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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

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.

Competition

Competition: brands, sellers & click share

The top 5 products take only 31% of clicks. 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

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.

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 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

Value For Money18%−0.03

feel it's a bit overpriced

expensive

an item of this price has very little going for it

Durability18%−0.05

the pen keeps breaking

since the straw was plastic it broke an wasnt safe for use anymore

Pesevered for a month

Size-Overall17%+1.12

I was concerned that it wasnt going to fit a double bed

The pieces are small

Small pieces

Comfort-Overall8%−0.03

Not very comfortable

So uncomfortable

Defective Material/Parts6%−0.04

the main figure is broken

Love

Quality-Overall20%+0.63

High quality build

Good quality

Quality mattress at a great price

Fun/Entertainment Experience12%+0.78

A fun gift

my son loved playing with them

Lovely toy

Size-Overall11%+1.12

Good fit

Perfect size for a companion for life :

Great size for the price

Gifting Purpose10%+0.80

A fun gift

Gift - happy

A great gift

Value For Money7%−0.03

perfect price

Great value for money

Great Value

Return

1.5% Return rate 41% Fixable by listing

Size-Overall30%█▄▄▃▄▇

I was concerned that it wasnt going to fit a double bed

The pieces are small

Small pieces

Comfort-Overall16%▄█▄▄█▃

Not very comfortable

So uncomfortable

Quality-Overall7%█▆▅█▇▁

Awful quality don't buy

Shocking quality

Material Quality5%▁▃▁▅█▁
Leak-Proof4%▁█▄▁▁▁

The bottle leaks from the straw even when closed

FAQ

Common Lion Guard questions

Answered from the same tracked data.