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Frozen

Maybe

Returns run at only 0.1% of orders. But demand is soft, at -19.3% this quarter, so Frozen is a Maybe.

Flapen Score
64
64 / 100
Top 5% of 2,461 Fashion niches · +16 vs the category median of 48
Market size
£1.4M/yr1.8M searches / yr
90-day growth
-19.3%search demand this quarter
Competition
23%top-5 click share · 26 brands · 236 sellers

Flapen Score

Frozen against its category

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

64Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Frozen market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Frozen 1.8M times last year and spent an estimated £1.4M. The top 5 brands take 70% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 64 out of 100, a Maybe.

01 · Demand

7.5% of searches ended in a purchase last week.

Shoppers searched for this 1.8M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.5% of those searches ended in a purchase. Searches in the last 90 days moved -19.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.4M a year.

Searches, last 12 months
1.8M
Growth, 90 days vs prior 90
-19.3%
Conversion, latest week
7.5%
Market size, estimated
£1.4Ma year
Peak month
December3.1× the quietest month
Top search term
frozen843K searches a year

02 · Price

A sale here is worth £10.17.

Listings sell for £10.17 on average, from £1.19 to £103.45. Amazon reports units sold in ranges. This niche sold 100K to 125K a year. The average listing sells 750 to 1,000 of them. At £10.17 that is £8K to £10K a year per listing.

Average price
£10.17under the $15 to $100 sweet spot
Price range
£1.19–£103.45
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
100K–125K
Units per listing a year
750–1,000
Revenue per listing a year
£8K–£10K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

54% of listings pay for placement with sponsored ads. 99% ship with Prime. On an average day, 4.1% of listings are out of stock. The average listing ranks #97 within Girls. It carries 1,236 reviews at 4.54 stars, so a new listing needs social proof before a better product.

Sponsored listings
54%
Prime listings
99%
Out of stock, average day
4.1%
Average rank
#97in Girls
Average rating
4.54 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,236per listing
Listings tracked
93

04 · Newcomers

Amazon counts 4 of last year's 17 launches as successful.

17 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
17
Successful launches
4Amazon's first-year sales bar
Average brand age
48 months

Products

Top Frozen 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 23% of clicks. An open shelf where new products get seen.

£0£28K£56K£84K£112K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

26 falling

Sellers

236

Top-5 brand share

70%

Top 20: 97%

Top-5 click share

23%

Top 20: 57%

Open market

25%

  • Disney27%
  • Morrisons18%
  • Mattel12%
  • Townley Girl7%
  • Jiaduowang6%
  • Hohosunlar5%

Demand

Frozen search demand

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

100K60KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25DecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.1×

Search terms

Top Frozen search terms shoppers use

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

  • frozen843K/yr
  • frozen toys446K/yr
  • elsa123K/yr
  • chicken kiev77K/yr
  • frozen gifts66K/yr
  • elsa toys53K/yr
  • disney frozen50K/yr
  • frozen 222K/yr
  • frozen gifts for girls age 418K/yr
  • frozen toy21K/yr

Reviews and returns

What reviews say buyers love and hate about Frozen

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

Complain

Quality-Overall15%−0.04

it's not the best quality nail varnish even for play

absolutely garbage

Not great quality

Size-Overall14%−0.03

on the small side

Bit disappointed with the size

Much bigger than I thought

Durability10%−0.10

Broke easily

Breaks very easily

A lot broke

Taste-Overall8%−0.01

Cheap and tasteless

Poor taste, processed meat

Tasteless

Value For Money6%+0.65

Over priced for sure

Bit costly

Not good value for money

Love

Quality-Overall18%−0.04

Good quality set

These are good quality cards

Good quality

Value For Money13%+0.65

Good Value

Good value for money

Excellent value for money

Taste-Overall12%−0.01

Good food for me

Great taste

you can taste the fish

Gifting Purpose7%+1.02

fun gift idea

Perfect as a gift

Beautiful gift

Fun/Entertainment Experience7%+0.89

entertained for hours

Endless entertainment

Super fun build

Return

0.1% Return rate 48% Fixable by listing

Size-Overall33%▆▆▇▇▅█

on the small side

Bit disappointed with the size

Much bigger than I thought

Quality-Overall12%▅█▅▃▆▄

it's not the best quality nail varnish even for play

absolutely garbage

Not great quality

Gifting Purpose10%█▆▆▆▁▄
Advertised Vs Actual Product9%▄▅▃▂█▃

Misleading

Very misleading first photo

not the clear box they use to advertise which looks a lot better

Defective Material/Parts8%▃▃▄█▂▃

FAQ

Common Frozen questions

Answered from the same tracked data.