---
title: "sword and shield — Niche Verdict: Skip it (40/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/clothing-shoes-jewelry/sword-and-shield"
last_updated: "2026-07-13T22:16:52.326Z"
locale: en
meta:
  description: "soft demand (-16.7% this quarter) — sword and shield doesn't clear our bar today."
  "og:description": "soft demand (-16.7% this quarter) — sword and shield doesn't clear our bar today."
  "og:title": "sword and shield — Niche Verdict: Skip it (40/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **sword and shield**

**Skip it**

Soft demand (-16.7% this quarter) — this niche doesn't clear our bar today.

Market size 26Growth 17Conversion 33Competition 31Returns 43Price range 93Avg price 95Brand share 32Review moat 66Quality gap 57

**Avg price**

**Incredible****$29.52**

avg listing price — sweet spot $15–$100

**Price range**

**Great****$12.96–$79.93**

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

**Review moat**

**Good****847.95**

avg incumbent reviews — the moat a new listing must climb

**Quality gap**

**Good****4.4★**

avg incumbent rating — lower means beatable quality

**Returns**

**Okay****3.9%**

return rate — above 6% kills the launch gate

**Conversion**

**Okay****2.6%**

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

**Brand share**

**Okay****86%**

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

**Competition**

**Okay****66%**

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

**Market size**

**Okay****$107K**

$107K/yr · 138K searches

**Growth**

**Bad****-16.7%**

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

## **Competition**

The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**13 **—flat

**Sellers**

**42**

**Top-5 brand share**

**86%**

**Open market**

**12%**

- California Costumes29% - Super Z Outlet28% - Liberty Imports17% - PowerTRC7% - Adventure Awaits!4% - Xelue FF3% - Open — no brand owns it (7 brands, 12%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%10%$11K20%$21K30%$32K40%$43K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales

