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England

Fail

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

Filters Trending
Flapen Score
38
38 / 100
Ranks 718 of 792 Sports & Outdoors niches · −12 vs the category median of 50
Market size
£45K/yr300K searches / yr
90-day growth
+961.1%search demand this quarter
Competition
96%top-5 click share · 3 brands · 19 sellers

Flapen Score

England against its category

The dotted line is the Sports & Outdoors average. Past it, England is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The England market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for England 300K times last year and spent an estimated £45K. All 3 brands take every click. Demand peaks in Jun–Jul. Flapen scores it 38 out of 100, a Fail.

01 · Demand

An estimated 1.7% of those searches ended in a purchase.

Shoppers searched for this 300K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.7% of those searches ended in a purchase. Searches in the last 90 days moved +961.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £45K a year.

Searches, last 12 months
300K
Growth, 90 days vs prior 90
+961.1%
Conversion, latest week
1.7%
Market size, estimated
£45Ka year
Peak month
July14.9× the quietest month
Top search term
england164K searches a year

02 · Price

A sale here is worth £8.71.

Listings sell for £8.71 on average, from £5.51 to £12.73. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 750 to 1,000 of them. At £8.71 that is £7K to £9K a year per listing.

Average price
£8.71under the $15 to $100 sweet spot
Price range
£5.51–£12.73
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
750–1,000
Revenue per listing a year
£7K–£9K
Returns
1.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

83% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #24 within Supporters' Gear. It carries 1,612 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
83%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#24in Supporters' Gear
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,612per listing
Listings tracked
6

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 31 months on average, so a newcomer is not facing entrenched names.

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

Products

Top England products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 29, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 96% of clicks. A locked shelf that new listings rarely crack.

£0£9K£18K£27K£36K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 falling

Sellers

19

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

96%

Top 20: 100%

Open market

0%

  • Mitre90%
  • The England Football Association6%
  • England FA4%

Demand

England search demand

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

45K35KSpike '24Black Friday '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26Prime Day '26SepDecMarJunAugNovMarMay

Peak months: Jun, Jul · busiest ÷ quietest = 14.9×

Search terms

Top England search terms shoppers use

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

  • england164K/yr
  • england football57K/yr
  • england accessories23K/yr
  • england merchandise15K/yr
  • englan19K/yr
  • england football merchandise9K/yr
  • england football accessories7K/yr
  • england merch7K/yr
  • england accessories football167/yr

Reviews and returns

What reviews say buyers love and hate about England

We read the reviews and the return reasons for every product selling here.

31%of positive reviews mention “Quality-Overall”
39%of negative reviews mention “Size-Overall”
1.0%of orders come back
“Its small”
A buyer, on “Size-Overall”39% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common England questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data