---
title: "Airfix — £257K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/airfix"
last_updated: "2026-07-31T16:07:37.518Z"
locale: en
meta:
description: "Niche score 51/100 · £257K/yr market. Brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £257K/yr market. Brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Airfix — £257K/yr Amazon UK Niche (2026) - Flapen"
---
# **airfix**
**Worth a look**
Shows low returns (0.6%), but brand-locked demand (top 5 brands take 96% of clicks) keeps it on the watch list.
Market size 47Growth 19Conversion 14Competition 85Returns 97Price range 75Avg price 83Brand share 10Review moat 72Quality gap 47
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Competition**
**Great****30%**
top-5 click share — an open shelf
**Avg price**
**Great****£18.27**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£5.57–£43.67**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****625.92**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£257K**
£257K/yr · 1.3M searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-11.9%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.1%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****96%**
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 ~~](https://flapen.com/research/methodology)
## **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.
60K40KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 3.6×
[**Open Trend **](https://flapen.com/research/uk/toys-games/airfix/trend)
## **Top airfix search terms**
- **airfix model kits**296K/yr-16.7%1.0% conv. - **model kits**256K/yr+24.3%0.3% conv. - **airfix**250K/yr-8.6%0.6% conv. - **model kit**82K/yr-8.4%0.2% conv. - **plastic model kits**83K/yr-29.5%0.1% conv. - **airfix models**42K/yr-13.9%0.9% conv. - **1/72 scale model aircraft kits**30K/yr-30.8%0.1% conv. - **model building**40K/yr-25.7%0.1% conv. - **plastic model kit**19K/yr+27.7%0.0% conv. - **airfix starter kit**27K/yr-11.8%2.6% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/airfix/search-terms)
## **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.
0%3%£8K6%£15K9%£23K12%£31K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£7.27**4.2★119 rev](https://www.amazon.co.uk/dp/B0CZXRSTVW) [2**Airfix Starter Set A55001 Supermarine Spitfire MkVc**Airfix**£10.32**4.5★1,320 rev](https://www.amazon.co.uk/dp/B084HXMFJJ) [3**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**£26.06**4.5★70 rev](https://www.amazon.co.uk/dp/B0CYYSFLHV) [4**Airfix Starter Set A55010 Lockheed Martin F-35B Lightning II**Airfix**£14.89**4.6★112 rev](https://www.amazon.co.uk/dp/B0BT4RQ2NW) [5**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**£31.28**4.6★1,585 rev](https://www.amazon.co.uk/dp/B078YTYRYV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Airfix 981385-1/35 Alvis Saracen Mk.5 Scale 1:35**Airfix**£29.93**5 rev5mo ago](https://www.amazon.co.uk/dp/B0GHW9FMXS) [**Revell 07752 Jaguar SS 100 1:32 Scale - Unbuilt/Unpainted Plastic Model Kit**Revell**£12.00**9 rev7mo ago](https://www.amazon.co.uk/dp/B0G5Q8CNHK) [**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**£16.89**2,779 rev9mo ago](https://www.amazon.co.uk/dp/B0FPXDXXYR) [**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**£34.59**57 rev11mo ago](https://www.amazon.co.uk/dp/B0DZHXNDHQ) [**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**£37.09**57 rev11mo ago](https://www.amazon.co.uk/dp/B0DZHYWTZ8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Airfix 981385-1/35 Alvis Saracen Mk.5 Scale 1:35**Airfix**£29.93**4.8★**▲ 500%**](https://www.amazon.co.uk/dp/B0GHW9FMXS) [**Revell 07752 Jaguar SS 100 1:32 Scale - Unbuilt/Unpainted Plastic Model Kit**Revell**£12.00**4.7★**▲ 428%**](https://www.amazon.co.uk/dp/B0G5Q8CNHK) [**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**£37.09**4.5★**▲ 411%**](https://www.amazon.co.uk/dp/B0DZHYWTZ8) [**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**£7.54**4.5★**▲ 208%**](https://www.amazon.co.uk/dp/B0FC5PP57H) [**Airfix Vintage Classics Set A01302V Panther**Airfix**£5.57**4.3★**▲ 162%**](https://www.amazon.co.uk/dp/B07D5R419L)
**~~View all trending →~~**
## **What buyers say about airfix**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Design-Overall**19%
*“Great project - enjoyed the construction”*
**Quality-Overall**17%
*“Really nice quality Lego”*
**Value For Money**15%
*“Good value for money”*
**Fun/Entertainment Experience**9%
*“fun to build”*
**Assembly/Installation**6%
*“great to assemble”*
**Gifting Purpose**5%
*“It was a gift”*
**Collectibles**5%
*“Nice little kit”*
**Instructions/User Manual/Troubleshooting**5%
*“The instructions are great”*
**Advertised Vs Actual Product**3%
*“Just as expected”*
**Size-Overall**2%
*“the fit is amazing”*
### **What buyers complain about **
**Assembly/Installation**13%
*“A difficult build,”*
**Size-Overall**10%
*“Tiny”*
**Adhesion/Stickiness**8%
*“Fiddly with quite a few parts needing glueing”*
**Instructions/User Manual/Troubleshooting**6%
*“Amazon delivery instructions not met”*
**Functionality-Overall**5%
*“I need to find out why the track does not work”*
**Defective Material/Parts**5%
*“Broken part”*
**Strength**5%
*“This model was particularly disappointing as the parts appeared to be quite brittle when assembling”*
**Gifting Purpose**3%
*“This was a gift which has not yet been given”*
**Quality-Overall**3%
*“Blades are really thin and low quality”*
**Design-Overall**3%
*“Seems to be okay not built yet”*
### **Top return reasons **
**Gifting Purpose**29%
**Defective Material/Parts**26%
**Size-Overall**9%
**Value For Money**7%
**Functionality-Overall**6%
**Adhesion/Stickiness**4%
**Quality-Overall**4%
**Advertised Vs Actual Product**3%
**Instructions/User Manual/Troubleshooting**3%
**Product Condition**2%
## **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.
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