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Shovel

Maybe

Returns run at only 0.1% of orders. But prices span $5.03–$19.15, mostly outside the sweet spot, so Shovel is a Maybe.

Flapen Score
53
53 / 100
Top 40% of 5,777 Home & Garden niches · +2 vs the category median of 51
Market size
£267K/yr348K searches / yr
90-day growth
+12.1%search demand this quarter
Competition
56%top-5 click share · 15 brands · 34 sellers

Flapen Score

Shovel against its category

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

53Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Shovel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Shovel 348K times last year and spent an estimated £267K. The top 5 brands take 80% of clicks. Demand peaks in Mar–Apr–May. Flapen scores it 53 out of 100, a Maybe.

01 · Demand

6.7% of searches ended in a purchase last week.

Shoppers searched for this 348K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.7% of those searches ended in a purchase. Searches in the last 90 days moved +12.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £267K a year.

Searches, last 12 months
348K
Growth, 90 days vs prior 90
+12.1%
Conversion, latest week
6.7%
Market size, estimated
£267Ka year
Peak month
April3.1× the quietest month
Top search term
shovel189K searches a year

02 · Price

A sale here is worth £11.48.

Listings sell for £11.48 on average, from £5.03 to £19.15. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 500 to 750 of them. At £11.48 that is £6K to £9K a year per listing.

Average price
£11.48under the $15 to $100 sweet spot
Price range
£5.03–£19.15
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
500–750
Revenue per listing a year
£6K–£9K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

71% of listings pay for placement with sponsored ads. 46% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #69 within Garden Tools & Watering Equipment. It carries 271 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
71%
Prime listings
46%
Out of stock, average day
0.0%
Average rank
#69in Garden Tools & Watering Equipment
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
271per listing
Listings tracked
24

04 · Newcomers

Amazon counts 1 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 40 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
40 months

Products

Top 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 56% of clicks. Leaders hold, but buyers still shop past them.

£0£13K£27K£40K£53K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 falling

Sellers

34

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

56%

Top 20: 95%

Open market

16%

  • Easy Shopping37%
  • raxter18%
  • Roughneck10%
  • Armo Gardening8%
  • Spear & Jackson7%
  • OptiProducts4%
  • Open — no brand owns it (9 brands, 16%)

Demand

Shovel search demand

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

10K6KSpike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Mar, Apr, May · busiest ÷ quietest = 3.1×

Search terms

Top Shovel search terms shoppers use

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

  • shovel189K/yr
  • garden shovel50K/yr
  • shovel heavy duty42K/yr
  • shovel gardening28K/yr
  • shovels14K/yr
  • garden shovel heavy duty6K/yr
  • digging garden shovel5K/yr
  • heavy duty shovel5K/yr
  • gardening shovel4K/yr
  • builders shovel5K/yr

Reviews and returns

What reviews say buyers love and hate about Shovel

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

Complain

Quality-Overall15%

Poor quality

Absolute garbage

Cheap quality

Weight Heavy11%−0.09

It is quite heavy

heavier than expected

is that it is slightly heavy

Durability10%−0.08

Came apart on first use

could end up breaking sooner rather than later

Broken after one use

Strength9%+0.26

Not strong

Not heavy duty

Weak

Size-Overall8%

Not a good size and shape

is a little narrower than I was expecting. although that maybe makes it easier to dig with

Bit small

Love

Quality-Overall22%

Good quality

Very good build quality

Good Quality tool

Value For Money17%+1.56

Good for the price

Excellent value

Decent price

Strength15%+0.26

Sturdy tool

Nice and strong

Strong spade and easy to use

Ease Of Use9%+0.63

Easy to use

Handy Tool

its easy to handle

Weight Light4%+0.20

Not too heavy

So pleased this is lightweight

Lightweight garden spade

Return

0.1% Return rate 46% Fixable by listing

Size-Overall39%▃█▃█▆▇

Not a good size and shape

is a little narrower than I was expecting. although that maybe makes it easier to dig with

Bit small

Weight Heavy18%▇▅█▄▅▃

It is quite heavy

heavier than expected

is that it is slightly heavy

Strength7%▇▅▁▄▆█

Not strong

Not heavy duty

Weak

Durability6%█▆▅▁▃▄

Came apart on first use

could end up breaking sooner rather than later

Broken after one use

Defective Material/Parts6%▁▄█▄▃▁

FAQ

Common Shovel questions

Answered from the same tracked data.