Personal Defense Equipment
MaybeShoppers spend an estimated $9.2M a year here. But the top 5 brands take 93% of clicks, so Personal Defense Equipment is a Maybe.
- Flapen Score
- 58 / 100Top 14% of 8,101 Sports & Outdoors niches · +11 vs the category median of 4758
- Market size
- $9.2M/yr8.8M searches / yr
- 90-day growth
- -2.0%search demand this quarter
- Competition
- 44%top-5 click share · 9 brands · 55 sellers
Flapen Score
Personal Defense Equipment against its category
The dotted line is the Sports & Outdoors average. Past it, Personal Defense Equipment is stronger. Inside it, weaker.
Market
The Personal Defense Equipment market on Amazon at a glance
Shoppers on Amazon United States searched for Personal Defense Equipment 8.8M times last year and spent an estimated $9.2M. The top 5 brands take 93% of clicks. Demand peaks in Nov. Flapen scores it 58 out of 100, a Maybe.
01 · Demand
An estimated 5.7% of those searches ended in a purchase.
Shoppers searched for this 8.8M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 5.7% of those searches ended in a purchase. Searches in the last 90 days moved -2.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $9.2M a year.
- Searches, last 12 months
- 8.8M
- Growth, 90 days vs prior 90
- -2.0%
- Conversion, latest week
- 5.7%
- Market size, estimated
- $9.2Ma year
- Peak month
- November1.8× the quietest month
- Top search term
- pepper spray4.9M searches a year
02 · Price
A sale here is worth $18.07.
Listings sell for $18.07 on average, from $9.03 to $39.65. Amazon reports units sold in ranges. This niche sold 500K to 600K a year. The average listing sells 15,000 to 20,000 of them. At $18.07 that is $271K to $361K a year per listing.
- Average price
- $18.07inside the $15 to $100 sweet spot
- Price range
- $9.03–$39.65
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 500K–600K
- Units per listing a year
- 15,000–20,000
- Revenue per listing a year
- $271K–$361K
- Returns
- 0.0%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is ads and reviews.
100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #21 within Tactical & Personal Defense. It carries 19,085 reviews at 4.66 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 100%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #21in Tactical & Personal Defense
- Average rating
- 4.66 starsAmazon United States average 4.42 stars
- Average reviews
- 19,085per listing
- Listings tracked
- 37
04 · Newcomers
2 of last year's 2 launches cleared the first-year sales bar.
2 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 58 months on average, so the names here are settling in.
- Launched, last 12 months
- 2
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 58 months
Products
Top Personal Defense Equipment 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 44% of clicks. Leaders hold, but buyers still shop past them.
Brands
9 rising
Sellers
55
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
44%
Top 20: 82%
Open market
3%
- Brand 173%
- Brand 26%
- Brand 35%
- Brand 45%
- Brand 55%
- Brand 63%
- Open — no brand owns it (3 brands, 3%)
Demand
Personal Defense Equipment search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov · busiest ÷ quietest = 1.8×
Search terms
Top Personal Defense Equipment search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- pepper spray4.9M/yr
- pepper spray for women854K/yr
- mace510K/yr
- mace pepper spray for women473K/yr
- pepper spray self defence299K/yr
- pepper spray keychain224K/yr
- pepper gel181K/yr
- sabre pepper spray180K/yr
- self defense pepper spray175K/yr
- gas pimienta defensa personal para mujer131K/yr
Reviews and returns
What reviews say buyers love and hate about Personal Defense Equipment
We read the reviews and the return reasons for every product selling here.
“Container is larger than expected”
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.
23 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Personal Defense Equipment questions
Answered from the same tracked data.