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Moomin

Fail

Demand is soft, at -25.8% this quarter, so Moomin is a Fail.

Flapen Score
46
46 / 100
Ranks 431 of 835 Stationery & Office Supplies niches · −1 vs the category median of 47
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.

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

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.

Competition

Competition: brands, sellers & click share

The top 5 products take 48% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£7K£10K£13K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

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.

23K18KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25SepDecMarJunAugNovMarMay

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

Size-Overall25%+0.99

Small

Honestly a bit smaller than i realised

Gifting Purpose17%−0.08

sadly as it was meant as a Gift

Design-Overall17%−0.20

The layout is a little disappointing this year

Quality-Overall8%+0.31

disappointing quality

Value For Money6%+0.58

It is pretty expensive for a cup

Love

Quality-Overall20%+0.31

The cup feels very good quality

Excellent quality Mug

What an excellent

Gifting Purpose18%−0.08

Perfect for a gift

Fabulous gift

Present

Design-Overall10%−0.20

Beautiful Artwork

cute design

very cute design

Magnetic Strength/Adsorption8%+0.64

Pretty magnetic notebook

Writing Experience8%+0.64

Nice illustrations and they write well too

Return

0.2% Return rate 70% Fixable by listing

Size-Overall60%▁▆▁▅█▅

Small

Honestly a bit smaller than i realised

Quality-Overall15%▁▁▁▅▁█

disappointing quality

Product Condition10%▁█▁▁▁▁
Advertised Vs Actual Product10%▁▁█▁▁▁
Add-Ons/Attachments5%▁▁▁█▁▁

FAQ

Common Moomin questions

Answered from the same tracked data.