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Sage Kettle

Fail

The top 5 brands take 100% of clicks, so Sage Kettle is a Fail.

Flapen Score
34
34 / 100
Ranks 5,377 of 5,777 Home & Garden niches · −17 vs the category median of 51
Market size
£134K/yr76K searches / yr
90-day growth
-28.3%search demand this quarter
Competition
93%top-5 click share · 2 brands · 11 sellers

Flapen Score

Sage Kettle against its category

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

34Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sage Kettle market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sage Kettle 76K times last year and spent an estimated £134K. All 2 brands take every click. Demand peaks in Jan–Oct–Nov–Dec. Flapen scores it 34 out of 100, a Fail.

01 · Demand

2.2% of searches ended in a purchase last week.

Shoppers searched for this 76K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.2% of those searches ended in a purchase. Searches in the last 90 days moved -28.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £134K a year.

Searches, last 12 months
76K
Growth, 90 days vs prior 90
-28.3%
Conversion, latest week
2.2%
Market size, estimated
£134Ka year
Peak month
November2.0× the quietest month
Top search term
sage kettle66K searches a year

02 · Price

A sale here is worth £79.30.

Listings sell for £79.30 on average, from £57.63 to £93.09. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 100 to 250 of them. At £79.30 that is £8K to £20K a year per listing.

Average price
£79.30inside the $15 to $100 sweet spot
Price range
£57.63–£93.09
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
100–250
Revenue per listing a year
£8K–£20K
Returns
3.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

14% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #270 within Small Kitchen Appliances. It carries 457 reviews at 4.27 stars, so a new listing needs social proof before a better product.

Sponsored listings
14%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#270in Small Kitchen Appliances
Average rating
4.27 starsAmazon United Kingdom average 4.36 stars
Average reviews
457per listing
Listings tracked
7

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 43 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
43 months

Products

Top Sage 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 93% of clicks. A locked shelf that new listings rarely crack.

£0£20K£40K£60K£81K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

11

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

93%

Top 20: 100%

Open market

0%

  • Sage95%
  • Ninja5%

Demand

Sage Kettle search demand

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

4K3KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.0×

Search terms

Top Sage Kettle search terms shoppers use

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

  • sage kettle66K/yr
  • kettle sage5K/yr
  • sage smart kettle5K/yr

Reviews and returns

What reviews say buyers love and hate about Sage Kettle

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

Complain

Durability21%−0.15

Broke after 9 months

started failing after 1 year

Not durable

Leak-Proof17%

Leaks after a year

Firstly there was a slight leak at the base

Unfortunately, after just two years, the kettle has started leaking, despite the fact that Ive always taken care of it and never filled it to the maximum line

Quality-Overall10%+1.79

the performance is lacking

Not a quality kettle

Poor quality

Value For Money8%−0.03

goes to pieces too quickly considering the price tag

not worth the money

It is not worth the investment despite all the control settings

Functionality-Overall7%−0.05

the performance is lacking

No longer works as it should

it doesn't work as intended

Love

Quality-Overall25%+1.79

High quality kettle

Best quality

Well made and looks smart

Temperature Control19%+0.30

loving the choice of different temperatures

Good for temperature management

The temperature settings are useful

Advertised Vs Actual Product6%

Does the job

does the job it is expected to do

As described

Ease Of Use5%+0.38

Really easy to use

Easy to use and understand instructions

the button opening lid is handy

Heating5%+0.30

Fast boil

The wide lid allows easy filling and cleaning and the wide base heats up quickly

The best feature is the hold temp, which, if selected, keeps the boiled water at the chosen temperature for 30 minutes

Return

3.9% Return rate 29% Fixable by listing

Color15%▅▄▆▄██
Functionality-Overall12%▅▄▇▆█▄

the performance is lacking

No longer works as it should

it doesn't work as intended

Heating9%▃█▄▇▂█

The light on the kettle flickers on and off, and the base shows fluctuating temperatures

- Warm drinking water. I cant stand it cold

Quality-Overall8%█▇▃▂▁▄

the performance is lacking

Not a quality kettle

Poor quality

Size-Overall6%▆▂▆▃▁█

FAQ

Common Sage Kettle questions

Answered from the same tracked data.