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Horse Mask

Fail

Shoppers spend only $27K a year here, so Horse Mask is a Fail.

Flapen Score
35
35 / 100
Ranks 1,375 of 1,773 Toys & Games niches · −9 vs the category median of 44
Market size
£27K/yr50K searches / yr
90-day growth
-26.8%search demand this quarter
Competition
88%top-5 click share · 9 brands · 22 sellers

Flapen Score

Horse Mask against its category

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

35Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Horse Mask market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Horse Mask 50K times last year and spent an estimated £27K. The top 5 brands take 88% of clicks. Demand peaks in Oct–Nov. Flapen scores it 35 out of 100, a Fail.

01 · Demand

4.9% of searches ended in a purchase last week.

Shoppers searched for this 50K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.9% of those searches ended in a purchase. Searches in the last 90 days moved -26.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £27K a year.

Searches, last 12 months
50K
Growth, 90 days vs prior 90
-26.8%
Conversion, latest week
4.9%
Market size, estimated
£27Ka year
Peak month
October4.7× the quietest month
Top search term
horse mask29K searches a year

02 · Price

A sale here is worth £11.07.

Listings sell for £11.07 on average, from £7.34 to £25.07. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 250 to 500 of them. At £11.07 that is £3K to £6K a year per listing.

Average price
£11.07under the $15 to $100 sweet spot
Price range
£7.34–£25.07
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
250–500
Revenue per listing a year
£3K–£6K
Returns
3.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

67% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 36.5% of listings are out of stock. The average listing ranks #743 within Dress-Up Accessories. It carries 686 reviews at 3.97 stars, so a new listing needs social proof before a better product.

Sponsored listings
67%
Prime listings
78%
Out of stock, average day
36.5%
Average rank
#743in Dress-Up Accessories
Average rating
3.97 starsAmazon United Kingdom average 4.36 stars
Average reviews
686per listing
Listings tracked
9

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 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 39 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
39 months

Products

Top Horse Mask 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 88% of clicks. A locked shelf that new listings rarely crack.

£0£4K£8K£12K£16K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 rising

Sellers

22

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

88%

Top 20: 100%

Open market

8%

  • Supmaker43%
  • molezu18%
  • PHIEZC17%
  • Active Star6%
  • Smiffys3%
  • NIDHFG3%
  • Open — no brand owns it (3 brands, 8%)

Demand

Horse Mask search demand

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

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

Peak months: Oct, Nov · busiest ÷ quietest = 4.7×

Search terms

Top Horse Mask search terms shoppers use

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

  • horse mask29K/yr
  • horse head8K/yr
  • horse head mask8K/yr
  • horse mask adult3K/yr
  • bojack horseman costume3K/yr

Reviews and returns

What reviews say buyers love and hate about Horse Mask

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

Complain

Advertised Vs Actual Product25%−0.27

Does not match the item shown

Quality-Overall25%+3.69

Not the best

Size-Overall25%−0.27

To small

Smell13%−0.13

It also smells quite bad

Allergies13%−0.13

Maybe I am allergic to part of it

Irritating

Love

Quality-Overall40%+3.69

Great quality and has got a few laughs

Amazing and PERFECT

Fun/Entertainment Experience40%+0.84

We had so much fun with these, made well and have put up with a lot of activities

good laugh

funny

Soft Feel20%

respect their gentle ways

Return

3.5% Return rate 60% Fixable by listing

Size-Overall38%█▄▄▄▃▃

To small

Quality-Overall14%▁▅▇▇█▁

Not the best

Advertised Vs Actual Product11%▁▄█▅▁▁

Does not match the item shown

Smell9%▁▃▁▅▁█

It also smells quite bad

Material Quality8%▁▁▄█▅▇

FAQ

Common Horse Mask questions

Answered from the same tracked data.