long matches
Skip itSoft demand (-52.2% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible14.6%search→purchase rate — share of searches ending in a sale
Review moat
Good530.08avg incumbent reviews — the moat a new listing must climb
Market size
Okay£251K£251K/yr · 299K searches
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Competition
Bad71%top-5 click share — a locked-up shelf
Avg price
Bad£5.75avg listing price — sweet spot $15–$100
Growth
Bad-52.2%90-day search growth — must beat 0% to launch
Price range
Bad£0.84–£10.28cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 24, 2026 · scored weekly · How we score niches
long matches market data
- Units sold / yr
- 40K–50K
- avg 1,500–2,000/product
- Revenue / yr
- £230K–£288K
- units × avg price
- Conversion rate
- 14.6%
- Avg BSR
- #68
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 69%
- Out of stock
- 4.2%
- Avg brand age
- 44 months
- Avg seller age
- 181 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
62
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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -52.2% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 4.7×
Top long matches search terms
- long matches122K/yr
- matches extra long56K/yr
- extra long matches38K/yr
- long matches for lighting candles27K/yr
- long matches for wood burners24K/yr
- large matches8K/yr
- extra long matches for lighting fire8K/yr
- matches long6K/yr
- long matches for candles4K/yr
- bryant and may extra long matches3K/yr
Top long matches 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.
All 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bryant & May Extra Long Safety Matches Wood
EMBO£0.844.7★657 rev
5 Boxes of Bryant & May Extra Long Matches + ABL Supplies Matchbox
Riverbank Retail£6.834.7★813 rev
ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)
ZYBUX£8.434.7★145 rev
270 Extra Long Manor Matches for Stoves BBQ Open fires and fireplaces 3 boxes!
Manor£10.284.6★371 rev
5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ
--£7.114.6★72 rev
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
Bestus Accessories£4.2840 rev
5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ
--£7.1172 rev
Premium Bryant and May Extra Long Safety Matches (Pack of 2) + ABL Supplies Matchbox
ABL Supplies£4.62189 rev
ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)
ZYBUX£8.43145 rev
5 Boxes of Bryant & May Extra Long Matches + ABL Supplies Matchbox
Riverbank Retail£6.83813 rev
Trending
90-day click momentumBryant & May Extra Long Safety Matches Wood
EMBO£0.844.7★
ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)
ZYBUX£8.434.7★
5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ
--£7.114.6★
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
Bestus Accessories£4.284.3★
Bryant & May Extra Long Matches
Bryant & May£1.004.6★
What buyers say about long matches
What buyers praise and complain about, mined from review topics.What buyers love
“GOOD QUALITY”
“Exactly as it says”
“Decent price”
“Extra long safety matches”
“Easy to use”
“These matches were the right ones”
“Great for lighting wood burners”
“Functional matches”
“Good long size so that your fingers dont get burnt when trying to start fire”
“Works well”
What buyers complain about
“Extremely flimsy wood”
“Poor quality”
“The boxes looked larger in the picture matches not as long as I would like”
“they burn”
Top return reasons
Common questions
- Is long matches profitable to sell on Amazon United Kingdom?
- The niche generates £251K/yr across 13 tracked products. 90-day search growth is -52.2%. Flapen's verdict: Skip it (42/100).
- How competitive is the long matches niche?
- 9 brands and 62 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in long matches?
- Top complaints mined from reviews: Wood Quality, Quality-Overall, Size-Overall. The return rate is 0.1%.
- When does demand for long matches peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 4.7× the quietest.
- What does it cost to enter the long matches niche?
- Listings span £0.84–£10.28; the average listing price is £5.75 (sweet spot $15–$100). The average incumbent carries 530 reviews — the moat a new listing must climb.