---
title: "Moana Toys — £102K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/fashion/moana-toys"
last_updated: "2026-08-01T00:13:02.242Z"
locale: en
meta:
description: "Niche score 51/100 · £102K/yr market · 601K searches/yr · £11.89 avg price. Weak search conversion (1.4%) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £102K/yr market · 601K searches/yr · £11.89 avg price. Weak search conversion (1.4%) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Moana Toys — £102K/yr Amazon UK Niche (2026) - Flapen"
---
# **moana toys**
**Worth a look**
Shows low returns (0.8%), but weak search conversion (1.4%) keeps it on the watch list.
Market size 25Growth 50Conversion 18Competition 95Returns 96Price range 51Avg price 49Brand share 33Review moat 69Quality gap 23
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Competition**
**Incredible****20%**
top-5 click share — an open shelf
**Review moat**
**Good****757.01**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£1.91–£28.89**
cheapest 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****£11.89**
avg listing price — sweet spot $15–$100
**Brand share**
**Okay****85%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****£102K**
£102K/yr · 601K searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.4%**
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 ~~](https://flapen.com/research/methodology)
## **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.
120K80KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Dec · busiest ÷ quietest = 12.1×
[**Open Trend **](https://flapen.com/research/uk/fashion/moana-toys/trend)
## **Top moana toys search terms**
- **moana**336K/yr+55.2%0.8% conv. - **moana toys**140K/yr+4.1%2.0% conv. - **moana 2**83K/yr-44.0%0.1% conv. - **moana gifts**10K/yr+25.1%1.2% conv. - **moana toy**11K/yr+5.5%2.6% conv. - **disney moana**7K/yr-46.5%0.7% conv. - **moana accessories**5K/yr-21.5%0.8% conv. - **moana oar**5K/yr-20.3%0.2% conv. - **moana 2 toys**3K/yr-19.3%1.8% conv. [**All search terms **](https://flapen.com/research/uk/fashion/moana-toys/search-terms)
## **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.
0%2%£2K4%£4K6%£6K8%£8K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)6 products missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mattel Disney Moana 2 Simea Fashion Doll with Anklet Accessory 5 Moveable Joints & Removable Outfit Toys Inspired by the Movie JBT41**Mattel**£9.69**4.7★1,234 rev](https://www.amazon.co.uk/dp/B0CRM3N383) [2**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**£17.73**5.0★7 rev](https://www.amazon.co.uk/dp/B0F7LN9VXY) [3**Disney Girls Moana Pyjamas Snuggle Fit Multicoloured Age 2 to 3 Years**Disney**£8.60**4.1★611 rev](https://www.amazon.co.uk/dp/B07YWS9PP1) [4**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**£7.22**4.4★2,221 rev](https://www.amazon.co.uk/dp/B01CQTWBYK) [5**Disney Girls Moana Pyjamas Pjs Nightwear Top Trousers Short Sleeve HeiHei Pua 7-8 Years Coral**Disney**£8.46**4.8★10 rev](https://www.amazon.co.uk/dp/B0FR9KT2FL)
**~~View all top sellers →~~**
### **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**£14.44**0 rev1mo ago](https://www.amazon.co.uk/dp/B0H37LDB2B) [**Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 7-8 Years**Disney**£14.57**0 rev2mo ago](https://www.amazon.co.uk/dp/B0H1MRFGZS) [**Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 6-7 Years**Disney**£14.59**0 rev2mo ago](https://www.amazon.co.uk/dp/B0H1MRDD6W) [**Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 4-5 Years**Disney**£14.59**0 rev2mo ago](https://www.amazon.co.uk/dp/B0H1M5X86C) [**Disney Moana Girls Pyjamas Shorts and Top Pjs Kids 2-3 Blue**Disney**£9.81**0 rev2mo ago](https://www.amazon.co.uk/dp/B0H1DBP1YT)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 4-5 Years**Disney**£14.59**0.0★**▲ 225%**](https://www.amazon.co.uk/dp/B0H1M5X86C) [**EDisney Tshirt Moana Girls Tshirt 3 Pack with Pua and HEI HEI Summer Clothes for Girls 4-5 Years Multicoloured**Disney**£14.44**0.0★**▲ 225%**](https://www.amazon.co.uk/dp/B0H37LDB2B) [**Disney Moana Girls Pyjamas Shorts and Top Pjs Kids 4-5 Blue**Disney**£9.94**0.0★**▲ 224%**](https://www.amazon.co.uk/dp/B0H1DK565H) [**Disney Moana Girls Pyjamas Shorts and Top Pjs Kids 2-3 Blue**Disney**£9.81**0.0★**▲ 222%**](https://www.amazon.co.uk/dp/B0H1DBP1YT) [**Disney T-Shirt Moana Girls Top And Tutu Skirt Set With Pua Girls Clothes Summer Set Kids Clothes Ages 7-8 Years**Disney**£14.57**0.0★**▲ 221%**](https://www.amazon.co.uk/dp/B0H1MRFGZS)
**~~View all trending →~~**
## **What buyers say about moana toys**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**17%
*“Great value”*
**Quality-Overall**14%
*“good quality and value arrived quickly”*
**Fun/Entertainment Experience**14%
*“Great toy”*
**Size-Overall**10%
*“Sizing is accurate”*
**Gifting Purpose**10%
*“Fabulous gift”*
**Smell**4%
*“Smells amazing”*
**Advertised Vs Actual Product**3%
*“As described”*
**Material Quality**3%
*“Good material”*
**Strength**2%
*“Very sturdy and brilliant for toddlers”*
**Color**2%
*“Beautiful colours”*
### **What buyers complain about **
**Size-Overall**14%
*“Lot larger than expected”*
**Functionality-Overall**10%
*“Don't purchase doesn't do what it says”*
**Brightness/Shine/Glow**9%
*“Doesn't light up”*
**Value For Money**7%
*“Awful and overpriced”*
**Defective Material/Parts**7%
*“Arrived and doesnt work, considering there is a test button on the back you would imagine this should be checked before dispatch”*
**Hard Feel**5%
*“When I opened the box I was confused why it was hard”*
**Design-Overall**4%
*“Worst design ever because you cant get the doll out without the hair ruined”*
**Battery Life**4%
*“Batteries are not replaceable did not work”*
**Battery Inclusion**4%
*“No batteries included”*
**Fun/Entertainment Experience**4%
*“Bit disappointed - child whose present it was for found it boring”*
### **Top return reasons **
**Size-Overall**34%
**Gifting Purpose**15%
**Functionality-Overall**11%
**Defective Material/Parts**8%
**Brightness/Shine/Glow**6%
**Advertised Vs Actual Product**5%
**Value For Money**3%
**Battery Inclusion**2%
**Material Quality**2%
**Quality-Overall**2%
## **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.
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