How competitive is the Airfix niche on Amazon United Kingdom?

10 brands and 129 sellers compete in Airfix on Amazon United Kingdom. The top 5 Airfix products take 30% of clicks and its top 5 brands hold 96% of demand.

What do buyers complain about in Airfix?

Airfix buyers on Amazon United Kingdom complain most about Assembly/Installation, Size-Overall, Adhesion/Stickiness, the themes mined from the niche's reviews. Its return rate is 0.6%.

What does it cost to enter the Airfix niche?

Airfix sells for £18.27 on average on Amazon United Kingdom, inside our $15–$100 sweet spot. Listings span £5.57–£43.67. The average incumbent carries 626 reviews — the moat a new listing must climb.

Airfix

Airfix shows low returns (0.6%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Airfix profitable on Amazon?

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.

Airfix: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -11.9% over the last 90 days and 1.1% of searches end in a purchase.

£257K

revenue / yr

Units sold / yr15K

Search volume / yr-11.9%1.3M

Conversion rate1.1%

Avg price£18.27

Who owns the niche?

The top 5 brands hold 96% of demand, so 4% of the market is open.

open market share

Brands · sellers10 · 129

Top-5 product click share30%

Open market4%

Avg brand age43 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 64 products

Top Airfix products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

Price: £7.27
Rating: 4.2/5
Reviews: 119
Age: 2y ago

Airfix Starter Set A55001 Supermarine Spitfire MkVc

Price: £10.32
Rating: 4.5/5
Reviews: 1,320
Age: 6y ago

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

Price: £26.06
Rating: 4.5/5
Reviews: 70
Age: 2y ago

Airfix Starter Set A55010 Lockheed Martin F-35B Lightning II

Price: £14.89
Rating: 4.6/5
Reviews: 112
Age: 3y ago

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

Price: £31.28
Rating: 4.6/5
Reviews: 1,585
Age: 8y ago

Newest

by launch date

Airfix 981385-1/35 Alvis Saracen Mk.5 Scale 1:35

Price: £29.93
Rating: 4.8/5
Reviews: 5
Age: 5mo ago

Revell 07752 Jaguar SS 100 1:32 Scale - Unbuilt/Unpainted Plastic Model Kit

Price: £12.00
Rating: 4.7/5
Reviews: 9
Age: 7mo ago

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

Price: £16.89
Rating: 4.8/5
Reviews: 2,779
Age: 9mo ago

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

Price: £34.59
Rating: 4.5/5
Reviews: 57
Age: 11mo ago

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

Price: £37.09
Rating: 4.5/5
Reviews: 57
Age: 11mo ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

129

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

30%

Top 20: 61%

Open market

Airfix81%
Revell8%
Rolife3%
ROKR2%
KRENIE2%
LEGO2%
Open — no brand owns it (4 brands, 2%)

Airfix demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.3MCVR1.1%Products64Brands10Top 5 Brands96%OOS Rate0.8%Rating4.5★Reviews626Avg BSR#49

Peak months: Nov, Dec · busiest ÷ quietest = 3.6×

Top Airfix search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

airfix model kits296K/yr -16.7%1.0% conv.
model kits256K/yr +24.3%0.3% conv.
airfix250K/yr -8.6%0.6% conv.
model kit82K/yr -8.4%0.2% conv.
plastic model kits83K/yr -29.5%0.1% conv.
airfix models42K/yr -13.9%0.9% conv.
1/72 scale model aircraft kits30K/yr -30.8%0.1% conv.
model building40K/yr -25.7%0.1% conv.
plastic model kit19K/yr +27.7%0.0% conv.
airfix starter kit27K/yr -11.8%2.6% conv.

What reviews say buyers love and hate about Airfix

What buyers mention most, as a share of all reviews.

What buyers love

85% of reviews

Design-Overall19%

“Great project - enjoyed the construction”

Quality-Overall17%

“Really nice quality Lego”

Value For Money15%

“Good value for money”

Fun/Entertainment Experience9%

“fun to build”

Assembly/Installation6%

“great to assemble”

What buyers complain about

60% of reviews

Assembly/Installation13%

“A difficult build,”

Size-Overall10%

“Tiny”

Adhesion/Stickiness8%

“Fiddly with quite a few parts needing glueing”

Instructions/User Manual/Troubleshooting6%

“Amazon delivery instructions not met”

Functionality-Overall5%

“I need to find out why the track does not work”

Airfix return rate & reasons

Why buyers send it back, as a share of all return requests.

0.6%

Return rate

13%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Gifting Purpose

29%

2Defective Material/Parts

26%

3Size-Overall

4Value For Money

5Functionality-Overall

Common Airfix questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Airfix 51/100 on Amazon United Kingdom — Worth a look. The niche generates £257K/yr across 64 tracked products. 10 of 15 products launched in the last 360 days are still selling. Search demand moved -11.9% over the last 90 days.