Is dominoes profitable to sell on Amazon United Kingdom?

The niche generates £381K/yr across 26 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -8.9%. Flapen's verdict: Worth a look (56/100).

How competitive is the dominoes niche?

20 brands and 45 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 60% of demand.

What do buyers complain about in dominoes?

Top complaints mined from reviews: Quality-Overall, Size-Overall, Color. The return rate is 0.8%.

When does demand for dominoes peak?

Demand peaks in Nov–Dec; the busiest month runs 2.7× the quietest.

What does it cost to enter the dominoes niche?

Listings span £3.22–£22.33; the average listing price is £9.70 (sweet spot $15–$100). The average incumbent carries 1,157 reviews — the moat a new listing must climb.

dominoes

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Conversion

Great9.0%

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

Brand share

Great60%

top-5 brand share — no brand owns this niche

Review moat

Good1,156.81

avg incumbent reviews — the moat a new listing must climb

Market size

Good£381K

£381K/yr · 438K searches

Competition

Good52%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£3.22–£22.33

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

Avg price

Okay£9.70

avg listing price — sweet spot $15–$100

Growth

Bad-8.9%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, dominoes is a £381K/yr Amazon United Kingdom market (438K searches/yr). The top 5 brands hold 60% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 56/100.

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

dominoes market data

Units sold / yr: 40K–50K; avg 1,500–2,000/product
Revenue / yr: £388K–£485K; units × avg price
Conversion rate: 9.0%
Avg BSR: #28
Page quality: 0%
Prime: 100%
Sponsored: 65%
Out of stock: 5.9%
Avg brand age: 58 months
Avg seller age: 188 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

20 rising

Sellers

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 & seasonality

Weekly Amazon search volume, last 104 weeks — -8.9% search growth over the last 90 days.

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

Open Trend

Top dominoes search terms

dominoes140K/yr -10.4%8.2% conv.
dominoes set for adults104K/yr -6.8%8.3% conv.
dominos40K/yr +0.6%7.3% conv.
dominoes for children46K/yr -17.3%5.9% conv.
dominos set for adults18K/yr +1.1%7.7% conv.
domino19K/yr -16.0%2.7% conv.
dominoes set13K/yr -1.4%5.5% conv.
travel dominoes6K/yr +39.8%4.1% conv.
dominoes game6K/yr +8.9%3.5% conv.
dominos set5K/yr +32.0%5.7% conv.

All search terms

Top dominoes 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

D.A.Y. Republic 28pc Double Six Classic Retro Domino Game Traditional Set in Wooden Case Educational Travel Sized Toy (Dominoes in Wood Box)

D.A.Y. Republic£3.484.2★1,831 rev

Navoys Classic Double 6 Dominoes Tin Gift Set 28 Pieces - Retro Dominoes Game for Children & Adults Dementia Activities Pub Game Kids Age 8 and Above Travel Size Design

Navoys£5.714.6★191 rev

Jaques of London Dominoes Set | Complete D6 Dominoes Game for Adults & Children | Luxury Dominos Set | Traditional Games | Since 1795

Jaques of London£10.904.6★4,049 rev

NiToy Double 6 Dominoes Set 28 Tiles 4 Silicone Racks Travel Game

NiToy£11.254.5★224 rev

Ram 28 PCS Double Six Classic Domino Game Retro Kids Adults Dominoes Game In Wooden Box

RAM ONLINE£3.223.6★15 rev

Newest

by launch date

ORCHIDS Double Six Dominoes Set of 28 Classic Domino Tiles with Random Color PVC Carry Case Durable and Portable Travel Game for Adults

ORCHIDS£3.986 rev

3mo ago

Pocvaim Double Six Dominoes Set of 28 Classic Domino Tiles with Blue PVC Carry Case Durable and Portable Travel Game for Adults and Gatherings

Pocvaim£5.669 rev

4mo ago

Pocvaim Double Six Dominoes Set of 28 Classic Domino Tiles with with Black Color PVC Carry Case Durable and Portable Travel Game for Family Adults.

Pocvaim£5.559 rev

4mo ago

Ram 28 PCS Double Six Classic Domino Game Retro Kids Adults Dominoes Game In Wooden Box

RAM ONLINE£3.2215 rev

7mo ago

Happium Classic Double 6 Dominoes Tin Set 28 Pieces - Retro Dominoes Game for Children & Adults Dementia Activities Pub Game Kids Age 6 and Above Travel Size Design

Happium£4.899 rev

9mo ago

What buyers say about dominoes

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

What buyers love

Quality-Overall40%

“good quality set”

Value For Money11%

“Good value”

Fun/Entertainment Experience10%

“Good fun”

Size-Overall6%

“nice size”

Gifting Purpose4%

“Looks good and was a good present”

Advertised Vs Actual Product4%

“As expected”

Ease Of Use3%

“easy to read”

Portability3%

“Come in a nice enough carry case which is good enough to take on your travels”

Collectibles2%

“Excellent nice set of domino's”

Durability2%

“Good quality, looks durable”

What buyers complain about

Quality-Overall35%

“the quality of the tiles was very poor”

Size-Overall35%

“Was a bit bigger than i thought”

Color4%

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

Value For Money2%

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

Choking2%

“Its tiny, and a choke hazard for children”

Storage Capacity2%

“Storage quality issue”

Advertised Vs Actual Product2%

“Miss leading advert these are miniature in size”

Weight Heavy2%

“Heavy so shouldnt blow over”

Thickness2%

“the quality of the dominoes is poor they are very thin”

Strength2%

“They don't stand up”

Top return reasons

Size-Overall54%

Quality-Overall13%

Defective Material/Parts8%

Weight Heavy4%

Thin4%

Thickness2%

Gifting Purpose2%

Instructions/User Manual/Troubleshooting1%

Value For Money1%

Weight Light1%

Common questions

Is dominoes profitable to sell on Amazon United Kingdom?: The niche generates £381K/yr across 26 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -8.9%. Flapen's verdict: Worth a look (56/100).
How competitive is the dominoes niche?: 20 brands and 45 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 60% of demand.
What do buyers complain about in dominoes?: Top complaints mined from reviews: Quality-Overall, Size-Overall, Color. The return rate is 0.8%.
When does demand for dominoes peak?: Demand peaks in Nov–Dec; the busiest month runs 2.7× the quietest.
What does it cost to enter the dominoes niche?: Listings span £3.22–£22.33; the average listing price is £9.70 (sweet spot $15–$100). The average incumbent carries 1,157 reviews — the moat a new listing must climb.