---
title: "Heroquest — £122K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/heroquest"
last_updated: "2026-07-31T11:20:36.323Z"
locale: en
meta:
description: "Niche score 40/100 · £122K/yr market · 202K searches/yr · £26.37 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £122K/yr market · 202K searches/yr · £26.37 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Heroquest — £122K/yr Amazon UK Niche (2026) - Flapen"
---
# **heroquest**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 28Growth 13Conversion 29Competition 45Returns 96Price range 91Avg price 95Brand share 0Review moat 72Quality gap 16
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£26.37**
avg listing price — sweet spot $15–$100
**Price range**
**Great****£11.80–£70.82**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****626.38**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Okay****2.3%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****£122K**
£122K/yr · 202K searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-23.4%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, heroquest is a £122K/yr Amazon United Kingdom market (202K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 40/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **heroquest market data**
- **Units sold / yr**
- **5K–6K**
- avg 250–500/product
- **Revenue / yr**
- **£132K–£158K**
- units × avg price
- **Conversion rate**
- **2.3%**
- **Avg BSR**
- **#636**
- **Page quality**
- **0%**
- **Prime**
- **88%**
- **Sponsored**
- **19%**
- **Out of stock**
- **3.9%**
- **Avg brand age**
- **43 months**
- **Avg seller age**
- **178 days**
## **Competition & brand share**
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**2 **▼falling
**Sellers**
**107**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**58%**
Top 20: 100%
**Open market**
**0%**
- Hasbro Gaming77% - Avalon Hill23%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -23.4% search growth over the last 90 days.
13K8KSpike '24Black Friday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 3.7×
[**Open Trend **](https://flapen.com/research/uk/toys-games/heroquest/trend)
## **Top heroquest search terms**
- **heroquest**131K/yr-23.8%2.8% conv. - **hero quest**37K/yr-19.5%2.4% conv. - **heroquest expansion**17K/yr-27.1%4.2% conv. - **hero quest expansion pack**8K/yr-27.2%4.4% conv. - **hero quest board game**7K/yr-18.0%3.0% conv. - **avalon hill**2K/yr-14.9%0.0% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/heroquest/search-terms)
## **Top heroquest 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%5%£6K10%£12K15%£18K20%£24K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 16 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Avalon Hill HeroQuest Game System Fantasy Miniature Dungeon Crawler Tabletop Adventure Game Ages 14 And Up 2-5 Players**Hasbro Gaming**£51.97**4.8★1,305 rev](https://www.amazon.co.uk/dp/B09LKNW9PK) [2**Avalon Hill HeroQuest Jungles of Delthrak Quest Pack Requires HeroQuest Game System to Play Roleplaying Games - English Version**Hasbro Gaming**£20.32**4.8★729 rev](https://www.amazon.co.uk/dp/B0CS7G51Y1) [3**Avalon Hill HeroQuest Wizards of Morcar Quest Pack (Requires HeroQuest Game System) - English Version Blue Red Black**Avalon Hill**£33.35**4.8★143 rev](https://www.amazon.co.uk/dp/B0FJBPW4L7) [4**Avalon Hill HeroQuest First Light Game System Board Game - English Version**Hasbro Gaming**£22.55**4.7★175 rev](https://www.amazon.co.uk/dp/B0DJDDVDRR) [5**Avalon Hill Heroquest Against the Ogre Horde Quest Pack Roleplaying Game Requires HeroQuest Game System to Play - English Version**Hasbro Gaming**£23.89**4.8★516 rev](https://www.amazon.co.uk/dp/B0C4448NNM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Avalon Hill HeroQuest Wizards of Morcar Quest Pack (HeroQuest Game System Required) - French Version**Avalon Hill**£29.39**14 rev9mo ago](https://www.amazon.co.uk/dp/B0FT3QZ4DP) [**Avalon Hill HeroQuest Wizards of Morcar Quest Pack (Requires HeroQuest Game System) - English