A binding assay product (1) for detecting the presence of an analyte in a sample comprising a labelling module (5), a label, a capture module (9) and a visualization module (10). The labelling module (5) comprises a first binding component capable of binding the analyte. The label is connectable to the first binding component. The capture module (9) comprises a second binding component capable of binding the analyte. The visualization module (10) is for detecting the first binding component connected to the label and bound to the second binding component via the analyte. The labelling module and the capture module comprise a fluid conducting medium in which the binding components are embedded. The labelling module (5), the capture module (9) and the visualization module (10) together define a flow path along which the sample is capable of flowing.