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Build a Bear

Fail

The top 5 brands take 99% of clicks, so Build a Bear is a Fail.

Flapen Score
38
38 / 100
Ranks 1,216 of 1,773 Toys & Games niches · −6 vs the category median of 44
Market size
£24K/yr193K searches / yr
90-day growth
-18.9%search demand this quarter
Competition
51%top-5 click share · 6 brands · 33 sellers

Flapen Score

Build a Bear against its category

The dotted line is the Toys & Games average. Past it, Build a Bear is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Build a Bear market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Build a Bear 193K times last year and spent an estimated £24K. The top 5 brands take 99% of clicks. Demand peaks in Sep–Oct–Nov. Flapen scores it 38 out of 100, a Fail.

01 · Demand

1.0% of searches ended in a purchase last week.

Shoppers searched for this 193K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.0% of those searches ended in a purchase. Searches in the last 90 days moved -18.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £24K a year.

Searches, last 12 months
193K
Growth, 90 days vs prior 90
-18.9%
Conversion, latest week
1.0%
Market size, estimated
£24Ka year
Peak month
November2.7× the quietest month
Top search term
build a bear clothes73K searches a year

02 · Price

A sale here is worth £12.08.

Listings sell for £12.08 on average, from £5.16 to £27.81. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 250 to 500 of them. At £12.08 that is £3K to £6K a year per listing.

Average price
£12.08under the $15 to $100 sweet spot
Price range
£5.16–£27.81
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
250–500
Revenue per listing a year
£3K–£6K
Returns
1.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

46% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #449 within Household Toys. It carries 70 reviews at 4.36 stars, so a new listing needs social proof before a better product.

Sponsored listings
46%
Prime listings
83%
Out of stock, average day
0.0%
Average rank
#449in Household Toys
Average rating
4.36 starsAmazon United Kingdom average 4.36 stars
Average reviews
70per listing
Listings tracked
24

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 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 29 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
29 months

Products

Top Build a Bear 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 51% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£5K£7K£9K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

6 rising

Sellers

33

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

51%

Top 20: 95%

Open market

0%

  • Casdon72%
  • Teddy Mountain10%
  • Splodge Teddy Parties6%
  • Stuffems Toy Shop6%
  • Fairy Baby4%
  • FAHOXUMR1%

Demand

Build a Bear search demand

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

7K5KPrime Day '25Spike '25Black Friday '25FebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJul

Peak months: Sep, Oct, Nov · busiest ÷ quietest = 2.7×

Search terms

Top Build a Bear search terms shoppers use

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

  • build a bear clothes73K/yr
  • build a bear74K/yr
  • build a bear accessories11K/yr
  • make your own teddy bear kit5K/yr
  • build your own bear4K/yr
  • build a bear stuffing station9K/yr
  • build a bear workshop11K/yr
  • build-a-bear3K/yr
  • build a bear machine2K/yr

Reviews and returns

What reviews say buyers love and hate about Build a Bear

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

Complain

Warmth33%−0.18

i disagree its more of a very thin fleece type material certainly wouldnt keep the baby warm enough, poor quality and material

Very light not warm for the baby at all

Not warm for winter

Size-Overall33%−0.34

They are slightly big on them

The barbs were so small

Value For Money17%−0.03

I don't really feel like it's great value

Thickness17%−0.09

Thin

very thin

Love

Fun/Entertainment Experience25%+1.90

This was so fun to do with the kids

Nice toy, my little one enjoys using the car seat for her dolls

Good fun

Size-Overall25%−0.34

it fits perfectly

True to size for bear as advertised in details

still a good fit

Quality-Overall21%+1.58

Good Quality

to be honest they are pretty decent

for it possesses a quality that is truly beyond reproach

Advertised Vs Actual Product11%+0.73

as described, arrived when stated

Very cute and basically identical to the photo

Ease Of Use7%+0.47

Bought for my 2 granddaughters easy to make

Return

1.8% Return rate 70% Fixable by listing

Size-Overall68%▃▇██▇▆

They are slightly big on them

The barbs were so small

Thin6%█▄▄▁▂▁
Quality-Overall6%▁▁▁█▆▆
Gifting Purpose4%▁█▇▁▁▁
Functionality-Overall4%▁▁▇▁▁█

FAQ

Common Build a Bear questions

Answered from the same tracked data.