How competitive is the Moomin niche on Amazon United Kingdom?

15 brands and 95 sellers compete in Moomin on Amazon United Kingdom. The top 5 Moomin products take 48% of clicks and its top 5 brands hold 75% of demand.

What do buyers complain about in Moomin?

Moomin buyers on Amazon United Kingdom complain most about Size-Overall, Gifting Purpose, Design-Overall, the themes mined from the niche's reviews. Its return rate is 0.2%.

What does it cost to enter the Moomin niche?

Moomin sells for £12.27 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.68–£66.08. The average incumbent carries 59 reviews — the moat a new listing must climb.

Moomin

soft demand (-25.8% this quarter) — Moomin doesn't clear our bar today.

Signals Low Review Barrier

Flapen Score

Skip it

This niche Category average

Is Moomin profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Moomin is a £84K/yr Amazon United Kingdom market (348K searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 46/100.

Moomin: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -25.8% over the last 90 days and 2.0% of searches end in a purchase.

£84K

revenue / yr

Units sold / yr10K

Search volume / yr-25.8%348K

Conversion rate2.0%

Avg price£12.27

Who owns the niche?

The top 5 brands hold 75% of demand, so 25% of the market is open.

25%

open market share

Brands · sellers15 · 95

Top-5 product click share48%

Open market25%

Avg brand age35 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 30 products

Top Moomin 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

Puckator Moomin Tammi Pen Twin Set - Pen Stationary Set - Cool Fancy Pack of Pens Black For Office Writing College - Uni Essentials - Back to School Supplies - Non Smudge

Price: £4.78
Rating: 4.2/5
Reviews: 6
Age: 1y ago

Mattel Games UNO Moomin Card Game for Kids Adults & Family with Deck & Rule Inspired by the Moomin Series HWN32

Price: £8.68
Rating: 4.6/5
Reviews: 12
Age: 10mo ago

Aurora 61555 Moomin Standing with Daffodil 6.5In Soft Toy White

Price: £11.35
Rating: 4.9/5
Reviews: 40
Age: 2y ago

Moomin Set of 3 Mini Notebooks (Mini Notebook Collections)

Price: £4.77
Rating: 4.7/5
Reviews: 141
Age: 6y ago

Moomin Biscuits (175g)

Price: £4.99
Rating: 4.4/5
Reviews: 143
Age: 13y ago

Newest

by launch date

Rolife Moomintrolls Forest Camp DIY Miniature House Kit

Price: £18.45
Rating: 3.0/5
Reviews: 1
Age: 3mo ago

3D Printed Moomin characters Cosy Throw Microfiber Warm Thermal Bedding Soft Scandinavian cartoon Couch Blanket Machine Washable No Shedding for Adults Couples Households 50x60inch(127x152cm)

Price: £19.91
Rating: 0.0/5
Reviews: 0
Age: 4mo ago

Biscuiteers Moomins Biscuit Tin

Price: £43.84
Rating: 4.0/5
Reviews: 1
Age: 4mo ago

Mattel Games UNO Moomin Card Game for Kids Adults & Family with Deck & Rule Inspired by the Moomin Series HWN32

Price: £8.68
Rating: 4.6/5
Reviews: 12
Age: 10mo ago

hometrixx 6 Pairs Kids Boys Soft Socks Funny Cartoon Koala Green Grey Breathable Cotton Crew Sock aged for 2-5T

Price: £15.79
Rating: 5.0/5
Reviews: 1
Age: 10mo ago

Competition: brands, sellers & click share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

15 falling

Sellers

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

48%

Top 20: 92%

Open market

17%

Puckator29%
AURORA13%
Flame Tree Gift12%
Grupo Erik11%
Juegos Mattel10%
Fazer8%
Open — no brand owns it (9 brands, 17%)

Moomin demand & seasonality

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

Volume348KCVR2.0%Products30Brands15Top 5 Brands75%OOS Rate12.8%Rating4.5★Reviews59Avg BSR#862

Peak months: Nov, Dec · busiest ÷ quietest = 5.1×

Top Moomin search terms shoppers use

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

moomin204K/yr -27.2%1.2% conv.
moomins gifts72K/yr -20.7%3.1% conv.
moomins45K/yr -32.0%0.9% conv.
moomin gifts21K/yr -18.0%2.1% conv.
moomin bag6K/yr -12.4%0.3% conv.

What reviews say buyers love and hate about Moomin

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

What buyers love

85% of reviews

Quality-Overall20%

“The cup feels very good quality”

Gifting Purpose18%

“Perfect for a gift”

Design-Overall10%

“Beautiful Artwork”

Magnetic Strength/Adsorption8%

“Pretty magnetic notebook”

Writing Experience8%

“Nice illustrations and they write well too”

What buyers complain about

72% of reviews

Size-Overall25%

“Small”

Gifting Purpose17%

“sadly as it was meant as a Gift”

Design-Overall17%

“The layout is a little disappointing this year”

Quality-Overall8%

“disappointing quality”

Value For Money6%

“It is pretty expensive for a cup”

Moomin return rate & reasons

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

0.2%

Return rate

70%

Fixable by listing

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

1Size-Overall

60%

2Quality-Overall

15%

3Product Condition

10%

4Advertised Vs Actual Product

10%

5Add-Ons/Attachments

Common Moomin questions

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

Flapen scores Moomin 46/100 on Amazon United Kingdom — Skip it. The niche generates £84K/yr across 30 tracked products. 1 of 10 products launched in the last 360 days are still selling. Search demand moved -25.8% over the last 90 days.