descendants
Skip itA small market ($8K/yr) — this niche doesn't clear our bar today.
Returns
Great1.4%return rate — above 5% kills the launch gate
Avg price
Great£17.27avg listing price — sweet spot $15–$100
Review moat
Good591.6avg incumbent reviews — the moat a new listing must climb
Price range
Good£8.74–£25.03cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Good+25.9%90-day search growth — must beat 0% to launch
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Brand share
Bad93%top-5 brand share — brand-locked demand
Conversion
Bad0.5%search→purchase rate — share of searches ending in a sale
Market size
Bad£8K£8K/yr · 90K searches
According to Flapen's Amazon United Kingdom niche tracking, descendants is a £8K/yr Amazon United Kingdom market (90K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Aug–Oct. Verdict: Skip it — 43/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
descendants market data
- Units sold / yr
- 750–1K
- avg 0–100/product
- Revenue / yr
- £13K–£17K
- units × avg price
- Conversion rate
- 0.5%
- Avg BSR
- #451
- Page quality
- 0%
- Prime
- 70%
- Sponsored
- 65%
- Out of stock
- 16.0%
- Avg brand age
- 31 months
- Avg seller age
- 169 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond 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 & seasonality
Weekly Amazon search volume, last 81 weeks — +25.9% search growth over the last 90 days.Peak months: Aug, Oct · busiest ÷ quietest = 1.7×
Top descendants search terms
- descendants84K/yr
- descendants merchandise5K/yr
- descendants gifts1K/yr
Top descendants 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Minhuaha Katseye Fans Hoodie for Girls Fashion Hoodie Kids Tops (Purple 7 Years)
Minhuaha£15.283.7★17 rev
Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Purple 9 Years)
Minhuaha£24.293.2★9 rev
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
Make It Real£16.154.5★315 rev
Mattel Disney Descendants: The Rise of Red Red Fashion Doll
Mattel£8.744.7★2,418 rev
Mattel Descendants Mal Isle of the Lost Tenth Anniversary Fashion Doll with Removable Outfit Accessory & Bendable Joints Inspired by the Movies JFG74 11 in
Mattel£21.354.7★1,256 rev
Newest
by launch date
Mattel Disney Descendants: Wicked Wonderland Pink Sister of Red Doll
Mattel£24.959 rev
Mattel Disney Descendants: Wicked Wonderland Red Fashion Doll
Mattel£25.037 rev
Minhuaha Katseye Fans Hoodie for Girls Fashion Hoodie Kids Tops (Purple 7 Years)
Minhuaha£15.2817 rev
Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Purple 9 Years)
Minhuaha£24.299 rev
Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Black 9 Years)
Minhuaha£24.659 rev
Trending
90-day click momentumMattel Disney Descendants: Wicked Wonderland Pink Sister of Red Doll
Mattel£24.954.8★
Mattel Disney Descendants: Wicked Wonderland Red Fashion Doll
Mattel£25.034.4★
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
Absolute Cult£14.994.3★
Minhuaha KATSEYE Girls Hoodie+Pants Set Kids Shirt 2PCS Long Sleeve Outfit (Purple 9 Years)
Minhuaha£24.293.2★
Minhuaha Katseye Fans Hoodie for Girls Fashion Hoodie Kids Tops (Purple 7 Years)
Minhuaha£15.283.7★
What buyers say about descendants
What buyers praise and complain about, mined from review topics.What buyers love
“Good value and quality arrived quick”
“Worth the price”
“Lovely toy clock arrived quickly”
“Lovely thick material”
“Its very pretty”
“Great product Wel made solid thanks for these”
“Doll is very soft compared to other brands”
“is exactly as described”
“Can only comment on how they look as a birthday present for my Grand-daughter”
What buyers complain about
“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”
Top return reasons
Common questions
- Is descendants profitable to sell on Amazon United Kingdom?
- The niche generates £8K/yr across 20 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is +25.9%. Flapen's verdict: Skip it (43/100).
- How competitive is the descendants niche?
- 7 brands and 323 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in descendants?
- Top complaints mined from reviews: Thin, Material Quality, Advertised Vs Actual Product. The return rate is 1.4%.
- When does demand for descendants peak?
- Demand peaks in Aug–Oct; the busiest month runs 1.7× the quietest.
- What does it cost to enter the descendants niche?
- Listings span £8.74–£25.03; the average listing price is £17.27 (sweet spot $15–$100). The average incumbent carries 592 reviews — the moat a new listing must climb.