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Subbuteo

Fail

The top 5 brands take 97% of clicks, so Subbuteo is a Fail.

Flapen Score
46
46 / 100
Ranks 512 of 792 Sports & Outdoors niches · −4 vs the category median of 50
Market size
£64K/yr148K searches / yr
90-day growth
+11.3%search demand this quarter
Competition
58%top-5 click share · 8 brands · 49 sellers

Flapen Score

Subbuteo against its category

The dotted line is the Sports & Outdoors average. Past it, Subbuteo is stronger. Inside it, weaker.

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Subbuteo market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Subbuteo 148K times last year and spent an estimated £64K. The top 5 brands take 97% of clicks. Demand peaks in Nov–Dec. Flapen scores it 46 out of 100, a Fail.

01 · Demand

2.4% of searches ended in a purchase last week.

Shoppers searched for this 148K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.4% of those searches ended in a purchase. Searches in the last 90 days moved +11.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £64K a year.

Searches, last 12 months
148K
Growth, 90 days vs prior 90
+11.3%
Conversion, latest week
2.4%
Market size, estimated
£64Ka year
Peak month
December6.2× the quietest month
Top search term
subbuteo81K searches a year

02 · Price

A sale here is worth £18.10.

Listings sell for £18.10 on average, from £5.34 to £54.28. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 250 to 500 of them. At £18.10 that is £5K to £9K a year per listing.

Average price
£18.10inside the $15 to $100 sweet spot
Price range
£5.34–£54.28
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
250–500
Revenue per listing a year
£5K–£9K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

39% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 5.9% of listings are out of stock. The average listing ranks #785 within Supporters' Gear. It carries 365 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
39%
Prime listings
83%
Out of stock, average day
5.9%
Average rank
#785in Supporters' Gear
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
365per listing
Listings tracked
23

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 42 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
42 months

Products

Top Subbuteo 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 58% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£6K£10K£13K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 rising

Sellers

49

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

58%

Top 20: 97%

Open market

2%

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

Demand

Subbuteo search demand

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

12K8KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

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

Search terms

Top Subbuteo search terms shoppers use

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

  • subbuteo81K/yr
  • subbuteo football game30K/yr
  • subbuteo teams15K/yr
  • subbuteo accessories10K/yr
  • subbuteo pitch4K/yr
  • subbuteo goals4K/yr
  • subbuteo game4K/yr

Reviews and returns

What reviews say buyers love and hate about Subbuteo

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

Complain

Size-Overall50%−0.31

A bit on the small side

It is small

Value For Money25%+0.64

Not really worth the money

Love

Fun/Entertainment Experience33%+0.60

Good fun

Fab childrens game, gets them involved and can play together

Great game

Quality-Overall22%+1.27

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

Great quality equipment

Good quality

Value For Money16%+0.64

Great price

Reasonable price for 3

Worth the money

Advertised Vs Actual Product10%−0.07

Does the job

Works as it should

Compactness7%+1.03

Compact and useful

Return

0.8% Return rate 29% Fixable by listing

Size-Overall29%█▁▅█▁▇

A bit on the small side

It is small

Value For Money19%▁▁█▃▁▁

Not really worth the money

Quality-Overall12%▁█▁▁▁▅
Defective Material/Parts10%█▁▁▁▁▄
Product Condition5%▁█▁▁▁▁

FAQ

Common Subbuteo questions

Answered from the same tracked data.