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Plate

Maybe

Returns run at only 1.4% of orders. But demand is soft, at -23.8% this quarter, so Plate is a Maybe.

Flapen Score
56
56 / 100
Top 29% of 5,777 Home & Garden niches · +5 vs the category median of 51
Market size
£193K/yr489K searches / yr
90-day growth
-23.8%search demand this quarter
Competition
37%top-5 click share · 30 brands · 45 sellers

Flapen Score

Plate against its category

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

56Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Plate market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Plate 489K times last year and spent an estimated £193K. The top 5 brands take 56% of clicks. Demand peaks in Dec. Flapen scores it 56 out of 100, a Maybe.

01 · Demand

2.5% of searches ended in a purchase last week.

Shoppers searched for this 489K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.5% of those searches ended in a purchase. Searches in the last 90 days moved -23.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £193K a year.

Searches, last 12 months
489K
Growth, 90 days vs prior 90
-23.8%
Conversion, latest week
2.5%
Market size, estimated
£193Ka year
Peak month
December2.6× the quietest month
Top search term
side plates92K searches a year

02 · Price

A sale here is worth £15.81.

Listings sell for £15.81 on average, from £3.15 to £41.57. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 100 to 250 of them. At £15.81 that is £2K to £4K a year per listing.

Average price
£15.81inside the $15 to $100 sweet spot
Price range
£3.15–£41.57
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
100–250
Revenue per listing a year
£2K–£4K
Returns
1.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

80% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 15.4% of listings are out of stock. The average listing ranks #73 within Dinnerware Sets. It carries 889 reviews at 4.39 stars, so a new listing needs social proof before a better product.

Sponsored listings
80%
Prime listings
78%
Out of stock, average day
15.4%
Average rank
#73in Dinnerware Sets
Average rating
4.39 starsAmazon United Kingdom average 4.36 stars
Average reviews
889per listing
Listings tracked
55

04 · Newcomers

Amazon counts 0 of last year's 9 launches as successful.

9 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 43 months on average, so the names here are settling in.

Launched, last 12 months
9
Successful launches
0Amazon's first-year sales bar
Average brand age
43 months

Products

Top Plate 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 only 37% of clicks. An open shelf where new products get seen.

£0£8K£15K£23K£31K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

30 falling

Sellers

45

Top-5 brand share

56%

Top 20: 92%

Top-5 click share

37%

Top 20: 68%

Open market

38%

  • Argon Tableware26%
  • Amazon Basics14%
  • vancasso6%
  • Miicol5%
  • Nicola Spring5%
  • Vital Baby5%

Demand

Plate search demand

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

35K25KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 2.6×

Search terms

Top Plate search terms shoppers use

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

  • side plates92K/yr
  • small plates33K/yr
  • small dinner plates32K/yr
  • dessert plates33K/yr
  • white plates33K/yr
  • white dinner plates36K/yr
  • dinner plate31K/yr
  • ceramic plates26K/yr
  • side plates set of 627K/yr
  • side plates set of 417K/yr

Reviews and returns

What reviews say buyers love and hate about Plate

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

Complain

Size-Overall37%−0.21

Small plates

Slightly smaller than average plate

So small

Quality-Overall11%−0.01

Not recommended, look cheap

Not very good quality

For a bit more I have now purchased a far better quality product

Value For Money6%+1.79

however a little expensive

Get these, dont go for the ones slightly cheaper, its not worth it

Look more expensive than they are

Color5%+0.71

there are also some slight yellow tinges on what should be white

I'd say they are slightly off white

Not the advertised colour

Weight Heavy4%0.00

Very heavy plates

Heavier than I thought

heavy

Love

Quality-Overall23%−0.01

Excellent quality

Great product see review

Great plates good quality

Size-Overall19%−0.21

Good size

the size was as I expected

Really happy with these size wise and colours

Value For Money14%+1.79

worth it

Good price

Good value for money

Color11%+0.71

Beautiful colours

Vibrant colours

Love the colours

Advertised Vs Actual Product6%+0.61

just like their photo

Just what I needed

As Described

Return

1.4% Return rate 88% Fixable by listing

Size-Overall78%████▇█

Small plates

Slightly smaller than average plate

So small

Quality-Overall4%▅▆▆▃▅█

Not recommended, look cheap

Not very good quality

For a bit more I have now purchased a far better quality product

Color3%▃▅▆▃██

there are also some slight yellow tinges on what should be white

I'd say they are slightly off white

Not the advertised colour

Weight Heavy2%▂▇▁▄█▃

Very heavy plates

Heavier than I thought

heavy

Advertised Vs Actual Product2%▂█▆▄█▅

It doesn't say that in the description

FAQ

Common Plate questions

Answered from the same tracked data.