---
title: "Dungeons and Dragons — £287K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/dungeons-and-dragons"
last_updated: "2026-07-31T11:35:35.412Z"
locale: en
meta:
description: "Niche score 50/100 · £287K/yr market · 1.0M searches/yr · £20.26 avg price. Soft demand (-18.2% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £287K/yr market · 1.0M searches/yr · £20.26 avg price. Soft demand (-18.2% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Dungeons and Dragons — £287K/yr Amazon UK Niche (2026) - Flapen"
---
# **dungeons and dragons**
**Worth a look**
Shows low returns (0.9%), but soft demand (-18.2% this quarter) keeps it on the watch list.
Market size 51Growth 16Conversion 17Competition 72Returns 96Price range 81Avg price 88Brand share 41Review moat 64Quality gap 24
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£20.26**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£6.57–£55.19**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****925.4**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£287K**
£287K/yr · 1.0M searches
**Brand share**
**Okay****80%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.4%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-18.2%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, dungeons and dragons is a £287K/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **dungeons and dragons market data**
- **Units sold / yr**
- **15K–20K**
- avg 500–750/product
- **Revenue / yr**
- **£304K–£405K**
- units × avg price
- **Conversion rate**
- **1.4%**
- **Avg BSR**
- **#406**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **69%**
- **Out of stock**
- **3.4%**
- **Avg brand age**
- **37 months**
- **Avg seller age**
- **186 days**
## **Competition & brand share**
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond 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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -18.2% search growth over the last 90 days.
35K25KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.0×
[**Open Trend **](https://flapen.com/research/uk/toys-games/dungeons-and-dragons/trend)
## **Top dungeons and dragons search terms**
- **dungeons and dragons**484K/yr-22.2%0.5% conv. - **dnd**253K/yr-17.5%0.3% conv. - **d&d**81K/yr-18.1%0.3% conv. - **dungeons and dragons gifts**99K/yr+4.6%0.6% conv. - **d&d gifts**30K/yr+7.8%0.4% conv. - **dungeons**18K/yr-21.5%0.1% conv. - **d and d**19K/yr-35.0%0.6% conv. - **dungeons & dragons**11K/yr-13.5%0.1% conv. - **dungeon and dragons**12K/yr-1.4%0.9% conv. - **d and d gifts**14K/yr+15.6%0.4% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/dungeons-and-dragons/search-terms)
## **Top dungeons and dragons 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%£14K10%£29K15%£43K20%£57K1101001K10K 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**Dungeons & Dragons Starter Set: Heroes of the Borderlands**Dungeons & Dragons**£35.02**4.8★905 rev](https://www.amazon.co.uk/dp/B0FDJFR245) [2**2024 Dungeon Masters Guide (Dungeons & Dragons Core Rulebook)**Dungeons & Dragons**£25.73**4.5★2,294 rev](https://www.amazon.co.uk/dp/0786969520) [3**2024 Monster Manual (Dungeons & Dragons Core Rulebook)**Dungeons & Dragons**£30.90**4.6★1,804 rev](https://www.amazon.co.uk/dp/0786969547) [4**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**Wildspire**£55.19**4.7★410 rev](https://www.amazon.co.uk/dp/B0DPCYWV23) [5**Dungeons & Dragons Stranger Things: Welcome to the Hellfire Club Adventure Game | 35 Players | Ages 12+**Dungeons & Dragons**£35.37**4.8★999 rev](https://www.amazon.co.uk/dp/B0FFKL233T)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Dungeons & Dragons Ravenloft: The Horrors Within - Tarokka Deck (2026 Updated Deck) | D&D Accessories**Dungeons & Dragons**£15.04**32 rev3mo ago](https://www.amazon.co.uk/dp/B0GS7FW36B) [**Dungeons & Dragons Ravenloft: The Horrors Within - Map Pack | D&D Accessories**Dungeons & Dragons**£14.58**18 rev3mo ago](https://www.amazon.co.uk/dp/0786970057) [**Dovitee Houses and Humans Dragons Playing Tabletop RPG Dungeon Master - 100% Cotton Short Sleeve Adult Unisex T-Shirt Black**Dovitee**£16.72**5 rev7mo ago](https://www.amazon.co.uk/dp/B0G76LBFKC) [**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)**DNDND**£16.32**27 rev10mo ago](https://www.amazon.co.uk/dp/B0FQHZJCYD) [**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)**ENHANCE**£40.68**15 rev11mo ago](https://www.amazon.co.uk/dp/B0FMJ7F2BD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Dungeons & Dragons Ravenloft: The Horrors Within - Tarokka Deck (2026 Updated Deck) | D&D Accessories**Dungeons & Dragons**£15.04**4.3★**▲ 600%**](https://www.amazon.co.uk/dp/B0GS7FW36B) [**Dungeons & Dragons Ravenloft: The Horrors Within - Map Pack | D&D Accessories**Dungeons & Dragons**£14.58**4.2★**▲ 577%**](https://www.amazon.co.uk/dp/0786970057) [**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**Wildspire**£8.81**4.8★**▲ 469%**](https://www.amazon.co.uk/dp/B0FLQGVZN4) [**Dovitee Houses and Humans Dragons Playing Tabletop RPG Dungeon Master - 100% Cotton Short Sleeve Adult Unisex T-Shirt Black**Dovitee**£16.72**5.0★**▲ 360%**](https://www.amazon.co.uk/dp/B0G76LBFKC) [**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**Wildspire**£55.19**4.7★**▲ 192%**](https://www.amazon.co.uk/dp/B0DPCYWV23)
**~~View all trending →~~**
## **What buyers say about dungeons and dragons**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**19%
*“there's a really good variety here”*
**Value For Money**16%
*“Great value”*
**Fun/Entertainment Experience**16%
*“Great game”*
**Design-Overall**9%
*“Great art work”*
**Gifting Purpose**5%
*“It's a gift”*
**Collectibles**4%
*“Great Selection”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Suitability Beginner**4%
*“very informative for the beginner”*
**Size-Overall**4%
*“a good size”*
**Instructions/User Manual/Troubleshooting**3%
*“The instructions are clear and helpful, especially when you are completely new to the game”*
### **What buyers complain about **
**Value For Money**28%
*“couldnt afford”*
**Quality-Overall**18%
*“Poor quality”*
**Product Condition**10%
*“looks used”*
**Size-Overall**8%
*“Expected to be a little larger”*
**Ease Of Use**5%
*“Confusing, not as straightforward as something like monopoly”*
**Durability**5%
*“beginning to fall out”*
**Weight Heavy**5%
*“Super heavy”*
**Strength**4%
*“Made of the most flimsy”*
**Binding Quality**3%
*“The book was dented, scuffed, and already falling apart, with a peeling, broken binding”*
**Flammable**2%
*“flammable material I have ever seen”*
### **Top return reasons **
**Cover Quality**18%
**Binding Quality**16%
**Product Condition**13%
**Quality-Overall**7%
**Defective Material/Parts**6%
**Gifting Purpose**5%
**Scratch Resistance**5%
**Value For Money**5%
**Cushion**3%
**Size-Overall**2%
## **Common questions**
- **Is dungeons and dragons profitable to sell on Amazon United Kingdom?**
- The niche generates £287K/yr across 35 tracked products. 2 of 12 products launched in the last 360 days are still selling. 90-day search growth is -18.2%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the dungeons and dragons niche?**
- 16 brands and 123 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 80% of demand.
- **What do buyers complain about in dungeons and dragons?**
- Top complaints mined from reviews: Value For Money, Quality-Overall, Product Condition. The return rate is 0.9%.
- **When does demand for dungeons and dragons peak?**
- Demand peaks in Jan–Nov–Dec; the busiest month runs 3.0× the quietest.
- **What does it cost to enter the dungeons and dragons niche?**
- Listings span £6.57–£55.19; the average listing price is £20.26 (sweet spot $15–$100). The average incumbent carries 925 reviews — the moat a new listing must climb.
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