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Defrosting Tray

Fail

Demand is soft, at -45.5% this quarter, so Defrosting Tray is a Fail.

Flapen Score
40
40 / 100
Ranks 4,839 of 5,777 Home & Garden niches · −11 vs the category median of 51
Market size
£67K/yr121K searches / yr
90-day growth
-45.5%search demand this quarter
Competition
71%top-5 click share · 12 brands · 16 sellers

Flapen Score

Defrosting Tray against its category

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

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Defrosting Tray market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Defrosting Tray 121K times last year and spent an estimated £67K. The top 5 brands take 73% of clicks. Demand peaks in Jan–Feb–Dec. Flapen scores it 40 out of 100, a Fail.

01 · Demand

5.3% of searches ended in a purchase last week.

Shoppers searched for this 121K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.3% of those searches ended in a purchase. Searches in the last 90 days moved -45.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £67K a year.

Searches, last 12 months
121K
Growth, 90 days vs prior 90
-45.5%
Conversion, latest week
5.3%
Market size, estimated
£67Ka year
Peak month
January3.7× the quietest month
Top search term
defrosting board61K searches a year

02 · Price

A sale here is worth £10.56.

Listings sell for £10.56 on average, from £5.62 to £17.05. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £10.56 that is £3K to £5K a year per listing.

Average price
£10.56under the $15 to $100 sweet spot
Price range
£5.62–£17.05
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–£5K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

100% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 28.3% of listings are out of stock. The average listing ranks #8 within Defrosting Trays. It carries 516 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
92%
Out of stock, average day
28.3%
Average rank
#8in Defrosting Trays
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
516per listing
Listings tracked
13

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 35 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
35 months

Products

Top Defrosting Tray 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 71% of clicks. A locked shelf that new listings rarely crack.

£0£7K£13K£20K£27K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 falling

Sellers

16

Top-5 brand share

73%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

20%

  • mwellewm32%
  • andrew james18%
  • Homiely8%
  • ZMREN8%
  • VonShef7%
  • Kssvzz7%

Demand

Defrosting Tray search demand

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

15K10KSpike '24Black Friday '24Holiday '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 3.7×

Search terms

Top Defrosting Tray search terms shoppers use

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

  • defrosting board61K/yr
  • defrosting tray28K/yr
  • defrosting plate7K/yr
  • meat defrosting tray4K/yr
  • thawing board defrosting5K/yr
  • defrost tray4K/yr
  • defrosting trays5K/yr
  • defrost board3K/yr
  • defrosting tray fast thawing of frozen food4K/yr

Reviews and returns

What reviews say buyers love and hate about Defrosting Tray

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

Complain

Quality-Overall14%−0.10

Not as good as it makes out

Not the best quality

Rubbish

Functionality-Overall14%−0.13

Did not work

Don't work

It doesnt work

Paint Quality10%−0.09

Very poor quality coating

Black coating started coming off in one groove after 6 weeks, so basically useless and would not recommend

After one pass through the dishwasher chunks of the paint came off

Durability10%−0.09

it degrades very quickly

2 Hours, Not Even 50% Defrosted

Size-Overall7%+0.27

Smaller than expected

theyre on the small side

Works perfectly it smaller than I thought

Love

Advertised Vs Actual Product28%+1.89

like it works

Product as described

Does what it says it do

Quality-Overall14%−0.10

Excellent product

Good quality

which is superior in quality and most importantly, it is raised to support air flow etc

Heating13%+0.90

Brilliant to use & fast defrosting

Good for speeding up defrosting

This is brilliant saves so much time straight from freezer on to tray defrosting done in no time

Efficiency11%+0.47

Does work

Works very well

Works perfectly

Ease Of Cleaning8%+0.59

Easy clean

Easy to clean with just normal soap/water afterwards

Easy to clean takes up little space

Return

0.6% Return rate 40% Fixable by listing

Size-Overall30%▃▂▅▂█▅

Smaller than expected

theyre on the small side

Works perfectly it smaller than I thought

Functionality-Overall21%▂█▆▇▁▁

Did not work

Don't work

It doesnt work

Defective Material/Parts9%█▄▁▁▅▁
Heating5%▅▁█▁▁▁

the heating wasn't on

Advertised Vs Actual Product5%▁█▁▆▁▁

FAQ

Common Defrosting Tray questions

Answered from the same tracked data.