How competitive is the Long Matches niche on Amazon United Kingdom?

9 brands and 62 sellers compete in Long Matches on Amazon United Kingdom. The top 5 Long Matches products take 71% of clicks and its top 5 brands hold 80% of demand.

What do buyers complain about in Long Matches?

Long Matches buyers on Amazon United Kingdom complain most about Wood Quality, Quality-Overall, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Long Matches niche?

Long Matches sells for £5.75 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.84–£10.28. The average incumbent carries 530 reviews — the moat a new listing must climb.

Long Matches

soft demand (-52.2% this quarter) — Long Matches doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Long Matches profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Long Matches is a £251K/yr Amazon United Kingdom market (299K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 42/100.

Long Matches: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -52.2% over the last 90 days and 14.6% of searches end in a purchase.

£251K

revenue / yr

Units sold / yr50K

Search volume / yr-52.2%299K

Conversion rate14.6%

Avg price£5.75

Who owns the niche?

The top 5 brands hold 80% of demand, so 20% of the market is open.

20%

open market share

Brands · sellers9 · 62

Top-5 product click share71%

Open market20%

Avg brand age44 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 13 products

Top Long Matches products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Bryant & May Extra Long Safety Matches Wood

Price: £0.84
Rating: 4.7/5
Reviews: 657
Age: 10y ago

5 Boxes of Bryant & May Extra Long Matches + ABL Supplies Matchbox

Price: £6.83
Rating: 4.7/5
Reviews: 813
Age: 3y ago

ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)

Price: £8.43
Rating: 4.7/5
Reviews: 145
Age: 2y ago

270 Extra Long Manor Matches for Stoves BBQ Open fires and fireplaces 3 boxes!

Price: £10.28
Rating: 4.6/5
Reviews: 371
Age: 9y ago

5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ

Price: £7.11
Rating: 4.6/5
Reviews: 72
Age: 2y ago

Newest

by launch date

Pack of 2 Extra - Bryant & May Extra Long Matches 94mm Safety Matchsticks for Candles Fireplaces BBQ Gas Cookers Wood Burners Camping & Emergency Use FSC Wooden Long Matches

Price: £4.28
Rating: 4.3/5
Reviews: 40
Age: 1y ago

5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ

Price: £7.11
Rating: 4.6/5
Reviews: 72
Age: 2y ago

Premium Bryant and May Extra Long Safety Matches (Pack of 2) + ABL Supplies Matchbox

Price: £4.62
Rating: 4.8/5
Reviews: 189
Age: 2y ago

ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)

Price: £8.43
Rating: 4.7/5
Reviews: 145
Age: 2y ago

5 Boxes of Bryant & May Extra Long Matches + ABL Supplies Matchbox

Price: £6.83
Rating: 4.7/5
Reviews: 813
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

9 falling

Sellers

Top-5 brand share

80%

Top 20: 95%

Top-5 click share

71%

Top 20: 100%

Open market

14%

EMBO39%
Riverbank Retail15%
Bryant & May10%
Manor10%
ZYBUX7%
--5%
Open — no brand owns it (3 brands, 14%)

Long Matches demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume299KCVR14.6%Products13Brands9Top 5 Brands80%OOS Rate4.2%Rating4.6★Reviews530Avg BSR#68

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 4.7×

Top Long Matches search terms shoppers use

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

long matches122K/yr -51.3%11.0% conv.
matches extra long56K/yr -51.6%14.8% conv.
extra long matches38K/yr -52.0%11.3% conv.
long matches for lighting candles27K/yr -28.6%9.5% conv.
long matches for wood burners24K/yr -75.2%14.9% conv.
large matches8K/yr -44.6%9.5% conv.
extra long matches for lighting fire8K/yr -53.2%13.5% conv.
matches long6K/yr -57.6%11.7% conv.
long matches for candles4K/yr -57.7%3.9% conv.
bryant and may extra long matches3K/yr -47.4%21.6% conv.

What reviews say buyers love and hate about Long Matches

What buyers mention most, as a share of all reviews.

What buyers love

93% of reviews

Quality-Overall34%

“GOOD QUALITY”

Advertised Vs Actual Product18%

“Exactly as it says”

Value For Money15%

“Decent price”

Safety Standards5%

“Extra long safety matches”

Ease Of Use5%

“Easy to use”

What buyers complain about

79% of reviews

Wood Quality33%

“Extremely flimsy wood”

Quality-Overall25%

“Poor quality”

Size-Overall17%

“The boxes looked larger in the picture matches not as long as I would like”

Flammable4%

“they burn”

Long Matches return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

71%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Advertised Vs Actual Product

43%

2Size-Overall

29%

3Value For Money

14%

4Smell

14%

Common Long Matches questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Long Matches 42/100 on Amazon United Kingdom — Skip it. The niche generates £251K/yr across 13 tracked products. Search demand moved -52.2% over the last 90 days.