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Fortnite

Fail

The top 5 brands take 96% of clicks, so Fortnite is a Fail.

Flapen Score
45
45 / 100
Ranks 1,513 of 2,461 Fashion niches · −3 vs the category median of 48
Market size
£317K/yr1.5M searches / yr
90-day growth
-15.3%search demand this quarter
Competition
45%top-5 click share · 8 brands · 103 sellers

Flapen Score

Fortnite against its category

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

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fortnite market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fortnite 1.5M times last year and spent an estimated £317K. The top 5 brands take 96% of clicks. Demand peaks in Nov–Dec. Flapen scores it 45 out of 100, a Fail.

01 · Demand

1.4% of searches ended in a purchase last week.

Shoppers searched for this 1.5M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.4% of those searches ended in a purchase. Searches in the last 90 days moved -15.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £317K a year.

Searches, last 12 months
1.5M
Growth, 90 days vs prior 90
-15.3%
Conversion, latest week
1.4%
Market size, estimated
£317Ka year
Peak month
December9.7× the quietest month
Top search term
fortnite863K searches a year

02 · Price

A sale here is worth £14.83.

Listings sell for £14.83 on average, from £5.49 to £54.02. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 250 to 500 of them. At £14.83 that is £4K to £7K a year per listing.

Average price
£14.83under the $15 to $100 sweet spot
Price range
£5.49–£54.02
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
25K–30K
Units per listing a year
250–500
Revenue per listing a year
£4K–£7K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

97% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 5.1% of listings are out of stock. The average listing ranks #209 within Boys. It carries 719 reviews at 4.67 stars, so a new listing needs social proof before a better product.

Sponsored listings
97%
Prime listings
83%
Out of stock, average day
5.1%
Average rank
#209in Boys
Average rating
4.67 starsAmazon United Kingdom average 4.36 stars
Average reviews
719per listing
Listings tracked
30

04 · Newcomers

Amazon counts 0 of last year's 15 launches as successful.

15 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
15
Successful launches
0Amazon's first-year sales bar
Average brand age
31 months

Products

Top Fortnite 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 45% of clicks. Leaders hold, but buyers still shop past them.

£0£32K£63K£95K£127K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

8 falling

Sellers

103

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

45%

Top 20: 87%

Open market

2%

  • Fortnite61%
  • Get Trend22%
  • LEGO5%
  • Paladone4%
  • Fantasix3%
  • Top Trumps1%
  • Open — no brand owns it (2 brands, 2%)

Demand

Fortnite search demand

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

225K175KSpike '24Holiday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 9.7×

Search terms

Top Fortnite search terms shoppers use

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

  • fortnite863K/yr
  • fortnite toys141K/yr
  • fortnite gifts for boys237K/yr
  • fortnite figures88K/yr
  • fortnite gifts54K/yr
  • fortnight19K/yr
  • fornite11K/yr
  • fortnite stuff9K/yr
  • fortnite gift12K/yr
  • fortnite merch11K/yr

Reviews and returns

What reviews say buyers love and hate about Fortnite

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

Complain

Quality-Overall29%−0.06

Poor quality

Not very good quality

Unfortunately, once we got these, we found the quality isn't that great

Size-Overall25%−0.03

Its a lot bigger than I thought

opened it it looks small its no where near the size as seen in picture on the boy where it comes past his knees Ill be lucky if it fits my son

Value For Money17%−0.04

massive wast of £50

Advertised Vs Actual Product8%−0.01

Size not same as in picture

Stitch/Finish/Polish8%−0.04

the one sleeve all the stitch has come away

Love

Quality-Overall33%−0.06

Great quality tops

Our grandson loves his keeps him warm quality is very good

Excellent Quality

Value For Money10%−0.04

Amazing lego and a great price

good value for money

good for the price

Collectibles10%+0.64

beautiful lego, good quality

Collection figures

Was great Xmas item for nephew he has it on his wall with his gaming computer

Gifting Purpose8%+1.03

This was a birthday gift for my grandson

My 7 year old grandson's favourite present

Excellent present for my son

Brightness/Shine/Glow8%+1.03

Absolutely great purchase brightness is very good

Nice light

Lovely little light for my granddaughters bedroom

Return

1.1% Return rate 24% Fixable by listing

Gifting Purpose22%▃▇█▄▇▅
Size-Overall21%▃▁▆█▅▆

Its a lot bigger than I thought

opened it it looks small its no where near the size as seen in picture on the boy where it comes past his knees Ill be lucky if it fits my son

Defective Material/Parts9%▅█▁▃▆▁
Quality-Overall7%▁▁▁▆▁█

Poor quality

Not very good quality

Unfortunately, once we got these, we found the quality isn't that great

Value For Money6%▄▁▁▆▁█

massive wast of £50

FAQ

Common Fortnite questions

Answered from the same tracked data.