---
title: "Azul Board Game — £234K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/azul-board-game"
last_updated: "2026-07-31T08:10:51.289Z"
locale: en
meta:
description: "Niche score 40/100 · £234K/yr market · 131K searches/yr · £25.10 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £234K/yr market · 131K searches/yr · £25.10 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Azul Board Game — £234K/yr Amazon UK Niche (2026) - Flapen"
---
# **azul board game**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 44Growth 14Conversion 75Competition 8Returns 88Price range 95Avg price 95Brand share 0Review moat 40Quality gap 19
**Avg price**
**Incredible****£25.10**
avg listing price — sweet spot $15–$100
**Price range**
**Incredible****£15.14–£36.06**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.1%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****£234K**
£234K/yr · 131K searches
**Review moat**
**Okay****2,530.13**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-22.9%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****90%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, azul board game is a £234K/yr Amazon United Kingdom market (131K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 40/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **azul board game market data**
- **Units sold / yr**
- **6K–8K**
- avg 750–1,000/product
- **Revenue / yr**
- **£151K–£201K**
- units × avg price
- **Conversion rate**
- **7.1%**
- **Avg BSR**
- **#1,384**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **88%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **66 months**
- **Avg seller age**
- **186 days**
## **Competition & brand share**
The top 5 products capture 90% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**3 **—flat
**Sellers**
**39**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**90%**
Top 20: 100%
**Open market**
**0%**
- Asmodee58% - Azul35% - Plan B Games7% - Open — no brand owns it (0%)
## **Demand**
Weekly Amazon search volume, last 31 weeks — -22.9% search growth over the last 90 days.
8K6KSpike '26Dec '25Feb '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/toys-games/azul-board-game/trend)
## **Top azul board game search terms**
- **azul board game**70K/yr-26.4%7.2% conv. - **azul**57K/yr-18.5%4.4% conv. - **azul game**4K/yr-28.1%4.8% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/azul-board-game/search-terms)
## **Top azul board game 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%15%£35K30%£70K45%£105K60%£141K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Asmodee | Azul |The Beautifully Tactile Tile-Laying Board Game | A Modern Favourite Ideal for Games Nights | Simple to Learn Deep Strategy & Endless Replayability | 24 Players Ages 8+ 30+ Minutes**Asmodee**£22.61**4.8★16,234 rev](https://www.amazon.co.uk/dp/B077MZ2MPW) [2**Asmodee | Azul Mini The Portable Strategy Classic for 24 Players | With Stunning Built-in Trays & Travel Tiles | Great For Holidays Travel & Games Nights | Ages 8+ | 30-45 Minutes**Azul**£15.14**4.6★965 rev](https://www.amazon.co.uk/dp/B0C382GMPC) [3**Asmodee | Azul Duel | Board Game | Ages 10+ | 2 Players | 45 Minutes Playing Time**Asmodee**£17.17**4.6★251 rev](https://www.amazon.co.uk/dp/B0DT9PV8PL) [4**Asmodee Plan B Games Azul: Stained Glass of Sintra Board Game Ages 8+ 2 to 4 Players 30 to 45 Minutes Playing Time**Azul**£32.29**4.7★1,183 rev](https://www.amazon.co.uk/dp/B07KKQ8ZBT) [5**Plan B Games | Azul: Summer Pavilion | Board Game | Ages 8+ | 2 to 4 Players | 30 to 45 Minutes Playing Time**Plan B Games**£32.20**4.7★155 rev](https://www.amazon.co.uk/dp/B07XPSBCPD)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Asmodee | Azul Duel | Board Game | Ages 10+ | 2 Players | 45 Minutes Playing Time**Asmodee**£17.17**251 rev1y ago](https://www.amazon.co.uk/dp/B0DT9PV8PL) [**Azul Summer Pavilion Mini Board Game - Portable Travel Edition! Tile-Placement Strategy Game Fun Family Game for Kids & Adults Ages 8+ 2-4 Players 30-45 Min Playtime Made by Plan B Games**Asmodee**£15.46**72 rev1y ago](https://www.amazon.co.uk/dp/B0D6G7CQTX) [**Asmodee | Azul Mini The Portable Strategy Classic for 24 Players | With Stunning Built-in Trays & Travel Tiles | Great For Holidays Travel & Games Nights | Ages 8+ | 30-45 Minutes**Azul**£15.14**965 