Dungeons and Dragons
MaybeReturns run at only 0.9% of orders. 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
1.4% of searches ended in a purchase last week.
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. In the latest week, 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
Amazon counts 2 of last year's 12 launches as successful.
12 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. 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
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 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
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 dateDungeons & 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 42% of clicks. Leaders hold, but buyers still shop past them.
Brands
16 falling
Sellers
123
Top-5 brand share
80%
Top 20: 100%
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 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
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
couldnt afford
not for the full price
Quite expensive
Poor quality
Very disappointed by the manufacturing quality on the book
because this is a really low quality product
looks used
looks pretty worn too
Expected to be a little larger
The pages are a strange size
Confusing, not as straightforward as something like monopoly
Love
there's a really good variety here
The tokens are on good quality card
Good quality
Great value
Good value for money
Good value
Great game
Brilliant fun
Very fun game
Great art work
nice design
Artwork is great
It's a gift
Great gift
Birthday Gift
Return
0.9% Return rate 3% Fixable by listing
The book was dented, scuffed, and already falling apart, with a peeling, broken binding
looks used
looks pretty worn too
Poor quality
Very disappointed by the manufacturing quality on the book
because this is a really low quality product
Keep looking
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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.