Is subbuteo profitable to sell on Amazon United Kingdom?

The niche generates £64K/yr across 23 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +11.3%. Flapen's verdict: Skip it (46/100).

How competitive is the subbuteo niche?

8 brands and 49 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in subbuteo?

Top complaints mined from reviews: Size-Overall, Value For Money. The return rate is 0.8%.

When does demand for subbuteo peak?

Demand peaks in Nov–Dec; the busiest month runs 6.2× the quietest.

What does it cost to enter the subbuteo niche?

Listings span £5.34–£54.28; the average listing price is £18.10 (sweet spot $15–$100). The average incumbent carries 365 reviews — the moat a new listing must climb.

subbuteo

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great£18.10

avg listing price — sweet spot $15–$100

Review moat

Great365.35

avg incumbent reviews — the moat a new listing must climb

Price range

Great£5.34–£54.28

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Okay58%

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

Growth

Okay+11.3%

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

Conversion

Okay2.4%

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

Market size

Bad£64K

£64K/yr · 148K searches

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, subbuteo is a £64K/yr Amazon United Kingdom market (148K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 46/100.

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

subbuteo market data

Units sold / yr: 4K–5K; avg 250–500/product
Revenue / yr: £72K–£91K; units × avg price
Conversion rate: 2.4%
Avg BSR: #785
Page quality: 0%
Prime: 83%
Sponsored: 39%
Out of stock: 5.9%
Avg brand age: 42 months
Avg seller age: 194 days

Competition & brand share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

8 rising

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

58%

Top 20: 97%

Open market

Paul Lamond82%
Subbuteo9%
Tabanzhe2%
Game of Two Halves2%
FORZA1%
TIPP-KICK1%
Open — no brand owns it (2 brands, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +11.3% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 6.2×

Open Trend

Top subbuteo search terms

subbuteo81K/yr +11.1%1.1% conv.
subbuteo football game30K/yr +28.6%1.7% conv.
subbuteo teams15K/yr -8.9%1.8% conv.
subbuteo accessories10K/yr -8.3%1.6% conv.
subbuteo pitch4K/yr +31.7%1.7% conv.
subbuteo goals4K/yr +23.9%1.0% conv.
subbuteo game4K/yr +1.3%2.4% conv.

All search terms

Top subbuteo 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 23 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Paul Lamond 3005 Subbuteo Team Edition Multicoloured

Paul Lamond£27.364.6★1,319 rev

Subbuteo 3365 Paul Lamond UEFA Champions League Game

Paul Lamond£21.254.3★589 rev

Subbuteo 3195 National Soccer Club Fence Set 14.2 cm x 25.2 cm x 11.98 cm

Paul Lamond£17.854.5★304 rev

Subbuteo Pitch Deluxe Premium CreaseFree Table Football Playing Surface | Durable RubberBacked RollOut Pitch Games Ages 6+ | Classic Football Tabletop Accessory

Subbuteo£41.344.3★28 rev

Subbuteo 3085 Official Virtual Assistant Referee (VAR) Set

Paul Lamond£10.134.4★268 rev

Newest

by launch date

Tabanzhe 1 Set Finger Soccer Game Mini Finger Football Tabletop Game with 2 Goals 1 mini footballs Fun Desk Party Game for Fans Clubs and Home Play

Tabanzhe£5.342 rev

11mo ago

Dromlag Football Gifts for Boys Soccer Board Game Christmas Xmas Gifts for 5 6 7 8 9 10 11 12 13 Year Old Teenage Boy Gifts Pinball Machine Mini Foosball Table Game for Kids Toys Age 5-13

Dromlag£20.38115 rev

11mo ago

FORZA Wave Football Rebounder Master Your First Touch! | The Worlds #1 4-in-1 Passing Rebound Board 2 Min Setup Unbreakable Design & 8kg Rock-Solid Stability Buy FORZA Play Forever!

FORZA£54.2867 rev

1y ago

Game of Two Halves - Football Board Game with all the excitement of a real match including actions cards red & yellow cards goals injuries offsides & penalties! Football gifts football game.

Game of Two Halves£11.4956 rev

1y ago

Subbuteo Training Set

Paul Lamond£9.4824 rev

3y ago

What buyers say about subbuteo

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

What buyers love

Fun/Entertainment Experience33%

“Good fun”

Quality-Overall22%

“Well made it is really good for football training you can even have the rebound to go in different directions”

Value For Money16%

“Great price”

Advertised Vs Actual Product10%

“Does the job”

Compactness7%

“Compact and useful”

Assembly/Installation7%

“makes the set up look good”

Gifting Purpose2%

“Great gift”

What buyers complain about

Size-Overall50%

“A bit on the small side”

Value For Money25%

“Not really worth the money”

Top return reasons

Size-Overall29%

Value For Money19%

Quality-Overall12%

Defective Material/Parts10%

Product Condition5%

Add-Ons/Attachments5%

Charging5%

Strength5%

Material Quality5%

Gifting Purpose5%

Common questions

Is subbuteo profitable to sell on Amazon United Kingdom?: The niche generates £64K/yr across 23 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +11.3%. Flapen's verdict: Skip it (46/100).
How competitive is the subbuteo niche?: 8 brands and 49 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in subbuteo?: Top complaints mined from reviews: Size-Overall, Value For Money. The return rate is 0.8%.
When does demand for subbuteo peak?: Demand peaks in Nov–Dec; the busiest month runs 6.2× the quietest.
What does it cost to enter the subbuteo niche?: Listings span £5.34–£54.28; the average listing price is £18.10 (sweet spot $15–$100). The average incumbent carries 365 reviews — the moat a new listing must climb.