skull
Worth a lookShows low returns (0.9%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Competition
Great23%top-5 click share — an open shelf
Brand share
Great55%top-5 brand share — no brand owns this niche
Price range
Great£3.36–£112.43cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good507.5avg incumbent reviews — the moat a new listing must climb
Avg price
Great£15.15avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£127K£127K/yr · 441K searches
Conversion
Bad1.9%search→purchase rate — share of searches ending in a sale
Growth
Bad-14.2%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, skull is a £127K/yr Amazon United Kingdom market (441K searches/yr). The top 5 brands hold 55% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 56/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
skull market data
- Units sold / yr
- 8K–10K
- avg 0–100/product
- Revenue / yr
- £121K–£152K
- units × avg price
- Conversion rate
- 1.9%
- Avg BSR
- #800
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 69%
- Out of stock
- 13.7%
- Avg brand age
- 36 months
- Avg seller age
- 182 days
Competition & brand share
Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.Brands
52 falling
Sellers
115
Top-5 brand share
55%
Top 20: 83%
Top-5 click share
23%
Top 20: 53%
Open market
42%
- Nemesis Now28%
- Morvia10%
- READAEER7%
- AWNL6%
- Medarchitect4%
- Bristol Novelty4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.2% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.2×
Top skull search terms
- skull161K/yr
- skulls53K/yr
- skull ornament48K/yr
- skull gifts47K/yr
- skull gifts for women32K/yr
- skull ornaments15K/yr
- nemesis now skull16K/yr
- skulls ornaments13K/yr
- crystal skull10K/yr
- skull gifts for men15K/yr
Top skull 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
READAEER Life Size Skeleton Replica Realistic Human Skull Head Bone Model
READAEER£13.084.6★3,634 rev
Raven Skull Ornament 10.3cm Gothic Raven Figurine on Books Hand-Painted Resin Dark Academia Décor Black
Nemesis Now£5.244.7★408 rev
Nemesis Now Geode Skull Figurine 17cm Resin Black Purple
Nemesis Now£15.164.6★752 rev
Bristol Novelty HI333 Skull Brown/Beige One Size Halloween
Bristol Novelty£5.804.2★27 rev
AWNL Skull Beaded Bracelet with Natural Gemstone 925 Sterling Silver Charm
AWNL£100.584.8★12 rev
Newest
by launch date
Morvia 3pcs Women Gothic Halloween Skulls Print Contrast Binding Boyshorts Underwear Elastic Waist Intimates Panties White & Black S
Morvia£10.86200 rev
Nemesis Now Calaveras Offering Backflow Censer Gothic Deadhead Smoke Fountain Hand Painted Mexican Skeleton Decor
Nemesis Now£15.3027 rev
Morvia 3pcs Women Gothic Halloween Skulls Print Contrast Binding Boyshorts Underwear Elastic Waist Intimates Panties Black S
Morvia£11.12200 rev
Morvia 10pcs Womens Gothic Contrast Lace Halloween Skull & Rose Print Hipster Panties Assorted Styles Multicolor 3 L
Morvia£17.90176 rev
AWNL Skull Beaded Bracelet with Natural Gemstone 925 Sterling Silver Charm
AWNL£100.5812 rev
Trending
90-day click momentumAWNL Skull Beaded Bracelet with Natural Gemstone 925 Sterling Silver Charm
AWNL£100.584.8★
AWNL Skull Beaded Bracelet with Natural Gemstone 925 Sterling Silver Charm
AWNL£112.434.8★
Morvia 3pcs Women Gothic Halloween Skulls Print Contrast Binding Boyshorts Underwear Elastic Waist Intimates Panties Black S
Morvia£11.124.3★
Morvia 3pcs Women Gothic Halloween Skulls Print Contrast Binding Boyshorts Underwear Elastic Waist Intimates Panties White & Black S
Morvia£10.864.3★
Skull Knifes Holder Zombie Knife Holder for Kitchen Storage Horror Skeleton Shape Head Knives Rack Organizer Gothic Kitchen Knife Holder Gadgets for Home Decor Novelty for Halloween
xinrongda£9.453.7★
What buyers say about skull
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent quality”
“Birthday present”
“Great value for money”
“Great for decor”
“fits perfectly”
“Work as advertised”
“Good quality material”
“soft material cap”
“Fun item”
“Easy enough for players of all ages”
What buyers complain about
“the flare was atleast 2mm bigger”
“It's cheap looking and feels cheap”
“breaks everything down easily”
“The build took a few evenings to complete”
“Not the best quality print”
“Looks plastic and have got better skulls in general”
“disappointing in terms of backflow of smoke”
“I'm afraid too cause I don't wanna ruin the colour or fluffy-ness”
“it does not wash off so it looks rubbbish after a few uses”
“very cheap and flimsy”
Top return reasons
Common questions
- Is skull profitable to sell on Amazon United Kingdom?
- The niche generates £127K/yr across 90 tracked products. 0 of 10 products launched in the last 360 days are still selling. 90-day search growth is -14.2%. Flapen's verdict: Worth a look (56/100).
- How competitive is the skull niche?
- 52 brands and 115 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 55% of demand.
- What do buyers complain about in skull?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 0.9%.
- When does demand for skull peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 4.2× the quietest.
- What does it cost to enter the skull niche?
- Listings span £3.36–£112.43; the average listing price is £15.15 (sweet spot $15–$100). The average incumbent carries 508 reviews — the moat a new listing must climb.