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Smeg Toaster

Fail

The top 5 brands take 100% of clicks, so Smeg Toaster is a Fail.

Flapen Score
36
36 / 100
Ranks 5,242 of 5,777 Home & Garden niches · −15 vs the category median of 51
Market size
£250K/yr137K searches / yr
90-day growth
-21.2%search demand this quarter
Competition
62%top-5 click share · 2 brands · 33 sellers

Flapen Score

Smeg Toaster against its category

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

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Smeg Toaster market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Smeg Toaster 137K times last year and spent an estimated £250K. All 2 brands take every click. Flapen scores it 36 out of 100, a Fail.

01 · Demand

1.2% of searches ended in a purchase last week.

Shoppers searched for this 137K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.2% of those searches ended in a purchase. Searches in the last 90 days moved -21.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £250K a year.

Searches, last 12 months
137K
Growth, 90 days vs prior 90
-21.2%
Conversion, latest week
1.2%
Market size, estimated
£250Ka year
Top search term
smeg toaster92K searches a year

02 · Price

A sale here is worth £147.32.

Listings sell for £147.32 on average, from £20.46 to £254.64. Amazon reports units sold in ranges. This niche sold 1K to 1K a year. The average listing sells 0 to 100 of them. At £147.32 that is £0 to £15K a year per listing.

Average price
£147.32above the $15 to $100 sweet spot
Price range
£20.46–£254.64
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£15K
Returns
1.6%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. 20% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #120 within Small Kitchen Appliances. It carries 1,118 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
80%
Prime listings
20%
Out of stock, average day
7.7%
Average rank
#120in Small Kitchen Appliances
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,118per listing
Listings tracked
20

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 51 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
51 months

Products

Top Smeg Toaster 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 62% of clicks. Leaders hold, but buyers still shop past them.

£0£13K£25K£38K£50K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

33

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

0%

  • Smeg99%
  • Breville1%

Demand

Smeg Toaster search demand

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

5K3KSpike '25Black Friday '25Spike '26SepOctNovDecJanFebMarAprMayJunJul

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 2.4× · 11 of 12 months tracked

Search terms

Top Smeg Toaster search terms shoppers use

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

  • smeg toaster92K/yr
  • smeg toaster 4 slice21K/yr
  • smeg toaster 2 slice13K/yr
  • toaster smeg6K/yr
  • smeg 4 slice toaster6K/yr

Reviews and returns

What reviews say buyers love and hate about Smeg Toaster

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

Complain

Durability27%−0.32

Failed within 10 months

Broke after 2 months

Broke a week after the warranty ended

Toasting25%+0.49

Disappointing toaster

Can't trust this toaster

in both cases the bread has not toasted evenly

Size-Overall7%−0.01

the slots are not wide

not big enough for a lot of bread

Visually attractive though rather large

Quality-Overall6%+2.45

Cheap mass produced junk

feels a little flimsy in terms of build quality

POOR QUALITY

Value For Money6%+0.40

Overpriced

For the price very disappointing

Company offered 30% off of RRP which was still more expensive than other options

Love

Toasting34%+0.49

Decent toaster

Excellent toaster

Makes great toast

Quality-Overall21%+2.45

Good product well made

Look great and perform well

Excellent product

Value For Money8%+0.40

so far it is still working so it is good value for money not too expensive

Good price

Worth it

Design-Overall6%+0.22

Design great

it feels well put together

The design looks very modern

Ease Of Use3%+0.18

Ease of Use

Easy to use

easy to use

Return

1.6% Return rate 52% Fixable by listing

Color22%▆▆▅█▃▆

I was unable to buy this colour in a shop

Toasting21%▆█▅█▅▇

Disappointing toaster

Can't trust this toaster

in both cases the bread has not toasted evenly

Size-Overall19%█▄▅▃█▅

the slots are not wide

not big enough for a lot of bread

Visually attractive though rather large

Functionality-Overall8%▃▇▃█▁▂

Times did not work

Quality-Overall3%▂▁▃█▇▁

Cheap mass produced junk

feels a little flimsy in terms of build quality

POOR QUALITY

FAQ

Common Smeg Toaster questions

Answered from the same tracked data.