Is spade profitable to sell on Amazon United Kingdom?

The niche generates £351K/yr across 19 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is +18.5%. Flapen's verdict: Worth a look (55/100).

How competitive is the spade niche?

10 brands and 54 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in spade?

Top complaints mined from reviews: Quality-Overall, Durability, Strength. The return rate is 0.3%.

When does demand for spade peak?

Demand peaks in Mar–Apr–May; the busiest month runs 4.5× the quietest.

What does it cost to enter the spade niche?

Listings span £8.25–£25.11; the average listing price is £14.47 (sweet spot $15–$100). The average incumbent carries 524 reviews — the moat a new listing must climb.

spade

Worth a look

Shows low returns (0.3%), but brand-locked demand (top 5 brands take 89% of clicks) keeps it on the watch list.

Returns

Incredible0.3%

return rate — above 5% kills the launch gate

Review moat

Good523.89

avg incumbent reviews — the moat a new listing must climb

Avg price

Good£14.47

avg listing price — sweet spot $15–$100

Conversion

Good6.3%

search→purchase rate — share of searches ending in a sale

Price range

Good£8.25–£25.11

cheapest to priciest tracked listing — scored on the share inside $15–$100

Market size

Good£351K

£351K/yr · 387K searches

Growth

Okay+18.5%

90-day search growth — must beat 0% to launch

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay89%

top-5 brand share — brands hold most of the demand

According to Flapen's Amazon United Kingdom niche tracking, spade is a £351K/yr Amazon United Kingdom market (387K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Mar–Apr–May. Verdict: Worth a look — 55/100.

Data updated Jul 26, 2026 · scored weekly · How we score niches

spade market data

Units sold / yr: 20K–25K; avg 1,000–1,250/product
Revenue / yr: £289K–£362K; units × avg price
Conversion rate: 6.3%
Avg BSR: #76
Page quality: 0%
Prime: 58%
Sponsored: 68%
Out of stock: 2.4%
Avg brand age: 45 months
Avg seller age: 179 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

61%

Top 20: 100%

Open market

Easy Shopping45%
Spear & Jackson23%
Roughneck8%
Unibos7%
Draper5%
KKTECH3%
Open — no brand owns it (4 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +18.5% search growth over the last 90 days.

Peak months: Mar, Apr, May · busiest ÷ quietest = 4.5×

Open Trend

Top spade search terms

spade144K/yr +2.5%4.6% conv.
garden spade92K/yr +23.5%5.2% conv.
spades for gardening58K/yr +76.8%5.2% conv.
digging spade27K/yr +17.4%2.8% conv.
garden spades for digging20K/yr -6.0%4.9% conv.
border spade11K/yr +20.1%2.9% conv.
spades9K/yr +20.0%1.5% conv.
digging shovel7K/yr +0.5%2.2% conv.
digging spade for gardening4K/yr +41.8%5.2% conv.
garden spades6K/yr -1.3%3.2% conv.

All search terms

Top spade products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Heavy Duty Garden Digging Spade - Garden Tools Outdoor digging Gardening Accessories Hand Spade With Durable Plastic D-Handle Gardening Tools

Easy Shopping£9.554.5★364 rev

Easy Shopping Border Spade Carbon Steel with Soft Grip D Handle Strong Versatile and Durable Heat Treated and Oil Cooled Metal perfect for Gardeners Builder Industrial Work

Easy Shopping£8.744.3★104 rev

Spear & Jackson Traditional Stainless Steel Border Spade with 712mm Wooden Handle

Spear & Jackson£22.784.6★1,460 rev

Spear & Jackson 4190NB Elements Carbon Treaded Digging Spade

Spear & Jackson£17.264.5★879 rev

Spear & Jackson 4450DS Traditional Stainless Digging Spade

Spear & Jackson£23.264.6★1,394 rev

Newest

by launch date

Amazon Basics Gardening Shovel for Digging and Edging Flat Spade D-Handle 120 cm Black/Olive

Amazon Basics£14.54117 rev

3mo ago

Unibos | Heavy Duty Garden Border Spade - Garden Tools Outdoor Digging Gardening Accessories Hand Spade With Durable Plastic D-Handle Gardening Tools (Border Spade)

Unibos£8.2533 rev

9mo ago

Unibos | Heavy Duty Garden Digging Spade - Garden Tools Outdoor Digging Gardening Accessories Hand Spade With Durable Plastic Soft Grip D-Handle Gardening Tools (Spade)

Unibos£8.3446 rev

9mo ago

Heavy Duty Garden Digging Spade - Garden Tools Outdoor digging Gardening Accessories Hand Spade With Durable Plastic D-Handle Gardening Tools

Easy Shopping£9.55364 rev

1y ago

Easy Shopping Border Spade Carbon Steel with Soft Grip D Handle Strong Versatile and Durable Heat Treated and Oil Cooled Metal perfect for Gardeners Builder Industrial Work

Easy Shopping£8.74104 rev

1y ago

What buyers say about spade

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall25%

“Excellent product”

Value For Money19%

“Excellent value”

Strength14%

“Strong spade and easy to use”

Ease Of Use9%

“Easy to use”

Weight Light4%

“Not too heavy”

Weight Heavy4%

“Firstly, this is a substantial spade - it is quite heavy-duty really”

Durability3%

“seems pretty durable so far”

Plant Growth3%

“Brilliant spade for a smallish person to plant with”

Size-Overall3%

“Decent size”

Advertised Vs Actual Product3%

“Looks good in the picture”

What buyers complain about

Quality-Overall16%

“Not good quality”

Durability14%

“Snapped in half”

Strength11%

“I was worried from other reviews it might not be strong enough”

Weight Heavy10%

“heavier than expected”

Size-Overall8%

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

Value For Money6%

“they were all too expensive for my pensioner's budget”

Metal Quality5%

“Cheap Chinese steel”

Thickness2%

“It's not as slim as I wanted it to be”

Water Resistance1%

“This spade snapped in half when digging in soft mud. we've had 3 days of rain”

Natural Resource Wastage1%

“Waste of money”

Top return reasons

Size-Overall28%

Weight Heavy15%

Durability15%

Quality-Overall9%

Defective Material/Parts9%

Strength5%

Functionality-Overall4%

Product Condition2%

Advertised Vs Actual Product2%

Wood Quality1%

Common questions

Is spade profitable to sell on Amazon United Kingdom?: The niche generates £351K/yr across 19 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is +18.5%. Flapen's verdict: Worth a look (55/100).
How competitive is the spade niche?: 10 brands and 54 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 89% of demand.
What do buyers complain about in spade?: Top complaints mined from reviews: Quality-Overall, Durability, Strength. The return rate is 0.3%.
When does demand for spade peak?: Demand peaks in Mar–Apr–May; the busiest month runs 4.5× the quietest.
What does it cost to enter the spade niche?: Listings span £8.25–£25.11; the average listing price is £14.47 (sweet spot $15–$100). The average incumbent carries 524 reviews — the moat a new listing must climb.