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12kg Washing Machine

Fail

Prices span $194.44–$1059.43, mostly outside the sweet spot, so 12kg Washing Machine is a Fail.

Flapen Score
39
39 / 100
Ranks 57 of 75 Large Appliances niches · −6 vs the category median of 45
Market size
£150K/yr82K searches / yr
90-day growth
-8.0%search demand this quarter
Competition
51%top-5 click share · 13 brands · 23 sellers

Flapen Score

12kg Washing Machine against its category

The dotted line is the Large Appliances average. Past it, 12kg Washing Machine is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The 12kg Washing Machine market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for 12kg Washing Machine 82K times last year and spent an estimated £150K. The top 5 brands take 80% of clicks. Demand peaks in Jan. Flapen scores it 39 out of 100, a Fail.

01 · Demand

0.5% of searches ended in a purchase last week.

Shoppers searched for this 82K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.5% of those searches ended in a purchase. Searches in the last 90 days moved -8.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £150K a year.

Searches, last 12 months
82K
Growth, 90 days vs prior 90
-8.0%
Conversion, latest week
0.5%
Market size, estimated
£150Ka year
Peak month
January2.0× the quietest month
Top search term
12kg washing machine24K searches a year

02 · Price

A sale here is worth £345.64.

Listings sell for £345.64 on average, from £194.44 to £1059.43. Amazon reports units sold in ranges. This niche sold 500 to 750 a year. The average listing sells 0 to 100 of them. At £345.64 that is £0 to £35K a year per listing.

Average price
£345.64above the $15 to $100 sweet spot
Price range
£194.44–£1059.43
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
500–750
Units per listing a year
0–100
Revenue per listing a year
£0–£35K
Returns
3.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

88% of listings pay for placement with sponsored ads. 73% ship with Prime. On an average day, 16.9% of listings are out of stock. The average listing ranks #38 within Large Appliances. It carries 185 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
88%
Prime listings
73%
Out of stock, average day
16.9%
Average rank
#38in Large Appliances
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
185per listing
Listings tracked
26

04 · Newcomers

Amazon counts 7 of last year's 8 launches as successful.

8 products launched here in the last 12 months. Amazon counts 7 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 44 months on average, so the names here are settling in.

Launched, last 12 months
8
Successful launches
7Amazon's first-year sales bar
Average brand age
44 months

Products

Top 12kg Washing Machine 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 51% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£15K£23K£30K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 rising

Sellers

23

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

51%

Top 20: 95%

Open market

13%

  • Hoover25%
  • Hisense24%
  • HYE18%
  • Haier7%
  • SIA6%
  • COMFEE'6%
  • Open — no brand owns it (7 brands, 13%)

Demand

12kg Washing Machine search demand

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

2K2KPrime Day '25Spike '25Black Friday '25Spike '26MayJunJulAugSepOctNovDecJanFebMarAprMayJunJul

Peak months: Jan · busiest ÷ quietest = 2.0×

Search terms

Top 12kg Washing Machine search terms shoppers use

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

  • 12kg washing machine24K/yr
  • 14kg washing machine13K/yr
  • 12 kg washing machine8K/yr
  • washing machines 12kg8K/yr
  • 11kg washing machine7K/yr
  • washing machine 12kg7K/yr
  • 15kg washing machine7K/yr
  • 13kg washing machine5K/yr
  • hisense washing machine 12kg4K/yr

Reviews and returns

What reviews say buyers love and hate about 12kg Washing Machine

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

Complain

Noise Level13%+1.47

Hate to hear a noisy one if this is supposed to be quite

a bit noisy

Noisy

Size-Overall12%−0.07

just to small for me

Big

Not fit for purpose

Assembly/Installation11%−0.09

Appalling Installation

Do not order installation

The Installation carried out was appalling

Functionality-Overall10%−0.10

No help when something goes wrong

it has today stopped working

still won't work

Durability9%−0.07

Broke after 5 months

Stopped working after two months

It broke twice

Love

Noise Level26%+1.47

doesnt make lots of noise

fairly quiet

Quiet & efficient

Value For Money18%+1.27

Worth every penny

Fantastic price

Amazing value

Quality-Overall17%+0.65

Brilliant quality

This washing machine is top quality

no complaints so far

Ease Of Use11%+0.94

EASY TO USE

very easy to operate

Very straight forward to use

Ease Of Cleaning4%+0.07

Good washer

Great washes

Washer is good, silent and easy to use

Return

3.7% Return rate 19% Fixable by listing

Defective Material/Parts21%▄▄▄▄█▅
Functionality-Overall15%▃▇█▅▅▄

No help when something goes wrong

it has today stopped working

still won't work

Size-Overall14%▃▄▅█▁▅

just to small for me

Big

Not fit for purpose

Noise Level13%█▅▁▁▅▅

Hate to hear a noisy one if this is supposed to be quite

a bit noisy

Noisy

Assembly/Installation7%▃▁▃▃▁█

Appalling Installation

Do not order installation

The Installation carried out was appalling

FAQ

Common 12kg Washing Machine questions

Answered from the same tracked data.