Descendants
FailShoppers spend only $8K a year here, so Descendants is a Fail.
- Flapen Score
- 43 / 100Ranks 1,718 of 2,461 Fashion niches · −5 vs the category median of 4843
- Market size
- £8K/yr90K searches / yr
- 90-day growth
- +25.9%search demand this quarter
- Competition
- 56%top-5 click share · 7 brands · 323 sellers
Flapen Score
Descendants against its category
The dotted line is the Fashion average. Past it, Descendants is stronger. Inside it, weaker.
Market
The Descendants market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Descendants 90K times last year and spent an estimated £8K. The top 5 brands take 93% of clicks. Demand peaks in Aug–Oct. Flapen scores it 43 out of 100, a Fail.
01 · Demand
0.5% of searches ended in a purchase last week.
Shoppers searched for this 90K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.5% of those searches ended in a purchase. Searches in the last 90 days moved +25.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £8K a year.
- Searches, last 12 months
- 90K
- Growth, 90 days vs prior 90
- +25.9%
- Conversion, latest week
- 0.5%
- Market size, estimated
- £8Ka year
- Peak month
- August1.7× the quietest month
- Top search term
- descendants84K searches a year
02 · Price
A sale here is worth £17.27.
Listings sell for £17.27 on average, from £8.74 to £25.03. Amazon reports units sold in ranges. This niche sold 750 to 1K a year. The average listing sells 0 to 100 of them. At £17.27 that is £0 to £2K a year per listing.
- Average price
- £17.27inside the $15 to $100 sweet spot
- Price range
- £8.74–£25.03
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 750–1K
- Units per listing a year
- 0–100
- Revenue per listing a year
- £0–£2K
- Returns
- 1.4%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
65% of listings pay for placement with sponsored ads. 70% ship with Prime. On an average day, 16.0% of listings are out of stock. The average listing ranks #451 within Girls. It carries 592 reviews at 4.39 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 65%
- Prime listings
- 70%
- Out of stock, average day
- 16.0%
- Average rank
- #451in Girls
- Average rating
- 4.39 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 592per listing
- Listings tracked
- 20
04 · Newcomers
Amazon counts 0 of last year's 6 launches as successful.
6 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 31 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 6
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 31 months
Products
Top Descendants products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Minhuaha Katseye Fans Hoodie for Girls Fashion Hoodie Kids Tops (Purple 7 Years)
- Price
- £15.28
- Rating
- 3.7/5
- Reviews
- 17
- Age
- 6mo ago

Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Purple 9 Years)
- Price
- £24.29
- Rating
- 3.2/5
- Reviews
- 9
- Age
- 6mo ago

Make It Real Disney Descendants The Rise of Red Storybook & Bracelet Making Kit for Kids - Queen of Charms Magical Craft Set with Colourful Charms & Beads - Creative Toys & Jewellery Making Activity
- Price
- £16.15
- Rating
- 4.5/5
- Reviews
- 315
- Age
- 2y ago

Mattel Disney Descendants: The Rise of Red Red Fashion Doll
- Price
- £8.74
- Rating
- 4.7/5
- Reviews
- 2,418
- Age
- 2y ago

Mattel Descendants Mal Isle of the Lost Tenth Anniversary Fashion Doll with Removable Outfit Accessory & Bendable Joints Inspired by the Movies JFG74 11 in
- Price
- £21.35
- Rating
- 4.7/5
- Reviews
- 1,256
- Age
- 1y ago
Trending
90-day click momentum
Mattel Disney Descendants: Wicked Wonderland Pink Sister of Red Doll
- Price
- £24.95
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 3w ago

Mattel Disney Descendants: Wicked Wonderland Red Fashion Doll
- Price
- £25.03
- Rating
- 4.4/5
- Reviews
- 7
- Age
- 3w ago

Official Licensed Disney The Descendants Wicked Friends Girls T-Shirt - Classic Graphic T-Shirt Soft Cotton Short Sleeve Tee Crew Neck Fan Gift Available in Multiple UK Sizes Purple
- Price
- £14.99
- Rating
- 4.3/5
- Reviews
- 99
- Age
- 5y ago

Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Purple 9 Years)
- Price
- £24.29
- Rating
- 3.2/5
- Reviews
- 9
- Age
- 6mo ago

Minhuaha Katseye Fans Hoodie for Girls Fashion Hoodie Kids Tops (Purple 7 Years)
- Price
- £15.28
- Rating
- 3.7/5
- Reviews
- 17
- Age
- 6mo ago
Newest
by launch date
Mattel Disney Descendants: Wicked Wonderland Pink Sister of Red Doll
- Price
- £24.95
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 3w ago

Mattel Disney Descendants: Wicked Wonderland Red Fashion Doll
- Price
- £25.03
- Rating
- 4.4/5
- Reviews
- 7
- Age
- 3w ago

Minhuaha Katseye Fans Hoodie for Girls Fashion Hoodie Kids Tops (Purple 7 Years)
- Price
- £15.28
- Rating
- 3.7/5
- Reviews
- 17
- Age
- 6mo ago

Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Purple 9 Years)
- Price
- £24.29
- Rating
- 3.2/5
- Reviews
- 9
- Age
- 6mo ago

Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Black 9 Years)
- Price
- £24.65
- Rating
- 3.2/5
- Reviews
- 9
- Age
- 6mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take 56% of clicks. Leaders hold, but buyers still shop past them.
Brands
7 falling
Sellers
323
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
56%
Top 20: 100%
Open market
2%
- Minhuaha39%
- Mattel34%
- Make It Real10%
- WZMPA5%
- Absolute Cult5%
- Disney4%
- Open — no brand owns it (1 brand, 2%)
Demand
Descendants search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Aug, Oct · busiest ÷ quietest = 1.7×
Search terms
Top Descendants search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- descendants84K/yr
- descendants merchandise5K/yr
- descendants gifts1K/yr
Reviews and returns
What reviews say buyers love and hate about Descendants
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Very thin material sizing very small
Small sizing and very thin material
Photo does not look like the girls in the group
Poor quality and sizing
Love
Good value and quality arrived quick
Amazing quality
Great quality doll
Worth the price
Great doll Great value
Great value
Lovely toy clock arrived quickly
Excellent doll with a great deal of detail
Lovely thick material
Its very pretty
Return
1.4% Return rate 29% Fixable by listing
Poor quality and sizing
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Descendants questions
Answered from the same tracked data.









