folding shovel
Skip itA small market ($35K/yr) — this niche doesn't clear our bar today.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Review moat
Good978.83avg incumbent reviews — the moat a new listing must climb
Price range
Good£5.57–£30.37cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay4.0%search→purchase rate — share of searches ending in a sale
Avg price
Okay£11.59avg listing price — sweet spot $15–$100
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Brand share
Okay82%top-5 brand share — brands hold most of the demand
Growth
Bad-6.7%90-day search growth — must beat 0% to launch
Market size
Bad£35K£35K/yr · 75K searches
According to Flapen's Amazon United Kingdom niche tracking, folding shovel is a £35K/yr Amazon United Kingdom market (75K searches/yr). The top 5 brands hold 82% of demand. Demand peaks in Jan. Verdict: Skip it — 44/100.
Data updated Jul 26, 2026 · scored weekly · How we score niches
folding shovel market data
- Units sold / yr
- 3K–3K
- avg 100–250/product
- Revenue / yr
- £29K–£35K
- units × avg price
- Conversion rate
- 4.0%
- Avg BSR
- #165
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 83%
- Out of stock
- 13.8%
- Avg brand age
- 55 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
37
Top-5 brand share
82%
Top 20: 100%
Top-5 click share
60%
Top 20: 97%
Open market
21%
- ADTSADDTO46%
- PLACHIDAY15%
- Rhino USA9%
- Xtremeauto5%
- Meehoo3%
- Epic Militaria3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.7% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.7×
Top folding shovel search terms
- folding shovel22K/yr
- camping shovel15K/yr
- foldable shovel10K/yr
- folding spade7K/yr
- survival shovel7K/yr
- entrenching tool5K/yr
- camping spade3K/yr
- tactical shovel3K/yr
- military shovel3K/yr
Top folding shovel 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 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Folding Survival Shovel 23 IN 50# high-carbon steel Entrenching Tool Folding Camping Shovel Firefighting Shovel Portable Shovel For Garden Hunting Hiking Fishing Car Emergency Gifts For Men
ADTSADDTO£11.674.5★1,696 rev
Folding Shovel 47cm Lightweight Digging Shovels High Carbon Steel Portable Snow Shovel for Outdoor Camping Backpacking Hiking Car Emergency Home Garden
PLACHIDAY£7.544.0★875 rev
ADTSADDTO Folding Survival Shovel 26 IN 50# High-Carbon Steel Entrenching Tool for Camping Firefighting Garden Hunting Hiking Fishing Car Emergency Gifts for Men
ADTSADDTO£9.804.5★170 rev
Rhino USA Folding Survival Shovel with Pick - Heavy Duty Carbon Steel Folding Shovel for Off Road Camping Gardening Beach Digging Dirt Sand Mud & Snow
Rhino USA£21.264.6★10,643 rev
Folding Survival Shovel 23 IN 50# high-carbon steel Entrenching Tool Folding Camping Shovel Firefighting Shovel Portable Shovel For Garden Hunting Hiking Fishing Car Emergency Gifts For Men
ADTSADDTO£10.904.5★1,696 rev
Newest
by launch date
Meehoo Folding Shovel Heavy Duty Carbon Steel Foldable Camping Trowel Small Garden Spade Survival Equipment Hiking Accessory(46cm Medium Black)
Meehoo£11.2616 rev
13PCS Survival Kit Camping Tools - Survival Gear and Equipment with Folding Shovel & Extension Rod & Survival Axe & Pliers & 16-in-1 Multi-Tool Outdoor Tool Kit for Camping Hiking Bushcraft
Sxnmmweu£30.3712 rev
Folding Shovel High Carbon Steel Entrenching Tool
Goutime£5.5728 rev
OIHCAZ Camping Backpacking Trowel Ultralight Stainless Steel Shovel Survival Equipment Lightweight Small Trowels Tools for Hiking Gardening
OIHCAZ£5.841 rev
Tioneer Ultralight Backpacking Trowel TA2 Titanium Hand Camping Shovel Garden Trowel Small Potty Multitool with Anti-slip hand rope for Outdoor Hiking Camping
Tioneer£9.7237 rev
Trending
90-day click momentumMeehoo Folding Shovel Heavy Duty Carbon Steel Foldable Camping Trowel Small Garden Spade Survival Equipment Hiking Accessory(46cm Medium Black)
Meehoo£11.264.8★
OIHCAZ Camping Backpacking Trowel Ultralight Stainless Steel Shovel Survival Equipment Lightweight Small Trowels Tools for Hiking Gardening
OIHCAZ£5.845.0★
13PCS Survival Kit Camping Tools - Survival Gear and Equipment with Folding Shovel & Extension Rod & Survival Axe & Pliers & 16-in-1 Multi-Tool Outdoor Tool Kit for Camping Hiking Bushcraft
Sxnmmweu£30.374.0★
Folding Shovel Portable 32IN With Car Safety Hammer and Extended Handle 50# High-Carbon Steel Entrenching Tool Survival Shovel for Garden Hunting Hiking Fishing Car Emergency Gifts for Men
ADTSADDTO£13.774.4★
Folding Survival Shovel 23 IN 50# high-carbon steel Entrenching Tool Folding Camping Shovel Firefighting Shovel Portable Shovel For Garden Hunting Hiking Fishing Car Emergency Gifts For Men
ADTSADDTO£10.904.5★
What buyers say about folding shovel
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality, solid stuff”
“Excellent value for money”
“A Nice Solid Set”
“easy to use”
“Better than I expected”
“A compact travel shovel for emergencies”
“seem to fit together well”
“well made, folds easily and takes up basically no space and doesn't weigh much”
“are durable”
“making it easy to carry”
What buyers complain about
“Too small”
“likely to break”
“The biggest weakness is definitely the axe head”
“Cheap multitools”
“dous't not clean your bum”
“It is a little on the heavy side”
“No wasn't what was on picture”
“setting it up needs a good grip”
“Its a fundamental design flaw”
“It doesnt arrive with any instructions”
Top return reasons
Common questions
- Is folding shovel profitable to sell on Amazon United Kingdom?
- The niche generates £35K/yr across 23 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -6.7%. Flapen's verdict: Skip it (44/100).
- How competitive is the folding shovel niche?
- 17 brands and 37 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 82% of demand.
- What do buyers complain about in folding shovel?
- Top complaints mined from reviews: Size-Overall, Durability, Strength. The return rate is 1.0%.
- When does demand for folding shovel peak?
- Demand peaks in Jan; the busiest month runs 1.7× the quietest.
- What does it cost to enter the folding shovel niche?
- Listings span £5.57–£30.37; the average listing price is £11.59 (sweet spot $15–$100). The average incumbent carries 979 reviews — the moat a new listing must climb.