dive sticks
Worth a lookShows low returns (0.3%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Great10.5%search→purchase rate — share of searches ending in a sale
Growth
Great+91.7%90-day search growth — must beat 0% to launch
Review moat
Good905.19avg incumbent reviews — the moat a new listing must climb
Brand share
Good69%top-5 brand share — brands hold most of the demand
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Market size
Okay£144K£144K/yr · 167K searches
Avg price
Bad£8.21avg listing price — sweet spot $15–$100
Price range
Bad£4.43–£13.93cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, dive sticks is a £144K/yr Amazon United Kingdom market (167K searches/yr). The top 5 brands hold 69% of demand. Demand peaks in May–Jun–Jul–Aug. Verdict: Worth a look — 59/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
dive sticks market data
- Units sold / yr
- 15K–20K
- avg 500–750/product
- Revenue / yr
- £123K–£164K
- units × avg price
- Conversion rate
- 10.5%
- Avg BSR
- #23
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 4.2%
- Avg brand age
- 27 months
- Avg seller age
- 190 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
18 rising
Sellers
56
Top-5 brand share
69%
Top 20: 100%
Top-5 click share
58%
Top 20: 95%
Open market
27%
- DTYDECLE20%
- Zoggs16%
- Intex15%
- Xndryan11%
- Mactoou7%
- Vinitoy5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +91.7% search growth over the last 90 days.Peak months: May, Jun, Jul, Aug · busiest ÷ quietest = 4.2×
Top dive sticks search terms
- sinkies for kids swimming37K/yr
- pool sinkers for kids16K/yr
- sinkies19K/yr
- pool sinkers13K/yr
- sinkers for swimming kids17K/yr
- dive sticks18K/yr
- sinkers9K/yr
- sinky pool toys6K/yr
- diving sticks7K/yr
- swimming sinkers for kids8K/yr
Top dive sticks products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
DTYDECLE 18pcs Diving Pool Toys Swimming Pool Toys Set with Diving Rings Diving Torpedo Diving Seagrass Marine gem Underwater Training Diving Game Toys for Kids Summer Swimming Pool Party
DTYDECLE£7.704.6★644 rev
Intex Underwater Play Sticks 5 Pack Sinking Pool Diving Toy Set Multicolour Swimming Dive Sticks for Kids Ages 6+
Intex£4.434.6★5,600 rev
Zoggs Dive Sticks Kids Swimming Pool Toys Brightly-Coloured Sinkies Diving Toys for Swimming Pool Games Confidence Building Sinkers Age 3 & Up Blue/Lime/Orange 3-Pack
Zoggs£9.674.7★2,101 rev
Xndryan Diving Pool Toys Sinkies for Kids Swimming Underwater Diving Toys Set Includes 5 Pcs Diving Sticks 4 Pcs Torpedo Bandits 4 Pcs Diving Rings Fun Swimming Toys for Pool
Xndryan£10.044.6★949 rev
Mactoou Dive Sticks 24 Pcs Diving Pool Toys Sinkers with Storage Bag Summer Swimming Toys with Diving Mermaids Dive Sticks Diving Rings Diving Seagrass Torpedo Bandits for Kids
Mactoou£9.984.6★202 rev
Newest
by launch date
Gubilacrum 10 Pcs Swimming Toys with 6 Pcs 19cm Dive Sticks and 4 Pcs 13.5cm Dive Rings Colorful Diving Sticks with Numbers Pool Games Toy for Skill Development Underwater Swim Toy for Swimmers
Gubilacrum£8.051 rev
SinHin 33 PCS Diving Toys for Swimming Pool Sinkies for Kids Swimming Underwater Diving Toys Set with Diving Mermaids Torpedo Seagrass Marine gem Diving Rings and Stringy Octopus for Summer Pool Party
SinHin£11.0314 rev
YFHUVB 8 Pcs Swimming Pool Toys Sinkieski Swimming Professional Pool Sinkers Dive Rings And Aquatic Figures Diving Equipment For Water Recreation And Skill Development Swimming Pool Accessories
YFHUVB£8.720 rev
zeeloopbee Dive Sticks Swimming Pool Toys for Kids Toddlers 3Pcs Duck Diving Sticks for Training Confidence Building Underwater Fun Sinkies for kids Swimming Dive Pool Toys Games for Kids 7-12
zeeloopbee£8.94148 rev
Jiuhao Diving Toys for Kids 4 Pcs Summer Fun Swimming Pool Dive Toy Sticks Underwater Training Toys Diving Games Childrens Gifts (Diving Toypedo-2)
jiuhao£5.4910 rev
Trending
90-day click momentumGubilacrum 10 Pcs Swimming Toys with 6 Pcs 19cm Dive Sticks and 4 Pcs 13.5cm Dive Rings Colorful Diving Sticks with Numbers Pool Games Toy for Skill Development Underwater Swim Toy for Swimmers
Gubilacrum£8.052.0★
SinHin 33 PCS Diving Toys for Swimming Pool Sinkies for Kids Swimming Underwater Diving Toys Set with Diving Mermaids Torpedo Seagrass Marine gem Diving Rings and Stringy Octopus for Summer Pool Party
SinHin£11.034.6★
YFHUVB 8 Pcs Swimming Pool Toys Sinkieski Swimming Professional Pool Sinkers Dive Rings And Aquatic Figures Diving Equipment For Water Recreation And Skill Development Swimming Pool Accessories
YFHUVB£8.720.0★
Xndryan Swimming Pool Toys Sinkies for Kids 5 PCS Dive Sticks Underwater Training Diving Toys Swim Toys
Xndryan£5.114.6★
JOYIN Dive Rings - 8 Pcs Colorful Swimming Rings for Kids - Pool Diving Training Toys
JOYIN£7.344.3★
What buyers say about dive sticks
What buyers praise and complain about, mined from review topics.What buyers love
“Fun for everyone”
“Good quality”
“Worth the price”
“easy to spot in the water, and sink well which makes them perfect for diving practice”
“The colours are nice and bright, making them very easy to spot through the water”
“The pieces are lightweight”
“Durable and well made”
“As described”
“easy to use”
“surprise gift for our holiday”
What buyers complain about
“The set is very cheap”
“Small”
“When my child was playing with these in the pool some broke straight away”
“The product photos are false and misleading”
“At £17.99, I do think it's priced a touch high - maybe a couple of pounds more than I'd expect -”
“is not useful at all for swimming items as it holds water inside”
“also they are cheaply made”
Top return reasons
Common questions
- Is dive sticks profitable to sell on Amazon United Kingdom?
- The niche generates £144K/yr across 26 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +91.7%. Flapen's verdict: Worth a look (59/100).
- How competitive is the dive sticks niche?
- 18 brands and 56 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 69% of demand.
- What do buyers complain about in dive sticks?
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Durability. The return rate is 0.3%.
- When does demand for dive sticks peak?
- Demand peaks in May–Jun–Jul–Aug; the busiest month runs 4.2× the quietest.
- What does it cost to enter the dive sticks niche?
- Listings span £4.43–£13.93; the average listing price is £8.21 (sweet spot $15–$100). The average incumbent carries 905 reviews — the moat a new listing must climb.