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Folding Shovel

Fail

Shoppers spend only $35K a year here, so Folding Shovel is a Fail.

Flapen Score
44
44 / 100
Ranks 4,195 of 5,777 Home & Garden niches · −7 vs the category median of 51
Market size
£35K/yr75K searches / yr
90-day growth
-6.7%search demand this quarter
Competition
60%top-5 click share · 17 brands · 37 sellers

Flapen Score

Folding Shovel against its category

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

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Folding Shovel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Folding Shovel 75K times last year and spent an estimated £35K. The top 5 brands take 82% of clicks. Demand peaks in Jan. Flapen scores it 44 out of 100, a Fail.

01 · Demand

4.0% of searches ended in a purchase last week.

Shoppers searched for this 75K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.0% of those searches ended in a purchase. Searches in the last 90 days moved -6.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £35K a year.

Searches, last 12 months
75K
Growth, 90 days vs prior 90
-6.7%
Conversion, latest week
4.0%
Market size, estimated
£35Ka year
Peak month
January1.7× the quietest month
Top search term
folding shovel22K searches a year

02 · Price

A sale here is worth £11.59.

Listings sell for £11.59 on average, from £5.57 to £30.37. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 100 to 250 of them. At £11.59 that is £1K to £3K a year per listing.

Average price
£11.59under the $15 to $100 sweet spot
Price range
£5.57–£30.37
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
1.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

83% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 13.8% of listings are out of stock. The average listing ranks #165 within Garden Tools & Watering Equipment. It carries 979 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
83%
Prime listings
100%
Out of stock, average day
13.8%
Average rank
#165in Garden Tools & Watering Equipment
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
979per listing
Listings tracked
23

04 · Newcomers

Amazon counts 0 of last year's 4 launches as successful.

4 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 55 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
0Amazon's first-year sales bar
Average brand age
55 months

Products

Top Folding Shovel 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 60% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£7K£10K£14K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Folding Shovel search demand

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

3K2KBlack Friday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 1.7×

Search terms

Top Folding Shovel search terms shoppers use

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

  • 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

Reviews and returns

What reviews say buyers love and hate about Folding Shovel

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

Complain

Size-Overall18%−0.08

Too small

Folds really small

What first surprised me was how small the pouch is that it comes in

Durability13%−0.13

likely to break

Broke on the first dig

Shovel snapped in half on the first time I used it

Strength7%−0.05

The biggest weakness is definitely the axe head

Not as sturdy as expected

Flimsy

Quality-Overall7%+0.86

Cheap multitools

Poor product

I was worried for the quality when I saw the price

Ease Of Cleaning4%−0.02

dous't not clean your bum

Love

Quality-Overall20%+0.86

Good quality, solid stuff

Good quality

Good Quality tool

Value For Money11%+1.24

Excellent value for money

Good value

Good value for money

Strength10%−0.05

A Nice Solid Set

The handle is surprisingly strong

Very sturdy

Ease Of Use8%+1.15

easy to use

Very handy tool

Perfect for small areas

Advertised Vs Actual Product7%−0.06

Better than I expected

Exactly what i needed

Does what it should

Return

1.0% Return rate 35% Fixable by listing

Size-Overall33%▇█▃▅▄▄

Too small

Folds really small

What first surprised me was how small the pouch is that it comes in

Weight Heavy27%▃▄▅▆▇█

It is a little on the heavy side

Heavier than expected. in a good way.

I think its too heavy to wear on your belt

Quality-Overall9%▁▆▇█▅▁

Cheap multitools

Poor product

I was worried for the quality when I saw the price

Functionality-Overall6%█▁▃▁▄▃
Durability5%▁▁▁▃█▆

likely to break

Broke on the first dig

Shovel snapped in half on the first time I used it

FAQ

Common Folding Shovel questions

Answered from the same tracked data.