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Thermos Flask

Fail

Demand is soft, at -22.9% this quarter, so Thermos Flask is a Fail.

Flapen Score
49
49 / 100
Ranks 3,207 of 5,777 Home & Garden niches · −2 vs the category median of 51
Market size
£1.2M/yr2.9M searches / yr
90-day growth
-22.9%search demand this quarter
Competition
52%top-5 click share · 15 brands · 95 sellers

Flapen Score

Thermos Flask against its category

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

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Thermos Flask market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Thermos Flask 2.9M times last year and spent an estimated £1.2M. The top 5 brands take 89% of clicks. Demand peaks in Jan–Oct–Nov–Dec. Flapen scores it 49 out of 100, a Fail.

01 · Demand

2.6% of searches ended in a purchase last week.

Shoppers searched for this 2.9M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.6% of those searches ended in a purchase. Searches in the last 90 days moved -22.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.2M a year.

Searches, last 12 months
2.9M
Growth, 90 days vs prior 90
-22.9%
Conversion, latest week
2.6%
Market size, estimated
£1.2Ma year
Peak month
December2.4× the quietest month
Top search term
thermos flask779K searches a year

02 · Price

A sale here is worth £15.87.

Listings sell for £15.87 on average, from £6.97 to £37.66. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 2,000 to 2,500 of them. At £15.87 that is £32K to £40K a year per listing.

Average price
£15.87inside the $15 to $100 sweet spot
Price range
£6.97–£37.66
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
2,000–2,500
Revenue per listing a year
£32K–£40K
Returns
1.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

79% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #90 within Vacuum Flasks. It carries 15,007 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
97%
Out of stock, average day
0.0%
Average rank
#90in Vacuum Flasks
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
15,007per listing
Listings tracked
34

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 46 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
46 months

Products

Top Thermos Flask 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£47K£94K£141K£188K1001K10K100K1.0M Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 falling

Sellers

95

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

52%

Top 20: 86%

Open market

9%

  • Thermos74%
  • MILTON8%
  • Contigo3%
  • THERMOcafé by THERMOS3%
  • Jumkeet2%
  • STANLEY1%
  • Open — no brand owns it (9 brands, 9%)

Demand

Thermos Flask search demand

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

125K75KSpike '24Black Friday '24Prime Day '25Spike '25Black Friday '25SepDecMarJunAugNovMarMay

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.4×

Search terms

Top Thermos Flask search terms shoppers use

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

  • thermos flask779K/yr
  • flask658K/yr
  • flask for hot drink408K/yr
  • thermos341K/yr
  • flasks for hot and cold drinks70K/yr
  • hot water flask75K/yr
  • thermal flask79K/yr
  • stainless steel flask25K/yr
  • flasks61K/yr
  • thermos flask for hot drinks52K/yr

Reviews and returns

What reviews say buyers love and hate about Thermos Flask

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

Complain

Heating18%−0.10

doesn't retain heat well

Dosen't hold the heat

Doesn't hold heat well

Leak-Proof13%

this one leaks

It leaks

Not leakproof

Quality-Overall8%+1.04

Bad quality

Cheap quality

isn't made super well

Durability7%−0.05

it broke during first use

broke very quickly

not durable

Value For Money7%+0.20

Ok just overpriced

You're paying almost £50. EXPENSIVE

Not great for price

Love

Quality-Overall21%+1.04

Good quality bottle

solid build quality

Amazing quality

Temperature Retention18%+1.81

Keeps water cool as it states

keeps drinks cold

Keeps hot

Value For Money8%+0.20

Good Value

Definitely worth the price

Good value for money

Leak-Proof7%

Does not leak

No leaks

Totally leak proof

Heating6%−0.10

Keeps heat etc

It retains heat

Good heat

Return

1.5% Return rate 74% Fixable by listing

Size-Overall61%▇████▇

Small

Very large

A shame that the cup is on the small side

Leak-Proof8%█▅▆▅▆▅

this one leaks

It leaks

Not leakproof

Heating3%██▄▅▆▂

doesn't retain heat well

Dosen't hold the heat

Doesn't hold heat well

Weight Heavy2%▃▅▆█▄▅
Defective Material/Parts2%▇▆▆▅█▆

FAQ

Common Thermos Flask questions

Answered from the same tracked data.