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Strulch

Fail

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

Flapen Score
48
48 / 100
Ranks 3,444 of 5,777 Home & Garden niches · −3 vs the category median of 51
Market size
£210K/yr81K searches / yr
90-day growth
+49.3%search demand this quarter
Competition
96%top-5 click share · 5 brands · 28 sellers

Flapen Score

Strulch against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Strulch market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Strulch 81K times last year and spent an estimated £210K. All 5 brands take every click. Demand peaks in Mar–Apr–May–Jun. Flapen scores it 48 out of 100, a Fail.

01 · Demand

13.9% of searches ended in a purchase last week.

Shoppers searched for this 81K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 13.9% of those searches ended in a purchase. Searches in the last 90 days moved +49.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £210K a year.

Searches, last 12 months
81K
Growth, 90 days vs prior 90
+49.3%
Conversion, latest week
13.9%
Market size, estimated
£210Ka year
Peak month
May8.2× the quietest month
Top search term
strulch44K searches a year

02 · Price

A sale here is worth £18.63.

Listings sell for £18.63 on average, from £5.61 to £26.11. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 1,500 to 2,000 of them. At £18.63 that is £28K to £37K a year per listing.

Average price
£18.63inside the $15 to $100 sweet spot
Price range
£5.61–£26.11
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
1,500–2,000
Revenue per listing a year
£28K–£37K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

83% of listings pay for placement with sponsored ads. 33% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #12 within Soils, Mulches & Planting Media. It carries 1,420 reviews at 4.62 stars, so a new listing needs social proof before a better product.

Sponsored listings
83%
Prime listings
33%
Out of stock, average day
0.0%
Average rank
#12in Soils, Mulches & Planting Media
Average rating
4.62 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,420per listing
Listings tracked
6

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 48 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
48 months

Products

Top Strulch 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 96% of clicks. A locked shelf that new listings rarely crack.

£0£42K£84K£126K£168K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 falling

Sellers

28

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

96%

Top 20: 100%

Open market

0%

  • YouGarden69%
  • Strulch13%
  • Thompson & Morgan10%
  • Pillow Wad4%
  • Muddy Hands4%

Demand

Strulch search demand

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

5K4KSpike '24Black Friday '24Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Mar, Apr, May, Jun · busiest ÷ quietest = 8.2×

Search terms

Top Strulch search terms shoppers use

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

  • strulch44K/yr
  • strulch garden mulch 2x 100 litre bags14K/yr
  • straw mulch9K/yr
  • strulch garden mulch5K/yr
  • straw mulch for gardening3K/yr
  • strulch mulch4K/yr
  • strulch sale2K/yr

Reviews and returns

What reviews say buyers love and hate about Strulch

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

Complain

Value For Money16%+0.66

A little expensive

Expensive for what it is

Expensive

Plant Growth14%−0.04

Beware this has killed a lot of young plants in my garden

I just lost 2 weeks of crops

Quality-Overall11%−0.03

Bad quality straws

Very poor product

Contamination7%−0.07

Pests - Avoid This Product

Although the straw appears normal at first glance, the bale was contaminated with both grain and pests

Advertised Vs Actual Product7%−0.04

2 stars, not 1, because the problem could be me not reading the product description fully

Love

Quality-Overall22%−0.03

Excellent product

Super strulch

Good quality Strulch

Plant Growth17%−0.04

Perfect for my new plants

improved the growth of my plants

Plants love it and growing well

Value For Money16%+0.66

Worth every penny

Great value

Good Value

Ease Of Use10%+0.91

Easy to use

most of all it is really easy to manage

its easy to handle

Smell9%+1.40

love the smell

just as expected lovely fresh smelling product

smells lovely too of natural straw

Return

0.0% Return rate 67% Fixable by listing

Size-Overall50%▁█▁▁▁█

The package looks quite small

the bag looks small

Plant Growth17%▁▁█▁▁▁

Beware this has killed a lot of young plants in my garden

I just lost 2 weeks of crops

Advertised Vs Actual Product17%▁▁▁▁█▁

2 stars, not 1, because the problem could be me not reading the product description fully

Functionality-Overall8%▁▁▁▁█▁
Product Condition8%▁▁▁▁█▁

FAQ

Common Strulch questions

Answered from the same tracked data.