Toys & Games

£238.2M/yr of tracked demand across 1,773 niches on Amazon United Kingdom (median 90-day growth -14.3%) — led by water gun at 84/100.

#10 of 19 tracked United Kingdom categories · 3% of the tracked market

Niches tracked

1,773

Data through 2026-07-26

Market / yr

£238.2M

across tracked niches

Median growth (90d)

-14.3%

search volume vs the prior quarter

Launch-ready

niches that clear our launch bar

13 of 1773 tracked niches clear our launch bar.

Launch it 13 Worth a look 541 Skip it 1219

Where the money is

Yearly tracked market size by niche

pokemon cards

£5.6Mscore 56 · Worth a look

drone

£3.3Mscore 65 · Launch it

minecraft

£3.0Mscore 56 · Worth a look

board games

£2.9Mscore 65 · Launch it

kids

£2.9Mscore 67 · Launch it

toys

£2.7Mscore 67 · Launch it

needoh

£2.5Mscore 72 · Launch it

jigsaw puzzles for adults 1000

£2.4Mscore 63 · Worth a look

toys for 2 year old boy

£2.1Mscore 67 · Worth a look

chess set

£2.0Mscore 60 · Worth a look

toys for 1 year old boys

£1.9Mscore 69 · Launch it

magnetic building blocks

£1.7Mscore 65 · Worth a look

minecraft magnetic blocks

£1.7Mscore 64 · Worth a look

party bag fillers for kids

£1.7Mscore 64 · Launch it

lego friends

£1.6Mscore 58 · Worth a look

fidget toy

£1.5Mscore 60 · Worth a look

water gun

£1.5Mscore 84 · Launch it

remote control cars

£1.4Mscore 65 · Launch it

bath toys

£1.4Mscore 68 · Launch it

baby doll

£1.4Mscore 65 · Worth a look

gifts for 11 year old boys

£1.3Mscore 65 · Worth a look

dinosaur toys

£1.1Mscore 60 · Worth a look

kpop demon hunters costume

£1.1Mscore 58 · Worth a look

pokemon card binder

£1.1Mscore 66 · Launch it

gifts for girls

£1.1Mscore 62 · Launch it

boys toys age 7

£1.1Mscore 63 · Worth a look

pool inflatable

£1.0Mscore 74 · Launch it

rokr

£922Kscore 59 · Worth a look

poker set

£857Kscore 61 · Worth a look

slime

£776Kscore 64 · Worth a look

bubble machine

£761Kscore 75 · Worth a look

retro games console

£723Kscore 64 · Worth a look

slip and slide

£710Kscore 71 · Worth a look

pool toys

£639Kscore 72 · Worth a look

bingo

£620Kscore 60 · Worth a look

water balloons

£550Kscore 80 · Worth a look

toys for 10+ year old boys

£531Kscore 59 · Worth a look

+63 too small to tile at tap-target size — every entry is listed below the map

Top 100 of 250 niches by market size shown

Top picks

The strongest niches we track in Toys & Games

Launch it

water gun

A $1.5M/yr market growing +528.7% this quarter with returns at 0.5% — clears our launch bar.

Market/yr: £1.5M
Growth 90d: +528.7%
Top-5 clicks: 26%
Rating: 4.0★

Read the full verdict →

Worth a look

electric water gun

Shows demand growing +443.3% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market/yr: £285K
Growth 90d: +443.3%
Top-5 clicks: 25%
Rating: 3.8★

Read the full verdict →

Worth a look

water balloons

Shows demand growing +778.3% this quarter, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market/yr: £550K
Growth 90d: +778.3%
Top-5 clicks: 41%
Rating: 4.1★

Read the full verdict →

Opportunity map

Each bubble is one niche — 90-day growth against how locked the shelf is; bubble size tracks market size, color grades the verdict. Click a bubble to open its verdict.

Launch it Worth a look Skip it

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — median niche search growth of -14.3% over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.7×

Movers — rising vs cooling niches by 90-day growth

Rising

#NameGrowth (90d)

tanning pool

£291K/yr

↑>1,000%

slip and slide

£710K/yr

↑>1,000%

water balloons

£550K/yr

↑778.3%

lilo

£392K/yr

↑604.6%

pool inflatable

£1.0M/yr

↑576.6%

Cooling

#NameGrowth (90d)

minion costume

£303K/yr

↓76.7%

wavelength board game

£344K/yr

↓60.8%

the traitors

£591K/yr

↓60.2%

kpop demon hunters costume

£1.1M/yr

↓58.7%

rumi costume

£483K/yr

↓56.4%

Niches

1773 tracked

#	Niche	Verdict	Score	Market/yr	90d	Top 5	Rating	Price
1	water gun Demand growing +528.7% this quarter	Launch it	84	£1.5M	+528.7%	26%	4.0★	£13.99
2	electric water gun A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	81	£285K	+443.3%	25%	3.8★	£19.47
3	water balloons A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	80	£550K	+778.3%	41%	4.1★	£9.80
4	water table A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	77	£472K	+118.3%	30%	3.8★	£38.08
5	bubble machine A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	75	£761K	+63.7%	41%	4.0★	£15.32
6	water play A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	75	£162K	+556.0%	29%	4.1★	£17.11
7	pool inflatable Demand growing +576.6% this quarter	Launch it	74	£1.0M	+576.6%	33%	4.3★	£11.39
8	splash pad A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	74	£194K	>1,000%	50%	4.0★	£19.89
9	butter squishy A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	73	£582K	+251.3%	47%	3.7★	£7.52
10	squishy toys A failed launch gate (market size, growth, or returns) keeps it on the watch list	Worth a look	73	£159K	+176.9%	13%	3.6★	£8.37

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