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Hedwig

Fail

Demand is soft, at -43.8% this quarter, so Hedwig is a Fail.

Flapen Score
37
37 / 100
Ranks 1,274 of 1,773 Toys & Games niches · −7 vs the category median of 44
Market size
£31K/yr74K searches / yr
90-day growth
-43.8%search demand this quarter
Competition
63%top-5 click share · 13 brands · 189 sellers

Flapen Score

Hedwig against its category

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

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Hedwig market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Hedwig 74K times last year and spent an estimated £31K. The top 5 brands take 76% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 37 out of 100, a Fail.

01 · Demand

1.8% of searches ended in a purchase last week.

Shoppers searched for this 74K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.8% of those searches ended in a purchase. Searches in the last 90 days moved -43.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £31K a year.

Searches, last 12 months
74K
Growth, 90 days vs prior 90
-43.8%
Conversion, latest week
1.8%
Market size, estimated
£31Ka year
Peak month
December6.9× the quietest month
Top search term
hedwig26K searches a year

02 · Price

A sale here is worth £22.67.

Listings sell for £22.67 on average, from £6.66 to £97.98. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 100 to 250 of them. At £22.67 that is £2K to £6K a year per listing.

Average price
£22.67inside the $15 to $100 sweet spot
Price range
£6.66–£97.98
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
100–250
Revenue per listing a year
£2K–£6K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

80% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 3.3% of listings are out of stock. The average listing ranks #1,074 within Building & Construction Toys. It carries 1,627 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
80%
Prime listings
100%
Out of stock, average day
3.3%
Average rank
#1,074in Building & Construction Toys
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,627per listing
Listings tracked
20

04 · Newcomers

Amazon counts 1 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 39 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
1Amazon's first-year sales bar
Average brand age
39 months

Products

Top Hedwig 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 63% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£3K£5K£6K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 flat

Sellers

189

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

63%

Top 20: 100%

Open market

18%

  • Harry Potter25%
  • Wizarding World19%
  • The Noble Collection14%
  • Rubies11%
  • Rainbow Designs7%
  • LEGO6%
  • Open — no brand owns it (7 brands, 18%)

Demand

Hedwig search demand

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

5K3KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 6.9×

Search terms

Top Hedwig search terms shoppers use

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

  • hedwig26K/yr
  • hedwig harry potter owl19K/yr
  • harry potter owl13K/yr
  • harry potter hedwig8K/yr
  • hedwig plush5K/yr
  • hedwig teddy3K/yr

Reviews and returns

What reviews say buyers love and hate about Hedwig

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

Complain

Size-Overall26%−0.08

Small

Smaller than thought

I went with this one because its smaller

Value For Money10%−0.03

Expensive

Its expensive

Good to build buy not worth the cost

Display-Overall5%−0.01

Wonder if they only get ones not good enough for display

Durability5%−0.01

the base breaks

Love

Design-Overall16%−0.01

it looks fabulous

This makes the construction both fun

Good to build

Collectibles10%+1.05

Collectors item indeed

A lovely addition to any Harry Potter collection

Great collectors piece

Fun/Entertainment Experience9%+0.92

This makes the construction both fun

Great fun

Brilliant set very entertaining

Ease Of Use9%−0.04

Easy five stars

Easy to do

Its now stands on a table mat easier to move about no detriment to the looks

Gifting Purpose8%+0.89

was a gift

Great gift

This makes as a great gift for someone who loves the Harry Potter series

Return

0.9% Return rate 22% Fixable by listing

Gifting Purpose32%▄▁▃▆▇█
Size-Overall13%▁█▁▄▃▁

Small

Smaller than thought

I went with this one because its smaller

Product Condition10%█▁▇▁▁▁
Defective Material/Parts10%▁▁▇█▁▁
Functionality-Overall9%█▁▂▁▅█

FAQ

Common Hedwig questions

Answered from the same tracked data.