Is folding shovel profitable to sell on Amazon United States?

The niche generates $1.0M/yr across 29 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -21.8%. Flapen's verdict: Worth a look (56/100).

How competitive is the folding shovel niche?

20 brands and 69 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 64% of demand.

What do buyers complain about in folding shovel?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 2.3%.

When does demand for folding shovel peak?

Demand peaks in Feb; the busiest month runs 1.6× the quietest.

What does it cost to enter the folding shovel niche?

Listings span $7.56–$121.11; the average listing price is $32.15 (sweet spot $15–$100). The average incumbent carries 2,312 reviews — the moat a new listing must climb.

folding shovel

Worth a look

Shows a sweet-spot price point ($32.15 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Avg price

Incredible$32.15

avg listing price — sweet spot $15–$100

Market size

Great$1.0M

$1.0M/yr · 747K searches

Price range

Great$7.56–$121.11

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Good64%

top-5 brand share — brands hold most of the demand

Returns

Good2.3%

return rate — above 5% kills the launch gate

Competition

Good50%

top-5 click share — leaders hold, buyers still browse

Conversion

Good4.3%

search→purchase rate — share of searches ending in a sale

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,311.62

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-21.8%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United States niche tracking, folding shovel is a $1.0M/yr Amazon United States market (747K searches/yr). The top 5 brands hold 64% of demand. Demand peaks in Feb. Verdict: Worth a look — 56/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

folding shovel market data

Units sold / yr: 25K–30K; avg 750–1,000/product
Revenue / yr: $804K–$965K; units × avg price
Conversion rate: 4.3%
Avg BSR: #20
Page quality: 0%
Prime: 100%
Sponsored: 79%
Out of stock: 4.7%
Avg brand age: 52 months
Avg seller age: 171 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

20 rising

Sellers

Top-5 brand share

64%

Top 20: 100%

Top-5 click share

50%

Top 20: 91%

Open market

30%

Rhino USA24%
PLACHIDAY14%
iunio11%
SOG7%
AugTouf7%
Apidgrowth6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -21.8% search growth over the last 90 days.

Peak months: Feb · busiest ÷ quietest = 1.6×

Open Trend

Top folding shovel search terms

camping shovel120K/yr +23.8%3.7% conv.
folding shovel114K/yr -32.8%3.8% conv.
survival shovel71K/yr -27.4%1.4% conv.
camp shovel47K/yr +28.1%3.9% conv.
foldable shovel52K/yr -53.1%4.7% conv.
tactical shovel45K/yr -24.7%1.2% conv.
e tool41K/yr -23.8%3.3% conv.
entrenching tool38K/yr -21.0%2.4% conv.
collapsible shovel47K/yr -58.6%2.8% conv.
military shovel27K/yr -16.8%2.5% conv.

All search terms

Top folding shovel 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

RHINO USA Folding Survival Shovel w/Pick - Heavy Duty Carbon Steel Military Style Entrenching Tool for Off Road Camping Gardening Beach Digging Dirt Sand Mud & Snow.

Rhino USA$27.974.6★14,254 rev

iunio Folding Survival Shovel Military-Grade Entrenching Tool Collapsible Emergency Shovel for Disaster Recovery Car Emergency Multi-Tool Spade with Pickaxe Camping Trenching Hiking Gardening

iunio$21.454.5★1,432 rev

PLACHIDAY Digging Shovel 18.5 Lightweight Camping Shovel Portable High Carbon Steel Folding Mini Trowels for Outdoor Camping Backpacking Hiking Car Emergency Home Garden

PLACHIDAY$11.484.4★811 rev

Rhino USA Survival Shovel w/Pick - Heavy Duty Carbon Steel Military Style Entrenching Tool for Off Road Camping Gardening Beach Digging Dirt Sand Mud & Snow. (Survival Shovel)

Rhino USA$36.454.6★14,254 rev

SOG Entrenching Tool- 18.25 Inch Folding Survival Shovel with Wood Saw Edge and Tactical Shovel Carry Case- Black (F08-N)

SOG$28.014.5★8,167 rev

Newest

by launch date

PLACHIDAY Camping Shovel Set 3-in-1 Ultra-Light Aluminum Mini Shovel & 18.5 Folding High Carbon Steel Shovel Ideal for Gardening Hiking Camping Backpacking Survival and Emergency scenarios

PLACHIDAY$15.48811 rev

10mo ago

Camping Shovel 18.5 Digging Shovel Portable Ergonomic High Carbon Steel Folding Shovel for All Occasions Outdoor Camping Hiking Garden (Green/Silver)

Apidgrowth$10.67418 rev

1y ago

PLACHIDAY Digging Shovel 18.5 Lightweight Camping Shovel Portable High Carbon Steel Folding Mini Trowels for Outdoor Camping Backpacking Hiking Car Emergency Home Garden(Olive)

PLACHIDAY$11.06811 rev

1y ago

Camping Shovel 18.5 Lightweight Digging Shovel Portable Ergonomic High Carbon Steel Folding Shovel for All Occasions Outdoor Camping Hiking Garden Emergency

Apidgrowth$10.07418 rev

2y ago

Camping Shovel Axe Outdoor Survival Shovel Set Multifunctional Folding Tactical Shovel Hatchet Combo High Carbon Steel Camping Equipment for Hiking Camping Hunting

ZODISTORE$33.36145 rev

2y ago

What buyers say about folding shovel

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall18%

“Everything in the bag is good quality”

Value For Money11%

“Great value”

Strength10%

“Sturdy multi tool will be useful”

Compactness8%

“compact--just as I had hoped”

Advertised Vs Actual Product7%

“As Described”

Durability6%

“Super durable”

Size-Overall5%

“Perfect size”

Ease Of Use5%

“Easy to use”

Portability3%

“Compact”

Gifting Purpose3%

“Great christmas gift”

What buyers complain about

Size-Overall29%

“bigger than I expected”

Quality-Overall10%

“Poor Quality”

Durability8%

“Broke on first use”

Strength6%

“Very flimsy”

Functionality-Overall3%

“Not good for real work”

Weight Heavy3%

“Not heavy duty”

Product Condition2%

“was clearly USED”

Rusts/Corrodes2%

“Broke and rusted”

Advertised Vs Actual Product2%

“Terrible product, false advertising”

Instructions/User Manual/Troubleshooting1%

“This came with no instructions”

Top return reasons

Size-Overall59%

Advertised Vs Actual Product6%

Weight Heavy5%

Quality-Overall4%

Strength4%

Functionality-Overall4%

Mechanism Issues3%

Defective Material/Parts3%

Value For Money2%

Ease Of Use1%

Common questions

Is folding shovel profitable to sell on Amazon United States?: The niche generates $1.0M/yr across 29 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -21.8%. Flapen's verdict: Worth a look (56/100).
How competitive is the folding shovel niche?: 20 brands and 69 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 64% of demand.
What do buyers complain about in folding shovel?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 2.3%.
When does demand for folding shovel peak?: Demand peaks in Feb; the busiest month runs 1.6× the quietest.
What does it cost to enter the folding shovel niche?: Listings span $7.56–$121.11; the average listing price is $32.15 (sweet spot $15–$100). The average incumbent carries 2,312 reviews — the moat a new listing must climb.