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Ice Axe

Fail

Demand is soft, at -78.4% this quarter, so Ice Axe is a Fail.

Flapen Score
27
27 / 100
Ranks 787 of 792 Sports & Outdoors niches · −23 vs the category median of 50
Market size
£29K/yr47K searches / yr
90-day growth
-78.4%search demand this quarter
Competition
92%top-5 click share · 5 brands · 15 sellers

Flapen Score

Ice Axe against its category

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

27Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Ice Axe market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Ice Axe 47K times last year and spent an estimated £29K. All 5 brands take every click. Flapen scores it 27 out of 100, a Fail.

01 · Demand

0.9% of searches ended in a purchase last week.

Shoppers searched for this 47K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.9% of those searches ended in a purchase. Searches in the last 90 days moved -78.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £29K a year.

Searches, last 12 months
47K
Growth, 90 days vs prior 90
-78.4%
Conversion, latest week
0.9%
Market size, estimated
£29Ka year
Top search term
ice axe38K searches a year

02 · Price

A sale here is worth £64.09.

Listings sell for £64.09 on average, from £22.07 to £116.39. Amazon reports units sold in ranges. This niche sold 250 to 500 a year. The average listing sells 0 to 100 of them. At £64.09 that is £0 to £6K a year per listing.

Average price
£64.09inside the $15 to $100 sweet spot
Price range
£22.07–£116.39
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
250–500
Units per listing a year
0–100
Revenue per listing a year
£0–£6K
Returns
3.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

43% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 17.5% of listings are out of stock. The average listing ranks #25 within Darts & Dartboards. It carries 154 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
43%
Prime listings
100%
Out of stock, average day
17.5%
Average rank
#25in Darts & Dartboards
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
154per listing
Listings tracked
7

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 62 months on average, so the names here are established.

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

Products

Top Ice Axe 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 92% of clicks. A locked shelf that new listings rarely crack.

£0£4K£9K£13K£17K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 falling

Sellers

15

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

92%

Top 20: 100%

Open market

0%

  • Thusine60%
  • Salewa27%
  • Namvo5%
  • Kong Italy5%
  • C.A.M.P.4%
  • Open — no brand owns it (0%)

Demand

Ice Axe search demand

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

2K2KFebMarAprMayJunJul

Peak months: Feb · busiest ÷ quietest = 8.8× · 6 of 12 months tracked

Reviews and returns

What reviews say buyers love and hate about Ice Axe

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

Complain

Terrain Suitability50%−0.53

Not good for steep mountaineering

Durability25%−0.23

Stand is unusable after 2 uses

Love

Fun/Entertainment Experience50%+1.84

My family enjoyed this game

Family fun

Two stars because it was fun whilst it lasted

Quality-Overall33%+3.06

Quality product

Return

3.3% Return rate 45% Fixable by listing

Size-Overall37%█▃▁▅▅▂
Quality-Overall12%▁█▁▃▁▄
Defective Material/Parts8%▁▆▁▂█▁
Mounting6%▁▁▁▁█▆
Strength4%▁█▁▁▁▆

FAQ

Common Ice Axe questions

Answered from the same tracked data.