Is etch a sketch profitable to sell on Amazon United Kingdom?

The niche generates £102K/yr across 14 tracked products. 90-day search growth is -2.9%. Flapen's verdict: Skip it (40/100).

How competitive is the etch a sketch niche?

7 brands and 34 sellers compete. The top 5 products take 72% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in etch a sketch?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 1.1%.

When does demand for etch a sketch peak?

Demand peaks in Nov–Dec; the busiest month runs 5.7× the quietest.

What does it cost to enter the etch a sketch niche?

Listings span £5.81–£33.12; the average listing price is £13.74 (sweet spot $15–$100). The average incumbent carries 6,751 reviews — the moat a new listing must climb.

etch a sketch

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Great1.1%

return rate — above 5% kills the launch gate

Price range

Good£5.81–£33.12

cheapest to priciest tracked listing — scored on the share inside $15–$100

Avg price

Good£13.74

avg listing price — sweet spot $15–$100

Conversion

Good5.0%

search→purchase rate — share of searches ending in a sale

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Okay£102K

£102K/yr · 151K searches

Growth

Bad-2.9%

90-day search growth — must beat 0% to launch

Competition

Bad72%

top-5 click share — a locked-up shelf

Review moat

Bad6,751.29

avg incumbent reviews — the moat a new listing must climb

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, etch a sketch is a £102K/yr Amazon United Kingdom market (151K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 40/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

etch a sketch market data

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: £82K–£110K; units × avg price
Conversion rate: 5.0%
Avg BSR: #164
Page quality: 0%
Prime: 100%
Sponsored: 71%
Out of stock: 0.4%
Avg brand age: 36 months
Avg seller age: 196 days

Competition & brand share

The top 5 products capture 72% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

Etch A Sketch49%
SGILE25%
AiTuiTui15%
Genialba6%
Yimomoyi2%
Kikidex2%
Open — no brand owns it (1 brand, 2%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -2.9% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 5.7×

Open Trend

Top etch a sketch search terms

etch a sketch129K/yr -4.8%3.8% conv.
mini etch a sketch5K/yr +49.0%1.7% conv.
etchasketch for kids8K/yr -25.5%3.6% conv.
etcher sketcher4K/yr +3.8%4.6% conv.
etchasketch4K/yr +2.3%4.5% conv.

All search terms

Top etch a sketch 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 14 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Etch A Sketch Classic Drawing Toy with Magic Screen for Ages 3 and up (Style May Vary)

Etch A Sketch£25.294.5★9,224 rev

SGILE Toddler Toys for Kids Toys for 1 2 3 Year Old Girls Boys Magnetic Drawing Board for Birthday Gift Etch & Sketch Pad with 3 Stamps Learning and Educational Blue

SGILE£7.214.6★9,567 rev

Etch A Sketch - Original Magic Screen - Childrens Magnetic Board - with 86% Recycled Plastic - Creative Games Committed to the Environment - 6066719 - Toys Children 3 Years +

Etch A Sketch£22.914.2★952 rev

Etch A Sketch - Recyclable version - Create infinite drawings with this magic screen - Travel size to take anywhere - Childrens toy 3+ years - Creative Hobbies Drawing Toy

Etch A Sketch£11.894.6★364 rev

AiTuiTui Dinosaur Magnetic Drawing Board Kids Toys for 2 3 4 5 Years Old Girls Boys Birthday Gifts Colorful Erasable Doodle Pad Education Learning Kid Age 2-7 Toddler Drawing Travel Toys (Blue)

AiTuiTui£8.464.4★5,191 rev

Newest

by launch date

Yimomoyi Magnetic Drawing Board for Kids 12Pcs Magnetic Drawing Board Kid

Yimomoyi£10.6228 rev

1y ago

AiTuiTui Dinosaur Magnetic Drawing Board Kids Toys for 2 3 4 5 Years Old Girls Boys Birthday Gifts Colorful Erasable Doodle Pad Education Learning Kid Age 2-7 Toddler Drawing Travel Toys (Blue)

AiTuiTui£8.465,191 rev

2y ago

Dinosaur Magnetic Drawing Board Kids Toys for Girls Boys Birthday Colorful Mess-Free Erasable Doodle Writing Sketch Pad Education Learning Car Travel Toy for Toddlers 2 3 4 5 Year Old Gift (Pink)

AiTuiTui£8.485,191 rev

2y ago

Etch A Sketch - Original Magic Screen - Childrens Magnetic Board - with 86% Recycled Plastic - Creative Games Committed to the Environment - 6066719 - Toys Children 3 Years +

Etch A Sketch£22.91952 rev

3y ago

Etch A Sketch - Recyclable version - Create infinite drawings with this magic screen - Travel size to take anywhere - Childrens toy 3+ years - Creative Hobbies Drawing Toy

Etch A Sketch£11.89364 rev

3y ago

What buyers say about etch a sketch

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall17%

“Excellent product”

Fun/Entertainment Experience13%

“Good fun for kids”

Value For Money9%

“Good value for money”

Color6%

“Lovely colours”

Gifting Purpose6%

“It was a gift”

Size-Overall6%

“Good travel size”

Strength6%

“Sturdy”

Portability4%

“Portable and Easy to use”

Creativity4%

“Very good creative options”

Weight Light3%

“lightweight will be keeping it”

What buyers complain about

Size-Overall20%

“It is currently quite short”

Quality-Overall14%

“just overall rubbish purchase”

Value For Money11%

“Was not really worth the price”

Color7%

“colours very faint”

Strength5%

“This is very flimsy”

Gifting Purpose4%

“was a gift so retuned”

Display Colors4%

“However the colour of the writing is light”

Strap/String Quality4%

“I get the string is short because of strangulation”

Durability4%

“Broke a day after the the return window closed”

Thickness2%

“This sketch board is not worth the money its thin”

Top return reasons

Size-Overall35%

Quality-Overall12%

Defective Material/Parts8%

Functionality-Overall5%

Color5%

Strength4%