Is pass the parcel gifts profitable to sell on Amazon United Kingdom?

The niche generates £70K/yr across 27 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -4.6%. Flapen's verdict: Skip it (48/100).

How competitive is the pass the parcel gifts niche?

21 brands and 83 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 61% of demand.

What do buyers complain about in pass the parcel gifts?

Top complaints mined from reviews: Smell, Quality-Overall, Size-Overall. The return rate is 0.4%.

When does demand for pass the parcel gifts peak?

Demand peaks in Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the pass the parcel gifts niche?

Listings span £2.16–£21.01; the average listing price is £8.77 (sweet spot $15–$100). The average incumbent carries 1,555 reviews — the moat a new listing must climb.

pass the parcel gifts

Skip it

A small market ($70K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Brand share

Good61%

top-5 brand share — brands hold most of the demand

Competition

Good46%

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

Conversion

Okay3.9%

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

Review moat

Okay1,554.67

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£2.16–£21.01

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

Avg price

Bad£8.77

avg listing price — sweet spot $15–$100

Growth

Bad-4.6%

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

Market size

Bad£70K

£70K/yr · 206K searches

According to Flapen's Amazon United Kingdom niche tracking, pass the parcel gifts is a £70K/yr Amazon United Kingdom market (206K searches/yr). The top 5 brands hold 61% of demand. Demand peaks in Dec. Verdict: Skip it — 48/100.

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

pass the parcel gifts market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: £53K–£70K; units × avg price
Conversion rate: 3.9%
Avg BSR: #151
Page quality: 0%
Prime: 100%
Sponsored: 74%
Out of stock: 3.6%
Avg brand age: 30 months
Avg seller age: 179 days

Competition & brand share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Brands

21 rising

Sellers

Top-5 brand share

61%

Top 20: 99%

Top-5 click share

46%

Top 20: 91%

Open market

33%

Brimtoy31%
HENBRANDT10%
Wleozys7%
BONNYCO7%
Amy & Benton7%
CRAYOLA6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -4.6% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.7×

Open Trend

Top pass the parcel gifts search terms

pass the parcel prizes150K/yr -1.4%2.4% conv.
birthday return gifts for kids18K/yr -29.6%0.3% conv.
teenager party bag fillers11K/yr +26.5%0.0% conv.
party pack9K/yr +19.9%0.2% conv.
return gifts for kids6K/yr -35.1%0.3% conv.
party bag ideas for 10 year olds5K/yr -13.7%0.0% conv.
birthday favours3K/yr +6.7%0.1% conv.
pass the parcel prizes for kids5K/yr -68.9%1.5% conv.

All search terms

Top pass the parcel gifts 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

Brimtoy Pre-wrapped ready to play 12 Layer Pass the Parcel game

Brimtoy£12.784.2★246 rev

Brimtoy Handmade 20 Layer Pass the Parcel for Ages 3 and Upwards

Brimtoy£21.014.5★88 rev

Wleozys 80pcs party bag fillers for kids Party Fillers for Kids Parties Prize Box Toys Assortment Toys Classroom Prizes Rewards Toy Bulk Party Bag Fillers

Wleozys£10.554.6★805 rev

BONNYCO Bracelets and Keyrings 30 Pack Pop It Party Bag Fillers for Kids Unisex. Kids Party Favours Fidget Toys Pack. Pinata Fillers Return Gifts for Birthday. Pre Filled Children Classroom Prizes

BONNYCO£13.034.6★1,023 rev

CRAYOLA Twistables Colouring Crayons Multicolor 12 Count (Pack of 1)

CRAYOLA£2.164.7★8,107 rev

Newest

by launch date

30 PCS Party Bag Fillers for Kids Fidget Spinner Party Favours Mini Sensory Fidget Toys Pass the Parcel Prizes Fidgets Pack Classroom Rewards Fillers Fidgets Box Bulk Gifts Kids Lucky Dip Prizes

ANGGIKO£8.5353 rev

9mo ago

AmyBenton 76PCS Party Bag Fillers Goodie Loot Bag Pinata Fillers Classroom Prizes Rewards Unisex Party Favours for Birthday Pass the Parcel Prizes for Boys Girls

Amy & Benton£10.5276 rev

9mo ago

AmyBenton 120PCS Party Bag Fillers for Kids - Bulk Assorted Party Favours Classroom Rewards & Giveaways Pass the Parcel Prizes Goodie Bag Pinata Fillers Toys for Kids Boys Girls

Amy & Benton£12.72122 rev

10mo ago

Scratch Art Party Bag Fillers for Kids - Rainbow Scratch Art Arts and Crafts Class Gifts Birthday Return Gifts for Boys Girls Age 4-9 (16-Pack)

LIKYMO£15.25122 rev

1y ago

24Pcs Mini 4 In 1 Coloured Pens Party Bag Fillers Pass the Parcel Prizes

Yoosso£7.18292 rev

1y ago

What buyers say about pass the parcel gifts

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

What buyers love

Quality-Overall24%

“Good variety”

Value For Money18%

“Good value”

Fun/Entertainment Experience15%

“Good toys”

Color8%

“Bright and colourful”

Gifting Purpose7%

“Purchased as a gift”

Pen/Pencil Quality3%

“Pens are worth the price”

Ease Of Use3%

“Easy to use”

Advertised Vs Actual Product2%

“They all work as expected”

Collectibles2%

“Good fillers for the party”

Design-Overall2%

“The designs are very cute”

What buyers complain about

Smell27%

“Fishy smell”

Quality-Overall20%

“Cheaply made”

Size-Overall8%

“Quite small”

Stretchability/Expandability/Elasticity6%

“Elastics broke”

Advertised Vs Actual Product5%

“Blatant false advertising”

Color4%

“One of them though doesn't colour for some reason”

Value For Money4%

“NOT WORTH IT”

Durability3%

“Cheap looking and most of it broke within a couple of uses”

Rubber Quality3%

“Rubber bands severely degraded”

Adhesion/Stickiness2%

“They dont stick”

Top return reasons

Quality-Overall24%

Size-Overall22%

Smell11%

Functionality-Overall5%

Advertised Vs Actual Product5%

Value For Money5%

Stretchability/Expandability/Elasticity3%

Defective Material/Parts3%

Strength3%

Leak-Proof3%

Common questions

Is pass the parcel gifts profitable to sell on Amazon United Kingdom?: The niche generates £70K/yr across 27 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -4.6%. Flapen's verdict: Skip it (48/100).
How competitive is the pass the parcel gifts niche?: 21 brands and 83 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 61% of demand.
What do buyers complain about in pass the parcel gifts?: Top complaints mined from reviews: Smell, Quality-Overall, Size-Overall. The return rate is 0.4%.
When does demand for pass the parcel gifts peak?: Demand peaks in Dec; the busiest month runs 1.7× the quietest.
What does it cost to enter the pass the parcel gifts niche?: Listings span £2.16–£21.01; the average listing price is £8.77 (sweet spot $15–$100). The average incumbent carries 1,555 reviews — the moat a new listing must climb.