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Escape Room

Fail

Demand is soft, at -35.6% this quarter, so Escape Room is a Fail.

Flapen Score
43
43 / 100
Ranks 908 of 1,773 Toys & Games niches · −1 vs the category median of 44
Market size
£92K/yr423K searches / yr
90-day growth
-35.6%search demand this quarter
Competition
44%top-5 click share · 15 brands · 68 sellers

Flapen Score

Escape Room against its category

The dotted line is the Toys & Games average. Past it, Escape Room is stronger. Inside it, weaker.

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Escape Room market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Escape Room 423K times last year and spent an estimated £92K. The top 5 brands take 79% of clicks. Demand peaks in Nov–Dec. Flapen scores it 43 out of 100, a Fail.

01 · Demand

1.7% of searches ended in a purchase last week.

Shoppers searched for this 423K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.7% of those searches ended in a purchase. Searches in the last 90 days moved -35.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £92K a year.

Searches, last 12 months
423K
Growth, 90 days vs prior 90
-35.6%
Conversion, latest week
1.7%
Market size, estimated
£92Ka year
Peak month
December7.5× the quietest month
Top search term
escape room162K searches a year

02 · Price

A sale here is worth £13.07.

Listings sell for £13.07 on average, from £6.50 to £21.35. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 250 to 500 of them. At £13.07 that is £3K to £7K a year per listing.

Average price
£13.07under the $15 to $100 sweet spot
Price range
£6.50–£21.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

86% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #487 within Games & Accessories. It carries 2,270 reviews at 4.42 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
100%
Out of stock, average day
7.7%
Average rank
#487in Games & Accessories
Average rating
4.42 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,270per listing
Listings tracked
37

04 · Newcomers

Amazon counts 3 of last year's 6 launches as successful.

6 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 51 months on average, so the names here are settling in.

Launched, last 12 months
6
Successful launches
3Amazon's first-year sales bar
Average brand age
51 months

Products

Top Escape Room products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 44% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£6K£8K£11K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 falling

Sellers

68

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

44%

Top 20: 84%

Open market

16%

  • Thames & Kosmos31%
  • Puzzle Post23%
  • Goliath11%
  • Cryptic Killers8%
  • Trapped6%
  • Talking Tables5%
  • Open — no brand owns it (9 brands, 16%)

Demand

Escape Room search demand

Weekly searches over the year, seasonality beneath. Pick a range.

30K20KSpike '24Black Friday '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 7.5×

Search terms

Top Escape Room search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • escape room162K/yr
  • escape room game178K/yr
  • escape room games22K/yr
  • escape room games for adults28K/yr
  • escape games7K/yr
  • escape game6K/yr
  • home escape room kit5K/yr
  • escape room in a box5K/yr
  • escape room board game8K/yr
  • escape room the game3K/yr

Reviews and returns

What reviews say buyers love and hate about Escape Room

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Value For Money16%−0.09

Could be a bit cheaper

A little bit pricey

I think very expensive without it

Functionality-Overall8%−0.05

nothing works

so no idea if it worked well

serve no purpose

Instructions/User Manual/Troubleshooting7%−0.04

It lacked a bit of direction initially

There's no specific route to take which we didn't realise to begin with

The instructions are stupidly confusing

Ease Of Use6%

Not easy

Its not easy to work out so took longer than expected

really difficult

Hard Feel5%

it was so hard

really difficult

Slightly hard at times

Love

Fun/Entertainment Experience65%+4.46

Fun game

Brilliant fun

Extremely entertaining

Gifting Purpose6%−0.03

Good gift idea

gave as a gift

Good gift

Value For Money5%−0.09

Great value

Money well spent

Amazing value

Quality-Overall5%−0.02

really well made

The clues are great quality

Excellent Quality

Trivia Games3%+0.10

My family and I really enjoyed solving the mysteries

Guests praised the clever puzzles and challenges, which provided just the right level of difficulty to keep everyone engaged without feeling overwhelmed

I really enjoy playing these detective/mystery games

Return

0.6% Return rate 12% Fixable by listing

Quality-Overall19%▄▅▁▁█▁

A really inconsistent product

also looks bad quality

Not quite as good

Gifting Purpose14%█▄▄▃▁▁

What a brilliant gift this could have been if the padlock actually worked

A shame as it was a gift for family

Product Condition10%▆▃▁█▁▁
Advertised Vs Actual Product10%▁▃█▁▁▅

wish had read the description properly

except for a few photos it was all just text

Description not Clear

Defective Material/Parts9%▁▁▃▂█▅

FAQ

Common Escape Room questions

Answered from the same tracked data.