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Grey Kettle

Fail

Demand is soft, at -36.0% this quarter, so Grey Kettle 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
£133K/yr143K searches / yr
90-day growth
-36.0%search demand this quarter
Competition
51%top-5 click share · 10 brands · 64 sellers

Flapen Score

Grey Kettle against its category

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

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

Market

The Grey Kettle market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Grey Kettle 143K times last year and spent an estimated £133K. The top 5 brands take 85% of clicks. Flapen scores it 44 out of 100, a Fail.

01 · Demand

4.4% of searches ended in a purchase last week.

Shoppers searched for this 143K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.4% of those searches ended in a purchase. Searches in the last 90 days moved -36.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £133K a year.

Searches, last 12 months
143K
Growth, 90 days vs prior 90
-36.0%
Conversion, latest week
4.4%
Market size, estimated
£133Ka year
Peak month
January1.8× the quietest month
Top search term
grey kettle110K searches a year

02 · Price

A sale here is worth £20.99.

Listings sell for £20.99 on average, from £10.74 to £31.03. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 100 to 250 of them. At £20.99 that is £2K to £5K a year per listing.

Average price
£20.99inside the $15 to $100 sweet spot
Price range
£10.74–£31.03
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
100–250
Revenue per listing a year
£2K–£5K
Returns
2.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

72% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 0.2% of listings are out of stock. The average listing ranks #70 within Small Kitchen Appliances. It carries 4,338 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
72%
Prime listings
96%
Out of stock, average day
0.2%
Average rank
#70in Small Kitchen Appliances
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,338per listing
Listings tracked
25

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 49 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
49 months

Products

Top Grey Kettle 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 51% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£11K£16K£21K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

64

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

51%

Top 20: 95%

Open market

8%

  • Swan22%
  • Russell Hobbs19%
  • Tower17%
  • Breville17%
  • Morphy Richards10%
  • Daewoo7%
  • Open — no brand owns it (4 brands, 8%)

Demand

Grey Kettle search demand

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

5K3KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.8×

Search terms

Top Grey Kettle search terms shoppers use

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

  • grey kettle110K/yr
  • kettle grey19K/yr
  • grey kettles6K/yr
  • breville kettle grey5K/yr
  • russell hobbs kettle grey3K/yr

Reviews and returns

What reviews say buyers love and hate about Grey Kettle

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

Complain

Durability28%−0.19

its just broken

Broke within 3 months

Poor durability

Leak-Proof21%

returned, leaking

has a tiny spout so water leaks

Leaking

Quality-Overall11%+0.32

very shoddy quality control

Poor quality

Low quality, somewhat defective

Functionality-Overall4%−0.02

Blue light stopped working

Doesnt switch off

The water meter works less than my jobless brother

Value For Money3%+1.20

not cheap

not worth it

For me its been a waste of money

Love

Quality-Overall19%+0.32

Great kettle

Excellent product

Good quality kettle

Value For Money17%+1.20

Good value for money

Good Value

Good value for money

Color10%+0.74

Love the colour

Colour is as stated in the picture, very good

This is such a nice kettle good colour

Advertised Vs Actual Product7%+0.45

Does The Job

As expected

Exactly what l wanted

Weight Light6%+0.32

not to heavy

Nice looking kettle light weight perfect for arthritic hands

Great and lightweight

Return

2.9% Return rate 39% Fixable by listing

Color25%▄█▆▆▆█
Leak-Proof12%█▄▅▆█▃

returned, leaking

has a tiny spout so water leaks

Leaking

Functionality-Overall10%█▅▆▇█▇

Blue light stopped working

Doesnt switch off

The water meter works less than my jobless brother

Material Quality7%▂▄█▇▆█

Poor material

Very plasticky

Size-Overall6%▆▆█▄▅▄

FAQ

Common Grey Kettle questions

Answered from the same tracked data.