---
title: "Dorothy Costume Kids — £21K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/dorothy-costume-kids"
last_updated: "2026-07-31T13:16:12.972Z"
locale: en
meta:
description: "Niche score 34/100 · £21K/yr market · 114K searches/yr · £18.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 34/100 · £21K/yr market · 114K searches/yr · £18.50 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Dorothy Costume Kids — £21K/yr Amazon UK Niche (2026) - Flapen"
---
# **dorothy costume kids**
**Skip it**
Soft demand (-96.4% this quarter) — this niche doesn't clear our bar today.
Market size 5Growth 0Conversion 12Competition 61Returns 14Price range 81Avg price 84Brand share 36Review moat 78Quality gap 55
**Avg price**
**Great****£18.50**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£12.14–£29.01**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Great****436.36**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Returns**
**Bad****8.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Bad****1.0%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****£21K**
£21K/yr · 114K searches
**Growth**
**Bad****-96.4%**
90-day search growth — must beat 0% to launch
**Signals**[** High Returns**](https://flapen.com/research/niches?market=uk&signal=high_returns "Return rate > 5%")
According to Flapen's Amazon United Kingdom niche tracking, dorothy costume kids is a £21K/yr Amazon United Kingdom market (114K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 34/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **dorothy costume kids market data**
- **Units sold / yr**
- **2K–2K**
- avg 0–100/product
- **Revenue / yr**
- **£28K–£37K**
- units × avg price
- **Conversion rate**
- **1.0%**
- **Avg BSR**
- **#2,217**
- **Page quality**
- **0%**
- **Prime**
- **91%**
- **Sponsored**
- **50%**
- **Out of stock**
- **11.3%**
- **Avg brand age**
- **39 months**
- **Avg seller age**
- **203 days**
## **Competition & brand share**
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**10 **▲rising
**Sellers**
**30**
**Top-5 brand share**
**84%**
Top 20: 100%
**Top-5 click share**
**48%**
Top 20: 99%
**Open market**
**12%**
- Fun Shack31% - Rubies19% - Lito Angels Children's Apparel17% - I LOVE FANCY DRESS10% - Formemory7% - Mishopy4% - Open — no brand owns it (4 brands, 12%)
## **Demand & seasonality**
Weekly Amazon search volume, last 73 weeks — -96.4% search growth over the last 90 days.
45K35KSpike '25Spike '26Prime Day '26 seasonMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJul
Peak months: Feb, Mar · busiest ÷ quietest = 135.1×
[**Open Trend **](https://flapen.com/research/uk/toys-games/dorothy-costume-kids/trend)
## **Top dorothy costume kids search terms**
- **dorothy costume kids**98K/yr-97.1%0.8% conv. - **wizard of oz costume kids**12K/yr-92.1%0.3% conv. - **dorothy wizard of oz costume kids**5K/yr-92.8%0.3% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/dorothy-costume-kids/search-terms)
## **Top dorothy costume kids 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%£1K10%£2K15%£3K20%£4K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Fun Shack Dorothy Costume Kids Kids Dorothy Costume Halloween Costumes for Kids Girls Halloween Costumes Medium**Fun Shack**£18.52**4.3★864 rev](https://www.amazon.co.uk/dp/B01LVUQ7BO) [2**Lito Angels Girls Wizard Costume Blue Age 10-11 Years**Lito Angels Children's Apparel**£16.67**3.6★32 rev](https://www.amazon.co.uk/dp/B0DPMMHZ4G) [3**Rubies 640984S Official The Wizard of Oz Dorothy Book Week Costume Kids Small (Age 3-4 Years) Halloween**Rubies**£16.51**4.5★313 rev](https://www.amazon.co.uk/dp/B07D8ZNB99) [4**Rubies Official The Wizard of Oz Sequin Dorothy Costume Child Large Age 8-10 Years Halloween**Rubies**£19.89**4.4★2,108 rev](https://www.amazon.co.uk/dp/B00BJH4N2O) [5**Girls Dorothy Style Costume with Dog in Basket Blue Gingham Dress Outfit with Matching Hair Ties and Plush Grey Dog Kansas Storybook World Book Day Fancy Dress**I LOVE FANCY DRESS**£23.77**4.2★389 rev](https://www.amazon.co.uk/dp/B079T7JKLC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Childs Kansas Girl Costume Set - Small - Blue & White Gingham Dress Matching Hair Ties Gingham Basket and Plush Terrier Dog Toy - Perfect Storybook Character for World Book Day**I LOVE FANCY DRESS**£19.20**2 rev5mo ago](https://www.amazon.co.uk/dp/B0GNSVD8X4) [**Apparlxer