- Flapen Score
- 39 / 100Top 28% of 118 Toys niches · +4 vs the category median of 3539
- Market size
- $25K/yr18K searches / yr
- 90-day growth
- +16.1%search demand this quarter
- Competition
- 57%top-5 click share · 13 brands · 14 sellers
Flapen Score
Chess against its category
The dotted line is the Toys average. Past it, Chess is stronger. Inside it, weaker.
Market
The Chess market on Amazon at a glance
Shoppers on Amazon Singapore searched for Chess 18K times last year and spent an estimated $25K. The top 5 brands take 89% of clicks. Demand peaks in Nov–Dec. Flapen scores it 39 out of 100, a Fail.
01 · Demand
An estimated 1.6% of those searches ended in a purchase.
Shoppers searched for this 18K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 1.6% of those searches ended in a purchase. Searches in the last 90 days moved +16.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated $25K a year.
- Searches, last 12 months
- 18K
- Growth, 90 days vs prior 90
- +16.1%
- Conversion, latest week
- 1.6%
- Market size, estimated
- $25Ka year
- Peak month
- December3.4× the quietest month
- Top search term
- chess9K searches a year
02 · Price
A sale here is worth $88.45.
Listings sell for $88.45 on average, from $20.90 to $461.00. Amazon reports units sold in ranges. This niche sold 100 to 250 a year. The average listing sells 0 to 100 of them. At $88.45 that is $0 to $9K a year per listing.
- Average price
- $88.45inside the $15 to $100 sweet spot
- Price range
- $20.90–$461.00
- Amazon Singapore median price
- $30.00across 1,590 niches
- Units sold a year
- 100–250
- Units per listing a year
- 0–100
- Revenue per listing a year
- $0–$9K
- Returns
- 0.9%of orders · Amazon Singapore median 0.0%
03 · Entry bar
The bar here is reviews.
32% of listings pay for placement with sponsored ads. 82% ship with Prime. On an average day, 12.8% of listings are out of stock. The average listing ranks #184 within Toys. It carries 1,706 reviews at 4.57 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 32%
- Prime listings
- 82%
- Out of stock, average day
- 12.8%
- Average rank
- #184in Toys
- Average rating
- 4.57 starsAmazon Singapore average 4.47 stars
- Average reviews
- 1,706per listing
- Listings tracked
- 22
04 · Newcomers
0 of last year's 3 launches cleared the first-year sales bar.
3 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 67 months on average, so the names here are established.
- Launched, last 12 months
- 3
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 67 months
Products
Top Chess products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
AMEROUS 15 Inches Magnetic Wooden Chess Set - 2 Extra Queens - Folding Board Handmade Portable Travel Chess Board Game Sets with Game Pieces Storage Slots - Beginner Chess Set for Kids and Adults
- Price
- $47.02
- Rating
- 4.8/5
- Reviews
- 12,556
- Age
- 7y ago

A&A 15 inch Wooden Folding Chess & Checkers Set w/ 3 inch King Height Staunton Chess Pieces - Walnut Box w/Walnut & Maple Inlay
- Price
- $63.86
- Rating
- 4.6/5
- Reviews
- 1,492
- Age
- 5y ago

A&A Tournament Chess Set / 20x20 Foldable Silicone Chess Board / 3.75 King Height Plastic Quadruple Weighted Classic Staunton Pieces/Storage Bag
- Price
- $71.79
- Rating
- 4.8/5
- Reviews
- 2,009
- Age
- 4y ago

Foldable Wooden Chess Set Magnet International Chess Educational Toy
- Price
- $32.58
- Rating
- 3.5/5
- Reviews
- 6
- Age
- 5y ago

GoCube GoChess Mini - Chess Game 2 Players Age 12+
- Price
- $358.54
- Rating
- 4.5/5
- Reviews
- 201
- Age
- 1y ago
Trending
estimated 90-day click momentum
FunAiChess 606 Handheld Electronic Chess Computer for Travel & Learning - 8-in-1 Smart Strategy Game with Touchscreen Stylus - Portable Solo Trainer for Kids & Adults
- Price
- $64.78
- Rating
- 4.0/5
- Reviews
- 94
- Age
- 2y ago

Chess: Zelda
- Price
- $59.03
- Rating
- 4.6/5
- Reviews
- 335
- Age
- 1y ago

A&A 15 inch Wooden Folding Chess & Checkers Set w/ 3 inch King Height Staunton Chess Pieces / 2 Extra Queens -Walnut Box w/Walnut & Maple Inlay 1008.380.03A
- Price
- $91.47
- Rating
- 4.6/5
- Reviews
- 631
- Age
- 2y ago

SUMFGO Magnetic Travel Chess Set Folding 17-Inch Wooden Magnetic Chess Board with 2 Extra Queens
- Price
- $51.87
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 6mo ago

Winning Moves No Stress Chess Game Blue - 2 Player Age 7+ Standard Edition
- Price
- $27.46
- Rating
- 4.7/5
- Reviews
- 7,290
- Age
- 13y ago
Newest
by launch date
SUMFGO Magnetic Travel Chess Set Folding 17-Inch Wooden Magnetic Chess Board with 2 Extra Queens
- Price
- $51.87
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 6mo ago

Story Time Chess Set for Kids
- Price
- $37.61
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 11mo ago

Harry Potter GoChess Wizard Mini
- Price
- $461.00
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 11mo ago

Chess: Zelda
- Price
- $59.03
- Rating
- 4.6/5
- Reviews
- 335
- Age
- 1y ago

GoCube GoChess Mini - Chess Game 2 Players Age 12+
- Price
- $358.54
- Rating
- 4.5/5
- Reviews
- 201
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 57% of clicks. Leaders hold, but buyers still shop past them.
Brands
13 falling
Sellers
14
Est. top-5 brand share
89%
Top 20: 100%
Est. top-5 click share
57%
Top 20: 97%
Open market
11%
- A&A34%
- AMEROUS31%
- ZiNingBel9%
- GoCube9%
- Winning Moves3%
- Story Time Chess3%
- Open — no brand owns it (7 brands, 11%)
Demand
Chess search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 3.4×
Reviews and returns
What reviews say buyers love and hate about Chess
We read the reviews and the return reasons for every product selling here.
“Inconsistent shape the queen”
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.
5 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Chess questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









