Is drinking games profitable to sell on Amazon United Kingdom?

The niche generates £188K/yr across 40 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is -4.9%. Flapen's verdict: Worth a look (56/100).

How competitive is the drinking games niche?

36 brands and 53 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 42% of demand.

What do buyers complain about in drinking games?

Top complaints mined from reviews: Size-Overall, Advertised Vs Actual Product, Value For Money. The return rate is 0.8%.

When does demand for drinking games peak?

Demand peaks in Nov–Dec; the busiest month runs 5.6× the quietest.

What does it cost to enter the drinking games niche?

Listings span £4.45–£22.14; the average listing price is £10.49 (sweet spot $15–$100). The average incumbent carries 2,074 reviews — the moat a new listing must climb.

drinking games

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Brand share

Great42%

top-5 brand share — no brand owns this niche

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Competition

Good42%

top-5 click share — leaders hold, buyers still browse

Conversion

Okay3.5%

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

Review moat

Okay2,073.98

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£4.45–£22.14

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

Market size

Okay£188K

£188K/yr · 504K searches

Avg price

Okay£10.49

avg listing price — sweet spot $15–$100

Growth

Bad-4.9%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, drinking games is a £188K/yr Amazon United Kingdom market (504K searches/yr). The top 5 brands hold 42% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 56/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

drinking games market data

Units sold / yr: 15K–20K; avg 250–500/product
Revenue / yr: £157K–£210K; units × avg price
Conversion rate: 3.5%
Avg BSR: #271
Page quality: 0%
Prime: 98%
Sponsored: 45%
Out of stock: 6.9%
Avg brand age: 42 months
Avg seller age: 181 days

Competition & brand share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Brands

36 rising

Sellers

Top-5 brand share

42%

Top 20: 86%

Top-5 click share

42%

Top 20: 83%

Open market

52%

These Cards Will Get You Drunk11%
L0famy9%
SMASHD.9%
Hlayshing7%
Berserk Games6%
KAWAII KOI6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.9% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 5.6×

Open Trend

Top drinking games search terms

drinking games271K/yr -1.3%2.4% conv.
drinking games for adults96K/yr -16.1%2.6% conv.
drinking game56K/yr +1.4%2.7% conv.
adult drinking games18K/yr -7.6%1.8% conv.
drinking card games18K/yr -8.8%2.4% conv.
drinking card games for adults10K/yr +20.8%3.0% conv.
drinking6K/yr +2.2%0.3% conv.
truth or drink5K/yr -5.5%1.1% conv.
drinking card game5K/yr +3.3%3.7% conv.
drinking board games6K/yr -36.6%1.1% conv.

All search terms

Top drinking games 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

These Cards Will Get You Drunk - Fun Adult Drinking Game For Parties

These Cards Will Get You Drunk£8.134.5★34,799 rev

Drinking Games Games for Adults | Risk It or Drink It | Fun Drinking Card Game Dares Decisions and Drinks Interactive Challenges Great For Games Nights Parties Hen & Stag Nights Students & More

L0famy£10.634.9★14 rev

SMASHD. - The Ultimate Drinking Game | Drinking Games for Adults Party Hen Party Games Adult Card Games for Stag Do & Uni Students Pre Drinks | Card Games for Adults | Uni Students Game

SMASHD.£8.454.6★225 rev

Hlayshing Drinking Game for Adults Adult Monopoly Board Game Truth Or Dare Game Adult for 2-8 Players Icebreaker Party Game for Girls Night Bachelorette Groups Friends & House Parties

Hlayshing£6.924.2★14 rev

Brutal Hangover - The 3 in 1 Card Game | Great For Games Nights Parties Hen Dos Stag Nights Students & More!

Berserk Games£10.764.4★95 rev

Newest

by launch date

Briocht Drinking Games for Adults Fun Monopoly Board Game with Drinking Challenges Party Game for 2-8 Players Icebreaker Game for Friends Groups and Social Parties

Briocht£4.865 rev

7mo ago

Quokka Dare Or Sip Party Card Game Adults Only Drinking-Style Game with 95 Tasks for Friends Couples & Games Nights Bold Challenges & Funny Dares Ages 21+

Quokka£9.15663 rev

8mo ago

Drinking Games for Adults Adult Monopoly Board Game Drinking Games for Night Bachelorette Party Games for 2-6 Players Age 18+

Generic£4.9310 rev

9mo ago

Hlayshing Drinking Game for Adults Adult Monopoly Board Game Truth Or Dare Game Adult for 2-8 Players Icebreaker Party Game for Girls Night Bachelorette Groups Friends & House Parties

Hlayshing£6.9214 rev

1y ago

Monopoly Board Crawl Party Game Official Monopoly Drinking Game for Adults Ages 18+ - English Version

Monopoly£15.4744 rev

1y ago

What buyers say about drinking games

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

What buyers love

Fun/Entertainment Experience55%

“Fun game”

Ease Of Use9%

“Easy to use”

Trivia Games8%

“A great quiz card game that all the family can play”

Value For Money6%

“Worth it”

Quality-Overall5%

“Good value & quality, arrived on time”

Advertised Vs Actual Product4%

“it certainly delivered on the fun”

Gifting Purpose2%

“Very cute and great gift”

Instructions/User Manual/Troubleshooting2%

“Simple to Learn: The rules are straightforward”

Design-Overall1%

“the design is nice”

Safety Standards1%

“without any danger”

What buyers complain about

Size-Overall13%

“Quite small”

Advertised Vs Actual Product13%

“which wasn't advertised”

Value For Money11%

“An expensive pack of playing cards”

Fun/Entertainment Experience10%

“Boring game”

Functionality-Overall8%

“Doesnt really work”

Trivia Games5%

“The problem with this game is that the questions contain such obscure, and frankly, boring information that the whole thing is a washout”

Quality-Overall5%

“Poor quality and poor language on the placements”

Durability3%

“lacks longevity”

Wood Quality3%

“Hook broke off in wood when trying to assemble”

Rubber Quality3%

“For some unknown reason the base mat is made of rubber”

Top return reasons

Size-Overall20%

Advertised Vs Actual Product13%

Value For Money11%

Gifting Purpose7%

Product Condition7%

Quality-Overall6%

Fun/Entertainment Experience5%

Instructions/User Manual/Troubleshooting5%

Defective Material/Parts5%

Adhesion/Stickiness4%

Common questions

Is drinking games profitable to sell on Amazon United Kingdom?: The niche generates £188K/yr across 40 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is -4.9%. Flapen's verdict: Worth a look (56/100).
How competitive is the drinking games niche?: 36 brands and 53 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 42% of demand.
What do buyers complain about in drinking games?: Top complaints mined from reviews: Size-Overall, Advertised Vs Actual Product, Value For Money. The return rate is 0.8%.
When does demand for drinking games peak?: Demand peaks in Nov–Dec; the busiest month runs 5.6× the quietest.
What does it cost to enter the drinking games niche?: Listings span £4.45–£22.14; the average listing price is £10.49 (sweet spot $15–$100). The average incumbent carries 2,074 reviews — the moat a new listing must climb.