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Lion Guard

Fail

Demand is soft, at -24.1% this quarter, so Lion Guard is a Fail.

Flapen Score
46
46 / 100
Ranks 1,383 of 2,461 Fashion niches · −2 vs the category median of 48
Market size
£167K/yr414K searches / yr
90-day growth
-24.1%search demand this quarter
Competition
31%top-5 click share · 14 brands · 110 sellers

Flapen Score

Lion Guard against its category

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

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lion Guard market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lion Guard 414K times last year and spent an estimated £167K. The top 5 brands take 89% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 46 out of 100, a Fail.

01 · Demand

An estimated 1.9% of those searches ended in a purchase.

Shoppers searched for this 414K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.9% of those searches ended in a purchase. Searches in the last 90 days moved -24.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £167K a year.

Searches, last 12 months
414K
Growth, 90 days vs prior 90
-24.1%
Conversion, latest week
1.9%
Market size, estimated
£167Ka year
Peak month
December5.3× the quietest month
Top search term
the lion king134K searches a year

02 · Price

A sale here is worth £21.65.

Listings sell for £21.65 on average, from £5.05 to £297.32. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 0 to 100 of them. At £21.65 that is £0 to £2K a year per listing.

Average price
£21.65inside the $15 to $100 sweet spot
Price range
£5.05–£297.32
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
0–100
Revenue per listing a year
£0–£2K
Returns
1.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

76% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #492 within Boys. It carries 350 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
76%
Prime listings
88%
Out of stock, average day
7.7%
Average rank
#492in Boys
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
350per listing
Listings tracked
49

04 · Newcomers

1 of last year's 1 launches cleared the first-year sales bar.

1 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 38 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
38 months

Products

Top Lion Guard products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 31% of clicks, no more. An open shelf where new products get seen.

£0£5K£10K£15K£20K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

110

Est. top-5 brand share

89%

Top 20: 100%

Est. top-5 click share

31%

Top 20: 70%

Open market

9%

  • Disney68%
  • Disney Store9%
  • Simba6%
  • SockShop3%
  • Ravensburger3%
  • PLNVNVP2%
  • Open — no brand owns it (8 brands, 9%)

Demand

Lion Guard search demand

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

40K30KSpike '24Black Friday '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 5.3×

Search terms

Top Lion Guard search terms shoppers use

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

  • the lion king134K/yr
  • lion king128K/yr
  • lion king toys77K/yr
  • lion king gifts39K/yr
  • simba33K/yr
  • the lion king gifts4K/yr

Reviews and returns

What reviews say buyers love and hate about Lion Guard

We read the reviews and the return reasons for every product selling here.

20%of positive reviews mention “Quality-Overall”
18%of negative reviews mention “Value For Money”
1.5%of orders come back
“feel it's a bit overpriced”
A buyer, on “Value For Money”18% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

19 topics

NegativePositive

FAQ

Common Lion Guard questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data