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Citadel Paint

Fail

Demand is soft, at -20.7% this quarter, so Citadel Paint is a Fail.

Flapen Score
40
40 / 100
Ranks 1,079 of 1,773 Toys & Games niches · −4 vs the category median of 44
Market size
£139K/yr215K searches / yr
90-day growth
-20.7%search demand this quarter
Competition
69%top-5 click share · 7 brands · 79 sellers

Flapen Score

Citadel Paint against its category

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

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Citadel Paint market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Citadel Paint 215K times last year and spent an estimated £139K. The top 5 brands take 93% of clicks. Demand peaks in Jan–Oct–Nov–Dec. Flapen scores it 40 out of 100, a Fail.

01 · Demand

2.2% of searches ended in a purchase last week.

Shoppers searched for this 215K 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 -20.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £139K a year.

Searches, last 12 months
215K
Growth, 90 days vs prior 90
-20.7%
Conversion, latest week
2.2%
Market size, estimated
£139Ka year
Peak month
December2.9× the quietest month
Top search term
citadel paint65K searches a year

02 · Price

A sale here is worth £29.61.

Listings sell for £29.61 on average, from £6.39 to £84.65. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 250 to 500 of them. At £29.61 that is £7K to £15K a year per listing.

Average price
£29.61inside the $15 to $100 sweet spot
Price range
£6.39–£84.65
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
250–500
Revenue per listing a year
£7K–£15K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

40% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 25.0% of listings are out of stock. The average listing ranks #285 within Games & Accessories. It carries 947 reviews at 4.62 stars, so a new listing needs social proof before a better product.

Sponsored listings
40%
Prime listings
80%
Out of stock, average day
25.0%
Average rank
#285in Games & Accessories
Average rating
4.62 starsAmazon United Kingdom average 4.36 stars
Average reviews
947per listing
Listings tracked
15

04 · Newcomers

Amazon counts 2 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 35 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
5
Successful launches
2Amazon's first-year sales bar
Average brand age
35 months

Products

Top Citadel Paint 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£14K£28K£42K£56K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

7 flat

Sellers

79

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

3%

  • Games Workshop64%
  • Generic11%
  • The Army Painter7%
  • Nicpro5%
  • Vallejo5%
  • Citadel5%
  • Open — no brand owns it (1 brand, 3%)

Demand

Citadel Paint search demand

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

8K6KSpike '25Black Friday '25Holiday '25DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 2.9×

Search terms

Top Citadel Paint search terms shoppers use

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

  • citadel paint65K/yr
  • warhammer paint set51K/yr
  • warhammer paint31K/yr
  • citadel paint set27K/yr
  • warhammer paints15K/yr
  • citadel paints12K/yr
  • warhammer 40k paint5K/yr
  • warhammer 40k paint sets6K/yr
  • games workshop paint3K/yr

Reviews and returns

What reviews say buyers love and hate about Citadel Paint

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

Complain

Durability17%−0.06

rest broke :/

its durability is bad

Color16%+0.79

All good except for having an extra Abbadon Black instead of a Angrax Earthshade

white are lacking

Flatness13%−0.05
Paint Quality13%−0.04

Paintbrush was missing

Value For Money10%+0.10

Too expensive

Not much worth

the price on here is crazy

Love

Color21%+0.79

provided nice colour

Very good range of colours

Ideal and great set of colours

Quality-Overall17%+1.89

The cutter tool is excellent quality

Great quality

Decent

Value For Money14%+0.10

The cheaper cost is perfect for beginners

Good value for money

Good for the price

Paint Quality13%−0.04

Great quality for painting dungeon & dragons figures

Nice clean paint sent

Excellent paint

Engraving/Paint/Sublimation6%+0.61

Great paints, coat nice, thin down good and easy to work with

Paint kit

Fantastic set to get started painting miniatures

Return

0.4% Return rate 25% Fixable by listing

Paint Quality25%▁▁▃▆▇█

Paintbrush was missing

Defective Material/Parts15%▁▁█▁▅▁
Advertised Vs Actual Product15%▁█▃▁▄▁
Size-Overall10%▁▁▇▁█▁

They a lot smaller than I imagined

Quality-Overall10%▁▁▁▆▁█

FAQ

Common Citadel Paint questions

Answered from the same tracked data.