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Swan Microwave

Fail

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

Flapen Score
37
37 / 100
Ranks 5,154 of 5,777 Home & Garden niches · −14 vs the category median of 51
Market size
£88K/yr83K searches / yr
90-day growth
-7.6%search demand this quarter
Competition
52%top-5 click share · 5 brands · 27 sellers

Flapen Score

Swan Microwave against its category

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

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Swan Microwave market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Swan Microwave 83K times last year and spent an estimated £88K. All 5 brands take every click. Demand peaks in Sep–Oct–Nov–Dec. Flapen scores it 37 out of 100, a Fail.

01 · Demand

1.5% of searches ended in a purchase last week.

Shoppers searched for this 83K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.5% of those searches ended in a purchase. Searches in the last 90 days moved -7.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £88K a year.

Searches, last 12 months
83K
Growth, 90 days vs prior 90
-7.6%
Conversion, latest week
1.5%
Market size, estimated
£88Ka year
Peak month
November1.9× the quietest month
Top search term
swan microwave54K searches a year

02 · Price

A sale here is worth £73.52.

Listings sell for £73.52 on average, from £20.11 to £137.29. Amazon reports units sold in ranges. This niche sold 1K to 1K a year. The average listing sells 0 to 100 of them. At £73.52 that is £0 to £7K a year per listing.

Average price
£73.52inside the $15 to $100 sweet spot
Price range
£20.11–£137.29
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–£7K
Returns
4.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

76% of listings pay for placement with sponsored ads. 76% ship with Prime. On an average day, 21.7% of listings are out of stock. The average listing ranks #81 within Small Kitchen Appliances. It carries 433 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
76%
Prime listings
76%
Out of stock, average day
21.7%
Average rank
#81in Small Kitchen Appliances
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
433per listing
Listings tracked
25

04 · Newcomers

Amazon counts 9 of last year's 10 launches as successful.

10 products launched here in the last 12 months. Amazon counts 9 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
10
Successful launches
9Amazon's first-year sales bar
Average brand age
37 months

Products

Top Swan Microwave 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 52% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£7K£11K£14K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 rising

Sellers

27

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

52%

Top 20: 96%

Open market

0%

  • Swan90%
  • Russell Hobbs7%
  • Morphy Richards1%
  • GEEPAS1%
  • Salter1%

Demand

Swan Microwave search demand

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

3K2KSpike '25Black Friday '25Spike '26SepOctNovDecJanFebMarAprMayJunJul

Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 1.9×

Search terms

Top Swan Microwave search terms shoppers use

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

  • swan microwave54K/yr
  • swan retro microwave15K/yr
  • microwave swan11K/yr
  • swan microwave grey3K/yr

Reviews and returns

What reviews say buyers love and hate about Swan Microwave

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

Complain

Durability13%−0.12

Broken door

Died after 2 years and 1 month

Unusable after a few uses

Heating12%−0.14

takes ages to heat anything

Doesn't heat evenly

stopped heating up after only 6 months

Size-Overall10%−0.09

Small

A lot smaller than I thought it would be

Basic, I bought it for the colour, very small inside

Instructions/User Manual/Troubleshooting7%+0.05

The manual dials feel a bit cheap

I found the instructions difficult to work out

Delivered not in genuine Swan Box, and no instructions

Value For Money7%+0.53

Not worth the money at all

overpriced for what it is

Bit pricey

Love

Ease Of Use27%+2.19

Easy to use

for the specific usage above i can see it being worth the money

It's easy to operate

Quality-Overall16%+0.35

great microwave

Good Quality Product

Great stylish product

Color14%+1.06

Great colour

the colour is just right to match my other blue items works perfect

Very attractive colours these days

Value For Money11%+0.53

worth every penny

Excellent Value

Good value

Shape/Style4%−0.02

We did like the overall look and feel

Stylish and efficient

Great stylish product

Return

4.3% Return rate 52% Fixable by listing

Color29%▅▆▆█▅▅
Size-Overall16%▄▅▂▅█▄

Small

A lot smaller than I thought it would be

Basic, I bought it for the colour, very small inside

Heating14%▅▃█▅▁▄

takes ages to heat anything

Doesn't heat evenly

stopped heating up after only 6 months

Defective Material/Parts9%█▄▃▁▇▅
Functionality-Overall9%▇▆█▁▁▅

it didnt work

FAQ

Common Swan Microwave questions

Answered from the same tracked data.