Toys & Games
£238.2M/yr of tracked demand across 1,773 niches on Amazon United Kingdom (median 90-day growth -14.3%) — led by water gun at 84/100.
Toys & Games on Amazon UK in one read
Everything a seller checks before picking a lane, in three answers.
How big is it?
A £238.2M/yr market across 1,773 tracked niches. 8.8M Amazon searches last week.
£238.2M
tracked market / yr
Where is it heading?
The median niche shrank -14.3% in search demand over the last 90 days. Demand peaks in Oct–Nov–Dec.
-14.3%
median 90-day growth
How open is it?
13 of 1,773 tracked niches clear our launch bar today. 360 run without a dominant brand.
13
launch-ready niches
Market map
Every tracked niche sized by yearly market — the shelf at a glance.
pokemon cards
£5.6Mscore 56 · Worth a look
drone
£3.3Mscore 65 · Launch it
minecraft
£3.0Mscore 56 · Worth a look
board games
£2.9Mscore 65 · Launch it
kids
£2.9Mscore 67 · Launch it
toys
£2.7Mscore 67 · Launch it
needoh
£2.5Mscore 72 · Launch it
jigsaw puzzles for adults 1000
£2.4Mscore 63 · Worth a look
toys for 2 year old boy
£2.1Mscore 67 · Worth a look
chess set
£2.0Mscore 60 · Worth a look
toys for 1 year old boys
£1.9Mscore 69 · Launch it
magnetic building blocks
£1.7Mscore 65 · Worth a look
minecraft magnetic blocks
£1.7Mscore 64 · Worth a look
party bag fillers for kids
£1.7Mscore 64 · Launch it
lego friends
£1.6Mscore 58 · Worth a look
fidget toy
£1.5Mscore 60 · Worth a look
water gun
£1.5Mscore 84 · Launch it
remote control cars
£1.4Mscore 65 · Launch it
bath toys
£1.4Mscore 68 · Launch it
baby doll
£1.4Mscore 65 · Worth a look
gifts for 11 year old boys
£1.3Mscore 65 · Worth a look
dinosaur toys
£1.1Mscore 60 · Worth a look
kpop demon hunters costume
£1.1Mscore 58 · Worth a look
pokemon card binder
£1.1Mscore 66 · Launch it
gifts for girls
£1.1Mscore 62 · Launch it
boys toys age 7
£1.1Mscore 63 · Worth a look
pool inflatable
£1.0Mscore 74 · Launch it
rokr
£922Kscore 59 · Worth a look
poker set
£857Kscore 61 · Worth a look
slime
£776Kscore 64 · Worth a look
bubble machine
£761Kscore 75 · Worth a look
retro games console
£723Kscore 64 · Worth a look
slip and slide
£710Kscore 71 · Worth a look
catching sticks game
£702Kscore 59 · Worth a look
bubble mixture
£676Kscore 65 · Worth a look
magnetic cubes
£641Kscore 62 · Worth a look
pool toys
£639Kscore 72 · Worth a look
book nook
£630Kscore 64 · Worth a look
bingo
£620Kscore 60 · Worth a look
7 year old girl gifts
£597Kscore 62 · Worth a look
butter squishy
£582Kscore 73 · Worth a look
card shuffler machine
£552Kscore 60 · Worth a look
water balloons
£550Kscore 80 · Worth a look
boys birthday gifts
£542Kscore 60 · Worth a look
lightsaber
£536Kscore 68 · Worth a look
toys for 10+ year old boys
£531Kscore 59 · Worth a look
bubbles
£530Kscore 61 · Worth a look
bouncy castle
£513Kscore 63 · Worth a look
busy board
£508Kscore 58 · Worth a look
dance mat
£506Kscore 60 · Worth a look
electric cars for kids
£493Kscore 65 · Worth a look
balance bike
£488Kscore 61 · Worth a look
6 year old girl gifts
£475Kscore 61 · Worth a look
remote control helicopter
£432Kscore 57 · Worth a look
toy kitchen
£402Kscore 63 · Worth a look
gameboy
£377Kscore 61 · Worth a look
beach toys
£360Kscore 59 · Worth a look
electric water gun
£285Kscore 81 · Worth a look
giant jenga
£275Kscore 68 · Worth a look
+41 too small to tile at tap-target size — every entry is listed below the map
Top 100 of 250 niches by market size shown
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — median niche search growth of -14.3% over the last 90 days.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.7×
Niches
The category four ways: who scores best, who sells most, who is gaining searches, and who just emerged.
