airfix
Worth a lookShows low returns (0.6%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Competition
Great30%top-5 click share — an open shelf
Avg price
Great£18.27avg listing price — sweet spot $15–$100
Price range
Great£5.57–£43.67cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good625.92avg incumbent reviews — the moat a new listing must climb
Market size
Okay£257K£257K/yr · 1.3M searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-11.9%90-day search growth — must beat 0% to launch
Conversion
Bad1.1%search→purchase rate — share of searches ending in a sale
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, airfix is a £257K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 51/100.
Data updated Jul 30, 2026 · scored weekly · How we score niches
airfix market data
- Units sold / yr
- 13K–15K
- avg 100–250/product
- Revenue / yr
- £228K–£274K
- units × avg price
- Conversion rate
- 1.1%
- Avg BSR
- #49
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 86%
- Out of stock
- 0.8%
- Avg brand age
- 43 months
- Avg seller age
- 176 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
10 falling
Sellers
129
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
30%
Top 20: 61%
Open market
2%
- Airfix81%
- Revell8%
- Rolife3%
- ROKR2%
- KRENIE2%
- LEGO2%
- Open — no brand owns it (4 brands, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 3.6×
Top airfix search terms
- airfix model kits296K/yr
- model kits256K/yr
- airfix250K/yr
- model kit82K/yr
- plastic model kits83K/yr
- airfix models42K/yr
- 1/72 scale model aircraft kits30K/yr
- model building40K/yr
- plastic model kit19K/yr
- airfix starter kit27K/yr
Top airfix 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
Airfix Standard Model Set - A01071C Supermarine Spitfire Mk.Ia Model Building Kit - Plastic Model Plane Kits for Adults & Children 8+ Set Includes Sprues Decals & Paint Guide - 1:72 Scale Model
Airfix£7.274.2★119 rev
Airfix Starter Set A55001 Supermarine Spitfire MkVc
Airfix£10.324.5★1,320 rev
Airfix Standard Model Set - A06023 Boeing Chinook HC.1 Model Building Kit - Plastic Model Helicopter Kits for Adults & Children 8+ Set Includes Sprues and Decals - 1:72 Scale Model
Airfix£26.064.5★70 rev
Airfix Starter Set A55010 Lockheed Martin F-35B Lightning II
Airfix£14.894.6★112 rev
Airfix Model Set - A08013A Avro Lancaster B.III Model Building Kit - Plastic Model Plane Kits for Adults & Children 8+ Set Includes Sprues & Decals - 1:72 Scale Model
Airfix£31.284.6★1,585 rev
Newest
by launch date
Airfix 981385-1/35 Alvis Saracen Mk.5 Scale 1:35
Airfix£29.935 rev
Revell 07752 Jaguar SS 100 1:32 Scale - Unbuilt/Unpainted Plastic Model Kit
Revell£12.009 rev
LEGO Speed Champions Time Machine from Back to the Future Toy - Car Model Kit w/Doc Brown & Marty McFly Minifigures - Gift for 9+ Year Old Boys Girls & Movie Fans - 77256
LEGO£16.892,779 rev
Airfix A50202 SLS Artemis Gift Set - Plastic Model Kits Spacecraft Building Kits for Adults & Kids 8+ Includes: 1:144 Scale Model Humbrol Acrylic Paints Brushes & Poly Cement
Airfix£34.5957 rev
Airfix A50200 Space Shuttle Gift Set - Plastic Model Kits Spacecraft Building Kits for Adults & Kids 8+ Includes: 1:144 Scale Model Humbrol Acrylic Paints Brushes & Poly Cement
Airfix£37.0957 rev
Trending
90-day click momentumAirfix 981385-1/35 Alvis Saracen Mk.5 Scale 1:35
Airfix£29.934.8★
Revell 07752 Jaguar SS 100 1:32 Scale - Unbuilt/Unpainted Plastic Model Kit
Revell£12.004.7★
Airfix A50200 Space Shuttle Gift Set - Plastic Model Kits Spacecraft Building Kits for Adults & Kids 8+ Includes: 1:144 Scale Model Humbrol Acrylic Paints Brushes & Poly Cement
Airfix£37.094.5★
Model Making Tools Kit 14 PCS Hobby Tool Set for Plastic Model Kits Gundam Building Car Models Miniature Assembly - Craft Knife Replacement Blades - Repair and Crafting with Storage Box
KRENIE£7.544.5★
Airfix Vintage Classics Set A01302V Panther
Airfix£5.574.3★
What buyers say about airfix
What buyers praise and complain about, mined from review topics.What buyers love
“Great project - enjoyed the construction”
“Really nice quality Lego”
“Good value for money”
“fun to build”
“great to assemble”
“It was a gift”
“Nice little kit”
“The instructions are great”
“Just as expected”
“the fit is amazing”
What buyers complain about
“A difficult build,”
“Tiny”
“Fiddly with quite a few parts needing glueing”
“Amazon delivery instructions not met”
“I need to find out why the track does not work”
“Broken part”
“This model was particularly disappointing as the parts appeared to be quite brittle when assembling”
“This was a gift which has not yet been given”
“Blades are really thin and low quality”
“Seems to be okay not built yet”
Top return reasons
Common questions
- Is airfix profitable to sell on Amazon United Kingdom?
- The niche generates £257K/yr across 64 tracked products. 10 of 15 products launched in the last 360 days are still selling. 90-day search growth is -11.9%. Flapen's verdict: Worth a look (51/100).
- How competitive is the airfix niche?
- 10 brands and 129 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in airfix?
- Top complaints mined from reviews: Assembly/Installation, Size-Overall, Adhesion/Stickiness. The return rate is 0.6%.
- When does demand for airfix peak?
- Demand peaks in Nov–Dec; the busiest month runs 3.6× the quietest.
- What does it cost to enter the airfix niche?
- Listings span £5.57–£43.67; the average listing price is £18.27 (sweet spot $15–$100). The average incumbent carries 626 reviews — the moat a new listing must climb.