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Dominoes

Maybe

An estimated 0.8% of orders come back. 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

An estimated 9.0% of those searches ended in a purchase.

Shoppers searched for this 438K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

0 of last year's 5 launches cleared the first-year sales bar.

5 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 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

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 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

Est. top-5 brand share

60%

Top 20: 100%

Est. 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 estimated 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

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

40%of positive reviews mention “Quality-Overall”
35%of negative reviews mention “Quality-Overall”
0.8%of orders come back
“the quality of the tiles was very poor”
A buyer, on “Quality-Overall”35% 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.

20 topics

NegativePositive

FAQ

Common Dominoes 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