kids games
Worth a lookShows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Brand share
Incredible38%top-5 brand share — no brand owns this niche
Competition
Great33%top-5 click share — an open shelf
Market size
Great£859K£859K/yr · 2.8M searches
Price range
Good£2.49–£33.65cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£11.45avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.7%search→purchase rate — share of searches ending in a sale
Review moat
Bad8,240.44avg incumbent reviews — the moat a new listing must climb
Growth
Bad-6.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, kids games is a £859K/yr Amazon United Kingdom market (2.8M searches/yr). The top 5 brands hold 38% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 60/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
kids games market data
- Units sold / yr
- 60K–80K
- avg 250–500/product
- Revenue / yr
- £687K–£916K
- units × avg price
- Conversion rate
- 2.7%
- Avg BSR
- #93
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 81%
- Out of stock
- 2.9%
- Avg brand age
- 40 months
- Avg seller age
- 174 days
Competition & brand share
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.Brands
46 falling
Sellers
302
Top-5 brand share
38%
Top 20: 80%
Top-5 click share
33%
Top 20: 67%
Open market
56%
- ASOVNIS11%
- Juegos Mattel9%
- USAopoly7%
- More or Less6%
- Lucky Egg6%
- Big Potato5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -6.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 7.3×
Top kids games search terms
- card games791K/yr
- kids games429K/yr
- party games275K/yr
- card games for adults224K/yr
- card game154K/yr
- games for kids161K/yr
- party games adult97K/yr
- dedicated deck card games77K/yr
- card games for families70K/yr
- funny games91K/yr
Top kids 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
17 PCS Granny Pants Yard Game Easter Games Set 2 Oversized Granny Pants Outdoor Games 10 Balls 2 Air Pumps Outdoor Tossing Games for Adults Teens Party Backyard Lawn Family Reunion Gathering
ASOVNIS£20.834.4★168 rev
USAopoly | Flip 7 | Party Card Game | Ages 8+ | 3+ Players | 20 Minutes Playing Time New
USAopoly£7.464.8★4,557 rev
More or Less First Edition Card Game - How Good Is Your Judgement? 2 Players + | Perfect for Gift Travel Holiday | For Kids Teens & Adults | Play Anywhere | Age 12+
More or Less£9.594.4★6,709 rev
Mattel Games UNO Card Game Ages 7+ Players 2-10
Juegos Mattel£4.814.7★83,924 rev
QUICKSTOP | Card Game for Family and Friends | Fast and Hilarious | 2-7 players | Party Game for Adults and Kids 10+ | 15 minutes Playing Time
ATM Gaming£13.744.5★848 rev
Newest
by launch date17 PCS Granny Pants Yard Game Easter Games Set 2 Oversized Granny Pants Outdoor Games 10 Balls 2 Air Pumps Outdoor Tossing Games for Adults Teens Party Backyard Lawn Family Reunion Gathering
ASOVNIS£20.83168 rev
NZQXJXZ Portable Cornhole Board Set with 8 Bean Bags and Carrying Bag - 3x2 Ft Corn Hole Toss Game for Indoor and Outdoor Parties Ideal for Family Adults Beach Yard and Camping
NZQXJXZ£33.3613 rev
Grumpy Monkeys - Strategy & Logic Card Game for Adults Teens & Families | 2-4 Players | Ages 10+ | Fun for Game Night or Travel
Grumpy Monkeys£13.0553 rev
USAopoly | Flip 7 | Party Card Game | Ages 8+ | 3+ Players | 20 Minutes Playing Time New
USAopoly£7.464,557 rev
Lucky Egg Misheard Music Game Guess the Song or Artist w/ 500 Lyrical Nonsense Cards Hilarious Family Games for Kids and Adults Play in Teams Fun Music Games for Karaoke & Party Entertainment
Lucky Egg£17.34740 rev
Trending
90-day click momentumNZQXJXZ Portable Cornhole Board Set with 8 Bean Bags and Carrying Bag - 3x2 Ft Corn Hole Toss Game for Indoor and Outdoor Parties Ideal for Family Adults Beach Yard and Camping
NZQXJXZ£33.364.1★
17 PCS Granny Pants Yard Game Easter Games Set 2 Oversized Granny Pants Outdoor Games 10 Balls 2 Air Pumps Outdoor Tossing Games for Adults Teens Party Backyard Lawn Family Reunion Gathering
ASOVNIS£20.834.4★
Grumpy Monkeys - Strategy & Logic Card Game for Adults Teens & Families | 2-4 Players | Ages 10+ | Fun for Game Night or Travel
Grumpy Monkeys£13.054.5★
Mattel Games Skip-Bo Ages 7+ 2-6 Players
Juegos Mattel£6.024.7★
Mattel Games UNO Card Game Ages 7+ Players 2-10
Juegos Mattel£4.814.7★
What buyers say about kids games
What buyers praise and complain about, mined from review topics.What buyers love
“Fun for all”
“Easy to use”
“Excellent product”
“Good value for money”
“What a great fun game”
“Exactly as shown”
“Great game to add to your collection”
“Xmas gift”
“enjoying the music”
“So portable”
What buyers complain about
“Bad quality”
“Overpriced”
“Not as advertised”
“it very quickly became extremely boring”
“Just wont pop up”
“burnt fit for purpose sadly”
“Instructions are a little difficult to understand”
“Used cards”
“Beware of the colour coming off the chicken”
“flimsy”
Top return reasons
Common questions
- Is kids games profitable to sell on Amazon United Kingdom?
- The niche generates £859K/yr across 62 tracked products. 3 of 7 products launched in the last 360 days are still selling. 90-day search growth is -6.1%. Flapen's verdict: Worth a look (60/100).
- How competitive is the kids games niche?
- 46 brands and 302 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 38% of demand.
- What do buyers complain about in kids games?
- Top complaints mined from reviews: Quality-Overall, Value For Money, Advertised Vs Actual Product. The return rate is 0.7%.
- When does demand for kids games peak?
- Demand peaks in Nov–Dec; the busiest month runs 7.3× the quietest.
- What does it cost to enter the kids games niche?
- Listings span £2.49–£33.65; the average listing price is £11.45 (sweet spot $15–$100). The average incumbent carries 8,240 reviews — the moat a new listing must climb.