frozen
Worth a lookShows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Great23%top-5 click share — an open shelf
Market size
Great£1.4M£1.4M/yr · 1.8M searches
Price range
Great£1.19–£103.45cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Great7.5%search→purchase rate — share of searches ending in a sale
Brand share
Good70%top-5 brand share — brands hold most of the demand
Review moat
Good1,235.88avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£10.17avg listing price — sweet spot $15–$100
Growth
Bad-19.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, frozen is a £1.4M/yr Amazon United Kingdom market (1.8M searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 64/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
frozen market data
- Units sold / yr
- 100K–125K
- avg 750–1,000/product
- Revenue / yr
- £1.0M–£1.3M
- units × avg price
- Conversion rate
- 7.5%
- Avg BSR
- #97
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 54%
- Out of stock
- 4.1%
- Avg brand age
- 48 months
- Avg seller age
- 168 days
Competition & brand share
Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.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 & seasonality
Weekly Amazon search volume, last 94 weeks — -19.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.1×
Top frozen search terms
- 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
Top frozen 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
Frozen Inspired Elsa Flats Mary Jane Dance Party Cosplay Shoes Snow Queen Princess Birthday Sandals for Little Girls Toddler Blue 10 UK
Jiaduowang£10.504.4★432 rev
Morrisons Garlic Chicken Kievs 260 g
Morrisons£3.334.4★1,756 rev
Disney Frozen 2 - Townley Girl Hair Accessories Box|Gift Set for Kids Tweens Girls|Ages 3+ Including Hair Ties & Bows Mirror Headband Brush and More for Parties Sleepovers and Makeovers 20 Pcs
Townley Girl£9.694.1★7,364 rev
Morrisons 4 Garlic & Herb Chicken Kievs 500g (Frozen)
Morrisons£3.714.4★613 rev
Hohosunlar Kids Frozen Tea Party Set for Little Girls Toddler Princess Tea Set w/ Carrying Case Teapot Elsa Tea Cup Set Play Food & Jewelry Christmas Birthday Gift for 3 4 5 6 7 8 Year Old Girls
Hohosunlar£18.234.6★598 rev
Newest
by launch date
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 5-6 Years
Disney£9.7210 rev
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 3-4 Years
Disney£9.8010 rev
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 7-8 Years
Disney£8.9410 rev
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 9-10 Years
Disney£8.9410 rev
Disney Frozen Young Sven Feature Care Kit with Accessories by Jakks Pacific 22cm Tall Includes Travel Bag 20+ Reactions Doctors Set for kids Ages 3+ Batteries Included Officially Licensed
Jakks Pacific£24.50141 rev
Trending
90-day click momentum
Disney Frozen 3-Pack T-Shirts for Girls | Anna & Elsa Princess Tees | 100% Cotton | Short Sleeve Ages 2-10 Years (3-4 Years) Multicoloured
Disney£12.185.0★
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 9-10 Years
Disney£8.944.6★
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 5-6 Years
Disney£9.724.6★
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 7-8 Years
Disney£8.944.6★
Disney Frozen Girls 2 Piece Shortie Summer Pyjamas Set Featuring Elsa and Olaf Childrens Short Sleeve Pyjamas Blue Age 3-4 Years
Disney£9.804.6★
What buyers say about frozen
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality set”
“Good Value”
“Good food for me”
“fun gift idea”
“entertained for hours”
“Fit is accurate to age”
“Ready for cooking”
“Just what I ordered”
“Crispy”
“The colors are vibrant”
What buyers complain about
“it's not the best quality nail varnish even for play”
“on the small side”
“Broke easily”
“Cheap and tasteless”
“Over priced for sure”
“too many chocolate flavoured ones in the packet”
“Misleading”
“Leaks”
“Awfull dont go brown bland”
“The bits that were glued on had popped off within minutes”
Top return reasons
Common questions
- Is frozen profitable to sell on Amazon United Kingdom?
- The niche generates £1.4M/yr across 93 tracked products. 4 of 17 products launched in the last 360 days are still selling. 90-day search growth is -19.3%. Flapen's verdict: Worth a look (64/100).
- How competitive is the frozen niche?
- 26 brands and 236 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 70% of demand.
- What do buyers complain about in frozen?
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Durability. The return rate is 0.1%.
- When does demand for frozen peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.1× the quietest.
- What does it cost to enter the frozen niche?
- Listings span £1.19–£103.45; the average listing price is £10.17 (sweet spot $15–$100). The average incumbent carries 1,236 reviews — the moat a new listing must climb.