This report provides a brief analysis of the pickleball equipment market on Amazon's US marketplace. It covers market trends, product analysis and recommendations, consumer insights, and other valuable information for stakeholders in the cross-border industry on Amazon.
Contents
- I Introduction
- II Marketing Analysis
- III Product Research
- IV Competitive Analysis
- V Feasibility suggestion
I. Introduction
Pickleball, also known as "pickleball," is a sport that originated on Bainbridge Island in Seattle, USA. It combines elements of tennis, badminton, and table tennis. It is popular among people of all ages and genders due to its fast-paced nature, low cost, and relatively low intensity. Pickleball is not affected by water or wind, and it is easy to play on similar courts to tennis, making it accessible even outdoors.
According to statistics from the US Pickleball Association, there were only 4.82 million pickleball players in the United States at the beginning of 2021. However, by early 2023, the number of players had reached 36 million, making it the fastest-growing sport in the United States over the past three years.
The market size of Pickleball is moderate, with annual sales reaching $80 million in 2022. The performance of new products is promising, but there are challenges such as high patent qualification requirements, limited supply chains, and low gross profit. Sellers need to consider their own circumstances to determine whether it is suitable to enter the market.
Strengths | Weaknesses |
The market has a fast growth rate, with an annual growth rate of over 20%. 23% of the TOP100 are new products, which are relatively easy to enter. The market size is moderate, and good sales can still be achieved even without being in the TOP100. Brand sellers have few products, and basically only 1-2 products perform well, without a monopoly. The product return rate is low, only 4.9%, and the after-sales cost is controllable. | Most of the products are meticulously crafted with A+ quality and have videos and highly detailed images, surpassing the standards of typical categories. The supply chain is difficult to find due to technological or material barriers, making it more suitable for factory-type sellers with research and development capabilities or sellers with scientific and technical expertise. There are limited options for logistics, with sea freight being the most likely option, but there is a possibility of stock shortages. There are already many existing patents, and it is expected that there are still many patents currently being applied for. |
Opportunities | Threats |
The market is in the early stage of development, with immature leading brands and consumers lacking strong brand awareness. The difference between new and old sellers is not significant. Products are relatively ordinary and can be developed through materials or intelligent functions. In addition to mainstream styles, many peripheral products have also been driven. | The following content translated into English: Product requires qualification verification. High PPC bidding and marketing promotion fees. There may be seasonality, but currently, seasonality is not significant. |
II. Marketing Analysis
The basic market situation
The average monthly sales volume of the top-listed product is 8,160 units, and the average monthly sales volume of new products is also impressive at 1,523 units. The overall market demand is significant.
The average price of new products is $51.34, which is not significantly different from the average price of $52.68 for the top 100 products. There is no obvious price competition between new and old products.
Considering the data on monopoly, product concentration, and brand concentration, there is no obvious monopoly, and the market competition environment is friendly.
All Listing(in 6 months) | |
Total items | 3,013 |
Return rate | 4.9% |
Search for purchasing ratio | 4.6‰ |
Top 10 Listing | |
Monthly sale | 8,160 |
Monopoly level | 3 |
Average monthly revenue | $270,944 |
New Listing (Launched within 6 months in TOP100) | |
Number/Proportion of New Products | 23 (23%) |
Average monthly sale | 1523 |
Sales proportion | 16.4% |
Average monthly revenue | $70,919 |
Average price | $51.34 |
Listing Sample(TOP100) | |
Basic Information | Products: 100; Brands: 65; Sellers: 49 |
Sellers | FBA: 81%; AMZ: 12%; FBM: 7% |
Monthly Sale | 213,248 |
Average monthly sale | 2,132 |
Monthly Revenue | $96,864 |
Average Price | $52.68 |
Average Reviews | 1,109 |
Average Ratings | 4.6 |
Average gross profit margin | 63% |
Listing Sample(TOP100) | |
Average Seller Number | 2.3 |
A+ proportion | 92% |
Product concentration | 38% |
Brands concentration | 53% |
Seller concentration | 74% |
Seller's location | China：57% ; USA：37% |
Category keywords Google Trends
Keywords include:
- pickleball paddles
- pickleball
- pickleball set
- pickleball balls
- pickleball bag
Before 2022, the search popularity was very low. Starting from April 2022, the search index surged rapidly, and then began to decline from July 2023.