Dorothy Costume for Women Book Character Costume Wonderlandrole Cosplay Costumes Include Fancy Dress Blue Dress Hairbands and Socks Dorothy Costume Adult for World Book Day (Style B 130)**Apparlxer**£12.14**7 rev7mo ago](https://www.amazon.co.uk/dp/B0GCBNQ97Z) [**Maryparty World Book Day Costume Girls School Book Week for World Book Day Fancy Dress (XXL)**Maryparty**£20.84**5 rev7mo ago](https://www.amazon.co.uk/dp/B0G6TGWQFX) [**Formemory Dorothy Costume Blue Plaid Dress Set with 2 Hairbands and Socks for World Book Day Costumes and Character Dress Up**Formemory**£14.15**3 rev7mo ago](https://www.amazon.co.uk/dp/B0G6SPJTG7) [**Formemory Dorothy Costume Blue Plaid Dress Set with 2 Hairbands and Socks for World Book Day Costumes and Character Dress Up**Formemory**£14.73**3 rev7mo ago](https://www.amazon.co.uk/dp/B0G6SL2N47)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BlackButterfly Girls Lucy Clarity Dress Blue 11-12 Years**BlackButterfly**£29.01**4.4★**▲ 990%**](https://www.amazon.co.uk/dp/B077RZJPWT) [**Kids Scarecrow Costume - Large - Brown Top & Green Trousers With Faux Straw - Kids World Book Day Book Week Fancy Dress Costume**I LOVE FANCY DRESS**£15.41**4.6★**▲ 205%**](https://www.amazon.co.uk/dp/B01MYB93QL) [**Lito Angels Girls Wizard Costume Blue Age 5-6 Years**Lito Angels Children's Apparel**£18.98**3.6★**▲ 186%**](https://www.amazon.co.uk/dp/B0DPMMTR41) [**Lito Angels Girls Wizard Costume Blue Age 10-11 Years**Lito Angels Children's Apparel**£16.67**3.6★**▲ 170%**](https://www.amazon.co.uk/dp/B0DPMMHZ4G) [**Rubies Official WB Wizards of Oz Deluxe Tin Man Child Costume Kids Fancy Dress Size Age 5-6 Years Halloween**Rubies**£18.20**4.7★**▲ 155%**](https://www.amazon.co.uk/dp/B0FG73GWY8)
**~~View all trending →~~**
## **What buyers say about dorothy costume kids**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**28%
*“the size is great”*
**Quality-Overall**27%
*“good-quality costume that looks the part”*
**Value For Money**18%
*“not cheap looking”*
**Comfort-Overall**12%
*“Nice and comfy for my daughter”*
**Fun/Entertainment Experience**5%
*“Fun”*
**Design-Overall**3%
*“Design was pretty”*
**Ease Of Use**2%
*“Getting it on was quick and easy, with all the pieces fitting comfortably without any fuss”*
**Material Quality**2%
*“The material feels soft against the skin”*
**Allergies**2%
*“as it avoids that itchy or scratchy feeling you sometimes get with costumes”*
**Correct Contents**2%
*“with all the pieces fitting comfortably without any fuss”*
### **What buyers complain about **
**Size-Overall**35%
*“This product is not sized correctly”*
**Quality-Overall**19%
*“Bad quality”*
**Stitch/Finish/Polish**13%
*“Stitching all wrong as can see in photos”*
**Touch/Button Controls**10%
*“within an hour of wearing it both buttons fell off”*
**Durability**6%
*“My daughter wore this for World Book Day today, first time ever and it came apart on the front and side”*
**Value For Money**6%
*“waste of money”*
**Material Quality**4%
*“Dress up material isn't designed in mind for use”*
### **Top return reasons **
**Size-Overall**80%
**Quality-Overall**6%
**Material Quality**3%
**Touch/Button Controls**2%
**Stitch/Finish/Polish**2%
**Value For Money**2%
**Advertised Vs Actual Product**1%
**Shape/Style**1%
**Defective Material/Parts**1%
**Product Condition**1%
## **Common questions**
- **Is dorothy costume kids profitable to sell on Amazon United Kingdom?**
- The niche generates £21K/yr across 22 tracked products. 0 of 7 products launched in the last 360 days are still selling. 90-day search growth is -96.4%. Flapen's verdict: Skip it (34/100).
- **How competitive is the dorothy costume kids niche?**
- 10 brands and 30 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 84% of demand.
- **What do buyers complain about in dorothy costume kids?**
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Stitch/Finish/Polish. The return rate is 8.1% — above our launch gate.
- **When does demand for dorothy costume kids peak?**
- Demand peaks in Feb–Mar; the busiest month runs 135.1× the quietest.
- **What does it cost to enter the dorothy costume kids niche?**
- Listings span £12.14–£29.01; the average listing price is £18.50 (sweet spot $15–$100). The average incumbent carries 436 reviews — the moat a new listing must climb.
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