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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

An estimated 0.9% of those searches ended in a purchase.

Shoppers searched for this 47K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

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 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

Est. top-5 brand share

100%

Top 20: 100%

Est. 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

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

50%of positive reviews mention “Fun/Entertainment Experience”
50%of negative reviews mention “Terrain Suitability”
3.3%of orders come back
“Not good for steep mountaineering”
A buyer, on “Terrain Suitability”50% 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.

12 topics

NegativePositive

FAQ

Common Ice Axe 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