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Black Towels

Maybe

Returns run at only 0.7% of orders. But demand is soft, at -21.1% this quarter, so Black Towels is a Maybe.

Flapen Score
50
50 / 100
Ranks 2,970 of 5,777 Home & Garden niches · −1 vs the category median of 51
Market size
£120K/yr129K searches / yr
90-day growth
-21.1%search demand this quarter
Competition
56%top-5 click share · 10 brands · 21 sellers

Flapen Score

Black Towels against its category

The dotted line is the Home & Garden average. Past it, Black Towels is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Black Towels market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Black Towels 129K times last year and spent an estimated £120K. The top 5 brands take 84% of clicks. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

7.2% of searches ended in a purchase last week.

Shoppers searched for this 129K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.2% of those searches ended in a purchase. Searches in the last 90 days moved -21.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £120K a year.

Searches, last 12 months
129K
Growth, 90 days vs prior 90
-21.1%
Conversion, latest week
7.2%
Market size, estimated
£120Ka year
Peak month
February1.4× the quietest month
Top search term
black towels52K searches a year

02 · Price

A sale here is worth £13.09.

Listings sell for £13.09 on average, from £7.88 to £23.45. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £13.09 that is £3K to £7K a year per listing.

Average price
£13.09under the $15 to $100 sweet spot
Price range
£7.88–£23.45
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

70% of listings pay for placement with sponsored ads. 65% ship with Prime. On an average day, 5.0% of listings are out of stock. The average listing ranks #24 within Bathroom. It carries 6,361 reviews at 4.17 stars, so a new listing needs social proof before a better product.

Sponsored listings
70%
Prime listings
65%
Out of stock, average day
5.0%
Average rank
#24in Bathroom
Average rating
4.17 starsAmazon United Kingdom average 4.36 stars
Average reviews
6,361per listing
Listings tracked
20

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 46 months on average, so the names here are settling in.

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

Products

Top Black Towels 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 56% of clicks. Leaders hold, but buyers still shop past them.

£0£6K£12K£18K£24K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

21

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

56%

Top 20: 100%

Open market

11%

  • GC GAVENO CAVAILIA53%
  • Amazon Basics9%
  • Utopia Towels9%
  • Casabella7%
  • A & B TRADERS6%
  • X11 Homeware5%
  • Open — no brand owns it (4 brands, 11%)

Demand

Black Towels search demand

Weekly searches over the year, seasonality beneath. Pick a range.

3K2KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Black Towels search terms shoppers use

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

  • black towels52K/yr
  • black towel23K/yr
  • black bath towels23K/yr
  • black bath towel7K/yr
  • black bath sheet7K/yr
  • black towel set7K/yr
  • black towels sets bathroom5K/yr
  • black bath sheets4K/yr

Reviews and returns

What reviews say buyers love and hate about Black Towels

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

Complain

Size-Overall22%−0.24

Very disappointed with the size

bath towel could be bigger

Not large

Quality-Overall21%+2.10

The towels are of very poor quality

Not best quality

they are utter rubbish quality is appalling

Thickness7%+0.10

Thin

Much thinner than I expected

Towels are really thin

Washability6%+0.61

a lot of dye came out 1st wash luckily I did them on their own bcoz of being black

Very thin they feel a little better when washed

They are a little bit rough when they have been washed

Color4%−0.04

the black is not black

they look more like a very dark blue

being black everywhere looks dirty

Love

Quality-Overall36%+2.10

Good quality bath towels

Excellent quality towel

Good quality

Value For Money13%+0.69

fair price

Great value

Good price

Soft Feel12%

Lovely soft good and nice

Nice soft towels

Good soft towels value for money

Washability8%+0.61

Good after a few washes

Beautifully soft, washes up really well

Wash well have stayed soft

Size-Overall5%−0.24

Good size

Great towels big

size is great

Return

0.7% Return rate 41% Fixable by listing

Size-Overall27%▄▇▇▆▅█

Very disappointed with the size

bath towel could be bigger

Not large

Quality-Overall21%▆▅▃█▅▄

The towels are of very poor quality

Not best quality

they are utter rubbish quality is appalling

Thin18%█▂▆▂▄▆
Color7%▂▅▇█▆▃

the black is not black

they look more like a very dark blue

being black everywhere looks dirty

Thickness4%▂▂▂█▅▂

Thin

Much thinner than I expected

Towels are really thin

FAQ

Common Black Towels questions

Answered from the same tracked data.