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Hammond Collection

Fail

The top 5 brands take 100% of clicks, so Hammond Collection is a Fail.

Flapen Score
42
42 / 100
Ranks 971 of 1,773 Toys & Games niches · −2 vs the category median of 44
Market size
£71K/yr419K searches / yr
90-day growth
+10.1%search demand this quarter
Competition
62%top-5 click share · 3 brands · 96 sellers

Flapen Score

Hammond Collection against its category

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

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hammond Collection market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hammond Collection 419K times last year and spent an estimated £71K. All 3 brands take every click. Demand peaks in Aug–Nov. Flapen scores it 42 out of 100, a Fail.

01 · Demand

0.5% of searches ended in a purchase last week.

Shoppers searched for this 419K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.5% of those searches ended in a purchase. Searches in the last 90 days moved +10.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £71K a year.

Searches, last 12 months
419K
Growth, 90 days vs prior 90
+10.1%
Conversion, latest week
0.5%
Market size, estimated
£71Ka year
Peak month
August2.0× the quietest month
Top search term
hammond collection226K searches a year

02 · Price

A sale here is worth £31.93.

Listings sell for £31.93 on average, from £12.80 to £121.17. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £31.93 that is £3K to £8K a year per listing.

Average price
£31.93inside the $15 to $100 sweet spot
Price range
£12.80–£121.17
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£3K–£8K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

24% of listings pay for placement with sponsored ads. 82% ship with Prime. On an average day, 19.5% of listings are out of stock. The average listing ranks #1,264 within Play Figures. It carries 259 reviews at 4.46 stars, so a new listing needs social proof before a better product.

Sponsored listings
24%
Prime listings
82%
Out of stock, average day
19.5%
Average rank
#1,264in Play Figures
Average rating
4.46 starsAmazon United Kingdom average 4.36 stars
Average reviews
259per listing
Listings tracked
17

04 · Newcomers

Amazon counts 8 of last year's 9 launches as successful.

9 products launched here in the last 12 months. Amazon counts 8 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 35 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
9
Successful launches
8Amazon's first-year sales bar
Average brand age
35 months

Products

Top Hammond Collection 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 62% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£7K£11K£14K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 rising

Sellers

96

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

0%

  • Mattel73%
  • Jurassic World24%
  • Magnetoe3%

Demand

Hammond Collection search demand

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

15K10KSpike '25Prime Day '25Black Friday '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Aug, Nov · busiest ÷ quietest = 2.0×

Search terms

Top Hammond Collection search terms shoppers use

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

  • hammond collection226K/yr
  • jurassic world hammond collection83K/yr
  • hammond collection spinosaurus31K/yr
  • hammond collection dinosaurs20K/yr
  • hammond collection t rex7K/yr
  • hammond collection allosaurus6K/yr
  • hammond6K/yr
  • hammond collection carnotaurus8K/yr
  • hammond collection jurassic6K/yr
  • hammond collection giganotosaurus8K/yr

Reviews and returns

What reviews say buyers love and hate about Hammond Collection

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

Complain

Size-Overall35%−0.08

joints are loose

It's not massive

Small

Value For Money20%−0.15

Overpriced

No where near worth the price

Overpriced for what it actually is

Quality-Overall17%+0.19

Although these are decent quality toys I think they are incredibly overpriced

Poor quality

perhaps not the best Ive seen from the range

Gifting Purpose5%+0.22

Cant send it back because its part of a birthday present

Accuracy-Overall5%+0.28

slight inaccuracies which are frustrating on an 'Premium Adult Collectible'

Love

Quality-Overall32%+0.19

Good quality

Very well made and looks great

they are just excellent

Collectibles24%+2.23

it's now part of his collection

Great dinosaur for collection

it is a very good toy for a collector

Design-Overall10%+0.11

Extremely good on how good the design was

Love the design for the most parts

The artwork is good

Gifting Purpose7%+0.22

A gift

Ideal gift for a twelve year old boy

Fun/Entertainment Experience6%+0.87

Kids love it

interchangeable parts which makes for fabulous imaginative play

he love dinosaurs is a good quality toy

Return

1.1% Return rate 13% Fixable by listing

Defective Material/Parts24%▁▃▆█▅▄
Quality-Overall16%▁█▅▁█▅

Although these are decent quality toys I think they are incredibly overpriced

Poor quality

perhaps not the best Ive seen from the range

Size-Overall12%▁▆▁█▂▁

joints are loose

It's not massive

Small

Functionality-Overall8%▁▁█▁▆▁
Product Condition8%█▁▁▁▁▁

FAQ

Common Hammond Collection questions

Answered from the same tracked data.