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Sanrio

Maybe

Returns run at only 0.8% of orders. But demand is soft, at -20.1% this quarter, so Sanrio is a Maybe.

Flapen Score
50
50 / 100
Top 41% of 2,461 Fashion niches · +2 vs the category median of 48
Market size
£93K/yr442K searches / yr
90-day growth
-20.1%search demand this quarter
Competition
31%top-5 click share · 20 brands · 58 sellers

Flapen Score

Sanrio against its category

The dotted line is the Fashion average. Past it, Sanrio is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sanrio market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sanrio 442K times last year and spent an estimated £93K. The top 5 brands take 76% of clicks. Demand peaks in Nov–Dec. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

1.6% of searches ended in a purchase last week.

Shoppers searched for this 442K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.6% of those searches ended in a purchase. Searches in the last 90 days moved -20.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £93K a year.

Searches, last 12 months
442K
Growth, 90 days vs prior 90
-20.1%
Conversion, latest week
1.6%
Market size, estimated
£93Ka year
Peak month
December3.0× the quietest month
Top search term
cinnamoroll335K searches a year

02 · Price

A sale here is worth £12.82.

Listings sell for £12.82 on average, from £3.38 to £26.21. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 0 to 100 of them. At £12.82 that is £0 to £1K a year per listing.

Average price
£12.82under the $15 to $100 sweet spot
Price range
£3.38–£26.21
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

82% of listings pay for placement with sponsored ads. 75% ship with Prime. On an average day, 16.6% of listings are out of stock. The average listing ranks #478 within Girls. It carries 108 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
82%
Prime listings
75%
Out of stock, average day
16.6%
Average rank
#478in Girls
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
108per listing
Listings tracked
55

04 · Newcomers

Amazon counts 1 of last year's 30 launches as successful.

30 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 24 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
30
Successful launches
1Amazon's first-year sales bar
Average brand age
24 months

Products

Top Sanrio 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£3K£6K£8K£11K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

20 falling

Sellers

58

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

31%

Top 20: 68%

Open market

20%

  • Get Trend50%
  • Brand Threads10%
  • Hello Kitty7%
  • Ainvliya5%
  • Funko4%
  • Driflo4%

Demand

Sanrio search demand

Weekly searches over the year, seasonality beneath. Pick a range.

45K35KSpike '24Holiday '24Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 3.0×

Search terms

Top Sanrio search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • cinnamoroll335K/yr
  • cinnamoroll plush39K/yr
  • cinnamoroll gifts11K/yr
  • cinnamon roll hello kitty15K/yr
  • hello kitty cinnamoroll13K/yr
  • cinnamon roll plush6K/yr
  • sanrio cinnamoroll6K/yr
  • cinnamoroll stuff5K/yr
  • cinnamonroll4K/yr
  • cinnamoroll squishmallow5K/yr

Reviews and returns

What reviews say buyers love and hate about Sanrio

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Advertised Vs Actual Product13%−0.03

Not teen size as advertised

Not as advertised

Size-Overall13%−0.02

Not teen size as advertised

The top was bigger than the bottoms

Transparency10%−0.05

Big problem though- when wet its see through

Durability10%−0.05

Breakages

Quality-Overall8%+1.12

Bad quality

Eh, not great

Love

Quality-Overall24%+1.12

Very nice bag and great quality

Looks to be good quality

Quality seems OK

Gifting Purpose15%+1.30

Great Gift For a Child

Gift

perfect gift

Value For Money11%+0.93

Good value for money

Great price

Great value for money

Size-Overall11%−0.02

Perfect fit

good size

it fits her

Soft Feel6%

very soft

It's very nice soft good quality great size my kids love it

Return

0.8% Return rate 37% Fixable by listing

Size-Overall24%▁▃▃▂▇█

Not teen size as advertised

The top was bigger than the bottoms

Defective Material/Parts14%█▃▄▄▆▁
Quality-Overall10%▁▄▇█▁▇

Bad quality

Eh, not great

Durability5%█▁▁▃▁▆

Breakages

Remote Control4%▁▁▁█▁▁

FAQ

Common Sanrio questions

Answered from the same tracked data.