Is lego at at profitable to sell on Amazon United Kingdom?

The niche generates £665K/yr across 7 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +7.4%. Flapen's verdict: Skip it (36/100).

How competitive is the lego at at niche?

2 brands and 107 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in lego at at?

Top complaints mined from reviews: Size-Overall, Strength, Value For Money. The return rate is 0.7%.

What does it cost to enter the lego at at niche?

Listings span £32.98–£1130.02; the average listing price is £385.62 (sweet spot $15–$100). The average incumbent carries 481 reviews — the moat a new listing must climb.

lego at at

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Review moat

Great480.71

avg incumbent reviews — the moat a new listing must climb

Market size

Good£665K

£665K/yr · 103K searches

Growth

Okay+7.4%

90-day search growth — must beat 0% to launch

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Conversion

Bad1.7%

search→purchase rate — share of searches ending in a sale

Avg price

Bad£385.62

avg listing price — sweet spot $15–$100

Competition

Bad92%

top-5 click share — a locked-up shelf

Price range

Bad£32.98–£1130.02

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, lego at at is a £665K/yr Amazon United Kingdom market (103K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 36/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

lego at at market data

Units sold / yr: 1K–2K; avg 100–250/product
Revenue / yr: £482K–£578K; units × avg price
Conversion rate: 1.7%
Avg BSR: #2,494
Page quality: 0%
Prime: 86%
Sponsored: 57%
Out of stock: 5.8%
Avg brand age: 47 months
Avg seller age: 169 days

Competition & brand share

The top 5 products capture 92% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 falling

Sellers

107

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

92%

Top 20: 100%

Open market

LEGO96%
Star Wars4%

Demand

Weekly Amazon search volume, last 34 weeks — +7.4% search growth over the last 90 days.

Open Trend

Top lego at at search terms

lego at at33K/yr +2.8%3.2% conv.
lego star wars at at15K/yr -10.0%1.2% conv.
at at lego14K/yr +31.6%3.7% conv.
at at9K/yr +108.0%1.1% conv.
lego atat11K/yr +15.2%3.8% conv.
lego at at walker9K/yr -14.0%1.7% conv.
atat4K/yr +66.8%0.3% conv.
star wars lego at at5K/yr -59.4%1.3% conv.
lego at-at4K/yr +19.4%3.7% conv.

All search terms

Top lego at at 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

LEGO Star Wars 75440 AT-AT Building Set for Adults - Display Model Kit w/Snowspeeder Stand & Nameplate - Shelf Decor Idea - Collectible Gift for The Empire Strikes Back Fans

LEGO£38.384.6★379 rev

LEGO Star Wars AT-AT 75288 Building Kit Fun Building Toy Playset for Kids to Role-Play Exciting Missions in the Star Wars Universe and Recreate Classic Star Wars Trilogy Scenes (1 267 Pieces)

LEGO£249.734.8★1,471 rev

LEGO Star Wars at-at Walker 75313 Buildable Model Collectible Set for Adults Ultimate Build and Display Set 9 Minifigures Including General Veers Luke Skywalker Snowtroopers Drivers (6333003)

LEGO£1130.024.7★445 rev

LEGO Star Wars - AT-AT

LEGO£1090.174.6★79 rev

LEGO Star Wars 75424 SMART Play: AT-ST Attack on Endor - Compatible Interactive Toy Set incl. 2 SMART Tags and Wicket Minifigure - Gift Idea for 8+ Year Old Boys Girls & Adult Fans

LEGO£32.984.0★95 rev

Newest

by launch date

LEGO Star Wars 75424 SMART Play: AT-ST Attack on Endor - Compatible Interactive Toy Set incl. 2 SMART Tags and Wicket Minifigure - Gift Idea for 8+ Year Old Boys Girls & Adult Fans

LEGO£32.9895 rev

6mo ago

LEGO Star Wars 75440 AT-AT Building Set for Adults - Display Model Kit w/Snowspeeder Stand & Nameplate - