Is darts profitable to sell on Amazon United Kingdom?

The niche generates £5.1M/yr across 49 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -50.2%. Flapen's verdict: Worth a look (55/100).

How competitive is the darts niche?

17 brands and 34 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in darts?

Top complaints mined from reviews: Durability, Quality-Overall, Value For Money. The return rate is 0.9%.

When does demand for darts peak?

Demand peaks in Jan–Feb–Dec; the busiest month runs 7.5× the quietest.

What does it cost to enter the darts niche?

Listings span £5.65–£194.45; the average listing price is £39.95 (sweet spot $15–$100). The average incumbent carries 1,840 reviews — the moat a new listing must climb.

darts

Worth a look

Shows a $5.1M/yr market, but soft demand (-50.2% this quarter) keeps it on the watch list.

Market size

Incredible£5.1M

£5.1M/yr · 6.9M searches

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Avg price

Incredible£39.95

avg listing price — sweet spot $15–$100

Competition

Good43%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,840.24

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£5.65–£194.45

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

Brand share

Okay83%

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

Conversion

Bad1.8%

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

Growth

Bad-50.2%

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

According to Flapen's Amazon United Kingdom niche tracking, darts is a £5.1M/yr Amazon United Kingdom market (6.9M searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Worth a look — 55/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

darts market data

Units sold / yr: 100K–125K; avg 2,000–2,500/product
Revenue / yr: £4.0M–£5.0M; units × avg price
Conversion rate: 1.8%
Avg BSR: #109
Page quality: 0%
Prime: 92%
Sponsored: 76%
Out of stock: 1.2%
Avg brand age: 38 months
Avg seller age: 179 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 falling

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

43%

Top 20: 76%

Open market

13%

Target Darts53%
WINMAU15%
LANNEY8%
CyeeLife4%
Generic4%
CC-Exquisite4%
Open — no brand owns it (11 brands, 13%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -50.2% search growth over the last 90 days.

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 7.5×

Open Trend

Top darts search terms

darts3.6M/yr -53.8%1.7% conv.
target darts712K/yr -40.2%0.1% conv.
darts set585K/yr -17.5%2.9% conv.
tungsten darts277K/yr -48.6%0.1% conv.
red dragon darts254K/yr -53.9%0.2% conv.
luke littler darts307K/yr -61.5%2.2% conv.
swiss point darts210K/yr -61.0%0.1% conv.
josh rock darts85K/yr -10.0%0.4% conv.
dart113K/yr -42.5%0.4% conv.
winmau darts117K/yr -54.1%0.5% conv.

All search terms

Top darts 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

WINMAU Darts Set Michael van Gerwen MvG Steeltip Gift Case - 50 Piece Dart Set | 20g Steel Tip 90% Tungsten Darts | 4 x Shafts | 4 x Flights | Accessories

WINMAU£14.054.4★6,559 rev

Target Darts Luke Littler Gen 1 Prodigy Steel Tip Swiss Point Darts 90% Tungsten Darts 23G | Generation 1 Gold Steel Tip G1 Player Edition Swiss Points Dart Sets K-Flex Flights and Shafts

Target Darts£107.094.4★323 rev

Target Darts Josh Rock Gen 1 Steel Tip Swiss Point Darts 90% Tungsten Darts Generation 1 23G | Steel Tip Dart Set Player Edition with Swiss Storm Nano Points

Target Darts£70.964.7★282 rev

LANNEY Darts Metal Tip Steel Tip Darts Set 20 24 26 Grams Professional Dart for Dartboard with Aluminum Shafts Brass Barrels Extra Flights Sharpener Tool Kit Carrying Case

LANNEY£24.074.5★1,663 rev

Target Darts Josh Rock Gen 1 Steel Tip Swiss Point Darts 90% Tungsten 24G | Steel Tip Dart Set Player Edition with Swiss Storm Nano Points

Target Darts£77.524.7★282 rev

Newest

by launch date

Darts Mat - Non-slip Runner Shock Absorbing - with 4 Throw Distances 300x34cm Dart Carpet Mat - for Men Women Family Outdoor Playroom Bar Party

Generic£8.792 rev

3mo ago

Dart Mat - Non-slip Shock Absorbing Cushioned Pad - with 4 Throw Distances 300x34cm Dart Carpet Mat | for Men Women Family Outdoor Playroom Bar Party

Generic£10.622 rev

3mo ago

Target Darts Luke Littler Brass Dart Set with Fixed Steel Tip Points 22G | Pro Grip Shafts & No.2 Pro Ultra Dart Flights | 100 Piece Professional Dart Set & Accessories for Any Player

Target Darts£23.70239 rev

12mo ago

Target Darts Luke Littler World Champion Steel Tip Swiss Point Darts 90% Tungsten Dart Set 23G | The Nuke 2025 Special Edition K-Flex Key Ring Spare SLK Swiss Points and Premium Tool Included

Target Darts£103.60250 rev

1y ago

Target Darts Josh Rock Gen 1 Steel Tip Swiss Point Darts 90% Tungsten Darts Generation 1 23G | Steel Tip Dart Set Player Edition with Swiss Storm Nano Points

Target Darts£70.96282 rev

1y ago

What buyers say about darts

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

What buyers love

Quality-Overall27%

“Build quality is excellent: solid construction”

Value For Money27%

“Great value”

Grip8%

“comfortable to grip”

Weight Light6%

“Great darts quite lightweight”

Suitability Beginner6%

“Beginner friendly”

Advertised Vs Actual Product5%

“Just what I wanted”

Ease Of Use2%

“Easy to use”

Weight Heavy2%

“Great darts perfect weight”

Durability2%

“durable”

Fun/Entertainment Experience2%

“Excellent fun”

What buyers complain about

Durability29%

“breaks easily”

Quality-Overall15%

“Rubbish quality”

Value For Money8%

“Cheap for a reason”

Strength3%

“Fragile and break easily”

Flexibility3%

“flights are tacky bend”

Weight Light3%

“should of got a little heavier”

Defective Material/Parts3%

“Dart is broken”

Size-Overall2%

“Flights dont fit”

Functionality-Overall2%

“It's very annoying paying this much for a product that isn't working”

Weight Heavy2%

“Good weight just a little to bulky for me”

Top return reasons

Durability18%

Defective Material/Parts16%

Quality-Overall12%

Size-Overall5%

Functionality-Overall5%

Product Condition5%