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condolence book
Skip itSoft demand (-10.6% this quarter) — this niche doesn't clear our bar today.
Review moat
Great204.56avg incumbent reviews — the moat a new listing must climb
Competition
Great37%top-5 click share — an open shelf
Returns
Great1.9%return rate — above 5% kills the launch gate
Brand share
Good69%top-5 brand share — brands hold most of the demand
Avg price
Good£12.89avg listing price — sweet spot $15–$100
Price range
Okay£7.04–£22.55cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Okay3.6%search→purchase rate — share of searches ending in a sale
Market size
Bad£87K£87K/yr · 187K searches
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-10.6%90-day search growth — must beat 0% to launch