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Friends

Fail

The top 5 brands take 100% of clicks, so Friends is a Fail.

Flapen Score
32
32 / 100
Ranks 15,464 of 16,930 Clothing, Shoes & Jewelry niches · −13 vs the category median of 45
Market size
$433K/yr2.8M searches / yr
90-day growth
-21.3%search demand this quarter
Competition
94%top-5 click share · 5 brands · 10 sellers

Flapen Score

Friends against its category

The dotted line is the Clothing, Shoes & Jewelry average. Past it, Friends is stronger. Inside it, weaker.

32Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Friends market on Amazon at a glance

Shoppers on Amazon United States searched for Friends 2.8M times last year and spent an estimated $433K. All 5 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 32 out of 100, a Fail.

01 · Demand

An estimated 1.0% of those searches ended in a purchase.

Shoppers searched for this 2.8M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 1.0% of those searches ended in a purchase. Searches in the last 90 days moved -21.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated $433K a year.

Searches, last 12 months
2.8M
Growth, 90 days vs prior 90
-21.3%
Conversion, latest week
1.0%
Market size, estimated
$433Ka year
Peak month
December3.5× the quietest month
Top search term
friends1.3M searches a year

02 · Price

A sale here is worth $15.39.

Listings sell for $15.39 on average, from $11.49 to $22.21. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 1,000 to 1,250 of them. At $15.39 that is $15K to $19K a year per listing.

Average price
$15.39inside the $15 to $100 sweet spot
Price range
$11.49–$22.21
Amazon United States median price
$24.38across 115,062 niches
Units sold a year
40K–50K
Units per listing a year
1,000–1,250
Revenue per listing a year
$15K–$19K
Returns
1.3%of orders · Amazon United States median 2.1%

03 · Entry bar

The bar here is reviews.

86% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 6.8% of listings are out of stock. The average listing ranks #26,689 within Socks & Hosiery. It carries 2,639 reviews at 4.71 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
100%
Out of stock, average day
6.8%
Average rank
#26,689in Socks & Hosiery
Average rating
4.71 starsAmazon United States average 4.42 stars
Average reviews
2,639per listing
Listings tracked
7

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 30 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
30 months

Products

Top Friends products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Sign in to see the products

The products selling in this niche are for signed-in readers. Every market figure above stays open to everyone.

Competition

Competition: brands, sellers & click share

The top 5 products take 94% of clicks. A locked shelf that new listings rarely crack.

Brands

5 falling

Sellers

10

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

94%

Top 20: 100%

Open market

0%

  • Brand 186%
  • Brand 25%
  • Brand 34%
  • Brand 43%
  • Brand 53%

Demand

Friends search demand

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

200K150KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 3.5×

Search terms

Top Friends search terms shoppers use

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

  • friends1.3M/yr
  • friends tv show merchandise715K/yr
  • friends tv show132K/yr
  • friends merch116K/yr
  • friends tv show gifts128K/yr
  • friends merchandise80K/yr
  • friends themed gifts43K/yr
  • friends decor31K/yr
  • friends show gifts45K/yr
  • friends tv show decor31K/yr

Reviews and returns

What reviews say buyers love and hate about Friends

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

25%of positive reviews mention “Quality-Overall”
23%of negative reviews mention “Quality-Overall”
1.3%of orders come back
“very cheap up close”
A buyer, on “Quality-Overall”23% 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.

20 topics

NegativePositive

FAQ

Common Friends questions

Answered from the same tracked data.