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Bus

Fail

Shoppers spend only $104K a year here, so Bus is a Fail.

Flapen Score
48
48 / 100
Top 34% of 1,773 Toys & Games niches · +4 vs the category median of 44
Market size
£104K/yr369K searches / yr
90-day growth
+7.3%search demand this quarter
Competition
58%top-5 click share · 19 brands · 46 sellers

Flapen Score

Bus against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Bus market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Bus 369K times last year and spent an estimated £104K. The top 5 brands take 67% of clicks. Demand peaks in Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

2.2% of searches ended in a purchase last week.

Shoppers searched for this 369K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.2% of those searches ended in a purchase. Searches in the last 90 days moved +7.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £104K a year.

Searches, last 12 months
369K
Growth, 90 days vs prior 90
+7.3%
Conversion, latest week
2.2%
Market size, estimated
£104Ka year
Peak month
December1.9× the quietest month
Top search term
bus111K searches a year

02 · Price

A sale here is worth £12.58.

Listings sell for £12.58 on average, from £6.66 to £29.20. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £12.58 that is £3K to £6K a year per listing.

Average price
£12.58under the $15 to $100 sweet spot
Price range
£6.66–£29.20
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£6K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

79% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 3.2% of listings are out of stock. The average listing ranks #39 within Baby & Toddler Toys. It carries 495 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
100%
Out of stock, average day
3.2%
Average rank
#39in Baby & Toddler Toys
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
495per listing
Listings tracked
24

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 42 months on average, so the names here are settling in.

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

Products

Top Bus 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 58% of clicks. Leaders hold, but buyers still shop past them.

£0£10K£21K£31K£42K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted

Brands

19 flat

Sellers

46

Top-5 brand share

67%

Top 20: 100%

Top-5 click share

58%

Top 20: 94%

Open market

29%

  • Corgi26%
  • TB15%
  • Cemirk13%
  • VTech9%
  • SOKA Play Imagine Learn5%
  • OTONOPI4%

Demand

Bus search demand

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

10K6KSpike '24Black Friday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 1.9×

Search terms

Top Bus search terms shoppers use

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

  • bus111K/yr
  • toy bus44K/yr
  • bus toy34K/yr
  • london bus toy34K/yr
  • london bus23K/yr
  • bus toys13K/yr
  • buses13K/yr
  • double decker bus13K/yr
  • bus toys for 2 year old11K/yr
  • toy buses12K/yr

Reviews and returns

What reviews say buyers love and hate about Bus

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

Complain

Durability25%−0.04

Breaks easily into small pieces

Ours broke into pieces within 2weeks

He did manage to break it a bit

Advertised Vs Actual Product25%−0.07

It's not 11 long more like 7 - false advertising - very disappointed

Much smaller than stated

Assembly/Installation17%−0.04

unfortunately we encountered a serious issue during assembly

which makes assembly extremely difficult

it is impossible to build the puzzle following the provided guide

Value For Money8%+1.20

it's a good toy although a little pricey

Size-Overall8%−0.01

Much smaller than stated

Love

Quality-Overall20%+0.53

Great product

Nice and quality toy

Great quality toy

Value For Money16%+1.20

Worth the money

Good value for the money

Good value

Fun/Entertainment Experience14%+0.90

a fun family activity

plays with it every day

Really good toy

Gifting Purpose10%+0.60

Present for a 9yo bus lover

Great gift

It made a lovely Christmas present

Size-Overall8%−0.01

Good size

The size is ideal for children to play with

Super cute and small size, good quality for kids or display

Return

1.1% Return rate 41% Fixable by listing

Size-Overall33%▁▆█▂▆▆

Much smaller than stated

Functionality-Overall14%▁▇▅▁█▅
Quality-Overall11%▁▁▁▆▂█
Defective Material/Parts8%█▁▂▂▁▂
Durability6%█▁▁▁▇▁

Breaks easily into small pieces

Ours broke into pieces within 2weeks

He did manage to break it a bit

FAQ

Common Bus questions

Answered from the same tracked data.