Lion Guard
FailDemand is soft, at -24.1% this quarter, so Lion Guard is a Fail.
- Flapen Score
- 46 / 100Ranks 1,383 of 2,461 Fashion niches · −2 vs the category median of 4846
- 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.
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
1.9% of searches ended in a purchase last week.
Shoppers searched for this 414K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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
Amazon counts 1 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. 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
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Disney The Lion King Simba Slippers with 3D Ears Boys & Girls Soft Plush Indoor House Slippers Non-Slip Rubber Sole Available in UK Shoe Sizes 6-12 (UK 10)
- Price
- £13.09
- Rating
- 4.7/5
- Reviews
- 23
- Age
- 1y ago

Disney Lion King Pyjamas | Simba Boys Short Pyjamas | Summer Boys PJs | Official Lion King Merchandise| Yellow 18-24 Months
- Price
- £13.16
- Rating
- 4.8/5
- Reviews
- 90
- Age
- 2y ago

Disney The Lion King Simba Slippers with 3D Ears Boys & Girls Soft Plush Indoor House Slippers Non-Slip Rubber Sole Available in UK Shoe Sizes 6-12 (UK 7)
- Price
- £12.89
- Rating
- 4.7/5
- Reviews
- 23
- Age
- 1y ago

Disney Store Official Simba Mini Bean Bag Plush The Lion King 18cm/7 Small Cuddly Stuffed Toy Lion Suitable for Ages 0+
- Price
- £11.25
- Rating
- 4.6/5
- Reviews
- 1,799
- Age
- 7y ago

Disney Store Official The Lion King Figure Set 7 Toys including Simba Timon Pumbaa Rafiki Scar and the Hyenas Suitable for Age 3+
- Price
- £22.39
- Rating
- 4.3/5
- Reviews
- 415
- Age
- 1y ago
Trending
90-day click momentum
Disney The Lion King Fleece Onesie All in One 1.5-2 Years Orange
- Price
- £12.78
- Rating
- 4.6/5
- Reviews
- 503
- Age
- 6y ago

Disney Lion King Pyjamas | Simba Boys Short Pyjamas | Summer Boys PJs | Official Lion King Merchandise| Yellow 5-6 Years
- Price
- £13.09
- Rating
- 4.8/5
- Reviews
- 90
- Age
- 2y ago

Disney Lion King Kids Pyjamas Simba Pjs For Boys And Girls Lion King Gifts for Kids 6-7 Years Orange
- Price
- £11.07
- Rating
- 4.6/5
- Reviews
- 49
- Age
- 2y ago

Disney Lion King Pyjamas | Simba Boys Short Pyjamas | Summer Boys PJs | Official Lion King Merchandise| Yellow 7-8 Years
- Price
- £12.94
- Rating
- 4.8/5
- Reviews
- 90
- Age
- 2y ago

Disney Dress | The Lion King Girls Dress | Summer Girls Dresses | Official Lion King Merchandise | Pink 7-8 Years
- Price
- £11.27
- Rating
- 4.6/5
- Reviews
- 509
- Age
- 2y ago
Newest
by launch date
Disney Store Official The Lion King Figure Set 7 Toys including Simba Timon Pumbaa Rafiki Scar and the Hyenas Suitable for Age 3+
- Price
- £22.39
- Rating
- 4.3/5
- Reviews
- 415
- Age
- 1y ago

Disney The Lion King Simba Slippers with 3D Ears Boys & Girls Soft Plush Indoor House Slippers Non-Slip Rubber Sole Available in UK Shoe Sizes 6-12 (UK 10)
- Price
- £13.09
- Rating
- 4.7/5
- Reviews
- 23
- Age
- 1y ago

Disney The Lion King Simba Slippers with 3D Ears Boys & Girls Soft Plush Indoor House Slippers Non-Slip Rubber Sole Available in UK Shoe Sizes 6-12 (UK 7)
- Price
- £12.89
- Rating
- 4.7/5
- Reviews
- 23
- Age
- 1y ago

Disney The Lion King Simba Slippers with 3D Ears Boys & Girls Soft Plush Indoor House Slippers Non-Slip Rubber Sole Available in UK Shoe Sizes 6-12 (UK 12)
- Price
- £12.91
- Rating
- 4.7/5
- Reviews
- 23
- Age
- 1y ago

Lion Figures Set Mini Lion Set Lion Cake Decoration Cartoon Character Cake Decoration for Kids Birthday Decor Ornaments Party Supplies-12pcs
- Price
- £12.88
- Rating
- 3.3/5
- Reviews
- 14
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 31% of clicks. An open shelf where new products get seen.
Brands
14 falling
Sellers
110
Top-5 brand share
89%
Top 20: 100%
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.
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 5.3×
Search terms
Top Lion Guard search terms shoppers use
The exact words shoppers type, with 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
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
feel it's a bit overpriced
expensive
an item of this price has very little going for it
the pen keeps breaking
since the straw was plastic it broke an wasnt safe for use anymore
Pesevered for a month
I was concerned that it wasnt going to fit a double bed
The pieces are small
Small pieces
Not very comfortable
So uncomfortable
the main figure is broken
Love
High quality build
Good quality
Quality mattress at a great price
A fun gift
my son loved playing with them
Lovely toy
Good fit
Perfect size for a companion for life :
Great size for the price
A fun gift
Gift - happy
A great gift
perfect price
Great value for money
Great Value
Return
1.5% Return rate 41% Fixable by listing
I was concerned that it wasnt going to fit a double bed
The pieces are small
Small pieces
Not very comfortable
So uncomfortable
Awful quality don't buy
Shocking quality
The bottle leaks from the straw even when closed
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Lion Guard questions
Answered from the same tracked data.









