Is chess set profitable to sell on Amazon United Kingdom?

The niche generates £2.0M/yr across 38 tracked products. 2 of 6 products launched in the last 360 days are still selling. 90-day search growth is -13.3%. Flapen's verdict: Worth a look (60/100).

How competitive is the chess set niche?

20 brands and 37 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 64% of demand.

What do buyers complain about in chess set?

Top complaints mined from reviews: Magnetic Strength/Adsorption, Quality-Overall, Size-Overall. The return rate is 1.1%.

When does demand for chess set peak?

Demand peaks in Nov–Dec; the busiest month runs 3.2× the quietest.

What does it cost to enter the chess set niche?

Listings span £5.15–£572.82; the average listing price is £34.02 (sweet spot $15–$100). The average incumbent carries 1,072 reviews — the moat a new listing must climb.

chess set

Worth a look

Shows a $2.0M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible£2.0M

£2.0M/yr · 1.7M searches

Avg price

Incredible£34.02

avg listing price — sweet spot $15–$100

Returns

Great1.1%

return rate — above 5% kills the launch gate

Competition

Good44%

top-5 click share — leaders hold, buyers still browse

Brand share

Good64%

top-5 brand share — brands hold most of the demand

Review moat

Good1,072.16

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay3.5%

search→purchase rate — share of searches ending in a sale

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-13.3%

90-day search growth — must beat 0% to launch

Price range

Bad£5.15–£572.82

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, chess set is a £2.0M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 64% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 60/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

chess set market data

Units sold / yr: 50K–60K; avg 750–1,000/product
Revenue / yr: £1.7M–£2.0M; units × avg price
Conversion rate: 3.5%
Avg BSR: #134
Page quality: 0%
Prime: 92%
Sponsored: 89%
Out of stock: 8.2%
Avg brand age: 51 months
Avg seller age: 185 days

Competition & brand share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

Brands

20 falling

Sellers

Top-5 brand share

64%

Top 20: 100%

Top-5 click share

44%

Top 20: 83%

Open market

30%

Peradix29%
Jaques of London14%
Snocyo8%
Sarr Klith7%
Sihaiyuan7%
Jsdoin6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -13.3% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.2×

Open Trend

Top chess set search terms

chess set612K/yr -13.1%3.4% conv.
chess board352K/yr -12.0%3.1% conv.
chess283K/yr -11.5%1.6% conv.
chess set for adults103K/yr -34.1%2.0% conv.
chess sets43K/yr -18.0%1.6% conv.
magnetic chess set28K/yr +28.0%3.3% conv.
wooden chess set39K/yr -13.5%2.4% conv.
chess board for adults29K/yr -19.5%2.8% conv.
chess set kids36K/yr -20.1%4.3% conv.
sah19K/yr +14.7%0.1% conv.

All search terms

Top chess set 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Peradix Chess Board Set Game -Travel Magnetic Chess Piece Set with Chess Folding/Portable Storage Board-Traditional Strategy Game for Kids/Children/Adults

Peradix£10.634.6★11,150 rev

Peradix Chess Set | Wooden Magnetic Chess Board | 2 Extra Queen | 30x30cm Folding Chessboard for Storage | Toys & Games for Adults and Kids Educational Toy Sets

Peradix£19.104.6★2,173 rev

Snocyo Chess Set Magnetic Folding Travel Chess Board with Pieces for Kids and Adults Educational Board Games Gifts (Black/White)

Snocyo£7.904.6★820 rev

Jaques of London Large Chess Sets | 15 Chess Board | Premium Wooden Set For Adults Luxury | Chess Set For Adults with Staunton Chess Pieces | Since 1795

Jaques of London£29.574.6★1,913 rev

Jsdoin 3 in 1 Chess Set - 12x12 Wooden Travel Folding/Portable Chess Kit Cardboard Games for Kids Adults Boys Girls Family29cmx29cm

Jsdoin£12.524.5★800 rev

Newest

by launch date

Magnetic Wooden Chess Set with Storage Box Solid Wood 12 Inch Chess Board with Handmade Magnetic Pieces & 2 Extra Queens Classic Strategy Board Game for Adults & Kids Educational Gift

WhimzyKids£22.5320 rev

6mo ago

Retro Metal Chess Set for Adults 15 Inch Marbling Chess Board with Chess Pieces Travel Chess Set with Metal Pieces Folding Chessboard Ideal for Beginners and Professional Players

WhimzyKids£44.4918 rev

6mo ago

Magnetic Chess Board Set for Adults & Kids 15 Wooden Folding Chess Boards Handcrafted Portable Travel Chess Game with Pieces Storage Slots

BQU£24.8837 rev

7mo ago

Chess Set and Checkers 16x16 - Wooden Magnetic Chess Board with 2 Extra Queen & Storage Slots Folding Travel Chess Set Educational Board Game Gift for Adults & Kids

GGIE£16.74154 rev

11mo ago

40.5×40.5cm Magnetic Chess Set Large Wooden Chess Board with Wooden Staunton Pieces & Checkers Folding Travel Board Games with 2 Bonus Queens Gift for Kids & Adults

GGIE£16.96271 rev

1y ago

What buyers say about chess set

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall34%

“Great quality set”

Value For Money15%

“Great buy for the money”

Magnetic Strength/Adsorption8%

“Good magnet”

Gifting Purpose5%

“Gift”

Size-Overall4%

“Perfect size for travel”

Design-Overall3%

“elegant it looks”

Advertised Vs Actual Product3%

“As expected”

Portability2%

“The set is made to be portable”

Ease Of Use2%

“easy to handle”

Correct Contents2%

“piece's are perfect”

What buyers complain about

Magnetic Strength/Adsorption11%

“Magnets are weak”

Quality-Overall9%

“Bad quality”

Size-Overall9%

“The board is small”

Value For Money4%

“I would say it is a bit on the pricey side”

Strength4%

“flimsy construction you sometimes get with travel sets”

Durability3%

“Felt like it will break easily”

Gifting Purpose2%

“really upsetting since it was supposed to be a birthday present”

Weight Light2%

“it had no weight to it”

Ease Of Use2%

“Firstly the chess pieces are really quite a challenge to removed from their Stowe places”

Adhesion/Stickiness2%

“there is now a sticky adhesive residue meaning it cant be gifted”

Top return reasons

Size-Overall33%

Quality-Overall15%

Defective Material/Parts11%

Magnetic Strength/Adsorption8%

Color3%

Value For Money3%

Gifting Purpose3%

Weight Heavy3%

Scratch Resistance2%

Advertised Vs Actual Product2%

Common questions

Is chess set profitable to sell on Amazon United Kingdom?: The niche generates £2.0M/yr across 38 tracked products. 2 of 6 products launched in the last 360 days are still selling. 90-day search growth is -13.3%. Flapen's verdict: Worth a look (60/100).
How competitive is the chess set niche?: 20 brands and 37 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 64% of demand.
What do buyers complain about in chess set?: Top complaints mined from reviews: Magnetic Strength/Adsorption, Quality-Overall, Size-Overall. The return rate is 1.1%.
When does demand for chess set peak?: Demand peaks in Nov–Dec; the busiest month runs 3.2× the quietest.
What does it cost to enter the chess set niche?: Listings span £5.15–£572.82; the average listing price is £34.02 (sweet spot $15–$100). The average incumbent carries 1,072 reviews — the moat a new listing must climb.