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Bluey Plush

Fail

The top 5 brands take 100% of clicks, so Bluey Plush is a Fail.

Flapen Score
37
37 / 100
Ranks 1,274 of 1,773 Toys & Games niches · −7 vs the category median of 44
Market size
£52K/yr104K searches / yr
90-day growth
-27.6%search demand this quarter
Competition
54%top-5 click share · 5 brands · 71 sellers

Flapen Score

Bluey Plush against its category

The dotted line is the Toys & Games average. Past it, Bluey Plush is stronger. Inside it, weaker.

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Bluey Plush market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Bluey Plush 104K times last year and spent an estimated £52K. All 5 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 37 out of 100, a Fail.

01 · Demand

3.7% of searches ended in a purchase last week.

Shoppers searched for this 104K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.7% of those searches ended in a purchase. Searches in the last 90 days moved -27.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £52K a year.

Searches, last 12 months
104K
Growth, 90 days vs prior 90
-27.6%
Conversion, latest week
3.7%
Market size, estimated
£52Ka year
Peak month
December5.9× the quietest month
Top search term
bluey plush29K searches a year

02 · Price

A sale here is worth £13.43.

Listings sell for £13.43 on average, from £7.82 to £20.94. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £13.43 that is £1K to £3K a year per listing.

Average price
£13.43under the $15 to $100 sweet spot
Price range
£7.82–£20.94
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
1.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

83% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 2.1% of listings are out of stock. The average listing ranks #747 within Dolls & Accessories. It carries 963 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
83%
Prime listings
91%
Out of stock, average day
2.1%
Average rank
#747in Dolls & Accessories
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
963per listing
Listings tracked
23

04 · Newcomers

Amazon counts 0 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 34 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
5
Successful launches
0Amazon's first-year sales bar
Average brand age
34 months

Products

Top Bluey Plush products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 54% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£10K£16K£21K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 rising

Sellers

71

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

54%

Top 20: 97%

Open market

0%

  • Bluey53%
  • TY38%
  • BEAMS INTERNATIONAL4%
  • Ainvliya4%
  • Squishmallows1%

Demand

Bluey Plush search demand

Weekly searches over the year, seasonality beneath. Pick a range.

13K8KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 5.9×

Search terms

Top Bluey Plush search terms shoppers use

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

  • bluey plush29K/yr
  • bluey teddy28K/yr
  • bluey soft toy12K/yr
  • bingo plush4K/yr
  • bluey plush toy7K/yr
  • bluey and bingo plush toys7K/yr
  • bluey squishmallow8K/yr
  • bluey cuddly toy4K/yr
  • bluey teddy bear4K/yr

Reviews and returns

What reviews say buyers love and hate about Bluey Plush

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Functionality-Overall29%−0.12

Didnt work

Don't work after a while don't buy

Not working

Fun/Entertainment Experience13%−0.02

granddaughter got bored after 10 mins

I was expecting this to be more interactive

Size-Overall10%+0.74

a bit small

Was surprised how small they were

Tiny in size

Rubber Quality7%−0.03

It has a rubber sucker on the top that is certainly not suitable for a young child

Gifting Purpose7%+0.07

had to be substitute present

Love

Quality-Overall25%+2.21

Good value and quality arrived quickly

Cute product

Good quality

Value For Money19%+0.83

worth it

good value for money

Good price

Color13%+0.56

But colours good

Fabulous Bluey

Very cute nice size bright colours & talks clear

Fun/Entertainment Experience10%−0.02

Soft toys

Good toy

Interactive

Size-Overall10%+0.74

Good size

Really nice and good size for a baby

Great size and soft for my boys

Return

1.3% Return rate 18% Fixable by listing

Functionality-Overall18%█▅▄▃▂▄

Didnt work

Don't work after a while don't buy

Not working

Size-Overall15%▁▁█▆▅▃

a bit small

Was surprised how small they were

Tiny in size

Battery Inclusion13%█▅▂▂▄▂
Defective Material/Parts11%▁▆▅█▅▅
Quality-Overall8%▁▄█▇▆▅

Not great quality

Not the best quality

FAQ

Common Bluey Plush questions

Answered from the same tracked data.