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Fireman Sam

Fail

Shoppers spend only $65K a year here, so Fireman Sam is a Fail.

Flapen Score
48
48 / 100
Ranks 1,186 of 2,461 Fashion niches · on the category median
Market size
£65K/yr374K searches / yr
90-day growth
-7.0%search demand this quarter
Competition
36%top-5 click share · 13 brands · 65 sellers

Flapen Score

Fireman Sam against its category

The dotted line is the Fashion average. Past it, Fireman Sam is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fireman Sam market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fireman Sam 374K times last year and spent an estimated £65K. The top 5 brands take 91% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

1.2% of searches ended in a purchase last week.

Shoppers searched for this 374K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.2% of those searches ended in a purchase. Searches in the last 90 days moved -7.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £65K a year.

Searches, last 12 months
374K
Growth, 90 days vs prior 90
-7.0%
Conversion, latest week
1.2%
Market size, estimated
£65Ka year
Peak month
December2.9× the quietest month
Top search term
fireman sam239K searches a year

02 · Price

A sale here is worth £13.93.

Listings sell for £13.93 on average, from £6.05 to £42.23. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At £13.93 that is £0 to £1K a year per listing.

Average price
£13.93under the $15 to $100 sweet spot
Price range
£6.05–£42.23
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

59% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 10.5% of listings are out of stock. The average listing ranks #824 within Boys. It carries 459 reviews at 4.37 stars, so a new listing needs social proof before a better product.

Sponsored listings
59%
Prime listings
80%
Out of stock, average day
10.5%
Average rank
#824in Boys
Average rating
4.37 starsAmazon United Kingdom average 4.36 stars
Average reviews
459per listing
Listings tracked
41

04 · Newcomers

Amazon counts 0 of last year's 4 launches as successful.

4 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 41 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
0Amazon's first-year sales bar
Average brand age
41 months

Products

Top Fireman Sam 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 only 36% of clicks. An open shelf where new products get seen.

£0£2K£4K£6K£8K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Fireman Sam search demand

Weekly searches over the year, seasonality beneath. Pick a range.

23K18KSpike '24Spike '25Black Friday '25SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.9×

Search terms

Top Fireman Sam search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • fireman sam239K/yr
  • fireman sam toys116K/yr
  • fireman sam figures13K/yr
  • fireman toys6K/yr

Reviews and returns

What reviews say buyers love and hate about Fireman Sam

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall19%−0.01

Really disappointed, pjs would have been great if correctly sized

much bigger than expected

come up small

Strength18%−0.07

This item is very flimsy

Flimsy, leans to one side and the base started getting small holes after a week of indoor use

isnt very sturdy

Value For Money14%−0.16

Not worth the price paid

This item is total rubbish for £17

are not worth the money at all

Material Quality8%−0.05

Bit plasticy -

Design-Overall8%−0.12

a bit of a dangerous design at the moment

Love

Quality-Overall25%+2.24

Good quality, compatible with order brands

Good size tiles and good quality

Very good quality

Fun/Entertainment Experience19%−0.03

Good toy

Fun for little ones

Kids enjoy it

Size-Overall16%−0.01

Good size

Nice size bike

Good size tiles and good quality

Gifting Purpose14%+1.15

Was a gift and was loved

Great gift

got it as a gift for a younger child who is clever

Value For Money8%−0.16

Great value too

Reasonably priced

Great price

Return

1.1% Return rate 49% Fixable by listing

Size-Overall34%▇█▃█▆▁

Really disappointed, pjs would have been great if correctly sized

much bigger than expected

come up small

Functionality-Overall9%▃█▄▁▁▁
Advertised Vs Actual Product8%▁▁▁▁▃█

The picture will come off

Gifting Purpose6%▁▅▁▁█▁

Disappointed as it was part of a birthday present

Quality-Overall6%▃▁▂█▁▁

Poor quality and flimsy

Very poor quality

Really poor quality and very disappointed

FAQ

Common Fireman Sam questions

Answered from the same tracked data.