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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

An estimated 1.0% of those searches ended in a purchase.

Shoppers searched for this 193K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

0 of last year's 2 launches cleared the first-year sales bar.

2 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 29, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 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

Est. top-5 brand share

99%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

25%of positive reviews mention “Fun/Entertainment Experience”
33%of negative reviews mention “Warmth”
1.8%of orders come back
“i disagree its more of a very thin fleece type material certainly wouldnt keep the baby warm enough, poor quality and material”
A buyer, on “Warmth”33% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

15 topics

NegativePositive

FAQ

Common Build a Bear questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data