Skip to content

Vermiculite

Fail

Demand is soft, at -37.7% this quarter, so Vermiculite is a Fail.

Flapen Score
47
47 / 100
Ranks 3,643 of 5,777 Home & Garden niches · −4 vs the category median of 51
Market size
£281K/yr175K searches / yr
90-day growth
-37.7%search demand this quarter
Competition
74%top-5 click share · 10 brands · 68 sellers

Flapen Score

Vermiculite against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Vermiculite market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Vermiculite 175K times last year and spent an estimated £281K. The top 5 brands take 83% of clicks. Demand peaks in Feb–Mar–Apr–May. Flapen scores it 47 out of 100, a Fail.

01 · Demand

11.8% of searches ended in a purchase last week.

Shoppers searched for this 175K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.8% of those searches ended in a purchase. Searches in the last 90 days moved -37.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £281K a year.

Searches, last 12 months
175K
Growth, 90 days vs prior 90
-37.7%
Conversion, latest week
11.8%
Market size, estimated
£281Ka year
Peak month
March5.1× the quietest month
Top search term
vermiculite114K searches a year

02 · Price

A sale here is worth £13.56.

Listings sell for £13.56 on average, from £5.05 to £33.71. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 1,500 to 2,000 of them. At £13.56 that is £20K to £27K a year per listing.

Average price
£13.56under the $15 to $100 sweet spot
Price range
£5.05–£33.71
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
1,500–2,000
Revenue per listing a year
£20K–£27K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

75% of listings pay for placement with sponsored ads. 42% ship with Prime. On an average day, 1.3% of listings are out of stock. The average listing ranks #235 within Fertilisers & Plant Food. It carries 1,108 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
75%
Prime listings
42%
Out of stock, average day
1.3%
Average rank
#235in Fertilisers & Plant Food
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,108per listing
Listings tracked
12

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 59 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
59 months

Products

Top Vermiculite 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 74% of clicks. A locked shelf that new listings rarely crack.

£0£42K£84K£126K£168K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 flat

Sellers

68

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

13%

  • Westland47%
  • R&R SHOP16%
  • Grow Chem9%
  • Hardys7%
  • TOP SAVER5%
  • bhomescent4%
  • Open — no brand owns it (4 brands, 13%)

Demand

Vermiculite search demand

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

7K5KSpike '24Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Feb, Mar, Apr, May · busiest ÷ quietest = 5.1×

Search terms

Top Vermiculite search terms shoppers use

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

  • vermiculite114K/yr
  • vermiculite for plants47K/yr
  • vermiculite 100 litre bag4K/yr
  • horticultural vermiculite5K/yr
  • vermiculite for seeds6K/yr

Reviews and returns

What reviews say buyers love and hate about Vermiculite

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

Complain

Value For Money19%+0.94

Very expensive

overpriced

More expensive than any DIY or garden centre

Size-Overall17%−0.02

Not fit for purpose

Vermiculite is rather large

bag smaller than I thought

Advertised Vs Actual Product12%−0.04

bag not as shown either

False information

NOT the 'pretty box' the advert displays

Quality-Overall10%−0.03

Product quality/performance lacking

1 Star : Extremely poor quality product

Very disappointed with the quality/quantity

Thickness8%−0.05

Bags are as thin as cardboard no way is there the correct amount packs in the bags

Love

Value For Money30%+0.94

Excellent value

Good price

Value for money

Quality-Overall26%−0.03

Excellent product

Nice quality, small size, perfect for sowing seeds

Excellent quality and size of grain

Plant Growth15%+1.27

Excellent product ensuring good plant growth

Really helps plants thrive

Blooming good

Advertised Vs Actual Product8%−0.04

Just What I Needed

Does the job

As expected

Ease Of Use3%+0.68

Easy to use

made them easy to handle

Useful

Return

0.1% Return rate 45% Fixable by listing

Advertised Vs Actual Product23%▁▁▅▆█▇

bag not as shown either

False information

NOT the 'pretty box' the advert displays

Size-Overall19%█▁▂▁▂▂

Not fit for purpose

Vermiculite is rather large

bag smaller than I thought

Value For Money16%▁█▅▆▄▅

Very expensive

overpriced

More expensive than any DIY or garden centre

Functionality-Overall6%▁█▁▁▁▁
Eco Friendliness6%▁▁▁█▁▆

FAQ

Common Vermiculite questions

Answered from the same tracked data.