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Stool

Maybe

Returns run at only 0.9% of orders. But demand is soft, at -3.6% this quarter, so Stool 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
£423K/yr1.4M searches / yr
90-day growth
-3.6%search demand this quarter
Competition
36%top-5 click share · 28 brands · 76 sellers

Flapen Score

Stool against its category

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

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

Market

The Stool market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Stool 1.4M times last year and spent an estimated £423K. The top 5 brands take 53% of clicks. 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 1.4M 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 -3.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £423K a year.

Searches, last 12 months
1.4M
Growth, 90 days vs prior 90
-3.6%
Conversion, latest week
2.5%
Market size, estimated
£423Ka year
Peak month
December1.4× the quietest month
Top search term
stool465K searches a year

02 · Price

A sale here is worth £12.30.

Listings sell for £12.30 on average, from £5.70 to £25.93. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 500 to 750 of them. At £12.30 that is £6K to £9K a year per listing.

Average price
£12.30under the $15 to $100 sweet spot
Price range
£5.70–£25.93
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
500–750
Revenue per listing a year
£6K–£9K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

80% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 2.5% of listings are out of stock. The average listing ranks #14 within Furniture. It carries 4,583 reviews at 4.45 stars, so a new listing needs social proof before a better product.

Sponsored listings
80%
Prime listings
89%
Out of stock, average day
2.5%
Average rank
#14in Furniture
Average rating
4.45 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,583per listing
Listings tracked
44

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 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 37 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
37 months

Products

Top Stool 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 36% of clicks. An open shelf where new products get seen.

£0£17K£34K£51K£68K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

28 falling

Sellers

76

Top-5 brand share

53%

Top 20: 92%

Top-5 click share

36%

Top 20: 73%

Open market

41%

  • HOUSE DAY16%
  • Utopia Home16%
  • WedDecor8%
  • Harbour Housewares7%
  • KEPLIN6%
  • Armo Home6%

Demand

Stool search demand

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

30K20KPrime Day '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Stool search terms shoppers use

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

  • stool465K/yr
  • folding stool195K/yr
  • collapsible stool84K/yr
  • foldable stool99K/yr
  • stools100K/yr
  • stools to sit on89K/yr
  • small stool59K/yr
  • fold up stool32K/yr
  • folding stools for adults34K/yr
  • stool chair27K/yr

Reviews and returns

What reviews say buyers love and hate about Stool

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

Complain

Size-Overall16%−0.10

Too small

NOT FIT FOR PURPOSE

It is a little short

Durability14%−0.12

Broke on first use

Fell apart

broke after one use

Strength9%+0.80

Not very strong

Weak plastic

Does not feel sturdy

Quality-Overall7%

Very poor quality and unsafe

Cheap trash

Bad Quality

Assembly/Installation4%−0.01

A bit tricky to assemble

bloody nightmare to put them together

Dificulty setting up

Love

Strength19%+0.80

strong build

Nice and strong

Sturdy Stool

Quality-Overall11%

Great product, just as described

Decent quality

These stools are actually really nice quality

Ease Of Use10%+0.95

Easy to fold out

Easy to use

Makes life easier

Value For Money8%+0.44

Good for the price

Excellent value

Excellent value

Portability6%+0.54

Very portable

Portable stool

Portable seat

Return

0.9% Return rate 35% Fixable by listing

Size-Overall28%▆█▇▆▆▇

Too small

NOT FIT FOR PURPOSE

It is a little short

Defective Material/Parts15%▇▇█▅▅▄
Strength7%█▆▇▄▇▅

Not very strong

Weak plastic

Does not feel sturdy

Weight Heavy7%▅▃▆▆▇█

it's a little too heavy for that

quite heavy

a little heavier than expected

Quality-Overall4%█▇▂▇▆▇

Very poor quality and unsafe

Cheap trash

Bad Quality

FAQ

Common Stool questions

Answered from the same tracked data.