rev3y ago](https://www.amazon.co.uk/dp/B0C382GMPC) [**Plan B Games | Azul Queens Garden | Board Game | Ages 8+ | 2 to 4 Players | 45 to 60 Minutes Playing Time**Plan B Games**£29.84**18 rev4y ago](https://www.amazon.co.uk/dp/B09HXZ4XDN) [**Asmodee Azul: Family Game of the Year 2018 2-4 Players Ages 8+ 30-45 Min German**Asmodee**£36.06**1,363 rev5y ago](https://www.amazon.co.uk/dp/B099K434C4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Azul Summer Pavilion Mini Board Game - Portable Travel Edition! Tile-Placement Strategy Game Fun Family Game for Kids & Adults Ages 8+ 2-4 Players 30-45 Min Playtime Made by Plan B Games**Asmodee**£15.46**4.5★**▲ 32%**](https://www.amazon.co.uk/dp/B0D6G7CQTX) [**Asmodee | Azul Mini The Portable Strategy Classic for 24 Players | With Stunning Built-in Trays & Travel Tiles | Great For Holidays Travel & Games Nights | Ages 8+ | 30-45 Minutes**Azul**£15.14**4.6★**▲ 23%**](https://www.amazon.co.uk/dp/B0C382GMPC) [**Plan B Games | Azul Queens Garden | Board Game | Ages 8+ | 2 to 4 Players | 45 to 60 Minutes Playing Time**Plan B Games**£29.84**4.8★**▲ 16%**](https://www.amazon.co.uk/dp/B09HXZ4XDN) [**Asmodee | Azul Duel | Board Game | Ages 10+ | 2 Players | 45 Minutes Playing Time**Asmodee**£17.17**4.6★**— 8%**](https://www.amazon.co.uk/dp/B0DT9PV8PL) [**Asmodee | Azul |The Beautifully Tactile Tile-Laying Board Game | A Modern Favourite Ideal for Games Nights | Simple to Learn Deep Strategy & Endless Replayability | 24 Players Ages 8+ 30+ Minutes**Asmodee**£22.61**4.8★**— 1%**](https://www.amazon.co.uk/dp/B077MZ2MPW)
**~~View all trending →~~**
## **What buyers say about azul board game**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**42%
*“very happy with this game”*
**Ease Of Use**17%
*“Easy to learn”*
**Size-Overall**10%
*“Great fun and convenient size”*
**Quality-Overall**8%
*“Tile pieces are nice quality aswell”*
**Gifting Purpose**7%
*“Bought as a gift”*
**Portability**4%
*“perfect travel kit”*
**Trivia Games**2%
*“A great quality game abd so fun to learn the strategy”*
**Handle Quality**2%
*“Well made, pleasant to handle”*
**Efficiency**1%
*“it does still work well”*
**Strength**1%
*“Solid game”*
### **What buyers complain about **
**Weight Heavy**33%
*“Doesnt have the same weight as the original”*
**Instructions/User Manual/Troubleshooting**17%
*“The instructions were a little hard to wrap our head around”*
**Strength**11%
*“The boards are a little flimsy”*
### **Top return reasons **
**Defective Material/Parts**20%
**Size-Overall**20%
**Value For Money**13%
**Material Quality**7%
**Gifting Purpose**7%
**Functionality-Overall**7%
**Advertised Vs Actual Product**7%
**Strength**3%
**Instructions/User Manual/Troubleshooting**3%
**Ease Of Cleaning**3%
## **Common questions**
- **Is azul board game profitable to sell on Amazon United Kingdom?**
- The niche generates £234K/yr across 8 tracked products. 90-day search growth is -22.9%. Flapen's verdict: Skip it (40/100).
- **How competitive is the azul board game niche?**
- 3 brands and 39 sellers compete. The top 5 products take 90% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in azul board game?**
- Top complaints mined from reviews: Weight Heavy, Instructions/User Manual/Troubleshooting, Strength. The return rate is 1.3%.
- **What does it cost to enter the azul board game niche?**
- Listings span £15.14–£36.06; the average listing price is £25.10 (sweet spot $15–$100). The average incumbent carries 2,530 reviews — the moat a new listing must climb.
## **Related niches in Toys & Games**
- 69 [**bug hunting kits for children**](https://flapen.com/research/uk/toys-games/bug-hunting-kits-for-children)£112K/yr+112.3%**Worth a look**- 69 [**lilo**](https://flapen.com/research/uk/toys-games/lilo)£392K/yr+604.6%**Worth a look**- 69 [**toys for 1 year old boys**](https://flapen.com/research/uk/toys-games/toys-for-1-year-old-boys)£1.9M/yr+8.5%**Launch it**- 70 [**remote control boat**](https://flapen.com/research/uk/toys-games/remote-control-boat)£245K/yr+82.2%**Worth a look**- 70 [**sand pit**](https://flapen.com/research/uk/toys-games/sand-pit)£246K/yr+75.0%**Worth a look**- 71 [**tanning pool**](https://flapen.com/research/uk/toys-games/tanning-pool)£291K/yr>1,000%**Worth a look**[**All Toys & Games niches **](https://flapen.com/research/uk/toys-games)