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

All 20 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![California Costumes Mens Gladiator Combat Shield & Sword 12 Multi One Size Costume Accessory](https://m.media-amazon.com/images/I/51F3X3eq9DL.jpg)**California Costumes Mens Gladiator Combat Shield & Sword 12 Multi One Size Costume Accessory**California Costumes**$16.11**4.5★1,290 rev](https://www.amazon.com/dp/B003JH8T72) [2![Super Z Outlet Childrens Foam Toy Medieval Joust Dual Dragon Sword & Shield Knights Set Lightweight Safe for Birthday Party Activities Event Favors Toy Gifts](https://m.media-amazon.com/images/I/51o1E3tHLmL.jpg)**Super Z Outlet Childrens Foam Toy Medieval Joust Dual Dragon Sword & Shield Knights Set Lightweight Safe for Birthday Party Activities Event Favors Toy Gifts**Super Z Outlet**$16.94**4.3★2,501 rev](https://www.amazon.com/dp/B019ZUQ2AC) [3![Super Z Outlet Childrens Foam Toy Medieval Joust Sword & Shield Knight Set Lightweight Safe for Birthday Party Activities Event Favors Toy Gifts](https://m.media-amazon.com/images/I/41tEt6hr6qL.jpg)**Super Z Outlet Childrens Foam Toy Medieval Joust Sword & Shield Knight Set Lightweight Safe for Birthday Party Activities Event Favors Toy Gifts**Super Z Outlet**$12.96**4.3★1,406 rev](https://www.amazon.com/dp/B018F4O008) [4![Liberty Imports 12 Pack Foam Swords and Shields Playset Medieval Combat Ninja Warrior Weapons Costume Role Play Accessories for Kids Party Favors](https://m.media-amazon.com/images/I/51e9aGkExTL.jpg)**Liberty Imports 12 Pack Foam Swords and Shields Playset Medieval Combat Ninja Warrior Weapons Costume Role Play Accessories for Kids Party Favors**Liberty Imports**$36.44**4.5★4,205 rev](https://www.amazon.com/dp/B07Z9KZWGB) [5![Liberty Imports Medieval Knight in Shining Armor Kids Crusader Pretend Role Play Plastic Costume Dress Up Cosplay with Toy Swords Axe Shield Weapons & Accessories Playset](https://m.media-amazon.com/images/I/51Wo7pE2aTL.jpg)**Liberty Imports Medieval Knight in Shining Armor Kids Crusader Pretend Role Play Plastic Costume Dress Up Cosplay with Toy Swords Axe Shield Weapons & Accessories Playset**Liberty Imports**$34.35**3.8★2,419 rev](https://www.amazon.com/dp/B07L52WRRN)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![ArmaForge 19-Inch Knight Round Shield and Katana Sword Kit Polypropylene](https://m.media-amazon.com/images/I/51v3m9u++KL.jpg)**ArmaForge 19-Inch Knight Round Shield and Katana Sword Kit Polypropylene**ArmaForge**$79.93**8 rev11mo ago](https://www.amazon.com/dp/B0FJ8C2RMB) [![June Garden Little Knights Sword and Shield Playset - Safe Plush Soft Pretend Play Weapons - Gifts for Toddlers Kids - Red](https://m.media-amazon.com/images/I/41SA27fGEDL.jpg)**June Garden Little Knights Sword and Shield Playset - Safe Plush Soft Pretend Play Weapons - Gifts for Toddlers Kids - Red**June Garden**$19.36**84 rev1y ago](https://www.amazon.com/dp/B0F8VGLBH9) [![quescu Medieval Knight Toy Sword 35.6 Plastics Sword Medieval Warrior Costume Accessories for Renaissance Fair Cosplay Props](https://m.media-amazon.com/images/I/31eA-awiASL.jpg)**quescu Medieval Knight Toy Sword 35.6 Plastics Sword Medieval Warrior Costume Accessories for Renaissance Fair Cosplay Props**quescu**$20.24**106 rev1y ago](https://www.amazon.com/dp/B0F24PSY61) [![Xelue FF Crusaders Medieval Knight Armor Props Set Including Chest Plate Shield and Swords (2 Pack)](https://m.media-amazon.com/images/I/617F2WQBp3L.jpg)**Xelue FF Crusaders Medieval Knight Armor Props Set Including Chest Plate Shield and Swords (2 Pack)**Xelue FF**$34.23**44 rev1y ago](https://www.amazon.com/dp/B0DKYMJ8H2) [![Motionchic 6 Set Foam Sword and Shield Set for Kids Foam Swords for Play Fighting Medieval Knight Joust Weapons Role Play Costume Party Birthday Gifts Activities Accessories Christmas](https://m.media-amazon.com/images/I/41m5SP5afwL.jpg)**Motionchic 6 Set Foam Sword and Shield Set for Kids Foam Swords for Play Fighting Medieval Knight Joust Weapons Role Play Costume Party Birthday Gifts Activities Accessories Christmas**Motionchic**$39.63**19 rev1y ago](https://www.amazon.com/dp/B0D3LHZL64)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![quescu Medieval Knight Toy Sword 35.6 Plastics Sword Medieval Warrior Costume Accessories for Renaissance Fair Cosplay Props](https://m.media-amazon.com/images/I/31eA-awiASL.jpg)**quescu Medieval Knight Toy Sword 35.6 Plastics Sword Medieval Warrior Costume Accessories for Renaissance Fair Cosplay Props**quescu**$20.24**4.1★**▲ 291%**](https://www.amazon.com/dp/B0F24PSY61) [![June Garden Little Knights Sword and Shield Playset - Safe Plush Soft Pretend Play Weapons - Gifts for Toddlers Kids - Red](https://m.media-amazon.com/images/I/41SA27fGEDL.jpg)**June Garden Little Knights Sword and Shield Playset - Safe Plush Soft Pretend Play Weapons - Gifts for Toddlers Kids - Red**June Garden**$19.36**4.8★**▲ 100%**](https://www.amazon.com/dp/B0F8VGLBH9) [![ArmaForge 19-Inch Knight Round Shield and Katana Sword Kit Polypropylene](https://m.media-amazon.com/images/I/51v3m9u++KL.jpg)**ArmaForge 19-Inch Knight Round Shield and Katana Sword Kit Polypropylene**ArmaForge**$79.93**4.8★**▲ 89%**](https://www.amazon.com/dp/B0FJ8C2RMB) [![RICHNESS Play Sword and Shield for Girl 2sets Kids Sword Shield Pretend Toy Weapons for Party Dress Up and Role Costumes Pack of 2](https://m.media-amazon.com/images/I/51HtWvctheL.jpg)**RICHNESS Play Sword and Shield for Girl 2sets Kids Sword Shield Pretend Toy Weapons for Party Dress Up and Role Costumes Pack of 2**RICHNESS**$26.85**4.6★**▲ 54%**](https://www.amazon.com/dp/B0D1QG9CZS) [![Xelue FF Crusaders Medieval Knight Armor Props Set Including Chest Plate Shield and Swords (2 Pack)](https://m.media-amazon.com/images/I/617F2WQBp3L.jpg)**Xelue FF Crusaders Medieval Knight Armor Props Set Including Chest Plate Shield and Swords (2 Pack)**Xelue FF**$34.23**4.2★**▲ 35%**](https://www.amazon.com/dp/B0DKYMJ8H2)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 104 weeks — -16.7% search growth over the last 90 days.

9K7KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.6×

## **Reviews**

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

### **What buyers love **

**Quality-Overall**15%

*“fine quality for adding to my costume”*

**Fun/Entertainment Experience**15%

*“Great Fun with the Grandkids”*

**Gifting Purpose**10%

*“Christmas present”*

**Size-Overall**9%

*“size are cute”*

**Durability**9%

*“Pretty durable”*

**Value For Money**6%

*“Good for the price”*

**Advertised Vs Actual Product**5%

*“Exactly as pictured”*

**Soft Feel**4%

*“Soft”*

**Color**4%

*“Great colors and lightweight”*

**Strength**3%

*“sturdy enough to withstand tough boys”*

### **What buyers complain about **

**Durability**21%

*“Breaks easily”*

**Quality-Overall**19%

*“Very bad quality”*

**Size-Overall**11%

*“Bigger draw than I anticipated”*

**Strap/String Quality**7%

*“Straps broke on shields day 1”*

**Material Quality**5%

*“Cheap material”*

**Strength**4%

*“very flimsy and not really worth the price”*

**Value For Money**2%

*“Not a good value for the price”*

**Adhesion/Stickiness**2%

*“poor quality glue was used to make them”*

**Choking**1%

*“🔴 CHOKING HAZARD”*

**Developmental Needs**1%

*“Do NOT buy this for any child under 2 or 3”*

### **Top return reasons **

**Size-Overall**45%

**Quality-Overall**8%

**Defective Material/Parts**7%

**Advertised Vs Actual Product**6%

**Material Quality**6%

**Value For Money**6%

**Strength**5%

**Durability**3%

**Functionality-Overall**2%

**Strap/String Quality**1%