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Spy Kit

Fail

Shoppers spend only $45K a year here, so Spy Kit is a Fail.

Flapen Score
44
44 / 100
Ranks 850 of 1,773 Toys & Games niches · on the category median
Market size
£45K/yr143K searches / yr
90-day growth
-18.0%search demand this quarter
Competition
57%top-5 click share · 11 brands · 68 sellers

Flapen Score

Spy Kit against its category

The dotted line is the Toys & Games average. Past it, Spy Kit is stronger. Inside it, weaker.

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Spy Kit market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Spy Kit 143K times last year and spent an estimated £45K. The top 5 brands take 90% of clicks. Demand peaks in Nov–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

1.9% of searches ended in a purchase last week.

Shoppers searched for this 143K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.9% of those searches ended in a purchase. Searches in the last 90 days moved -18.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £45K a year.

Searches, last 12 months
143K
Growth, 90 days vs prior 90
-18.0%
Conversion, latest week
1.9%
Market size, estimated
£45Ka year
Peak month
December4.3× the quietest month
Top search term
spy kit39K searches a year

02 · Price

A sale here is worth £16.12.

Listings sell for £16.12 on average, from £2.84 to £34.39. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £16.12 that is £2K to £4K a year per listing.

Average price
£16.12inside the $15 to $100 sweet spot
Price range
£2.84–£34.39
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£2K–£4K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

61% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 12.4% of listings are out of stock. The average listing ranks #98 within Spy Gear. It carries 1,030 reviews at 4.20 stars, so a new listing needs social proof before a better product.

Sponsored listings
61%
Prime listings
91%
Out of stock, average day
12.4%
Average rank
#98in Spy Gear
Average rating
4.20 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,030per listing
Listings tracked
23

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 29 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Spy Kit 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 57% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£9K£13K£18K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

68

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

57%

Top 20: 96%

Open market

8%

  • SpyX54%
  • UNGLINGA22%
  • Thames & Kosmos7%
  • HENBRANDT4%
  • Science Mad3%
  • Alaoo2%
  • Open — no brand owns it (5 brands, 8%)

Demand

Spy Kit search demand

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

9K7KSpike '24Holiday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 4.3×

Search terms

Top Spy Kit search terms shoppers use

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

  • spy kit39K/yr
  • spy gadgets26K/yr
  • detective kit9K/yr
  • spy kit for kids16K/yr
  • spy equipment7K/yr
  • spy gear7K/yr
  • kids spy kit11K/yr
  • spy toys9K/yr
  • spy stuff5K/yr
  • spy kit for kids age 106K/yr

Reviews and returns

What reviews say buyers love and hate about Spy Kit

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

Complain

Functionality-Overall24%−0.21

Tried different batteries an still does not work

Doesn't work

don't work well at all

Value For Money10%

Could be a bit cheaper

Its just not worth the money

Not best value

Quality-Overall8%−0.01

Poor quality

Rubbish

Total rubbish

Instructions/User Manual/Troubleshooting5%−0.01

Instructions could have been clearer since it led us to use unnecessary things

There's no specific route to take which we didn't realise to begin with

Size-Overall4%

The box is quite small

The hat is small though

Love

Fun/Entertainment Experience63%+4.13

Fun game

Brilliant fun

Extremely entertaining

Value For Money8%

Money well spent

Excellent value for money

Good value for money

Gifting Purpose5%+0.19

Gift

Great present

Good gift idea

Quality-Overall4%−0.01

really well made

Excellent Quality

Absolutely amazing

Trivia Games3%+0.15

My family and I really enjoyed solving the mysteries

Guests praised the clever puzzles and challenges, which provided just the right level of difficulty to keep everyone engaged without feeling overwhelmed

Great fun - lots of twists

Return

0.8% Return rate 20% Fixable by listing

Functionality-Overall23%▁▇▃█▄▆

Tried different batteries an still does not work

Doesn't work

don't work well at all

Quality-Overall12%▁█▆▇▆█

Poor quality

Rubbish

Total rubbish

Defective Material/Parts12%▁▂▄▅█▄

Did not work faulty item

Advertised Vs Actual Product11%█▄▃▃▁▃
Gifting Purpose8%█▂▅▃▁▂

FAQ

Common Spy Kit questions

Answered from the same tracked data.