Version Blue Red Black**Avalon Hill**£33.35**143 rev9mo ago](https://www.amazon.co.uk/dp/B0FJBPW4L7) [**Avalon Hill HeroQuest Joe Manganiellos The Crypt of Perpetual Darkness Quest Pack (Requires HeroQuest Game System) - English Version**Hasbro Gaming**£20.65**321 rev1y ago](https://www.amazon.co.uk/dp/B0DN2ZLCN8) [**Avalon Hill HeroQuest First Light Game System Board Game - English Version**Hasbro Gaming**£22.55**175 rev1y ago](https://www.amazon.co.uk/dp/B0DJDDVDRR) [**Avalon Hill HeroQuest Jungles of Delthrak Quest Pack Requires HeroQuest Game System to Play Roleplaying Games - English Version**Hasbro Gaming**£20.32**729 rev2y ago](https://www.amazon.co.uk/dp/B0CS7G51Y1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Avalon Hill HeroQuest Prophecy of Telor Quest Pack Requires HeroQuest Game System to Play**Hasbro Gaming**£21.54**4.8★**▲ 327%**](https://www.amazon.co.uk/dp/B0C62WCBJP) [**Avalon Hill HeroQuest Wizards of Morcar Quest Pack (HeroQuest Game System Required) - French Version**Avalon Hill**£29.39**4.6★**▲ 125%**](https://www.amazon.co.uk/dp/B0FT3QZ4DP) [**Avalon Hill HeroQuest Jungles of Delthrak Quest Pack Requires HeroQuest Game System to Play Roleplaying Games - English Version**Hasbro Gaming**£20.32**4.8★**▲ 48%**](https://www.amazon.co.uk/dp/B0CS7G51Y1) [**Hasbro Gaming HeroQuest Hero Collection Path of The Wandering Monk Figures | Includes 2 Detailed Miniatures | Requires HeroQuest Game System to Play (Sold Separately) | Ages 14 and Up**Avalon Hill**£12.88**4.7★**▲ 33%**](https://www.amazon.co.uk/dp/B0C449XLVY) [**Avalon Hill Heroquest Against the Ogre Horde Quest Pack Roleplaying Game Requires HeroQuest Game System to Play - English Version**Hasbro Gaming**£23.89**4.8★**▲ 31%**](https://www.amazon.co.uk/dp/B0C4448NNM)
**~~View all trending →~~**
## **What buyers say about heroquest**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Collectibles**23%
*“Good quality figures, scenario booklet and accessories”*
**Value For Money**22%
*“All in all the product price point is very good”*
**Quality-Overall**16%
*“Good quality game pieces, scenario booklet and accessories”*
**Advertised Vs Actual Product**8%
*“Heroquest is epic”*
**Fun/Entertainment Experience**8%
*“amazing game”*
**Stretchability/Expandability/Elasticity**6%
*“Great expansion”*
**Add-Ons/Attachments**5%
*“Great addon”*
**Design-Overall**4%
*“Cool spin on the HeroQuest brand, edgy design and interesting artwork”*
**Trivia Games**3%
*“Good miniatures, interesting quests, and good value”*
**Ease Of Use**2%
*“easy to use”*
### **What buyers complain about **
**Strength**25%
*“And the walls come crumbling down”*
**Thickness**25%
*“only downside is that the new tiles/'rooms' are quite thin, bendy, board, would have preferred them to be thicker and more robust”*
**Material Quality**25%
*“I hate the rubbery materials used for the figures”*
**Size-Overall**25%
*“bigger”*
### **Top return reasons **
**Value For Money**24%
**Gifting Purpose**17%
**Defective Material/Parts**11%
**Product Condition**9%
**Quality-Overall**9%
**Advertised Vs Actual Product**7%
**Durability**4%
**Fun/Entertainment Experience**4%
**Size-Overall**4%
**Wrinkles**4%
## **Common questions**
- **Is heroquest profitable to sell on Amazon United Kingdom?**
- The niche generates £122K/yr across 16 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -23.4%. Flapen's verdict: Skip it (40/100).
- **How competitive is the heroquest niche?**
- 2 brands and 107 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in heroquest?**
- Top complaints mined from reviews: Strength, Thickness, Material Quality. The return rate is 0.9%.
- **When does demand for heroquest peak?**
- Demand peaks in Nov–Dec; the busiest month runs 3.7× the quietest.
- **What does it cost to enter the heroquest niche?**
- Listings span £11.80–£70.82; the average listing price is £26.37 (sweet spot $15–$100). The average incumbent carries 626 reviews — the moat a new listing must climb.
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