Skip to content

Descendants

Fail

Shoppers spend only $8K a year here, so Descendants is a Fail.

Flapen Score
43
43 / 100
Ranks 1,718 of 2,461 Fashion niches · −5 vs the category median of 48
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.

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 56% of clicks. Leaders hold, but buyers still shop past them.

£0£827£2K£2K£3K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

4K3KSpike '25Prime Day '25Spike '26Prime Day '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

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

Thin50%−0.09

Very thin material sizing very small

Material Quality17%−0.01

Small sizing and very thin material

Advertised Vs Actual Product17%−0.01

Photo does not look like the girls in the group

Quality-Overall17%+2.70

Poor quality and sizing

Love

Quality-Overall44%+2.70

Good value and quality arrived quick

Amazing quality

Great quality doll

Value For Money18%+1.13

Worth the price

Great doll Great value

Great value

Collectibles11%−0.01

Lovely toy clock arrived quickly

Excellent doll with a great deal of detail

Thickness5%+0.46

Lovely thick material

Color5%+0.46

Its very pretty

Return

1.4% Return rate 29% Fixable by listing

Value For Money25%▁▁▁▁█▁
Gifting Purpose17%▁▁▁▁█▁
Color17%▁▁▁█▃▁
Size-Overall13%▁▁██▁▁
Quality-Overall13%▁██▁▁▁

Poor quality and sizing

FAQ

Common Descendants questions

Answered from the same tracked data.