moomin
Skip itSoft demand (-25.8% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.2%return rate — above 5% kills the launch gate
Review moat
Incredible58.53avg incumbent reviews — the moat a new listing must climb
Price range
Great£2.68–£66.08cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Avg price
Good£12.27avg listing price — sweet spot $15–$100
Brand share
Okay75%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Bad2.0%search→purchase rate — share of searches ending in a sale
Market size
Bad£84K£84K/yr · 348K searches
Growth
Bad-25.8%90-day search growth — must beat 0% to launch
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.
Data updated Jul 29, 2026 · scored weekly · How we score niches
moomin market data
- Units sold / yr
- 8K–10K
- avg 100–250/product
- Revenue / yr
- £98K–£123K
- units × avg price
- Conversion rate
- 2.0%
- Avg BSR
- #862
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 50%
- Out of stock
- 12.8%
- Avg brand age
- 35 months
- Avg seller age
- 188 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
15 falling
Sellers
95
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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -25.8% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 5.1×
Top moomin search terms
- moomin204K/yr
- moomins gifts72K/yr
- moomins45K/yr
- moomin gifts21K/yr
- moomin bag6K/yr
Top moomin 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.
All 24 tracked products in this niche — three views at once, no toggling.
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
Puckator£4.784.2★6 rev
Mattel Games UNO Moomin Card Game for Kids Adults & Family with Deck & Rule Inspired by the Moomin Series HWN32
Juegos Mattel£8.684.6★12 rev
Aurora 61555 Moomin Standing with Daffodil 6.5In Soft Toy White
AURORA£11.354.9★40 rev
Moomin Set of 3 Mini Notebooks (Mini Notebook Collections)
Flame Tree Gift£4.774.7★141 rev
Moomin Biscuits (175g)
Fazer£4.994.4★143 rev
Newest
by launch date
Rolife Moomintrolls Forest Camp DIY Miniature House Kit
Rolife£18.451 rev
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)
FLKZRNDP£19.910 rev
Biscuiteers Moomins Biscuit Tin
BISCUITEERS£43.841 rev
Mattel Games UNO Moomin Card Game for Kids Adults & Family with Deck & Rule Inspired by the Moomin Series HWN32
Juegos Mattel£8.6812 rev
hometrixx 6 Pairs Kids Boys Soft Socks Funny Cartoon Koala Green Grey Breathable Cotton Crew Sock aged for 2-5T
hometrixx£15.791 rev
Trending
90-day click momentumRolife Moomintrolls Forest Camp DIY Miniature House Kit
Rolife£18.453.0★
Biscuiteers Moomins Biscuit Tin
BISCUITEERS£43.844.0★
hometrixx 6 Pairs Kids Boys Soft Socks Funny Cartoon Koala Green Grey Breathable Cotton Crew Sock aged for 2-5T
hometrixx£15.795.0★
Moomin: Dangerous Journey Jigsaw (1000-piece jigsaws): 1000-piece Jigsaw Puzzles
Flame Tree Gift£12.504.6★
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)
FLKZRNDP£19.910.0★
What buyers say about moomin
What buyers praise and complain about, mined from review topics.What buyers love
“The cup feels very good quality”
“Perfect for a gift”
“Beautiful Artwork”
“Pretty magnetic notebook”
“Nice illustrations and they write well too”
“There are colourful moomin illustrations all over”
“very good value for price paid”
“well-researched mini Moomin planner for fans of the beloved characters on good quality paper”
“made with smear proof ink”
“the clips work well”
What buyers complain about
“Small”
“sadly as it was meant as a Gift”
“The layout is a little disappointing this year”
“disappointing quality”
“It is pretty expensive for a cup”
Top return reasons
Common questions
- Is moomin profitable to sell on Amazon United Kingdom?
- The niche generates £84K/yr across 30 tracked products. 1 of 10 products launched in the last 360 days are still selling. 90-day search growth is -25.8%. Flapen's verdict: Skip it (46/100).
- How competitive is the moomin niche?
- 15 brands and 95 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in moomin?
- Top complaints mined from reviews: Size-Overall, Gifting Purpose, Design-Overall. The return rate is 0.2%.
- When does demand for moomin peak?
- Demand peaks in Nov–Dec; the busiest month runs 5.1× the quietest.
- What does it cost to enter the moomin niche?
- Listings span £2.68–£66.08; the average listing price is £12.27 (sweet spot $15–$100). The average incumbent carries 59 reviews — the moat a new listing must climb.