guess who
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible1.0%return rate — above 5% kills the launch gate
Quality gap
Great4.1★avg incumbent rating — lower means beatable quality
Review moat
Good1,033.27avg incumbent reviews — the moat a new listing must climb
Conversion
Good4.9%search→purchase rate — share of searches ending in a sale
Market size
Good£276K£276K/yr · 480K searches
Price range
Good£4.82–£25.28cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£11.76avg listing price — sweet spot $15–$100
Growth
Bad-8.6%90-day search growth — must beat 0% to launch
Competition
Bad81%top-5 click share — a locked-up shelf
Brand share
Bad98%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, guess who is a £276K/yr Amazon United Kingdom market (480K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 46/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
guess who market data
- Units sold / yr
- 30K–40K
- avg 3,000–4,000/product
- Revenue / yr
- £353K–£470K
- units × avg price
- Conversion rate
- 4.9%
- Avg BSR
- #433
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 64%
- Out of stock
- 4.3%
- Avg brand age
- 43 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products capture 81% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 rising
Sellers
127
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
81%
Top 20: 100%
Open market
0%
- Hasbro Gaming64%
- Winning Moves15%
- louuuou10%
- Gubilacrum6%
- Zenova3%
- Hojalis2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 5.0×
Top guess who search terms
- guess who303K/yr
- guess who game118K/yr
- guess who game for kids47K/yr
- guess who disney4K/yr
- guess who board game5K/yr
- guess who cards3K/yr
Top guess who 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.
All 11 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Hasbro Gaming Guess Who? Board Games for Kids Fun Family Game for 2 Players Party Games Ages 6+
Hasbro Gaming£8.604.7★1,207 rev
Hasbro Gaming Guess Who? Board Game with People and Pets The Original Guessing Game for Kids Ages 6 and Up Includes People Cards and Pets Cards
Hasbro Gaming£25.284.6★6,762 rev
Hasbro Gaming Guess Who? Grab and Go Game Travel Games for Kids Portable 2 Player Game Ages 6+
Hasbro Gaming£4.824.1★97 rev
louuuou Who Am I Game 2 Player Mystery Face Guessing Board Game for Family
louuuou£10.213.7★17 rev
Winning Moves Bluey Guess Who? Classic Guessing Board Game for Families and Bluey Fans great gift for ages 6 plus
Winning Moves£12.104.6★114 rev
Newest
by launch date
Guess Who Game Interactive Family Entertainment Engaging Board Game for Social Gatherings Classic Guessing Game with Character Cards Suitable for Various Occasions and Age Groups
Gubilacrum£8.547 rev
Guess Who Game Who am I Game for Kids Families Fun Family Guessing Board Game for 2 Players Educational Memory Logic Toy for Boys and Girls Ages 3+ Perfect for Kids Night Party Games
Zenova£8.6611 rev
Winning Moves World Football Stars Guess Who? Board Game Play with Mbappé Cole Palmer Núñez and Harry Kane easy to set up gift for ages 6 plus
Winning Moves£12.32438 rev
louuuou Who Am I Game 2 Player Mystery Face Guessing Board Game for Family
louuuou£10.2117 rev
Winning Moves Bluey Guess Who? Classic Guessing Board Game for Families and Bluey Fans great gift for ages 6 plus
Winning Moves£12.10114 rev
Trending
90-day click momentumGuess Who Game Interactive Family Entertainment Engaging Board Game for Social Gatherings Classic Guessing Game with Character Cards Suitable for Various Occasions and Age Groups
Gubilacrum£8.542.8★
Hasbro Gaming Guess Who? Board Game with People and Pets The Original Guessing Game for Kids Ages 6 and Up Includes People Cards and Pets Cards
Hasbro Gaming£25.284.6★
louuuou Who Am I Game 2 Player Mystery Face Guessing Board Game for Family
louuuou£10.213.7★
Hasbro Gaming Guess Who? Grab and Go Game Travel Games for Kids Portable 2 Player Game Ages 6+
Hasbro Gaming£4.824.1★
Winning Moves Squishmallows Guess Who? Board Game Meet all your favorite characters including Cam Pama Lil Gouda Avery and Samir as you play Ages 6 and up
Winning Moves£15.634.4★
What buyers say about guess who
What buyers praise and complain about, mined from review topics.What buyers love
“Fun for all”
“Gift success”
“Amazing quality”
“Good value for money”
“Bright, colourful Guess Who game with Marvel characters”
“Size is as expected for travel game”
“easy to use”
“was easy to use in a small space”
“She really likes playing with this game”
“great for travelling”
What buyers complain about
“Ordered this for my little girl really bad quality it has broken already”
“Very flimsy”
“Not fit for purpose and mis-sold”
“The seller just refunded us when i questioned how to assemble the no assembly needed item”
“Very basic - cards need to be taken out”
“Hard to differentiate features”
“too much pressure in a bag could potentially break it”
“difficult for younger children to distinguish between them”
“Not as good looking at the pictures in the advert”
“Cheap for a reason”
Top return reasons
Common questions
- Is guess who profitable to sell on Amazon United Kingdom?
- The niche generates £276K/yr across 11 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Skip it (46/100).
- How competitive is the guess who niche?
- 6 brands and 127 sellers compete. The top 5 products take 81% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in guess who?
- Top complaints mined from reviews: Quality-Overall, Strength, Size-Overall. The return rate is 1.0%.
- When does demand for guess who peak?
- Demand peaks in Nov–Dec; the busiest month runs 5.0× the quietest.
- What does it cost to enter the guess who niche?
- Listings span £4.82–£25.28; the average listing price is £11.76 (sweet spot $15–$100). The average incumbent carries 1,033 reviews — the moat a new listing must climb.