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Kids Paint

Fail

The top 5 brands take 98% of clicks, so Kids Paint is a Fail.

Flapen Score
41
41 / 100
Ranks 1,034 of 1,773 Toys & Games niches · −3 vs the category median of 44
Market size
£649K/yr574K searches / yr
90-day growth
-20.8%search demand this quarter
Competition
83%top-5 click share · 6 brands · 34 sellers

Flapen Score

Kids Paint against its category

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

41Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Kids Paint market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Kids Paint 574K times last year and spent an estimated £649K. The top 5 brands take 98% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 41 out of 100, a Fail.

01 · Demand

11.3% of searches ended in a purchase last week.

Shoppers searched for this 574K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.3% of those searches ended in a purchase. Searches in the last 90 days moved -20.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £649K a year.

Searches, last 12 months
574K
Growth, 90 days vs prior 90
-20.8%
Conversion, latest week
11.3%
Market size, estimated
£649Ka year
Peak month
November2.6× the quietest month
Top search term
kids paint109K searches a year

02 · Price

A sale here is worth £10.01.

Listings sell for £10.01 on average, from £3.28 to £21.25. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 4,000 to 5,000 of them. At £10.01 that is £40K to £50K a year per listing.

Average price
£10.01under the $15 to $100 sweet spot
Price range
£3.28–£21.25
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
4,000–5,000
Revenue per listing a year
£40K–£50K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

64% of listings pay for placement with sponsored ads. 82% ship with Prime. On an average day, 0.6% of listings are out of stock. The average listing ranks #6 within Arts & Crafts. It carries 6,366 reviews at 4.62 stars, so a new listing needs social proof before a better product.

Sponsored listings
64%
Prime listings
82%
Out of stock, average day
0.6%
Average rank
#6in Arts & Crafts
Average rating
4.62 starsAmazon United Kingdom average 4.36 stars
Average reviews
6,366per listing
Listings tracked
11

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 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 44 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
44 months

Products

Top Kids Paint 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 83% of clicks. A locked shelf that new listings rarely crack.

£0£65K£130K£195K£260K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

34

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

0%

  • CRAYOLA64%
  • Nicpro11%
  • scola9%
  • Baker Ross9%
  • Paint Pop6%
  • ARTKUNST2%

Demand

Kids Paint search demand

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

23K18KSpike '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×

Search terms

Top Kids Paint search terms shoppers use

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

  • kids paint109K/yr
  • washable paints for kids52K/yr
  • poster paint45K/yr
  • paint for kids43K/yr
  • washable paint32K/yr
  • paints for kids39K/yr
  • kids paints35K/yr
  • childrens paint33K/yr
  • crayola paint40K/yr
  • paint kids18K/yr

Reviews and returns

What reviews say buyers love and hate about Kids Paint

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

Complain

Color18%+0.39

They both look black

whereas offering a different colour may have been better

Colours not as advertised

Paint Quality15%−0.08

Clothes 😤 Paint does not wash off body or clothes

Received paints bigger than I thought

all paint leaking out

Size-Overall15%−0.02

The bottles were smaller than expected

Small bottles

Small

Ease Of Cleaning14%−0.06

Poor quality, crumble and leave big mess to clean up

It was a mess

Not washable

Smell7%+0.18

smelly

No strong smell I recommend

They have a very potent chemical smell

Love

Color23%+0.39

vibrant colour

Lovely colours

Colours are beautiful

Engraving/Paint/Sublimation12%

Very good paint

Great paint for young ones

Great set of paints that my toddler daughter enjoys painting with

Value For Money10%+1.23

Excellent value

Good value

Worth the money

Paint Quality9%−0.08

Good paint

The paint flows well

Great pots of paint

Quality-Overall9%+0.45

Great quality, vibrant and easy to wash off

Excellent product

Good quality and are actually washable

Return

0.3% Return rate 48% Fixable by listing

Paint Quality30%▄▇████

Clothes 😤 Paint does not wash off body or clothes

Received paints bigger than I thought

all paint leaking out

Color18%█▄▃▄▅▄

They both look black

whereas offering a different colour may have been better

Colours not as advertised

Size-Overall16%▅█▃▅▇▄

The bottles were smaller than expected

Small bottles

Small

Advertised Vs Actual Product11%▃▃█▆▁█

Washable? Advertised as washable paint but this wasnt the case.

Quality-Overall7%█▁▂▅▁▅

I can't believe this is Crayola quality

FAQ

Common Kids Paint questions

Answered from the same tracked data.