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40th birthday napkins
Worth a lookShows no brand lock-in (top 5 brands take 39% of clicks), but a small market ($39K/yr) keeps it on the watch list.
Brand share
Incredible39%top-5 brand share — no brand owns this niche
Competition
Great23%top-5 click share — an open shelf
Review moat
Great261.11avg incumbent reviews — the moat a new listing must climb
Conversion
Good5.9%search→purchase rate — share of searches ending in a sale
Price range
Good$5.13–$31.92cheapest to priciest tracked listing — scored on the share inside $15–$100
Returns
Okay3.2%return rate — above 5% kills the launch gate
Avg price
Okay$10.38avg listing price — sweet spot $15–$100
Growth
Okay+0.2%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Market size
Bad$39K$39K/yr · 64K searches
Signals No Dominant Brand