---
title: "Long Matches — £251K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/long-matches"
last_updated: "2026-07-31T19:22:13.584Z"
locale: en
meta:
description: "Niche score 42/100 · £251K/yr market · 299K searches/yr · £5.75 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £251K/yr market · 299K searches/yr · £5.75 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Long Matches — £251K/yr Amazon UK Niche (2026) - Flapen"
---
# **long matches**
**Skip it**
Soft demand (-52.2% this quarter) — this niche doesn't clear our bar today.
Market size 47Growth 0Conversion 97Competition 24Returns 100Price range 0Avg price 16Brand share 41Review moat 74Quality gap 27
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.6%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****530.08**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£251K**
£251K/yr · 299K searches
**Brand share**
**Okay****80%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****71%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£5.75**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-52.2%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****£0.84–£10.28**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
12K8KSpike '24Black Friday '24Holiday '24Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 4.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/long-matches/trend)
## **Top long matches search terms**
- **long matches**122K/yr-51.3%11.0% conv. - **matches extra long**56K/yr-51.6%14.8% conv. - **extra long matches**38K/yr-52.0%11.3% conv. - **long matches for lighting candles**27K/yr-28.6%9.5% conv. - **long matches for wood burners**24K/yr-75.2%14.9% conv. - **large matches**8K/yr-44.6%9.5% conv. - **extra long matches for lighting fire**8K/yr-53.2%13.5% conv. - **matches long**6K/yr-57.6%11.7% conv. - **long matches for candles**4K/yr-57.7%3.9% conv. - **bryant and may extra long matches**3K/yr-47.4%21.6% conv. [**All search terms **](https://flapen.com/research/uk/grocery/long-matches/search-terms)
## **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.
0%10%£25K20%£50K30%£75K40%£100K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Bryant & May Extra Long Safety Matches Wood**EMBO**£0.84**4.7★657 rev](https://www.amazon.co.uk/dp/B0D1PJ526N) [2**5 Boxes of Bryant & May Extra Long Matches + ABL Supplies Matchbox**Riverbank Retail**£6.83**4.7★813 rev](https://www.amazon.co.uk/dp/B0BW4ZLQPL) [3**ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)**ZYBUX**£8.43**4.7★145 rev](https://www.amazon.co.uk/dp/B0CSGBZP7V) [4**270 Extra Long Manor Matches for Stoves BBQ Open fires and fireplaces 3 boxes!**Manor**£10.28**4.6★371 rev](https://www.amazon.co.uk/dp/B01N51QSGG) [5**5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ**--**£7.11**4.6★72 rev](https://www.amazon.co.uk/dp/B0D8CVR46N)
**~~View all top sellers →~~**
### **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**£4.28**40 rev1y ago](https://www.amazon.co.uk/dp/B0FH77WKLS) [**5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ**--**£7.11**72 rev2y ago](https://www.amazon.co.uk/dp/B0D8CVR46N) [**Premium Bryant and May Extra Long Safety Matches (Pack of 2) + ABL Supplies Matchbox**ABL Supplies**£4.62**189 rev2y ago](https://www.amazon.co.uk/dp/B098NZYVSR) [**ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)**ZYBUX**£8.43**145 rev2y ago](https://www.amazon.co.uk/dp/B0CSGBZP7V) [**5 Boxes of Bryant & May Extra Long Matches + ABL Supplies Matchbox**Riverbank Retail**£6.83**813 rev3y ago](https://www.amazon.co.uk/dp/B0BW4ZLQPL)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Bryant & May Extra Long Safety Matches Wood**EMBO**£0.84**4.7★**▲ 119%**](https://www.amazon.co.uk/dp/B0D1PJ526N) [**ZYBUX - Bryant and May - Extra Long Safety Matches (Pack of 5)**ZYBUX**£8.43**4.7★**▲ 36%**](https://www.amazon.co.uk/dp/B0CSGBZP7V) [**5 Boxes - Bryant & May Extra Long Safety Matches - Ideal for Candles Open Fires Log Burners & BBQ**--**£7.11**4.6★**▲ 23%**](https://www.amazon.co.uk/dp/B0D8CVR46N) [**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**£4.28**4.3★**▲ 12%**](https://www.amazon.co.uk/dp/B0FH77WKLS) [**Bryant & May Extra Long Matches**Bryant & May**£1.00**4.6★**— 3%**](https://www.amazon.co.uk/dp/B003BQQZCM)
**~~View all trending →~~**
## **What buyers say about long matches**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**34%
*“GOOD QUALITY”*
**Advertised Vs Actual Product**18%
*“Exactly as it says”*
**Value For Money**15%
*“Decent price”*
**Safety Standards**5%
*“Extra long safety matches”*
**Ease Of Use**5%
*“Easy to use”*
**Size-Overall**4%
*“These matches were the right ones”*
**Wood Quality**3%
*“Great for lighting wood burners”*
**Functionality-Overall**3%
*“Functional matches”*
**Fire Resistance**3%
*“Good long size so that your fingers dont get burnt when trying to start fire”*
**Efficiency**2%
*“Works well”*
### **What buyers complain about **
**Wood Quality**33%
*“Extremely flimsy wood”*
**Quality-Overall**25%
*“Poor quality”*
**Size-Overall**17%
*“The boxes looked larger in the picture matches not as long as I would like”*
**Flammable**4%
*“they burn”*
### **Top return reasons **
**Advertised Vs Actual Product**43%
**Size-Overall**29%
**Value For Money**14%
**Smell**14%
## **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.
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