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Vallejo

Fail

The top 5 brands take 100% of clicks, so Vallejo is a Fail.

Flapen Score
35
35 / 100
Ranks 5,308 of 5,777 Home & Garden niches · −16 vs the category median of 51
Market size
£179K/yr216K searches / yr
90-day growth
-25.4%search demand this quarter
Competition
62%top-5 click share · 1 brands · 33 sellers

Flapen Score

Vallejo against its category

The dotted line is the Home & Garden average. Past it, Vallejo is stronger. Inside it, weaker.

35Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Vallejo market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Vallejo 216K times last year and spent an estimated £179K. One brand takes every click. Flapen scores it 35 out of 100, a Fail.

01 · Demand

1.6% of searches ended in a purchase last week.

Shoppers searched for this 216K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.6% of those searches ended in a purchase. Searches in the last 90 days moved -25.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £179K a year.

Searches, last 12 months
216K
Growth, 90 days vs prior 90
-25.4%
Conversion, latest week
1.6%
Market size, estimated
£179Ka year
Top search term
vallejo paint set87K searches a year

02 · Price

A sale here is worth £51.19.

Listings sell for £51.19 on average, from £2.52 to £260.73. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £51.19 that is £5K to £13K a year per listing.

Average price
£51.19inside the $15 to $100 sweet spot
Price range
£2.52–£260.73
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£5K–£13K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

79% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #327 within Painting. It carries 3,556 reviews at 4.67 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#327in Painting
Average rating
4.67 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,556per listing
Listings tracked
19

04 · Newcomers

Amazon counts 2 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 46 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
2Amazon's first-year sales bar
Average brand age
46 months

Products

Top Vallejo products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 62% of clicks. Leaders hold, but buyers still shop past them.

£0£18K£36K£54K£72K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

1 falling

Sellers

33

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

0%

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

Demand

Vallejo search demand

Weekly searches over the year, seasonality beneath. Pick a range.

6K4KSpike '25Black Friday '25Spike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Jan, Dec · busiest ÷ quietest = 2.0× · 11 of 12 months tracked

Search terms

Top Vallejo search terms shoppers use

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

  • vallejo paint set87K/yr
  • vallejo55K/yr
  • vallejo paint48K/yr
  • vallejo paints7K/yr
  • vallejo game color6K/yr
  • vallejo model color5K/yr
  • vallejo paint sets6K/yr
  • tamiya paint set3K/yr

Reviews and returns

What reviews say buyers love and hate about Vallejo

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Value For Money19%−0.04

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

Total waste of money

Color17%−0.01

Base colour coverage was poor

What no brown

Leak-Proof13%

4 bottles had leaked inside the case

Instructions/User Manual/Troubleshooting13%−0.07

damaged the manual

Thickness9%+0.27

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

if you do want it to be thinner thats not a big deal at all

Love

Quality-Overall25%+2.30

Great as expected from brand

Highest calibre

Excellent product

Color20%−0.01

Useful colours

There are a good bunch of colours

I got these as they had a good range of colours

Value For Money10%−0.04

Great value

Excellent value for money

Good price

Engraving/Paint/Sublimation7%+0.25

Great paint

Very nice paints

Great paints, with a good selection of colours

Fun/Entertainment Experience4%+0.38

Great fun to build

Return

0.3% Return rate 36% Fixable by listing

Color27%▁▁▁▄▁█

Base colour coverage was poor

What no brown

Compatibility-Overall18%█▆▁▁▁▁
Advertised Vs Actual Product9%▁▁▁█▁▁
Quality-Overall9%▁█▁▁▁▁

Generally felt cheap

Very poor quality

Moist/Dry9%▁▁▁█▁▁

FAQ

Common Vallejo questions

Answered from the same tracked data.