wicked
Skip itSoft demand (-61.5% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Competition
Great21%top-5 click share — an open shelf
Review moat
Great183.55avg incumbent reviews — the moat a new listing must climb
Price range
Good£1.20–£50.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£12.50avg listing price — sweet spot $15–$100
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Market size
Bad£46K£46K/yr · 3.4M searches
Conversion
Bad0.1%search→purchase rate — share of searches ending in a sale
Growth
Bad-61.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, wicked is a £46K/yr Amazon United Kingdom market (3.4M searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 44/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
wicked market data
- Units sold / yr
- 20K–25K
- avg 100–250/product
- Revenue / yr
- £250K–£313K
- units × avg price
- Conversion rate
- 0.1%
- Avg BSR
- #517
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 83%
- Out of stock
- 7.4%
- Avg brand age
- 18 months
- Avg seller age
- 176 days
Competition & brand share
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.Brands
24 falling
Sellers
237
Top-5 brand share
76%
Top 20: 99%
Top-5 click share
21%
Top 20: 56%
Open market
21%
- Wicked53%
- Corsair Toiletries9%
- Funko6%
- Top Trumps4%
- LEGO3%
- Care Bears3%
Demand & seasonality
Weekly Amazon search volume, last 80 weeks — -61.5% search growth over the last 90 days.Peak months: Jan, Nov, Dec · busiest ÷ quietest = 8.1×
Top wicked search terms
- wicked3.3M/yr
- wiked21K/yr
- wixked6K/yr
Top wicked products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
WICKED Official Girls Pyjamas 2 Piece Set Black Age 7-8 Years
Wicked£7.764.8★15 rev
Top Trumps Wicked Educational travel game Play with friends Travel Companion makes a great gift for ages 6 plus
Top Trumps£7.054.7★41 rev
Wicked Girls Hoodie | Elphaba And Glinda Girls Jumpers | Glitter Hoodie | Elphaba Girls Clothes | Pink 6-7 Years
Wicked£16.094.5★141 rev
Funko Pop! Keychain: Wicked - Glinda - Novelty Keyring - Collectable Mini Figure - Stocking Filler - Gift Idea - Official Merchandise - Movies Fans - Backpack Decor
Funko£4.674.7★512 rev
Universal Pictures Wicked Part 2 600ml Water Bottle with Straw by Polar Gear | Official Movie Merchandise | For Adult & Kids Pink & Green
Wicked£3.304.6★97 rev
Newest
by launch date
Wicked Girls Short Pyjamas | Official Summer PJ Set | Elphaba & Glinda Sleepwear | Kids Short Sleeve Top & Shorts (UK Age 9 Years 10 Years Regular) Green
Wicked£9.180 rev
Wicked Glinda Bubbly Pink Eau de Parfum - 3.4 Fl Oz
Ariana Grande£25.54114 rev
Ariana Grande Wicked Elphaba Enchanted Eau de Parfum Spray 100ml Perfume for Women
Ariana Grande£29.4167 rev
Wicked Glinda Bath Gift Set Pink Bubble Bath Body Butter & Shower Cap Officially Licensed Wicked Merchandise
Corsair Toiletries£7.6214 rev
Official Wicked Lip Balm Duo | Two Character Shaped Lip Care Tins | Glinda the Good & Elphaba
Corsair Toiletries£6.8238 rev
Trending
90-day click momentumWicked Girls Short Pyjamas | Official Summer PJ Set | Elphaba & Glinda Sleepwear | Kids Short Sleeve Top & Shorts (UK Age 9 Years 10 Years Regular) Green
Wicked£9.180.0★
Ariana Grande Wicked Elphaba Enchanted Eau de Parfum Spray 100ml Perfume for Women
Ariana Grande£29.414.9★
Wicked Glinda Bubbly Pink Eau de Parfum - 3.4 Fl Oz
Ariana Grande£25.544.9★
Wicked Girls Dressing Gown Elphaba Kids Bathrobe With Pointed Hood Fleece Dressing Gown For Girls Green 7-8 Years
Wicked£20.705.0★
WICKED Official Girls Pyjamas 2 Piece Set Black Age 7-8 Years
Wicked£7.764.8★
What buyers say about wicked
What buyers praise and complain about, mined from review topics.What buyers love
“Amazing quality”
“Brilliant Birthday gift”
“amazing value for money”
“Long lasting nice smell”
“The adjustable headband makes it easy to get a comfortable fit”
“As advertised”
“Pretty colour”
“cute glitter and taste good”
“Lips feel soft and hydrated, though, which is good”
“I love the design of them”
What buyers complain about
“Very small”
“the subtle scent is inoffensive”
“little bit expensive”
“as this is a present it is annoying”
“Looks nothing like the photo”
“This bottle broke so quickly”
“Cheap”
“Very weak not worth it stick to the normal ones this is a con”
“my face stung”
“Very thin”
Top return reasons
Common questions
- Is wicked profitable to sell on Amazon United Kingdom?
- The niche generates £46K/yr across 92 tracked products. 9 of 67 products launched in the last 360 days are still selling. 90-day search growth is -61.5%. Flapen's verdict: Skip it (44/100).
- How competitive is the wicked niche?
- 24 brands and 237 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in wicked?
- Top complaints mined from reviews: Size-Overall, Smell, Value For Money. The return rate is 0.7%.
- When does demand for wicked peak?
- Demand peaks in Jan–Nov–Dec; the busiest month runs 8.1× the quietest.
- What does it cost to enter the wicked niche?
- Listings span £1.20–£50.09; the average listing price is £12.50 (sweet spot $15–$100). The average incumbent carries 184 reviews — the moat a new listing must climb.