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Hockey Stick

Fail

Demand is soft, at -49.8% this quarter, so Hockey Stick is a Fail.

Flapen Score
29
29 / 100
Ranks 785 of 792 Sports & Outdoors niches · −21 vs the category median of 50
Market size
£21K/yr138K searches / yr
90-day growth
-49.8%search demand this quarter
Competition
96%top-5 click share · 4 brands · 13 sellers

Flapen Score

Hockey Stick against its category

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

29Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hockey Stick market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hockey Stick 138K times last year and spent an estimated £21K. All 4 brands take every click. Flapen scores it 29 out of 100, a Fail.

01 · Demand

0.6% of searches ended in a purchase last week.

Shoppers searched for this 138K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.6% of those searches ended in a purchase. Searches in the last 90 days moved -49.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £21K a year.

Searches, last 12 months
138K
Growth, 90 days vs prior 90
-49.8%
Conversion, latest week
0.6%
Market size, estimated
£21Ka year
Top search term
hockey stick82K searches a year

02 · Price

A sale here is worth £25.29.

Listings sell for £25.29 on average, from £14.28 to £45.83. Amazon reports units sold in ranges. This niche sold 1K to 1K a year. The average listing sells 0 to 100 of them. At £25.29 that is £0 to £3K a year per listing.

Average price
£25.29inside the $15 to $100 sweet spot
Price range
£14.28–£45.83
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
2.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

67% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 27.5% of listings are out of stock. The average listing ranks #15 within Hockey. It carries 92 reviews at 4.37 stars, so a new listing needs social proof before a better product.

Sponsored listings
67%
Prime listings
83%
Out of stock, average day
27.5%
Average rank
#15in Hockey
Average rating
4.37 starsAmazon United Kingdom average 4.36 stars
Average reviews
92per listing
Listings tracked
6

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 52 months on average, so the names here are settling in.

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

Products

Top Hockey Stick 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£4K£8K£12K£17K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

13

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

96%

Top 20: 100%

Open market

0%

  • BYTE82%
  • Kookaburra8%
  • Y6%
  • NIWWIN4%

Demand

Hockey Stick search demand

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

5K3KBlack Friday '25Spike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 4.1× · 10 of 12 months tracked

Search terms

Top Hockey Stick search terms shoppers use

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

  • hockey stick82K/yr
  • hockey sticks13K/yr
  • kids hockey stick9K/yr
  • grays hockey stick12K/yr
  • junior hockey stick7K/yr
  • field hockey stick4K/yr
  • girls hockey stick3K/yr
  • kookaburra hockey stick4K/yr
  • hockey stick 36.54K/yr

Reviews and returns

What reviews say buyers love and hate about Hockey Stick

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

Complain

Quality-Overall33%

It's cheap for a reason

Material Quality33%

Will go for a carbon fibre one next time - this one is poorly made

Durability33%

Snapped after less than 1 months use by a 14 year old in school pe lessons

Return

2.2% Return rate 72% Fixable by listing

Size-Overall72%▁█▆▁▁▁
Design-Overall11%
Quality-Overall11%▁▁█▁▁▁

It's cheap for a reason

Assembly/Installation6%

FAQ

Common Hockey Stick questions

Answered from the same tracked data.