▁█▁
Advertised Vs Actual Product7%▁█▁▁▁▄
Functionality-Overall7%▁▁██▁▁

does not work

They dont work Dont waste your money

Color5%▁▁▁▁▁█

almost all yellow

Very dull blew black

was supposed to be a mixed colour pack

FAQ

Common Ice questions

Answered from the same tracked data.