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Treasure Chest

Maybe

The top 5 brands take only 43% of clicks. But shoppers spend only $62K a year here, so Treasure Chest is a Maybe.

Flapen Score
59
59 / 100
Top 20% of 5,777 Home & Garden niches · +8 vs the category median of 51
Market size
£62K/yr170K searches / yr
90-day growth
+9.9%search demand this quarter
Competition
38%top-5 click share · 43 brands · 54 sellers

Flapen Score

Treasure Chest against its category

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

59Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Treasure Chest market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Treasure Chest 170K times last year and spent an estimated £62K. The top 5 brands take 43% of clicks. Demand peaks in Nov–Dec. Flapen scores it 59 out of 100, a Maybe.

01 · Demand

3.2% of searches ended in a purchase last week.

Shoppers searched for this 170K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.2% of those searches ended in a purchase. Searches in the last 90 days moved +9.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £62K a year.

Searches, last 12 months
170K
Growth, 90 days vs prior 90
+9.9%
Conversion, latest week
3.2%
Market size, estimated
£62Ka year
Peak month
December2.0× the quietest month
Top search term
treasure chest73K searches a year

02 · Price

A sale here is worth £11.37.

Listings sell for £11.37 on average, from £3.19 to £26.01. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At £11.37 that is £0 to £1K a year per listing.

Average price
£11.37under the $15 to $100 sweet spot
Price range
£3.19–£26.01
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
1.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

98% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 13.1% of listings are out of stock. The average listing ranks #394 within Furniture. It carries 297 reviews at 4.21 stars, so a new listing needs social proof before a better product.

Sponsored listings
98%
Prime listings
100%
Out of stock, average day
13.1%
Average rank
#394in Furniture
Average rating
4.21 starsAmazon United Kingdom average 4.36 stars
Average reviews
297per listing
Listings tracked
51

04 · Newcomers

Amazon counts 0 of last year's 11 launches as successful.

11 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 38 months on average, so the names here are settling in.

Launched, last 12 months
11
Successful launches
0Amazon's first-year sales bar
Average brand age
38 months

Products

Top Treasure Chest 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 38% of clicks. An open shelf where new products get seen.

£0£2K£4K£6K£7K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

43 rising

Sellers

54

Top-5 brand share

43%

Top 20: 82%

Top-5 click share

38%

Top 20: 74%

Open market

53%

  • Lawei10%
  • Sincere Party9%
  • CSPone9%
  • infinimo8%
  • Ajuny7%
  • Aurobest4%

Demand

Treasure Chest search demand

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

6K4KHoliday '24Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 2.0×

Search terms

Top Treasure Chest search terms shoppers use

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

  • treasure chest73K/yr
  • treasure chest kids16K/yr
  • treasure box16K/yr
  • pirate treasure chest11K/yr
  • treasure chest storage box7K/yr
  • wooden treasure chest9K/yr
  • pirate chest7K/yr
  • mini treasure chest6K/yr
  • kids treasure chest7K/yr
  • small treasure chest5K/yr

Reviews and returns

What reviews say buyers love and hate about Treasure Chest

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

Complain

Size-Overall24%−0.09

The box is a small

also proportionally quite large for it

Very small

Locking Mechanism22%−0.13

Not lockable

Ended up throwing lock

Lock missing

Advertised Vs Actual Product10%−0.08

However, as several other reviewers have noted, this feels like a clear case of mis-selling or false advertising

Not as described

Not as per the photos

Strength3%+0.39

Cheap and flimsy rubbish

It broke with in a week the lock is to weak

Smell2%−0.01

Strong oily smell

Box is perfect for what I wanted except that there's a strong oily smell that clings to whatever you put in it

Love

Quality-Overall24%+1.65

capacity is great the quality

Great craftsmanship, beautifully done and look amazing too

Excellent product

Value For Money18%+1.04

Good for price

Good value for money

Great value

Strength8%+0.39

quite sturdy

Solid and well made

sturdiness is excellent

Gifting Purpose8%+0.69

Lovely gift 🎁 Grandson loved his gift just what he wanted

lovely little gift boxes

Nice little present for parents of new baby

Wood Quality7%+0.43

It's made out of wood my son is over the moon with this

The vintage wooden look is really nice

nice looking wood design

Return

1.4% Return rate 63% Fixable by listing

Size-Overall53%▆▇▇▇█▆

The box is a small

also proportionally quite large for it

Very small

Locking Mechanism9%▁█▄▃▃▄

Not lockable

Ended up throwing lock

Lock missing

Quality-Overall7%█▅▂▂▄▇
Defective Material/Parts7%▁▆██▆▃

Parts missing

Advertised Vs Actual Product3%█▁▅▁▄▇

However, as several other reviewers have noted, this feels like a clear case of mis-selling or false advertising

Not as described

Not as per the photos

FAQ

Common Treasure Chest questions

Answered from the same tracked data.