fireman sam toys
Worth a lookShows low returns (1.0%), but a small market ($57K/yr) keeps it on the watch list.
Returns
Great1.0%return rate — above 5% kills the launch gate
Competition
Great35%top-5 click share — an open shelf
Review moat
Great488.16avg incumbent reviews — the moat a new listing must climb
Avg price
Great£14.99avg listing price — sweet spot $15–$100
Price range
Great£6.05–£42.23cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Conversion
Okay2.9%search→purchase rate — share of searches ending in a sale
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Growth
Bad-14.1%90-day search growth — must beat 0% to launch
Market size
Bad£57K£57K/yr · 129K searches
According to Flapen's Amazon United Kingdom niche tracking, fireman sam toys is a £57K/yr Amazon United Kingdom market (129K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
fireman sam toys market data
- Units sold / yr
- 3K–3K
- avg 0–100/product
- Revenue / yr
- £37K–£45K
- units × avg price
- Conversion rate
- 2.9%
- Avg BSR
- #861
- Page quality
- 0%
- Prime
- 73%
- Sponsored
- 51%
- Out of stock
- 12.4%
- Avg brand age
- 39 months
- Avg seller age
- 176 days
Competition & brand share
Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.Brands
13 falling
Sellers
66
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
35%
Top 20: 79%
Open market
7%
- Fireman Sam36%
- Simba33%
- Character Options12%
- Dickie Toys5%
- Zawadi Global3%
- Toyland3%
- Open — no brand owns it (7 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.1% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.4×
Top fireman sam toys 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 Action Figures 5-pack scaled play preschool poseable figures imaginative play
Character Options£18.794.6★3,211 rev
Fireman Sam Boys Pyjamas Snuggle Fit Muticolored 2-3 Years Multicolor
Fireman Sam£10.993.9★881 rev
Fireman Sam Boys Pyjamas Multicoloured 18 - 24 Months
Fireman Sam£10.934.6★1,415 rev
FIREMAN SAM JUNIOR JUPITER with Sam figure
Simba£10.794.1★36 rev
Dickie-Spielzeug 203099629 Fireman Sam vehicle set Assorted Colours
Dickie Toys£18.334.0★95 rev
Newest
by launch dateFIREMAN SAM JUNIOR JUPITER with Sam figure
Simba£10.7936 rev
Simba FIREMAN SAM JUPITER DELUXE playset for kids
Simba£42.2396 rev
FIREMAN SAM JUNIOR NEPTUNE with Elvis figure
Simba£12.4659 rev
Fireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£8.2144 rev
Fireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£7.8244 rev
Trending
90-day click momentumFireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£7.824.5★
Fireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£8.244.5★
Fireman Sam Boys Pyjamas PJ Set Ages 18 Months to 7 Years Old Red
Fireman Sam£8.214.5★
Fireman Sam Boys Short Pyjamas Blue 1.5-2 Years
Fireman Sam£6.344.4★
Fireman Sam Boys Pyjamas Multicoloured 18 - 24 Months
Fireman Sam£10.934.6★
What buyers say about fireman sam toys
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality and true to size”
“Good size”
“Was a gift and was loved”
“entertaining toy for kids”
“Great value too”
“easy for a young child to use”
“It is sturdy”
“Impressed with colour and size”
“So nice to have something that doesnt involve a screen”
“It folds and unfold easily for storage”
What buyers complain about
“Really disappointed, pjs would have been great if correctly sized”
“Not worth the price paid”
“This item is very flimsy”
“a bit of a dangerous design at the moment”
“Bit plasticy -”
“Poor quality and flimsy”
“Dont put them in the dishwasher”
“Disappointed as it was part of a birthday present”
“The picture will come off”
Top return reasons
Common questions
- Is fireman sam toys profitable to sell on Amazon United Kingdom?
- The niche generates £57K/yr across 45 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -14.1%. Flapen's verdict: Worth a look (50/100).
- How competitive is the fireman sam toys niche?
- 13 brands and 66 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in fireman sam toys?
- Top complaints mined from reviews: Size-Overall, Value For Money, Strength. The return rate is 1.0%.
- When does demand for fireman sam toys peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 4.4× the quietest.
- What does it cost to enter the fireman sam toys niche?
- Listings span £6.05–£42.23; the average listing price is £14.99 (sweet spot $15–$100). The average incumbent carries 488 reviews — the moat a new listing must climb.