Best Flapen score
Biggest markets
Trending
Products
The category's products three ways: who sells most, who is gaining clicks, and who just landed.
Top sellers
by 90-day clicks
Pokémon TCG: Mega EvolutionChaos Rising Booster Bundle (6 Booster Packs)
- Price
- £21.00
- Rating
- 4.8/5
- Reviews
- 569
- Age
- 2mo ago
Pokémon TCG: Mega EvolutionChaos Rising Elite Trainer Box (1 Full-Art Promo Card 9 Booster Packs & Premium Accessories)
- Price
- £38.47
- Rating
- 4.9/5
- Reviews
- 568
- Age
- 2mo ago
Pokémon TCG: Mega EvolutionPerfect Order Booster Bundle (6 Booster Packs)
- Price
- £20.63
- Rating
- 4.8/5
- Reviews
- 1,199
- Age
- 4mo ago
4 Pcs Fidget Cube Sensory Fidget for Stress Relief Soft Textured Stress Cubes for Classroom Prizes Party Favors to Help with Focus and Stress Relief
- Price
- £10.99
- Rating
- 2.3/5
- Reviews
- 102
- Age
- 11mo ago
PoKéMoN Mini Tin Bundle - 50 Assorted Cards 1 Random Ultra Rare & Game Coin
- Price
- £10.07
- Rating
- 3.5/5
- Reviews
- 1,442
- Age
- 3y ago
Trending
90-day click momentum
19PCS Granny Pants Yard Game Funny Toss Outdoor Games for Adults Teens
- Price
- £20.65
- Rating
- 4.4/5
- Reviews
- 186
- Age
- 6mo ago
NZQXJXZ Portable Cornhole Game for Adults PVC Framed Cornhole Toss Game Set
- Price
- £28.19
- Rating
- 4.2/5
- Reviews
- 7
- Age
- 7mo ago
LUMYCE Book Nook Kit - DIY Miniature House kit for Adults and Beginners
- Price
- £18.99
- Rating
- 4.7/5
- Reviews
- 27
- Age
- 4mo ago
Marble Mania 160 Piece Motorised Marble Run For Kids - Plus Storage Tub
- Price
- £16.87
- Rating
- 4.7/5
- Reviews
- 10
- Age
- 1mo ago
MXBLOCKY 102PCS Magnetic Tiles Building Blocks for Kids Ages 3+ with 2 Cars
- Price
- £17.19
- Rating
- 4.7/5
- Reviews
- 89
- Age
- 11mo ago
Newest
by launch date
Puzzles 1000 Pieces for Adults jigsaw puzzles for adults 1000 Piece Puzzle Challenging Game for The Whole for Women Gifts for Men jigsaw puzzle Theme:Greece Symi town
- Price
- £6.63
- Rating
- 4.5/5
- Reviews
- 10
- Age
- today
Puzzles 1000 Pieces for Adults jigsaw puzzles for adults 1000 Piece Puzzle Challenging Game for The Whole for Women Gifts for Men Theme:Winter Christmas Wishes
- Price
- £8.96
- Rating
- 4.3/5
- Reviews
- 22
- Age
- today
Jigsaw puzzles for adults 1000 Puzzles 1000 Pieces for Adults Piece Puzzle Challenging Game for The Whole for Women Gifts for Men jigsaw puzzle Theme:Fantastic alien world
- Price
- £6.38
- Rating
- 5.0/5
- Reviews
- 1
- Age
- today
Cheese Toy
- Price
- £8.24
- Rating
- 3.1/5
- Reviews
- 11
- Age
- today
2 pcs Gummy Bear Squishy Stress Balls for Adults Sugar Filled Squishy Fidget Squeeze for Anxiety Relief Dreamy Smooth High Density Squeeze Balls
- Price
- £12.03
- Rating
- 0.0/5
- Reviews
- 0
- Age
- today
Common Toys & Games questions
The questions sellers ask about the category, answered from the same tracked metrics.