- Flapen Score
- 46 / 100Ranks 431 of 835 Stationery & Office Supplies niches · −1 vs the category median of 4746
- Market size
- £84K/yr348K searches / yr
- 90-day growth
- -25.8%search demand this quarter
- Competition
- 48%top-5 click share · 15 brands · 95 sellers
Flapen Score
Moomin against its category
The dotted line is the Stationery & Office Supplies average. Past it, Moomin is stronger. Inside it, weaker.
Market
The Moomin market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Moomin 348K times last year and spent an estimated £84K. The top 5 brands take 75% of clicks. Demand peaks in Nov–Dec. Flapen scores it 46 out of 100, a Fail.
01 · Demand
2.0% of searches ended in a purchase last week.
Shoppers searched for this 348K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.0% of those searches ended in a purchase. Searches in the last 90 days moved -25.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £84K a year.
- Searches, last 12 months
- 348K
- Growth, 90 days vs prior 90
- -25.8%
- Conversion, latest week
- 2.0%
- Market size, estimated
- £84Ka year
- Peak month
- December5.1× the quietest month
- Top search term
- moomin204K searches a year
02 · Price
A sale here is worth £12.27.
Listings sell for £12.27 on average, from £2.68 to £66.08. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 100 to 250 of them. At £12.27 that is £1K to £3K a year per listing.
- Average price
- £12.27under the $15 to $100 sweet spot
- Price range
- £2.68–£66.08
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 8K–10K
- Units per listing a year
- 100–250
- Revenue per listing a year
- £1K–£3K
- Returns
- 0.2%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
50% of listings pay for placement with sponsored ads. 90% ship with Prime. On an average day, 12.8% of listings are out of stock. The average listing ranks #862 within Notebooks, Writing Pads & Diaries. It carries 59 reviews at 4.54 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 50%
- Prime listings
- 90%
- Out of stock, average day
- 12.8%
- Average rank
- #862in Notebooks, Writing Pads & Diaries
- Average rating
- 4.54 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 59per listing
- Listings tracked
- 30
04 · Newcomers
Amazon counts 1 of last year's 10 launches as successful.
10 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 35 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 10
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 35 months
Products
Top Moomin products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
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
Trending
90-day click momentum
Rolife Moomintrolls Forest Camp DIY Miniature House Kit
- Price
- £18.45
- Rating
- 3.0/5
- Reviews
- 1
- Age
- 3mo ago

Biscuiteers Moomins Biscuit Tin
- Price
- £43.84
- Rating
- 4.0/5
- Reviews
- 1
- Age
- 4mo 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

Moomin: Dangerous Journey Jigsaw (1000-piece jigsaws): 1000-piece Jigsaw Puzzles
- Price
- £12.50
- Rating
- 4.6/5
- Reviews
- 231
- Age
- 9y 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
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
Competition: brands, sellers & click share
The top 5 products take 48% of clicks. Leaders hold, but buyers still shop past 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
Moomin search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 5.1×
Search terms
Top Moomin search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- moomin204K/yr
- moomins gifts72K/yr
- moomins45K/yr
- moomin gifts21K/yr
- moomin bag6K/yr
Reviews and returns
What reviews say buyers love and hate about Moomin
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Small
Honestly a bit smaller than i realised
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
Love
The cup feels very good quality
Excellent quality Mug
What an excellent
Perfect for a gift
Fabulous gift
Present
Beautiful Artwork
cute design
very cute design
Pretty magnetic notebook
Nice illustrations and they write well too
Return
0.2% Return rate 70% Fixable by listing
Small
Honestly a bit smaller than i realised
disappointing quality
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Moomin questions
Answered from the same tracked data.









