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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

1.7% of searches ended in a purchase last week.

Shoppers searched for this 300K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 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

Top-5 brand share

100%

Top 20: 100%

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 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

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

Complain

Size-Overall39%+1.94

Its small

Great pyjamas sizes smaller than they say

Very small and did not stay inflated

Flatness18%−0.19

just keeps going flat

It lasted all of half hour as it keeps going flat

Inflation/Deflation12%−0.07

Ball does not arrive inflated

This ball was not inflated

Comes deflated so you need a ball pump to pump it up

Stitch/Finish/Polish9%−0.09

this latest time after I pumped it up I've noticed the stitching has broken all along one seam

Broken stitching

Instructions/User Manual/Troubleshooting9%−0.09

No instructions to inflate

Love

Quality-Overall31%+0.57

Good decent football

Good quality

The quality is excellent

Value For Money18%+1.13

Very good price

worth every penny

Great value

Size-Overall14%+1.94

Good sizing

the small size makes it perfect for our three year-old

Got these for my grandson aged 10 years old but always needs a bigger size, fits him

Fun/Entertainment Experience11%−0.07

a bit of fun

Great ball for my son

Ease Of Use7%+0.42

easy to use for him

Return

1.0% Return rate 55% Fixable by listing

Size-Overall47%▆▆▆▁▂█

Its small

Great pyjamas sizes smaller than they say

Very small and did not stay inflated

Inflation/Deflation19%▅▅▃█▇▃

Ball does not arrive inflated

This ball was not inflated

Comes deflated so you need a ball pump to pump it up

Quality-Overall5%▁▁▁█▁▂

Poor quality

theyre just badly made/poor quality

Defective Material/Parts4%▁█▁▁▃▁
Leak-Proof4%▁▁▂█▁▂

FAQ

Common England questions

Answered from the same tracked data.