How competitive is the Lilo niche on Amazon United Kingdom?

22 brands and 84 sellers compete in Lilo on Amazon United Kingdom. The top 5 Lilo products take 44% of clicks and its top 5 brands hold 75% of demand.

What do buyers complain about in Lilo?

Lilo buyers on Amazon United Kingdom complain most about Inflation/Deflation, Quality-Overall, Durability, the themes mined from the niche's reviews. Its return rate is 0.6%.

What does it cost to enter the Lilo niche?

Lilo sells for £11.02 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £5.75–£19.46. The average incumbent carries 1,172 reviews — the moat a new listing must climb.

Lilo

Lilo shows demand growing +604.6% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Signals Trending

Flapen Score

Worth a look

This niche Category average

Is Lilo profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Lilo is a £392K/yr Amazon United Kingdom market (724K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in May–Jun–Jul–Aug. Verdict: Worth a look — 69/100.

Lilo: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved +604.6% over the last 90 days and 4.9% of searches end in a purchase.

£392K

revenue / yr

Units sold / yr40K

Search volume / yr+604.6%724K

Conversion rate4.9%

Avg price£11.02

Who owns the niche?

The top 5 brands hold 75% of demand, so 25% of the market is open.

25%

open market share

Brands · sellers22 · 84

Top-5 product click share44%

Open market25%

Avg brand age25 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.1★ — the gap to enter on.

0/100

page quality · 36 products

Top Lilo products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Bestway Inflatable Pool Lounger Floating Swimming Pool Float for Adults and Kids Assorted Colours

Price: £10.26
Rating: 4.1/5
Reviews: 11,055
Age: 18y ago

2x Bestway Inflatable 18 Pocket Fashion Sun Lounger Lilo Swimming Pool Air Bed Mat

Price: £13.99
Rating: 4.3/5
Reviews: 994
Age: 11y ago

Splosh Inflatable Mesh Pool Lilo - Pool Hammock With Pillow

Price: £9.82
Rating: 4.3/5
Reviews: 170
Age: 15y ago

Splosh Inflatable Pool Float - 18 Pocket Fashion Pool Lilo With Pillow

Price: £9.33
Rating: 4.3/5
Reviews: 171
Age: 2y ago

Splosh Inflatable Armchair Pool Lounger - Pool Lilo With Head & Arm Rest

Price: £9.94
Rating: 4.0/5
Reviews: 55
Age: 3mo ago

Newest

by launch date

Splosh Inflatable Armchair Pool Lounger - Pool Lilo With Head & Arm Rest

Price: £9.94
Rating: 4.0/5
Reviews: 55
Age: 3mo ago

Pool Hammock Floats Adults 2 Pack 4 IN 1 Multi-Purpose Inflatable Swimming Pool Floats Water Hammock PVC Material Pool Toys Inflatable Hammock Lounger Floaties with Air Pump (Blue+Red)

Price: £10.84
Rating: 4.5/5
Reviews: 42
Age: 3mo ago

Dusor 2 Pack Pool Inflatables XL Inflatable Pool Toys Water Hammock

Price: £10.11
Rating: 4.4/5
Reviews: 502
Age: 6mo ago

HALOVIE 4-in-1 Inflatable Pool Hammock Float with Air Pump & 2 Phone Cases

Price: £12.14
Rating: 4.4/5
Reviews: 329
Age: 7mo ago

Elidepe Pool Inflatables 2 Pack Inflatable Pool Toys 4 in 1 Pool Floats Adult Inflatable Pool Chair Pool Inflatables Water Hammock for Adults (Style A)

Price: £12.63
Rating: 4.2/5
Reviews: 130
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

22 rising

Sellers

Top-5 brand share

75%

Top 20: 99%

Top-5 click share

44%

Top 20: 86%

Open market

22%

Bestway28%
Splosh22%
Intex15%
Sloosh5%
Cadoal5%
Alintor3%

Lilo demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume724KCVR4.9%Products36Brands22Top 5 Brands75%OOS Rate4.8%Rating4.1★Reviews1,172Avg BSR#56

Peak months: May, Jun, Jul, Aug · busiest ÷ quietest = 19.2×

Top Lilo search terms shoppers use

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

lilo pool inflatables276K/yr +710.2%4.6% conv.
lilo219K/yr +473.1%4.0% conv.
pool lilo43K/yr +814.2%3.8% conv.
lilos for swimming pools adults28K/yr >1,000%4.7% conv.
inflatable lilo41K/yr +288.8%2.8% conv.
inflatable pool lounger31K/yr +864.8%0.9% conv.
pool lounger23K/yr >1,000%1.3% conv.
lilos18K/yr +462.5%3.7% conv.
pool lilo for adults18K/yr +406.3%4.3% conv.
lilo pool inflatables adults8K/yr +617.3%2.1% conv.

What reviews say buyers love and hate about Lilo

What buyers mention most, as a share of all reviews.

What buyers love

79% of reviews

Value For Money15%

“Good value”

Quality-Overall14%

“Good quality”

Comfort-Overall13%

“Very comfortable”

Inflation/Deflation12%

“Easy to inflate”

Durability5%

“Comfortable and durable”

What buyers complain about

68% of reviews

Inflation/Deflation16%

“Does not stay inflated”

Quality-Overall16%

“I'm only giving three stars due to the price/quality ratio”

Durability14%

“durability not great”

Strength5%

“Cheap and flimsy”

Value For Money4%

“they're not exactly cheap”

Lilo return rate & reasons

Why buyers send it back, as a share of all return requests.

0.6%

Return rate

31%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Inflation/Deflation

26%

2Color

14%

3Weight Heavy

4Size-Overall

5Functionality-Overall

Common Lilo questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Lilo 69/100 on Amazon United Kingdom — Worth a look. The niche generates £392K/yr across 36 tracked products. 7 of 10 products launched in the last 360 days are still selling. Search demand moved +604.6% over the last 90 days.