Is paw patrol profitable to sell on Amazon United Kingdom?

The niche generates £1.1M/yr across 61 tracked products. 2 of 8 products launched in the last 360 days are still selling. 90-day search growth is -18.7%. Flapen's verdict: Worth a look (51/100).

How competitive is the paw patrol niche?

9 brands and 183 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in paw patrol?

Top complaints mined from reviews: Size-Overall, Value For Money, Strength. The return rate is 0.9%.

When does demand for paw patrol peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 3.2× the quietest.

What does it cost to enter the paw patrol niche?

Listings span £4.08–£211.11; the average listing price is £16.20 (sweet spot $15–$100). The average incumbent carries 1,052 reviews — the moat a new listing must climb.

paw patrol

Worth a look

Shows low returns (0.9%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Competition

Great29%

top-5 click share — an open shelf

Market size

Great£1.1M

£1.1M/yr · 3.9M searches

Avg price

Great£16.20

avg listing price — sweet spot $15–$100

Review moat

Good1,051.97

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£4.08–£211.11

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Bad1.8%

search→purchase rate — share of searches ending in a sale

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-18.7%

90-day search growth — must beat 0% to launch

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, paw patrol is a £1.1M/yr Amazon United Kingdom market (3.9M searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 51/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

paw patrol market data

Units sold / yr: 80K–100K; avg 500–750/product
Revenue / yr: £1.3M–£1.6M; units × avg price
Conversion rate: 1.8%
Avg BSR: #187
Page quality: 0%
Prime: 90%
Sponsored: 80%
Out of stock: 1.8%
Avg brand age: 37 months
Avg seller age: 166 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

9 falling

Sellers

183

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

29%

Top 20: 67%

Open market

Paw Patrol85%
Get Trend5%
CRAYOLA4%
Brainstorm TOYS2%
VTech1%
Guaranteed4Less1%
Open — no brand owns it (3 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -18.7% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.2×

Open Trend

Top paw patrol search terms

paw patrol1.7M/yr -25.7%0.5% conv.
paw patrol toys1.2M/yr -16.7%2.0% conv.
paw328K/yr +15.0%0.0% conv.
paw patrol figures82K/yr -29.8%2.0% conv.
paw patrol tower100K/yr -9.3%0.6% conv.
paw patrol mighty pups28K/yr +12.6%0.3% conv.
paw patrol toys for boys87K/yr -45.5%2.5% conv.
paw patrol toy36K/yr -29.4%2.0% conv.
paw patrol lookout tower47K/yr -22.4%0.7% conv.
mighty pups paw patrol toys23K/yr -13.0%0.6% conv.

All search terms

Top paw patrol 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Paw Patrol Pyjamas Marshall And Chase Boys Pyjamas Short Sleeve Pjs For Boys Summer Pyjama Set Blue 6-7 Years

Paw Patrol£9.344.6★96 rev

Paw Patrol Dressing Gown And Pyjamas For Kids | Chase Rubble and Marshall Hooded Dressing Gown And Pyjamas For Boys | Blue 4-5 Years

Paw Patrol£22.754.7★422 rev

Paw Patrol 10th Anniversary All Paws On Deck Toy Figures Gift Pack with 10 Collectible Action Figures Kids Toys for Ages 3 and up

Paw Patrol£15.184.7★6,903 rev

Paw Patrol Fire Rescue: Rocky Rescue Fire Tanker with Action Figure Grab Claw and Toy Truck Kids Toys for Boys and Girls Ages 3 and Up

Paw Patrol£5.834.8★484 rev

CRAYOLA Washimals - Paw Patrol Activity Set |Includes 4 Washable Figures 6 Washable Markers 40 Stickers and Brush | Suitable for Ages 3+

CRAYOLA£12.394.7★1,481 rev

Newest

by launch date

Paw Patrol Libertys Rescue Motorcycle Toy & Action Figure

Paw Patrol£7.91307 rev

7mo ago

Paw Patrol Girls Baseball Cap Sunglasses & Scrunchies Set Adjustable Sun Hat 100% UV Shades Holiday Travel Gifts for Girls (Pink Paw Patrol)

Get Trend£14.1860 rev

9mo ago

Paw Patrol Baseball Cap Sunglasses Set for Boys Adjustable Summer Sun Hat 100% UV Shades Kids Travel Holiday Essentials (Multi Paw Patrol)

Get Trend£13.4939 rev

9mo ago

Paw Patrol Fire Rescue: Rapid Reload Fire Truck with Marshall Figure Quick-Fire Launcher Lights and Sounds Kids Toys for Boys and Girls Ages 3 and Up

Paw Patrol£23.57488 rev

1y ago

Paw Patrol Chase RC Action Cruiser Remote Control Car

Paw Patrol£14.06255 rev

1y ago

What buyers say about paw patrol

What buyers praise and complain about, mined from review topics.

What buyers love

Fun/Entertainment Experience24%

“GREAT FUN”

Value For Money18%

“Good value for money”

Quality-Overall12%

“Cute product”

Gifting Purpose9%

“Christmas present”

Advertised Vs Actual Product7%

“Just as advertised”

Size-Overall4%

“Good fit”

Collectibles4%

“Collectors Item”

Durability3%

“highly durable”

Strength3%

“Good sturdy product”

Brightness/Shine/Glow1%

“The bright colours”

What buyers complain about

Size-Overall19%

“The paw patrol backpack it quite small”

Value For Money11%

“A bit more expensive”

Strength7%

“Not as sturdy as some”

Functionality-Overall5%

“Doesnt work”

Accuracy-Overall4%

“they are very unreliable”

Durability2%

“broke on xmas moring”

Machine Wash Suitability1%

“stiff does concern me that it will begin to crack over multiple washes”

Quality-Overall1%

“Its rubbish”

Comfort-Overall1%

“It does seem less comfortable to wear than a loose, natural T-shirt”

Developmental Needs1%

“Not ideal for a child who likes to be independent”

Top return reasons

Size-Overall25%

Gifting Purpose13%

Functionality-Overall12%

Defective Material/Parts10%

Quality-Overall7%

Value For Money4%

Touch/Button Controls3%

Battery Inclusion3%

Degree Of Motion2%

Shooting2%

Common questions

Is paw patrol profitable to sell on Amazon United Kingdom?: The niche generates £1.1M/yr across 61 tracked products. 2 of 8 products launched in the last 360 days are still selling. 90-day search growth is -18.7%. Flapen's verdict: Worth a look (51/100).
How competitive is the paw patrol niche?: 9 brands and 183 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in paw patrol?: Top complaints mined from reviews: Size-Overall, Value For Money, Strength. The return rate is 0.9%.
When does demand for paw patrol peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 3.2× the quietest.
What does it cost to enter the paw patrol niche?: Listings span £4.08–£211.11; the average listing price is £16.20 (sweet spot $15–$100). The average incumbent carries 1,052 reviews — the moat a new listing must climb.