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Kapla

Fail

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

Flapen Score
32
32 / 100
Ranks 1,533 of 1,773 Toys & Games niches · −12 vs the category median of 44
Market size
£47K/yr27K searches / yr
90-day growth
-12.9%search demand this quarter
Competition
85%top-5 click share · 3 brands · 13 sellers

Flapen Score

Kapla against its category

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

32Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Kapla market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Kapla 27K times last year and spent an estimated £47K. All 3 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 32 out of 100, a Fail.

01 · Demand

2.7% of searches ended in a purchase last week.

Shoppers searched for this 27K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.7% of those searches ended in a purchase. Searches in the last 90 days moved -12.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £47K a year.

Searches, last 12 months
27K
Growth, 90 days vs prior 90
-12.9%
Conversion, latest week
2.7%
Market size, estimated
£47Ka year
Peak month
December5.1× the quietest month
Top search term
kapla14K searches a year

02 · Price

A sale here is worth £62.69.

Listings sell for £62.69 on average, from £7.73 to £244.33. Amazon reports units sold in ranges. This niche sold 750 to 1K a year. The average listing sells 0 to 100 of them. At £62.69 that is £0 to £6K a year per listing.

Average price
£62.69inside the $15 to $100 sweet spot
Price range
£7.73–£244.33
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
750–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£6K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

90% of listings pay for placement with sponsored ads. 40% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #2,219 within Baby & Toddler Toys. It carries 622 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
90%
Prime listings
40%
Out of stock, average day
0.0%
Average rank
#2,219in Baby & Toddler Toys
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
622per listing
Listings tracked
10

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 40 months on average, so the names here are settling in.

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

Products

Top Kapla 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 85% of clicks. A locked shelf that new listings rarely crack.

£0£5K£9K£14K£19K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 flat

Sellers

13

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

0%

  • KAPLA71%
  • NiToy27%
  • MIHURO2%
  • Open — no brand owns it (0%)

Demand

Kapla search demand

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

2K1KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 5.1×

Reviews and returns

What reviews say buyers love and hate about Kapla

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

Complain

Instructions/User Manual/Troubleshooting20%

She did mention that not all the instructions are so easy to understand

Love

Creativity25%

It's open ended fun for kids to create their own designs and builds

Imagination is everything

Design-Overall20%

Well designed and strong and the price is really good

make wonderful structures

Quality-Overall17%

Good quality

Fun/Entertainment Experience12%

My daughter is truly enjoying it

This is a very well made children's toy

Wonder toy

Size-Overall8%

Just the right size for small hands to use in play

Return

0.4% Return rate 33% Fixable by listing

Quality-Overall33%▁▁▁▃█▁
Size-Overall33%▁▁▁█▁▁
Gifting Purpose17%▁▁█▁▁▁
Defective Material/Parts17%▁▁▁█▁▁

FAQ

Common Kapla questions

Answered from the same tracked data.