fireman sam
Skip itA small market ($65K/yr) — this niche doesn't clear our bar today.
Returns
Great1.1%return rate — above 5% kills the launch gate
Competition
Great36%top-5 click share — an open shelf
Review moat
Great459.32avg incumbent reviews — the moat a new listing must climb
Price range
Great£6.05–£42.23cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£13.93avg listing price — sweet spot $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Bad91%top-5 brand share — brand-locked demand
Growth
Bad-7.0%90-day search growth — must beat 0% to launch
Market size
Bad£65K£65K/yr · 374K searches
Conversion
Bad1.2%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, fireman sam is a £65K/yr Amazon United Kingdom market (374K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 48/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
fireman sam market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- £56K–£70K
- units × avg price
- Conversion rate
- 1.2%
- Avg BSR
- #824
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 59%
- Out of stock
- 10.5%
- Avg brand age
- 41 months
- Avg seller age
- 183 days
Competition & brand share
Clicks spread well past the top 5 (36% combined) — an open shelf where new products get seen.Brands
13 falling
Sellers
65
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
36%
Top 20: 80%
Open market
7%
- Fireman Sam54%
- Simba19%
- Character Options9%
- Zawadi Global4%
- Dickie Toys3%
- Ravensburger2%
- Open — no brand owns it (7 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.0% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.9×
Top fireman sam search terms
- fireman sam239K/yr
- fireman sam toys116K/yr
- fireman sam figures13K/yr
- fireman toys6K/yr
Top fireman sam 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
Fireman Sam Boys Short Pyjamas Blue 1.5-2 Years
Fireman Sam£6.344.4★99 rev
Fireman Sam Boys Pyjamas Snuggle Fit Muticolored 2-3 Years Multicolor
Fireman Sam£10.993.9★881 rev
Fireman Sam Action Figures 5-pack scaled play preschool poseable figures imaginative play
Character Options£18.794.6★3,211 rev
Fireman Sam Boys Pyjamas Pjs Nightwear Long Sleeve Top Trousers Kids 5-6 Years Red
Fireman Sam£9.454.0★5 rev
Fireman Sam Boys Pyjamas Multicoloured 18 - 24 Months
Fireman Sam£10.934.6★1,415 rev
Newest
by launch dateFireman Sam Boys Pyjamas Pjs Nightwear Long Sleeve Top Trousers Kids 5-6 Years Red
Fireman Sam£9.455 rev
Fireman Sam Boys Pyjamas Pjs Nightwear Long Sleeve Top Trousers Kids 4-5 Years Red
Fireman Sam£9.465 rev
Fireman Sam Boys Pyjamas Pjs Nightwear Long Sleeve Top Trousers Kids 2-3 Years Red
Fireman Sam£9.385 rev
FIREMAN SAM JUNIOR JUPITER with Sam figure
Simba£10.7936 rev
Fireman Sam Boys Long Pyjama Set Fancy Dress Kids PJs (3-4 Years) Blue
Fireman Sam£7.5516 rev
Trending
90-day click momentum
Fireman Sam Boys Pyjamas Short PJs Set Ages 18 Months to 7 Years Old (5-6 Years) Blue
Fireman Sam£6.054.6★
Fireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£8.214.5★
Fireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£7.824.5★
Fireman Sam Boys Short Pyjamas Blue 1.5-2 Years
Fireman Sam£6.344.4★
Fireman Sam Boys Pyjamas Pjs Nightwear Long Sleeve Top Trousers Kids 5-6 Years Red
Fireman Sam£9.454.0★
What buyers say about fireman sam
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality, compatible with order brands”
“Good toy”
“Good size”
“Was a gift and was loved”
“Great value too”
“Great for kids”
“It is sturdy”
“easy for a young child to use”
“Good quality, compatible with order brands”
“Impressed with colour and size”
What buyers complain about
“Really disappointed, pjs would have been great if correctly sized”
“This item is very flimsy”
“Not worth the price paid”
“Bit plasticy -”
“a bit of a dangerous design at the moment”
“Poor quality and flimsy”
“Dont put them in the dishwasher”
“The picture will come off”
“Disappointed as it was part of a birthday present”
Top return reasons
Common questions
- Is fireman sam profitable to sell on Amazon United Kingdom?
- The niche generates £65K/yr across 41 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -7.0%. Flapen's verdict: Skip it (48/100).
- How competitive is the fireman sam niche?
- 13 brands and 65 sellers compete. The top 5 products take 36% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in fireman sam?
- Top complaints mined from reviews: Size-Overall, Strength, Value For Money. The return rate is 1.1%.
- When does demand for fireman sam peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 2.9× the quietest.
- What does it cost to enter the fireman sam niche?
- Listings span £6.05–£42.23; the average listing price is £13.93 (sweet spot $15–$100). The average incumbent carries 459 reviews — the moat a new listing must climb.