How competitive is the Chess niche on Amazon Singapore?

13 brands and 14 sellers compete in Chess on Amazon Singapore. The top 5 Chess products take 57% of clicks and its top 5 brands hold 89% of demand.

What do buyers complain about in Chess?

Chess buyers on Amazon Singapore complain most about Shape/Style, Weight Heavy, Advertised Vs Actual Product, the themes mined from the niche's reviews. Its return rate is 0.9%.

What does it cost to enter the Chess niche?

Chess sells for $88.45 on average on Amazon Singapore, inside our $15–$100 sweet spot. Listings span $20.90–$461.00. The average incumbent carries 1,706 reviews — the moat a new listing must climb.

Chess

a small market ($25K/yr) — Chess doesn't clear our bar today.

Signals High Price

Flapen Score

Skip it

Top 28% of 118 Toys niches · +4 vs the category median of 35

This niche Category average · 118 niches

Is Chess profitable on Amazon?

According to Flapen's Amazon Singapore niche tracking, Chess is a $25K/yr Amazon Singapore market (18K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 39/100.

Chess: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +16.1% over the last 90 days and 1.6% of searches end in a purchase.

$25K

revenue / yr

Units sold / yr250

Search volume / yr+16.1%18K

Conversion rate1.6%

Avg price$88.45

Who owns the niche?

The top 5 brands hold 89% of demand, so 11% of the market is open.

11%

open market share

Brands · sellers13 · 14

Top-5 product click share57%

Open market11%

Avg brand age67 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 22 products

Top Chess products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 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

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: brands, sellers & click share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

13 falling

Sellers

Top-5 brand share

89%

Top 20: 100%

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%)

Chess demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume18KCVR1.6%Products22Brands13Top 5 Brands89%OOS Rate12.8%Rating4.6★Reviews1,706Avg BSR#184

Peak months: Nov, Dec · busiest ÷ quietest = 3.4×

What reviews say buyers love and hate about Chess

What buyers mention most, as a share of all reviews.

What buyers complain about

100% of reviews

Shape/Style50%

“Inconsistent shape the queen”

Weight Heavy25%

“and not particularly heavy. far from quadruple”

Advertised Vs Actual Product25%

“not as advertised”

Chess return rate & reasons

Why buyers send it back, as a share of all return requests.

0.9%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Material Quality

50%

2Sharpness

50%

Common Chess questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Chess 39/100 on Amazon Singapore — Skip it. The niche generates $25K/yr across 22 tracked products. 0 of 3 products launched in the last 360 days are still selling. Search demand moved +16.1% over the last 90 days.