---
title: "Guess Who — £276K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/guess-who"
last_updated: "2026-07-31T13:00:13.796Z"
locale: en
meta:
description: "Niche score 46/100 · £276K/yr market · 480K searches/yr · £11.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £276K/yr market · 480K searches/yr · £11.76 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Guess Who — £276K/yr Amazon UK Niche (2026) - Flapen"
---
# **guess who**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 50Growth 21Conversion 57Competition 16Returns 95Price range 50Avg price 48Brand share 5Review moat 62Quality gap 91
**Returns**
**Incredible****1.0%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Good****1,033.27**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Good****4.9%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£276K**
£276K/yr · 480K searches
**Price range**
**Good****£4.82–£25.28**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£11.76**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-8.6%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****81%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 5.0×
[**Open Trend **](https://flapen.com/research/uk/toys-games/guess-who/trend)
## **Top guess who search terms**
- **guess who**303K/yr-6.3%4.4% conv. - **guess who game**118K/yr-10.7%4.2% conv. - **guess who game for kids**47K/yr-17.7%4.5% conv. - **guess who disney**4K/yr+6.0%0.9% conv. - **guess who board game**5K/yr-27.0%2.9% conv. - **guess who cards**3K/yr-19.9%0.8% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/guess-who/search-terms)
## **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.
0%10%£28K20%£55K30%£83K40%£111K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 11 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Hasbro Gaming Guess Who? Board Games for Kids Fun Family Game for 2 Players Party Games Ages 6+**Hasbro Gaming**£8.60**4.7★1,207 rev](https://www.amazon.co.uk/dp/B0BZ8PRZ6T) [2**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**£25.28**4.6★6,762 rev](https://www.amazon.co.uk/dp/B08MVWB4SC) [3**Hasbro Gaming Guess Who? Grab and Go Game Travel Games for Kids Portable 2 Player Game Ages 6+**Hasbro Gaming**£4.82**4.1★97 rev](https://www.amazon.co.uk/dp/B0CBKNRH4Y) [4**louuuou Who Am I Game 2 Player Mystery Face Guessing Board Game for Family**louuuou**£10.21**3.7★17 rev](https://www.amazon.co.uk/dp/B0FH2SZCJN) [5**Winning Moves Bluey Guess Who? Classic Guessing Board Game for Families and Bluey Fans great gift for ages 6 plus**Winning Moves**£12.10**4.6★114 rev](https://www.amazon.co.uk/dp/B0FH6X153Y)
**~~View all top sellers →~~**
### **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**£8.54**7 rev4mo ago](https://www.amazon.co.uk/dp/B0GS9CZZ6H) [**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**£8.66**11 rev8mo ago](https://www.amazon.co.uk/dp/B0G49FTF5B) [**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**£12.32**438 rev1y ago](https://www.amazon.co.uk/dp/B0FHJ63N2G) [**louuuou Who Am I Game 2 Player Mystery Face Guessing Board Game for Family**louuuou**£10.21**17 rev1y ago](https://www.amazon.co.uk/dp/B0FH2SZCJN) [**Winning Moves Bluey Guess Who? Classic Guessing Board Game for Families and Bluey Fans great gift for ages 6 plus**Winning Moves**£12.10**114 rev1y ago](https://www.amazon.co.uk/dp/B0FH6X153Y)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£8.54**2.8★**▲ 406%**](https://www.amazon.co.uk/dp/B0GS9CZZ6H) [**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**£25.28**4.6★**▲ 122%**](https://www.amazon.co.uk/dp/B08MVWB4SC) [**louuuou Who Am I Game 2 Player Mystery Face Guessing Board Game for Family**louuuou**£10.21**3.7★**▲ 108%**](https://www.amazon.co.uk/dp/B0FH2SZCJN) [**Hasbro Gaming Guess Who? Grab and Go Game Travel Games for Kids Portable 2 Player Game Ages 6+**Hasbro Gaming**£4.82**4.1★**▲ 38%**](https://www.amazon.co.uk/dp/B0CBKNRH4Y) [**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**£15.63**4.4★**▲ 14%**](https://www.amazon.co.uk/dp/B0FMQFMHQS)
**~~View all trending →~~**
## **What buyers say about guess who**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**40%
*“Fun for all”*
**Gifting Purpose**15%
*“Gift success”*
**Quality-Overall**11%
*“Amazing quality”*
**Value For Money**6%
*“Good value for money”*
**Color**3%
*“Bright, colourful Guess Who game with Marvel characters”*
**Size-Overall**3%
*“Size is as expected for travel game”*
**Ease Of Use**2%
*“easy to use”*
**Compactness**2%
*“was easy to use in a small space”*
**Trivia Games**2%
*“She really likes playing with this game”*
**Portability**2%
*“great for travelling”*
### **What buyers complain about **
**Quality-Overall**19%
*“Ordered this for my little girl really bad quality it has broken already”*
**Strength**17%
*“Very flimsy”*
**Size-Overall**16%
*“Not fit for purpose and mis-sold”*
**Assembly/Installation**11%
*“The seller just refunded us when i questioned how to assemble the no assembly needed item”*
**Ease Of Use**6%
*“Very basic - cards need to be taken out”*
**Design-Overall**5%
*“Hard to differentiate features”*
**Durability**3%
*“too much pressure in a bag could potentially break it”*
**Developmental Needs**2%
*“difficult for younger children to distinguish between them”*
**Advertised Vs Actual Product**2%
*“Not as good looking at the pictures in the advert”*
**Value For Money**2%
*“Cheap for a reason”*
### **Top return reasons **
**Size-Overall**23%
**Gifting Purpose**18%
**Quality-Overall**16%
**Defective Material/Parts**14%
**Advertised Vs Actual Product**7%
**Strength**4%
**Value For Money**2%
**Functionality-Overall**2%
**Product Condition**2%
**Compatibility-Overall**2%
## **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.
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