Skip to content

Trolls

Fail

The top 5 brands take 98% of clicks, so Trolls is a Fail.

Flapen Score
38
38 / 100
Ranks 2,040 of 2,461 Fashion niches · −10 vs the category median of 48
Market size
£47K/yr636K searches / yr
90-day growth
-24.8%search demand this quarter
Competition
46%top-5 click share · 7 brands · 114 sellers

Flapen Score

Trolls against its category

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

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Trolls market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Trolls 636K times last year and spent an estimated £47K. The top 5 brands take 98% of clicks. Demand peaks in Jan–Feb–Nov–Dec. Flapen scores it 38 out of 100, a Fail.

01 · Demand

0.8% of searches ended in a purchase last week.

Shoppers searched for this 636K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.8% of those searches ended in a purchase. Searches in the last 90 days moved -24.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £47K a year.

Searches, last 12 months
636K
Growth, 90 days vs prior 90
-24.8%
Conversion, latest week
0.8%
Market size, estimated
£47Ka year
Peak month
November9.8× the quietest month
Top search term
trolls370K searches a year

02 · Price

A sale here is worth £9.68.

Listings sell for £9.68 on average, from £3.79 to £24.15. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 0 to 100 of them. At £9.68 that is £0 to £968 a year per listing.

Average price
£9.68under the $15 to $100 sweet spot
Price range
£3.79–£24.15
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
0–100
Revenue per listing a year
£0–£968
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

59% of listings pay for placement with sponsored ads. 69% ship with Prime. On an average day, 9.0% of listings are out of stock. The average listing ranks #583 within Girls. It carries 297 reviews at 4.44 stars, so a new listing needs social proof before a better product.

Sponsored listings
59%
Prime listings
69%
Out of stock, average day
9.0%
Average rank
#583in Girls
Average rating
4.44 starsAmazon United Kingdom average 4.36 stars
Average reviews
297per listing
Listings tracked
32

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 40 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
40 months

Products

Top Trolls 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 46% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£4K£6K£7K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

114

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

46%

Top 20: 87%

Open market

1%

  • DREAMWORKS TROLLS59%
  • Mattel19%
  • Ziofy12%
  • HENBRANDT4%
  • tonies3%
  • Little Live Pets1%
  • Open — no brand owns it (1 brand, 1%)

Demand

Trolls search demand

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

50K30KSpike '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan, Feb, Nov, Dec · busiest ÷ quietest = 9.8×

Search terms

Top Trolls search terms shoppers use

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

  • trolls370K/yr
  • troll146K/yr
  • trolls toys57K/yr
  • trolls band together14K/yr
  • trolls figures15K/yr
  • troll doll11K/yr
  • trolls poppy7K/yr
  • poppy trolls5K/yr
  • troll dolls4K/yr
  • troll toys6K/yr

Reviews and returns

What reviews say buyers love and hate about Trolls

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

Complain

Size-Overall42%+1.58

Small

Size up

tiny

Advertised Vs Actual Product25%−0.10

Image is misleading

Not as shown

Value For Money17%−0.05

Really expensive

Color8%−0.02

Not impressed as my daughter was excited about having all different colours

Poor colour variety - not as described

Love

Fun/Entertainment Experience24%+1.43

Great little toy figures

Great quality toy

Great fun

Advertised Vs Actual Product19%−0.10

Just what I needed

Did the job

Exactly as described

Quality-Overall14%+1.49

Great quality toy

Good quality

Great quality

Value For Money13%−0.05

its was affordable

good value for money

Excellent great value

Gifting Purpose12%−0.05

Very good gift for a 4 year old

Birthday gift

Best birthday gift

Return

0.7% Return rate 66% Fixable by listing

Size-Overall35%▃█▆█▇▅

Small

Size up

tiny

Color16%█▂▃▁▃▁

Not impressed as my daughter was excited about having all different colours

Poor colour variety - not as described

Noise Level6%▁▁▁▁▆█
Functionality-Overall4%▁▁▁▁▁█
Quality-Overall4%▁▁▇▁▁█

FAQ

Common Trolls questions

Answered from the same tracked data.