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Etch a Sketch

Fail

The top 5 brands take 97% of clicks, so Etch a Sketch is a Fail.

Flapen Score
40
40 / 100
Ranks 1,079 of 1,773 Toys & Games niches · −4 vs the category median of 44
Market size
£102K/yr151K searches / yr
90-day growth
-2.9%search demand this quarter
Competition
72%top-5 click share · 7 brands · 34 sellers

Flapen Score

Etch a Sketch against its category

The dotted line is the Toys & Games average. Past it, Etch a Sketch is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Etch a Sketch market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Etch a Sketch 151K times last year and spent an estimated £102K. The top 5 brands take 97% of clicks. Demand peaks in Nov–Dec. Flapen scores it 40 out of 100, a Fail.

01 · Demand

An estimated 5.0% of those searches ended in a purchase.

Shoppers searched for this 151K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 5.0% of those searches ended in a purchase. Searches in the last 90 days moved -2.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £102K a year.

Searches, last 12 months
151K
Growth, 90 days vs prior 90
-2.9%
Conversion, latest week
5.0%
Market size, estimated
£102Ka year
Peak month
December5.7× the quietest month
Top search term
etch a sketch129K searches a year

02 · Price

A sale here is worth £13.74.

Listings sell for £13.74 on average, from £5.81 to £33.12. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 250 to 500 of them. At £13.74 that is £3K to £7K a year per listing.

Average price
£13.74under the $15 to $100 sweet spot
Price range
£5.81–£33.12
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
250–500
Revenue per listing a year
£3K–£7K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

71% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.4% of listings are out of stock. The average listing ranks #164 within Arts & Crafts. It carries 6,751 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
71%
Prime listings
100%
Out of stock, average day
0.4%
Average rank
#164in Arts & Crafts
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
6,751per listing
Listings tracked
14

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 36 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
36 months

Products

Top Etch a Sketch 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.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 72% of clicks. A locked shelf that new listings rarely crack.

£0£10K£20K£31K£41K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

34

Est. top-5 brand share

97%

Top 20: 100%

Est. top-5 click share

72%

Top 20: 100%

Open market

2%

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

Demand

Etch a Sketch search demand

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

10K6KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25SepDecMarJunAugNovMarMay

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

Search terms

Top Etch a Sketch search terms shoppers use

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

  • etch a sketch129K/yr
  • mini etch a sketch5K/yr
  • etchasketch for kids8K/yr
  • etcher sketcher4K/yr
  • etchasketch4K/yr

Reviews and returns

What reviews say buyers love and hate about Etch a Sketch

We read the reviews and the return reasons for every product selling here.

17%of positive reviews mention “Quality-Overall”
20%of negative reviews mention “Size-Overall”
1.1%of orders come back
“It is currently quite short”
A buyer, on “Size-Overall”20% of negative reviews mention the same topic

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.

17 topics

NegativePositive

FAQ

Common Etch a Sketch 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