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Hama Beads

Maybe

Returns run at only 1.1% of orders. But demand is soft, at -14.6% this quarter, so Hama Beads is a Maybe.

Flapen Score
56
56 / 100
Top 14% of 1,773 Toys & Games niches · +12 vs the category median of 44
Market size
£327K/yr589K searches / yr
90-day growth
-14.6%search demand this quarter
Competition
42%top-5 click share · 20 brands · 66 sellers

Flapen Score

Hama Beads against its category

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

56Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hama Beads market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hama Beads 589K times last year and spent an estimated £327K. The top 5 brands take 71% of clicks. Demand peaks in Nov–Dec. Flapen scores it 56 out of 100, a Maybe.

01 · Demand

4.3% of searches ended in a purchase last week.

Shoppers searched for this 589K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.3% of those searches ended in a purchase. Searches in the last 90 days moved -14.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £327K a year.

Searches, last 12 months
589K
Growth, 90 days vs prior 90
-14.6%
Conversion, latest week
4.3%
Market size, estimated
£327Ka year
Peak month
November2.8× the quietest month
Top search term
hama beads247K searches a year

02 · Price

A sale here is worth £13.04.

Listings sell for £13.04 on average, from £2.60 to £25.52. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 500 to 750 of them. At £13.04 that is £7K to £10K a year per listing.

Average price
£13.04under the $15 to $100 sweet spot
Price range
£2.60–£25.52
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
500–750
Revenue per listing a year
£7K–£10K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

79% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 2.7% of listings are out of stock. The average listing ranks #138 within Arts & Crafts. It carries 1,401 reviews at 4.38 stars, so a new listing needs social proof before a better product.

Sponsored listings
79%
Prime listings
97%
Out of stock, average day
2.7%
Average rank
#138in Arts & Crafts
Average rating
4.38 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,401per listing
Listings tracked
38

04 · Newcomers

Amazon counts 0 of last year's 10 launches as successful.

10 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 28 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
10
Successful launches
0Amazon's first-year sales bar
Average brand age
28 months

Products

Top Hama Beads 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 42% of clicks. Leaders hold, but buyers still shop past them.

£0£10K£20K£29K£39K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

20 rising

Sellers

66

Top-5 brand share

71%

Top 20: 100%

Top-5 click share

42%

Top 20: 84%

Open market

24%

  • Hama33%
  • YueXing13%
  • FunzBo9%
  • BLOT8%
  • MerryXGift8%
  • AJAZPER5%

Demand

Hama Beads search demand

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

23K18KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 2.8×

Search terms

Top Hama Beads search terms shoppers use

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

  • hama beads247K/yr
  • hama beads set84K/yr
  • fuse beads62K/yr
  • perler beads41K/yr
  • hammer beads35K/yr
  • iron beads21K/yr
  • perler beads kit10K/yr
  • fuse beads kit14K/yr
  • hamma beads11K/yr
  • hama15K/yr

Reviews and returns

What reviews say buyers love and hate about Hama Beads

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

Complain

Size-Overall44%−0.15

Tiny beads

They are tiny

Small beads

Color7%0.00

Only wish that the colours were more diverse

Does not come with the 5 colored boards

Strength6%−0.02

feels very flimsy

the flimsy box that doesn't shut correctly is the biggest let down

Advertised Vs Actual Product5%−0.02

Product not as advertised

Storage Capacity5%−0.02

Bad storage box

Love

Fun/Entertainment Experience28%+2.75

Entertaining Toy

Hours of fun

Hours of entertainment

Color17%0.00

lovely colours

Good variety of colours

The variety of colors is amazing

Value For Money12%+0.91

Good value

Great value for money

worth the money

Gifting Purpose9%+0.55

Bought as a gift

Great gift

Great as a birthday gift

Quality-Overall7%−0.03

The variety really helps them experiment

Great quality

They work really well

Return

1.1% Return rate 89% Fixable by listing

Size-Overall79%▄▅▇▇██

Tiny beads

They are tiny

Small beads

Color6%█▄▄▁▁▂

Only wish that the colours were more diverse

Does not come with the 5 colored boards

Advertised Vs Actual Product4%▁▇▆█▅▃

Product not as advertised

Quality-Overall3%▁▂█▄▁▃

Poor quality

Defective Material/Parts2%█▂▁▃▁▁

FAQ

Common Hama Beads questions

Answered from the same tracked data.