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Dominoes

Maybe

Returns run at only 0.8% of orders. But demand is soft, at -8.9% this quarter, so Dominoes is a Maybe.

Flapen Score
56
56 / 100
Top 14% of 1,773 Toys & Games niches · +12 vs the category median of 44
Market size
£381K/yr438K searches / yr
90-day growth
-8.9%search demand this quarter
Competition
52%top-5 click share · 20 brands · 45 sellers

Flapen Score

Dominoes against its category

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

56Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Dominoes market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Dominoes 438K times last year and spent an estimated £381K. The top 5 brands take 60% of clicks. Demand peaks in Nov–Dec. Flapen scores it 56 out of 100, a Maybe.

01 · Demand

9.0% of searches ended in a purchase last week.

Shoppers searched for this 438K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.0% of those searches ended in a purchase. Searches in the last 90 days moved -8.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £381K a year.

Searches, last 12 months
438K
Growth, 90 days vs prior 90
-8.9%
Conversion, latest week
9.0%
Market size, estimated
£381Ka year
Peak month
December2.7× the quietest month
Top search term
dominoes140K searches a year

02 · Price

A sale here is worth £9.70.

Listings sell for £9.70 on average, from £3.22 to £22.33. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 1,500 to 2,000 of them. At £9.70 that is £15K to £19K a year per listing.

Average price
£9.70under the $15 to $100 sweet spot
Price range
£3.22–£22.33
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
40K–50K
Units per listing a year
1,500–2,000
Revenue per listing a year
£15K–£19K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

65% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 5.9% of listings are out of stock. The average listing ranks #28 within Games & Accessories. It carries 1,157 reviews at 4.47 stars, so a new listing needs social proof before a better product.

Sponsored listings
65%
Prime listings
100%
Out of stock, average day
5.9%
Average rank
#28in Games & Accessories
Average rating
4.47 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,157per listing
Listings tracked
26

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 58 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
58 months

Products

Top Dominoes 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 52% of clicks. Leaders hold, but buyers still shop past them.

£0£19K£38K£57K£76K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

20 rising

Sellers

45

Top-5 brand share

60%

Top 20: 100%

Top-5 click share

52%

Top 20: 93%

Open market

35%

  • D.A.Y. Republic19%
  • Jaques of London17%
  • Navoys9%
  • NiToy9%
  • RAM ONLINE6%
  • ORCHIDS5%

Demand

Dominoes search demand

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

18K13KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

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

Search terms

Top Dominoes search terms shoppers use

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

  • dominoes140K/yr
  • dominoes set for adults104K/yr
  • dominos40K/yr
  • dominoes for children46K/yr
  • dominos set for adults18K/yr
  • domino19K/yr
  • dominoes set13K/yr
  • travel dominoes6K/yr
  • dominoes game6K/yr
  • dominos set5K/yr

Reviews and returns

What reviews say buyers love and hate about Dominoes

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

Complain

Quality-Overall35%

the quality of the tiles was very poor

The case is poor quality and came marked

Not very good quality

Size-Overall35%−0.18

Was a bit bigger than i thought

Too Small

tiles were smaller than I thought. thin

Color4%−0.02

although the coloured dots were not the same colours as on the picture

The white came off some of them

Value For Money2%+0.73

the box it came in is falling apart already in less than a week which is disappointing especially for the price

Choking2%−0.02

Its tiny, and a choke hazard for children

Love

Quality-Overall40%

good quality set

Good quality, prompt delivery

Excellent product

Value For Money11%+0.73

Good value

Value for money

Good value for money

Fun/Entertainment Experience10%+1.08

Good fun

Great fun for the family

Brilliant fun for all the family

Size-Overall6%−0.18

nice size

This great size for adult's

big enough for both children

Gifting Purpose4%+0.49

Looks good and was a good present

Perfect Gift

Lovely set its a gift worthy of the price

Return

0.8% Return rate 60% Fixable by listing

Size-Overall54%▃▅▇█▇▆

Was a bit bigger than i thought

Too Small

tiles were smaller than I thought. thin

Quality-Overall13%█▄▂▂▄▃

the quality of the tiles was very poor

The case is poor quality and came marked

Not very good quality

Defective Material/Parts8%▆█▄▇▇▃
Weight Heavy4%▁▄▁▄▁█

Heavy so shouldnt blow over

Tin a bit heavy

Thin4%▁▁▃▁▆█

FAQ

Common Dominoes questions

Answered from the same tracked data.