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Worms

Fail

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

Flapen Score
34
34 / 100
Ranks 5,377 of 5,777 Home & Garden niches · −17 vs the category median of 51
Market size
£42K/yr72K searches / yr
90-day growth
+16.9%search demand this quarter
Competition
85%top-5 click share · 5 brands · 7 sellers

Flapen Score

Worms against its category

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

34Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Worms market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Worms 72K times last year and spent an estimated £42K. All 5 brands take every click. Demand peaks in Apr–May. Flapen scores it 34 out of 100, a Fail.

01 · Demand

6.7% of searches ended in a purchase last week.

Shoppers searched for this 72K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.7% of those searches ended in a purchase. Searches in the last 90 days moved +16.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £42K a year.

Searches, last 12 months
72K
Growth, 90 days vs prior 90
+16.9%
Conversion, latest week
6.7%
Market size, estimated
£42Ka year
Peak month
May2.1× the quietest month
Top search term
worms29K searches a year

02 · Price

A sale here is worth £8.76.

Listings sell for £8.76 on average, from £3.66 to £16.00. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £8.76 that is £876 to £2K a year per listing.

Average price
£8.76under the $15 to $100 sweet spot
Price range
£3.66–£16.00
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£876–£2K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

89% of listings pay for placement with sponsored ads. 22% ship with Prime. On an average day, 4.3% of listings are out of stock. The average listing ranks #136 within Bird & Wildlife Care. It carries 2,095 reviews at 4.63 stars, so a new listing needs social proof before a better product.

Sponsored listings
89%
Prime listings
22%
Out of stock, average day
4.3%
Average rank
#136in Bird & Wildlife Care
Average rating
4.63 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,095per listing
Listings tracked
9

04 · Newcomers

Amazon counts 1 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 57 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
1Amazon's first-year sales bar
Average brand age
57 months

Products

Top Worms 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 85% of clicks. A locked shelf that new listings rarely crack.

£0£6K£13K£19K£25K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 falling

Sellers

7

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

0%

  • Wormi Vermi67%
  • Yorkshire Worms22%
  • Matwsec4%
  • Pet Ting4%
  • Generic3%

Demand

Worms search demand

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

3K2KSpike '25Spike '26JulAugSepOctNovDecJanFebMarAprMayJunJul

Peak months: Apr, May · busiest ÷ quietest = 2.1×

Search terms

Top Worms search terms shoppers use

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

  • worms29K/yr
  • live worms10K/yr
  • worm13K/yr
  • earthworms7K/yr
  • dendrobaena worms5K/yr
  • earth worms live3K/yr
  • yorkshire worms3K/yr
  • earth worms3K/yr

Reviews and returns

What reviews say buyers love and hate about Worms

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

Complain

Size-Overall30%−0.11

Big bag

the bag isnt that big

Small

Value For Money23%+0.27

High Price

Expensive by good

Not good value

Advertised Vs Actual Product14%−0.06

Not a 5L bag, misleading

Photos of worms misleading you dont get many for your money lets hope they get a bit frisky

Not what I was hoping for

Taste-Overall5%+0.35

Personally, I couldn't tell you what they taste like,

Quality-Overall5%+1.13

Very very poor quality

Love

Pet Friendly33%

Bird heaven

always happy Birds love it

Garden birds love these

Value For Money22%+0.27

Reasonable price

Good Value

Good value for money

Quality-Overall22%+1.13

Good quality mealworms

The quality of these worms are amazing

Excellent product

Size-Overall6%−0.11

Fit for purpose

A nice big bag

Good sized bag

Taste-Overall3%+0.35

Yummy For Birds

Yummy

Return

0.0% Return rate 83% Fixable by listing

Size-Overall83%████▁▅

Big bag

the bag isnt that big

Small

Smell8%▁▁▁▁█▁

As others have said, smells awful and you don't get much for the price

Quality-Overall8%▁▁▁▁▁█

Very very poor quality

FAQ

Common Worms questions

Answered from the same tracked data.