moana toys
Worth a lookShows low returns (0.8%), but weak search conversion (1.4%) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Competition
Incredible20%top-5 click share — an open shelf
Review moat
Good757.01avg incumbent reviews — the moat a new listing must climb
Price range
Good£1.91–£28.89cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Good+20.2%90-day search growth — must beat 0% to launch
Avg price
Okay£11.89avg listing price — sweet spot $15–$100
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Market size
Okay£102K£102K/yr · 601K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Conversion
Bad1.4%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, moana toys is a £102K/yr Amazon United Kingdom market (601K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Worth a look — 51/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
moana toys market data
- Units sold / yr
- 13K–15K
- avg 100–250/product
- Revenue / yr
- £149K–£178K
- units × avg price
- Conversion rate
- 1.4%
- Avg BSR
- #233
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 82%
- Out of stock
- 10.5%
- Avg brand age
- 34 months
- Avg seller age
- 171 days
Competition & brand share
Clicks spread well past the top 5 (20% combined) — an open shelf where new products get seen.Brands
13 falling
Sellers
201
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
20%
Top 20: 53%
Open market
12%
- Disney66%
- Mattel9%
- Get Trend4%
- Ravensburger3%
- Disney Princess3%
- Jakks Pacific3%
- Open — no brand owns it (7 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +20.2% search growth over the last 90 days.Peak months: Jan, Feb, Dec · busiest ÷ quietest = 12.1×
Top moana toys search terms
- moana336K/yr
- moana toys140K/yr
- moana 283K/yr
- moana gifts10K/yr
- moana toy11K/yr
- disney moana7K/yr
- moana accessories5K/yr
- moana oar5K/yr
- moana 2 toys3K/yr
Top moana toys 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
Mattel Disney Moana 2 Simea Fashion Doll with Anklet Accessory 5 Moveable Joints & Removable Outfit Toys Inspired by the Movie JBT41
Mattel£9.694.7★1,234 rev
Disney Moana Girls Pyjama Set | White and Coral Short Sleeve Short Leg PJs | Multi-Pack of 2 Sleeping Wear | Pua Character Print | Loungewear for Kids Merch - 2-3 Years
Disney£17.735.0★7 rev
Disney Girls Moana Pyjamas Snuggle Fit Multicoloured Age 2 to 3 Years
Disney£8.604.1★611 rev
Disney Moana JAKKS Pacific Heart of Te Fiti Magical Seashell Necklace Officially Licensed Childrens Fancy Dress Light up Necklace Opens to Reveal Glowing Design Gift for Girls 3+
Disney£7.224.4★2,221 rev
Disney Girls Moana Pyjamas Pjs Nightwear Top Trousers Short Sleeve HeiHei Pua 7-8 Years Coral
Disney£8.464.8★10 rev
Newest
by launch date
EDisney Tshirt Moana Girls Tshirt 3 Pack with Pua and HEI HEI Summer Clothes for Girls 4-5 Years Multicoloured
Disney£14.440 rev
Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 7-8 Years
Disney£14.570 rev
Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 6-7 Years
Disney£14.590 rev
Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 4-5 Years
Disney£14.590 rev
Disney Moana Girls Pyjamas Shorts and Top Pjs Kids 2-3 Blue
Disney£9.810 rev
Trending
90-day click momentumDisney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 4-5 Years
Disney£14.590.0★
EDisney Tshirt Moana Girls Tshirt 3 Pack with Pua and HEI HEI Summer Clothes for Girls 4-5 Years Multicoloured
Disney£14.440.0★
Disney Moana Girls Pyjamas Shorts and Top Pjs Kids 4-5 Blue
Disney£9.940.0★
Disney Moana Girls Pyjamas Shorts and Top Pjs Kids 2-3 Blue
Disney£9.810.0★
Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 7-8 Years
Disney£14.570.0★
What buyers say about moana toys
What buyers praise and complain about, mined from review topics.What buyers love
“Great value”
“good quality and value arrived quickly”
“Great toy”
“Sizing is accurate”
“Fabulous gift”
“Smells amazing”
“As described”
“Good material”
“Very sturdy and brilliant for toddlers”
“Beautiful colours”
What buyers complain about
“Lot larger than expected”
“Don't purchase doesn't do what it says”
“Doesn't light up”
“Awful and overpriced”
“Arrived and doesnt work, considering there is a test button on the back you would imagine this should be checked before dispatch”
“When I opened the box I was confused why it was hard”
“Worst design ever because you cant get the doll out without the hair ruined”
“Batteries are not replaceable did not work”
“No batteries included”
“Bit disappointed - child whose present it was for found it boring”
Top return reasons
Common questions
- Is moana toys profitable to sell on Amazon United Kingdom?
- The niche generates £102K/yr across 93 tracked products. 1 of 38 products launched in the last 360 days are still selling. 90-day search growth is +20.2%. Flapen's verdict: Worth a look (51/100).
- How competitive is the moana toys niche?
- 13 brands and 201 sellers compete. The top 5 products take 20% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in moana toys?
- Top complaints mined from reviews: Size-Overall, Functionality-Overall, Brightness/Shine/Glow. The return rate is 0.8%.
- When does demand for moana toys peak?
- Demand peaks in Jan–Feb–Dec; the busiest month runs 12.1× the quietest.
- What does it cost to enter the moana toys niche?
- Listings span £1.91–£28.89; the average listing price is £11.89 (sweet spot $15–$100). The average incumbent carries 757 reviews — the moat a new listing must climb.