my little pony
Skip itWeak search conversion (0.7%) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Review moat
Great462.6avg incumbent reviews — the moat a new listing must climb
Competition
Great39%top-5 click share — an open shelf
Price range
Good£4.96–£39.73cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Good£14.32avg listing price — sweet spot $15–$100
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Market size
Bad£77K£77K/yr · 789K searches
Brand share
Bad92%top-5 brand share — brand-locked demand
Growth
Bad-20.1%90-day search growth — must beat 0% to launch
Conversion
Bad0.7%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, my little pony is a £77K/yr Amazon United Kingdom market (789K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 42/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
my little pony market data
- Units sold / yr
- 8K–10K
- avg 100–250/product
- Revenue / yr
- £115K–£143K
- units × avg price
- Conversion rate
- 0.7%
- Avg BSR
- #487
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 34%
- Out of stock
- 12.2%
- Avg brand age
- 38 months
- Avg seller age
- 172 days
Competition & brand share
Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.Brands
10 rising
Sellers
110
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
39%
Top 20: 87%
Open market
4%
- My Little Pony45%
- Basic Fun23%
- Funko15%
- Mighty Jaxx5%
- Hasbro5%
- CRAZE4%
- Open — no brand owns it (4 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -20.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.2×
Top my little pony search terms
- my little pony501K/yr
- my little pony toys112K/yr
- mlp44K/yr
- pony31K/yr
- ponies26K/yr
- my little pony figures30K/yr
- my little pony friendship is magic15K/yr
- mlp figures7K/yr
- my little pony retro8K/yr
- my little pony unicorn7K/yr
Top my little pony 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
My Little Pony Rainbow Equestria Favorites
My Little Pony£35.964.8★917 rev
My Little Pony Girls Sweatshirt Pink 4-5 Years
My Little Pony£9.894.5★222 rev
Funko Mystery Mini - My Little Pony - Twilight Sparkle Rainbow Dash Pinkie Pie and more - 1 of 12 to collect - Styles may vary - Collectable Vinyl Figure - Gift Idea - Official Merchandise
Funko£5.114.3★35 rev
My Little Pony 40th Anniversary Figures Collector Pack Basic Fun 35338 6 Classic Pony Characters in Original Retro Designs Toy Gift Set Retro Horse Toys for Girls and Boys Ages 4 Years +
Basic Fun£15.364.8★314 rev
Basic Fun My Little Pony Totally Rad Firefly 80s Retro Collectible Pony with Neon Styling & Comb For Kids & Fans Ages 3+
Basic Fun£9.694.5★105 rev
Newest
by launch date
Kayou Limited | My Little Pony: Friendship Eternal Collectible Cards - Rainbow Edition 2-B | Trading Cards | Ages 8+
Kayou£32.951 rev
Funko Mystery Mini - My Little Pony - Twilight Sparkle Rainbow Dash Pinkie Pie and more - 1 of 12 to collect - Styles may vary - Collectable Vinyl Figure - Gift Idea - Official Merchandise
Funko£5.1135 rev
Funko Bitty Boxes: My Little Pony - Canterlot Castle - Collectable Vinyl Figure - Gift Idea - Official Merchandise - Toys For Kids & Adults - Model Figure for Collectors and Display
Funko£15.1567 rev
CRAZE Magic Ponys School Playset with Toy Figures & Glow-in-the-Dark Pony Three-Storey Dollhouse for Children Girls Horse Toys & Pony Toy Gift Set
CRAZE£21.6033 rev
Funko Bitty POP! 4 Pack: My Little Pony - Twilight Sparkle Fluttershy Discord Mystery Mini Figure - 1 in 6 chance of receiving the rare Chase variant - Styles may vary - 0.9 inch (2.2 cm)
Funko£8.8589 rev
Trending
90-day click momentum
My Little Pony Girls Pyjamas MLP Short PJs Set Ages 3 to 10 Years Old (as8 age 6_years 7_years) Pink
My Little Pony£7.304.7★
Kayou Limited | My Little Pony: Friendship Eternal Collectible Cards - Rainbow Edition 2-B | Trading Cards | Ages 8+
Kayou£32.955.0★
LeMieux Pony Backpack Bag - Cute and Cuddly - Featuring Mini Pony Characters - Adjustable Shoulder Straps - Dream
LeMieux£24.224.2★
Funko Mystery Mini - My Little Pony - Twilight Sparkle Rainbow Dash Pinkie Pie and more - 1 of 12 to collect - Styles may vary - Collectable Vinyl Figure - Gift Idea - Official Merchandise
Funko£5.114.3★
CRAZE Magic Ponys School Playset with Toy Figures & Glow-in-the-Dark Pony Three-Storey Dollhouse for Children Girls Horse Toys & Pony Toy Gift Set
CRAZE£21.604.6★
What buyers say about my little pony
What buyers praise and complain about, mined from review topics.What buyers love
“Very well made”
“Good value”
“Great gift idea”
“Cute collectibles”
“a perfect fit”
“Fun for a little one”
“exactly as pictured”
“They're so cute and colourful”
“A lovely addition to any display”
“Cute little figures and very sturdy”
What buyers complain about
“Its much bigger than I expected”
“Poor quality”
“Price is abit nuts”
“turned up in soaking wet box smelling very strongly of softener wrapped in a plastic packet wallet”
“Nothing like the photo”
Top return reasons
Common questions
- Is my little pony profitable to sell on Amazon United Kingdom?
- The niche generates £77K/yr across 35 tracked products. 2 of 11 products launched in the last 360 days are still selling. 90-day search growth is -20.1%. Flapen's verdict: Skip it (42/100).
- How competitive is the my little pony niche?
- 10 brands and 110 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in my little pony?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 0.7%.
- When does demand for my little pony peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the my little pony niche?
- Listings span £4.96–£39.73; the average listing price is £14.32 (sweet spot $15–$100). The average incumbent carries 463 reviews — the moat a new listing must climb.