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20m Fairy Lights

Fail

Shoppers spend only $15K a year here, so 20m Fairy Lights is a Fail.

Flapen Score
34
34 / 100
Ranks 322 of 370 Lighting niches · −13 vs the category median of 47
Market size
£15K/yr19K searches / yr
90-day growth
-8.0%search demand this quarter
Competition
69%top-5 click share · 8 brands · 15 sellers

Flapen Score

20m Fairy Lights against its category

The dotted line is the Lighting average. Past it, 20m Fairy Lights is stronger. Inside it, weaker.

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

Market

The 20m Fairy Lights market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for 20m Fairy Lights 19K times last year and spent an estimated £15K. The top 5 brands take 85% of clicks. Flapen scores it 34 out of 100, a Fail.

01 · Demand

6.9% of searches ended in a purchase last week.

Shoppers searched for this 19K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.9% 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 £15K a year.

Searches, last 12 months
19K
Growth, 90 days vs prior 90
-8.0%
Conversion, latest week
6.9%
Market size, estimated
£15Ka year
Top search term
fairy lights 20m4K searches a year

02 · Price

A sale here is worth £11.14.

Listings sell for £11.14 on average, from £7.37 to £18.69. Amazon reports units sold in ranges. This niche sold 1K to 2K a year. The average listing sells 0 to 100 of them. At £11.14 that is £0 to £1K a year per listing.

Average price
£11.14under the $15 to $100 sweet spot
Price range
£7.37–£18.69
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
3.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 8.8% of listings are out of stock. The average listing ranks #168 within String Lights. It carries 8,565 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
100%
Out of stock, average day
8.8%
Average rank
#168in String Lights
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
8,565per listing
Listings tracked
11

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 39 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
39 months

Products

Top 20m Fairy Lights 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£3K£5K£6K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

15

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

8%

  • Ollny50%
  • Lepro10%
  • FairyGlim10%
  • Bszatan8%
  • Jsdoin7%
  • XmasBokeh7%
  • Open — no brand owns it (2 brands, 8%)

Demand

20m Fairy Lights search demand

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

1K750Spike '26DecJanFebMarAprMayJunJul

Peak months: Jan, Dec · busiest ÷ quietest = 9.7× · 8 of 12 months tracked

Search terms

Top 20m Fairy Lights search terms shoppers use

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

  • fairy lights 20m4K/yr
  • 20m fairy lights4K/yr
  • ollny fairy lights8K/yr
  • ollny christmas lights4K/yr

Reviews and returns

What reviews say buyers love and hate about 20m Fairy Lights

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

Complain

Durability36%−0.28

Already broken - quite disappointed as only had for about 3 months

Very gutted it broke after such a short amount of time

They dont last

Size-Overall14%−0.04

lights a tiny

Suitable For Outdoor14%−0.12

Returns not outdoor

Not outdoor

Remote Control14%−0.07

Remote is pathetic

Functionality-Overall7%−0.06

Stopped working

Love

Brightness/Shine/Glow34%+1.48

Bright lights

Nice lights

Excellent quality lights

Quality-Overall24%+1.61

Excellent quality

Great product

they looked great

Color5%−0.05

So pretty

Beautiful lights, the colour is perfect, just what we wanted

nice warm white colour

Compactness4%+0.35

Take up practically no space

Warmth4%+0.07

V cozy

Return

3.0% Return rate 40% Fixable by listing

Color19%▁▆▆█▆█

Not a very warm white

Functionality-Overall17%▆█▆▄▅▃

Stopped working

Size-Overall10%▅▂▂▄▅█

lights a tiny

Brightness/Shine/Glow9%▅██▆▄▇
Defective Material/Parts8%▁▄█▅█▆

FAQ

Common 20m Fairy Lights questions

Answered from the same tracked data.