---
title: "Dominoes — £381K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/dominoes"
last_updated: "2026-07-31T07:21:09.367Z"
locale: en
meta:
description: "Niche score 56/100 · £381K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £381K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Dominoes — £381K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 55Growth 21Conversion 83Competition 55Returns 96Price range 38Avg price 31Brand share 75Review moat 59Quality gap 47
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.0%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Great****60%**
top-5 brand share — no brand owns this niche
**Review moat**
**Good****1,156.81**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£381K**
£381K/yr · 438K searches
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
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**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -8.9% search growth over the last 90 days.
18K13KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/toys-games/dominoes/trend)
## **Top dominoes search terms**
- **dominoes**140K/yr-10.4%8.2% conv. - **dominoes set for adults**104K/yr-6.8%8.3% conv. - **dominos**40K/yr+0.6%7.3% conv. - **dominoes for children**46K/yr-17.3%5.9% conv. - **dominos set for adults**18K/yr+1.1%7.7% conv. - **domino**19K/yr-16.0%2.7% conv. - **dominoes set**13K/yr-1.4%5.5% conv. - **travel dominoes**6K/yr+39.8%4.1% conv. - **dominoes game**6K/yr+8.9%3.5% conv. - **dominos set**5K/yr+32.0%5.7% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/dominoes/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.
0%5%£19K10%£38K15%£57K20%£76K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£3.48**4.2★1,831 rev](https://www.amazon.co.uk/dp/B097NB7STR) [2**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**£5.71**4.6★191 rev](https://www.amazon.co.uk/dp/B0DFHR7HGS) [3**Jaques of London Dominoes Set | Complete D6 Dominoes Game for Adults & Children | Luxury Dominos Set | Traditional Games | Since 1795**Jaques of London**£10.90**4.6★4,049 rev](https://www.amazon.co.uk/dp/B07MZ1BC2K) [4**NiToy Double 6 Dominoes Set 28 Tiles 4 Silicone Racks Travel Game**NiToy**£11.25**4.5★224 rev](https://www.amazon.co.uk/dp/B0DQNHHRGQ) [5**Ram 28 PCS Double Six Classic Domino Game Retro Kids Adults Dominoes Game In Wooden Box**RAM ONLINE**£3.22**3.6★15 rev](https://www.amazon.co.uk/dp/B0G8K2V2SX)
**~~View all top sellers →~~**
### **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**£3.98**6 rev3mo ago](https://www.amazon.co.uk/dp/B0GW766FW7) [**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**£5.66**9 rev4mo ago](https://www.amazon.co.uk/dp/B0GSVC13WC) [**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**£5.55**9 rev4mo ago](https://www.amazon.co.uk/dp/B0GSV461PN) [**Ram 28 PCS Double Six Classic Domino Game Retro Kids Adults Dominoes Game In Wooden Box**RAM ONLINE**£3.22**15 rev7mo ago](https://www.amazon.co.uk/dp/B0G8K2V2SX) [**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**£4.89**9 rev9mo ago](https://www.amazon.co.uk/dp/B0FY6TMQWB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£5.66**4.8★**▲ 318%**](https://www.amazon.co.uk/dp/B0GSVC13WC) [**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**£5.55**4.8★**▲ 300%**](https://www.amazon.co.uk/dp/B0GSV461PN) [**ORCHIDS Double Six Dominoes Set of 28 Classic Domino Tiles with Random Color PVC Carry Case Durable and Portable Travel Game for Adults**ORCHIDS**£3.98**3.8★**▲ 298%**](https://www.amazon.co.uk/dp/B0GW766FW7) [**Queensell Dominos Set for Adults with 4 Domino Racks - Double 6 Dominoes Set with Domino Holder Classic Board Games for Kids and Adults - Double Six Standard Dominos Set 28 Tiles with Travel Case**Queensell**£19.63**4.7★**▲ 182%**](https://www.amazon.co.uk/dp/B0D964FJR5) [**MORAINJAY D6 Dominoes Set for Adults 28 Pieces Domino Set with Wooden Box Classic Retro Domino Game|Mexican Train|Traditional Games|Retro Gift Ideal Present for Your Family Travel Since 1795**MORAINJAY**£7.81**4.3★**▲ 148%**](https://www.amazon.co.uk/dp/B0D7W3KB9X)
**~~View all trending →~~**
## **What buyers say about dominoes**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**40%
*“good quality set”*
**Value For Money**11%
*“Good value”*
**Fun/Entertainment Experience**10%
*“Good fun”*
**Size-Overall**6%
*“nice size”*
**Gifting Purpose**4%
*“Looks good and was a good present”*
**Advertised Vs Actual Product**4%
*“As expected”*
**Ease Of Use**3%
*“easy to read”*
**Portability**3%
*“Come in a nice enough carry case which is good enough to take on your travels”*
**Collectibles**2%
*“Excellent nice set of domino's”*
**Durability**2%
*“Good quality, looks durable”*
### **What buyers complain about **
**Quality-Overall**35%
*“the quality of the tiles was very poor”*
**Size-Overall**35%
*“Was a bit bigger than i thought”*
**Color**4%
*“although the coloured dots were not the same colours as on the picture”*
**Value For Money**2%
*“the box it came in is falling apart already in less than a week which is disappointing especially for the price”*
**Choking**2%
*“Its tiny, and a choke hazard for children”*
**Storage Capacity**2%
*“Storage quality issue”*
**Advertised Vs Actual Product**2%
*“Miss leading advert these are miniature in size”*
**Weight Heavy**2%
*“Heavy so shouldnt blow over”*
**Thickness**2%
*“the quality of the dominoes is poor they are very thin”*
**Strength**2%
*“They don't stand up”*
### **Top return reasons **
**Size-Overall**54%
**Quality-Overall**13%
**Defective Material/Parts**8%
**Weight Heavy**4%
**Thin**4%
**Thickness**2%
**Gifting Purpose**2%
**Instructions/User Manual/Troubleshooting**1%
**Value For Money**1%
**Weight Light**1%
## **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.
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