Category Keyword ABA Ranking Trend
According to the ABA ranking trend based on category keywords, there will be a peak in the months of June to September, while December and March will experience a slight dip. However, the ABA ranking remains high throughout the year, indicating a strong market demand for Pickleball equipment year-round.
Considering Google Trends, the keyword search volume has shown a steady upward trend in recent years. After the summer of 2023, there is a slight decrease in search popularity, suggesting some seasonality. Further analysis should be conducted by incorporating subsequent data or closely monitoring market performance.
Keywords | 2022 | 2023 | ||||||||||
11 | 12 | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9月 | 10月 | |
pickleball bag | 16,612 | 13,178 | 17,499 | 15,492 | 18,481 | 14,556 | 11,252 | 9,332 | 9,257 | 12,769 | 10,971 | 12,165 |
pickleball balls | 12,039 | 16,519 | 15,332 | 13,446 | 9,101 | 6,212 | 6,505 | 3,794 | 3,848 | 5,394 | 5,250 | 6,570 |
pickleball paddle | 16,969 | 19,530 | 14,395 | 13,813 | 19,934 | 13,553 | 7,635 | 9,063 | 7,534 | 6,365 | 8,926 | 12,525 |
pickleball paddles | 1,541 | 2,394 | 1,742 | 1,128 | 1,034 | 602 | 622 | 292 | 324 | 540 | 285 | 890 |
pickleball paddles set of 2 | 48,430 | 57,944 | 61,627 | 53,857 | 62,768 | 38,793 | 47,716 | 9,890 | 12,680 | 3,117 | 1,341 | 3,426 |
BSR sales and competitive situation
In terms of monthly sales, there is a clear upward trend. The monthly sales have increased from 500,000 in October 2018 to 16.01 million in June 2023, showing a rapid growth.
Looking at the entire year, the overall annual growth rates from 2020 to 2022 were 59.81%, 27.19%, and 35.59% respectively. Pick ball equipment has been steadily and rapidly growing in the US market every year.
In terms of the number of product categories, it has increased from around 1,000 in 2021 to about 2,400 in 2023, indicating that many sellers are actively entering the market.
Summary
In summary, the rapid growth in sales of Li-Ning badminton equipment is due to the popularity of the sport, which has further increased consumer demand.
Although the history of this sport's development is relatively short, as time goes on, there is still a vast potential for consumer demand for Li-Ning badminton products.
Players' requirements for badminton equipment will also continue to rise. Therefore, sellers can focus on product innovation, comfort, quality, and other aspects when it comes to mainstream styles like Li-Ning badminton sets. They can also adopt a scenario-based approach to develop more peripheral styles and explore new opportunities for growth. Many advanced players may have specific requirements for rackets, hoping to enhance their fine techniques and feel through the use of high-quality rackets.
III. Product Research
Pickleball Set Style Analysis:
- In terms of product combination, it usually consists of Pickleball, paddles, ball bags, grip tapes, etc., which can be freely combined.
- In terms of product material, it is usually made of wood, fiberglass, carbon fiber, and mixed materials.
- In terms of product style, the style is usually modern, simple, practical, and highly functional.
- In terms of product color, the colors are usually solid and printed colors, such as rainbow Pickleball sets, cartoon Pickleball sets, etc.
- In terms of user groups, the user groups are usually professional athletes, amateur enthusiasts, teenagers, and the elderly.
Product Operations Analysis
The sales trend chart shows th
