How competitive is the Vallejo niche on Amazon United Kingdom?

1 brands and 33 sellers compete in Vallejo on Amazon United Kingdom. The top 5 Vallejo products take 62% of clicks and its top 5 brands hold 100% of demand.

What does it cost to enter the Vallejo niche?

Vallejo sells for £51.19 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £2.52–£260.73. The average incumbent carries 3,556 reviews — the moat a new listing must climb.

Vallejo

brand-locked demand (top 5 brands take 100% of clicks) — Vallejo doesn't clear our bar today.

Signals High Price

Flapen Score

Skip it

This niche Category average

Is Vallejo profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Vallejo is a £179K/yr Amazon United Kingdom market (216K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 35/100.

Vallejo: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -25.4% over the last 90 days and 1.6% of searches end in a purchase.

£179K

revenue / yr

Units sold / yr4K

Search volume / yr-25.4%216K

Conversion rate1.6%

Avg price£51.19

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers1 · 33

Top-5 product click share62%

Open market0%

Avg brand age46 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 19 products

Top Vallejo products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Vallejo Game Color Acrylic Paint Set 16 Matte and Metallic Colors 18 ml Dropper Bottles Starter Kit for Fantasy and Wargaming Miniatures

Price: £28.13
Rating: 4.8/5
Reviews: 2,058
Age: 13y ago

Vallejo VAL80260 Model Paint Set Various 8 ml (Pack of 40)

Price: £53.59
Rating: 4.0/5
Reviews: 233
Age: 5y ago

Vallejo AV Model Color Set - Wargames Special (16)

Price: £32.53
Rating: 4.6/5
Reviews: 105
Age: 1y ago

Vallejo Model Color Set Acrylic Paints for Miniatures and Figures 18 ml Self-Leveling BSL System Matte Finish Multicolor

Price: £29.57
Rating: 4.7/5
Reviews: 401
Age: 13y ago

Vallejo Model Color Set 16 Acrylic Paints for Miniatures Matte Finish 18 ml Bottles with Dropper Includes Color Chart for Modeling and Dioramas

Price: £28.93
Rating: 4.7/5
Reviews: 1,329
Age: 13y ago

Newest

by launch date

Vallejo True Metallic Metal Set Complete Collection of 80 Colors 20 Color Families Brushes and Exclusive Figures for Painting and Airbrushing

Price: £260.73
Rating: 5.0/5
Reviews: 6
Age: 9mo ago

Vallejo True Metallic Paint Set 4 Colors for Metal Painting Includes Base Light Shade Airbrush Consistent and Versatile Results

Price: £11.70
Rating: 4.7/5
Reviews: 176
Age: 9mo ago

Prince August Lavis Ombre Vallejo - Games Range - G203

Price: £28.29
Rating: 4.6/5
Reviews: 39
Age: 1y ago

Vellejo 72202 Model Kit Multi-Colour

Price: £25.84
Rating: 4.8/5
Reviews: 62
Age: 1y ago

Vallejo AV Model Color Set - Wargames Special (16)

Price: £32.53
Rating: 4.6/5
Reviews: 105
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

1 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

Vallejo100%
Open — no brand owns it (0%)

Vallejo demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume216KCVR1.6%Products19Brands1Top 5 Brands100%OOS Rate0.0%Rating4.7★Reviews3,556Avg BSR#327

Top Vallejo search terms shoppers use

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

vallejo paint set87K/yr -29.5%1.0% conv.
vallejo55K/yr -13.6%0.4% conv.
vallejo paint48K/yr -31.2%0.9% conv.
vallejo paints7K/yr -15.3%1.0% conv.
vallejo game color6K/yr -28.0%0.7% conv.
vallejo model color5K/yr -4.6%1.4% conv.
vallejo paint sets6K/yr -32.2%0.9% conv.
tamiya paint set3K/yr -55.8%0.6% conv.

What reviews say buyers love and hate about Vallejo

What buyers mention most, as a share of all reviews.

What buyers love

85% of reviews

Quality-Overall25%

“Great as expected from brand”

Color20%

“Useful colours”

Value For Money10%

“Great value”

Engraving/Paint/Sublimation7%

“Great paint”

Fun/Entertainment Experience4%

“Great fun to build”

What buyers complain about

81% of reviews

Value For Money19%

“Tiny bit pricer than buying the other Vallejo kits for the paint”

Color17%

“Base colour coverage was poor”

Leak-Proof13%

“4 bottles had leaked inside the case”

Instructions/User Manual/Troubleshooting13%

“damaged the manual”

Thickness9%

“a little goes a long way if you thin it a little”

Vallejo return rate & reasons

Why buyers send it back, as a share of all return requests.

0.3%

Return rate

36%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Color

27%

2Compatibility-Overall

18%

3Advertised Vs Actual Product

4Quality-Overall

5Moist/Dry

Common Vallejo questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Vallejo 35/100 on Amazon United Kingdom — Skip it. The niche generates £179K/yr across 19 tracked products. 2 of 2 products launched in the last 360 days are still selling. Search demand moved -25.4% over the last 90 days.

Vallejo buyers on Amazon United Kingdom complain most about Value For Money, Color, Leak-Proof, the themes mined from the niche's reviews. Its return rate is 0.3%.