Dungeons and Dragons
MaybeAn estimated 0.9% of orders come back. But demand is soft, at -18.2% this quarter, so Dungeons and Dragons is a Maybe.
- Flapen Score
- 50 / 100Top 30% of 1,773 Toys & Games niches · +6 vs the category median of 4450
- Market size
- £287K/yr1.0M searches / yr
- 90-day growth
- -18.2%search demand this quarter
- Competition
- 42%top-5 click share · 16 brands · 123 sellers
Flapen Score
Dungeons and Dragons against its category
The dotted line is the Toys & Games average. Past it, Dungeons and Dragons is stronger. Inside it, weaker.
Market
The Dungeons and Dragons market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Dungeons and Dragons 1.0M times last year and spent an estimated £287K. The top 5 brands take 80% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 50 out of 100, a Maybe.
01 · Demand
An estimated 1.4% of those searches ended in a purchase.
Shoppers searched for this 1.0M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.4% of those searches ended in a purchase. Searches in the last 90 days moved -18.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £287K a year.
- Searches, last 12 months
- 1.0M
- Growth, 90 days vs prior 90
- -18.2%
- Conversion, latest week
- 1.4%
- Market size, estimated
- £287Ka year
- Peak month
- December3.0× the quietest month
- Top search term
- dungeons and dragons484K searches a year
02 · Price
A sale here is worth £20.26.
Listings sell for £20.26 on average, from £6.57 to £55.19. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 500 to 750 of them. At £20.26 that is £10K to £15K a year per listing.
- Average price
- £20.26inside the $15 to $100 sweet spot
- Price range
- £6.57–£55.19
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 15K–20K
- Units per listing a year
- 500–750
- Revenue per listing a year
- £10K–£15K
- Returns
- 0.9%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
69% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 3.4% of listings are out of stock. The average listing ranks #406 within Games & Accessories. It carries 925 reviews at 4.61 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 69%
- Prime listings
- 100%
- Out of stock, average day
- 3.4%
- Average rank
- #406in Games & Accessories
- Average rating
- 4.61 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 925per listing
- Listings tracked
- 35
04 · Newcomers
2 of last year's 12 launches cleared the first-year sales bar.
12 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 37 months on average, so the names here are settling in.
- Launched, last 12 months
- 12
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 37 months
Products
Top Dungeons and Dragons 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.
Top sellers
by estimated 90-day click share
Dungeons & Dragons Starter Set: Heroes of the Borderlands
- Price
- £35.02
- Rating
- 4.8/5
- Reviews
- 905
- Age
- 1y ago

2024 Dungeon Masters Guide (Dungeons & Dragons Core Rulebook)
- Price
- £25.73
- Rating
- 4.5/5
- Reviews
- 2,294
- Age
- 2y ago

2024 Monster Manual (Dungeons & Dragons Core Rulebook)
- Price
- £30.90
- Rating
- 4.6/5
- Reviews
- 1,804
- Age
- 2y ago

Wildspire Classic Creatures Full Set 1 - Paintable Essential DND Monster Miniatures Bulk - 125 Miniatures for D&D 28mm Scale Minatures Dungeons and Dragons Minis D&D Minature Figures
- Price
- £55.19
- Rating
- 4.7/5
- Reviews
- 410
- Age
- 1y ago

Dungeons & Dragons Stranger Things: Welcome to the Hellfire Club Adventure Game | 35 Players | Ages 12+
- Price
- £35.37
- Rating
- 4.8/5
- Reviews
- 999
- Age
- 1y ago
Trending
estimated 90-day click momentum
Dungeons & Dragons Ravenloft: The Horrors Within - Tarokka Deck (2026 Updated Deck) | D&D Accessories
- Price
- £15.04
- Rating
- 4.3/5
- Reviews
- 32
- Age
- 3mo ago

Dungeons & Dragons Ravenloft: The Horrors Within - Map Pack | D&D Accessories
- Price
- £14.58
- Rating
- 4.2/5
- Reviews
- 18
- Age
- 3mo ago

Specialists Class Set - Rangers Rogues Bards - Player-Characters NPC for DND Miniatures Bulk I 28mm Dungeon Dragons D&D Miniatures I DND Minis D&D Figures I Pathfinder Daggerheart Realm Reforged
- Price
- £8.81
- Rating
- 4.8/5
- Reviews
- 25
- Age
- 11mo ago

Dovitee Houses and Humans Dragons Playing Tabletop RPG Dungeon Master - 100% Cotton Short Sleeve Adult Unisex T-Shirt Black
- Price
- £16.72
- Rating
- 5.0/5
- Reviews
- 5
- Age
- 7mo ago

Wildspire Classic Creatures Full Set 1 - Paintable Essential DND Monster Miniatures Bulk - 125 Miniatures for D&D 28mm Scale Minatures Dungeons and Dragons Minis D&D Minature Figures
- Price
- £55.19
- Rating
- 4.7/5
- Reviews
- 410
- Age
- 1y ago
Newest
by launch date
Dungeons & Dragons Ravenloft: The Horrors Within - Tarokka Deck (2026 Updated Deck) | D&D Accessories
- Price
- £15.04
- Rating
- 4.3/5
- Reviews
- 32
- Age
- 3mo ago

Dungeons & Dragons Ravenloft: The Horrors Within - Map Pack | D&D Accessories
- Price
- £14.58
- Rating
- 4.2/5
- Reviews
- 18
- Age
- 3mo ago

Dovitee Houses and Humans Dragons Playing Tabletop RPG Dungeon Master - 100% Cotton Short Sleeve Adult Unisex T-Shirt Black
- Price
- £16.72
- Rating
- 5.0/5
- Reviews
- 5
- Age
- 7mo ago

Spinner DND Dice Cube DNDND 7-in-1 Spinning Dice Set with Gift Box for Dungeons and Dragons D&D Tabaltop Ideal Collectors Gift for Dungeon Masters (Copper)
- Price
- £16.32
- Rating
- 4.4/5
- Reviews
- 27
- Age
- 10mo ago

ENHANCE Designer Edition DnD Bag - Stylish RPG Players Dungeons and Dragons Messenger Bag Fits Players Handbook Binders Dice & Accessories with Tablet Sleeve and Side Pockets (Black)
- Price
- £40.68
- Rating
- 4.2/5
- Reviews
- 15
- Age
- 11mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 42% of clicks. Leaders hold, but buyers still shop past them.
Brands
16 falling
Sellers
123
Est. top-5 brand share
80%
Top 20: 100%
Est. top-5 click share
42%
Top 20: 80%
Open market
16%
- Dungeons & Dragons51%
- Wildspire15%
- Dovitee7%
- Ravensburger4%
- QMay4%
- DNDND3%
- Open — no brand owns it (10 brands, 16%)
Demand
Dungeons and Dragons search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.0×
Search terms
Top Dungeons and Dragons search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- dungeons and dragons484K/yr
- dnd253K/yr
- d&d81K/yr
- dungeons and dragons gifts99K/yr
- d&d gifts30K/yr
- dungeons18K/yr
- d and d19K/yr
- dungeons & dragons11K/yr
- dungeon and dragons12K/yr
- d and d gifts14K/yr
Reviews and returns
What reviews say buyers love and hate about Dungeons and Dragons
We read the reviews and the return reasons for every product selling here.
“couldnt afford”
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.
21 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Dungeons and Dragons 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









