stool
Worth a lookShows low returns (0.9%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Brand share
Great53%top-5 brand share — no brand owns this niche
Competition
Great36%top-5 click share — an open shelf
Market size
Good£423K£423K/yr · 1.4M searches
Price range
Good£5.70–£25.93cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£12.30avg listing price — sweet spot $15–$100
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.5%search→purchase rate — share of searches ending in a sale
Review moat
Bad4,583.45avg incumbent reviews — the moat a new listing must climb
Growth
Bad-3.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, stool is a £423K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 53% of demand. Verdict: Worth a look — 56/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
stool market data
- Units sold / yr
- 30K–40K
- avg 500–750/product
- Revenue / yr
- £369K–£492K
- units × avg price
- Conversion rate
- 2.5%
- Avg BSR
- #14
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 80%
- Out of stock
- 2.5%
- Avg brand age
- 37 months
- Avg seller age
- 184 days
Competition & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.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 & seasonality
Weekly Amazon search volume, last 104 weeks — -3.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top stool search terms
- 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
Top stool 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Utopia Home Folding Step Stool 9 Inch Portable Anti Slip Surface for Kids and Adults Heavy Duty Folding Stool with Carrying Handle 300 lbs Load Capacity Pack of 1 White
Utopia Home£5.704.6★29,311 rev
Harbour Housewares Black Padded Folding Stool - Easy Store Metal Frame Sponge Padded Stool with Floor Protector Bumper Feet Lightweight Foldable Seat for Kitchen Bar Breakfast Bar
Harbour Housewares£11.534.3★2,571 rev
HOUSE DAY Folding Step Stool 13 inch(33cm) Height Medium Heavy Duty Foldable Stool for Adults Large Foldable Step Non-Slip Folding Stools Portable Plastic Collapsible Step for Kids - Black
HOUSE DAY£10.854.6★4,268 rev
HOUSE DAY Heavy Duty Plastic Step Stool 11 inch Black - Foldable Sturdy Skid Resistant Kitchen Bathroom Stool 300 lbs Capacity
HOUSE DAY£9.894.5★3,061 rev
Armo Folding Stool Step Down Footstool With Carry Handle Compact Foldable Foot Stool DIY Footstool Ladder MAX Weight 150KG (Black)
Armo Home£6.624.7★1,757 rev
Newest
by launch date
WedDecor Telescopic Folding Stool Retractable Seat 440lbs - Orange
WedDecor£10.27562 rev
YOUEON 9 Inch Small Wooden Step Stool Non-Slip One Step Stool for Adults Holds up to 300 Lbs Portable & Sturdy Footstool for Bedroom Bathroom Kitchen Easy to Assemble
YOUEON£14.59399 rev
Trimming Shop Telescopic Folding Stool Portable Seat 440lbs Rainbow
Trimming Shop£9.62240 rev
WedDecor Telescopic Folding Stool Retractable Seat 440lbs - Blue
WedDecor£10.33562 rev
WedDecor Telescopic Folding Stool Retractable Seat 440lbs - Black
WedDecor£10.41562 rev
Trending
90-day click momentumTrimming Shop Telescopic Folding Stool Portable Seat 440lbs Rainbow
Trimming Shop£9.624.5★
WedDecor Telescopic Folding Stool Retractable Seat 440lbs - Blue
WedDecor£10.334.5★
KEPLIN 9 Inch Heavy Duty Folding Step Stool | Non-Slip Foldable Footstool for Toddlers Children & Adults | Portable Lightweight Plastic Footstep w/Carrying Handle for Indoor or Outdoor (Black)
KEPLIN£8.184.6★
HOUSE DAY Folding Step Stool 18 Inch Heavy Duty Step Stool for Adults Portable & Collapsible Stepping Stools Anti-Slip Stepstool 300 LBS Capacity Foldable Steps for DIY Garage Bathroom - Black
HOUSE DAY£17.204.4★
WedDecor Telescopic Folding Stool Retractable Seat 440lbs - Orange
WedDecor£10.274.5★
What buyers say about stool
What buyers praise and complain about, mined from review topics.What buyers love
“strong build”
“Great product, just as described”
“Easy to fold out”
“Good for the price”
“Very portable”
“As advertised”
“Light and easy to carry”
“Perfect Fit”
“Very easy to put together”
“Reasonably comfortable”
What buyers complain about
“Too small”
“Broke on first use”
“Not very strong”
“Very poor quality and unsafe”
“A bit tricky to assemble”
“cheaper elsewhere”
“it's a little too heavy for that”
“Difficult to manipulate”
“bad design”
“Not as described”
Top return reasons
Common questions
- Is stool profitable to sell on Amazon United Kingdom?
- The niche generates £423K/yr across 44 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -3.6%. Flapen's verdict: Worth a look (56/100).
- How competitive is the stool niche?
- 28 brands and 76 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 53% of demand.
- What do buyers complain about in stool?
- Top complaints mined from reviews: Size-Overall, Durability, Strength. The return rate is 0.9%.
- When does demand for stool peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the stool niche?
- Listings span £5.70–£25.93; the average listing price is £12.30 (sweet spot $15–$100). The average incumbent carries 4,583 reviews — the moat a new listing must climb.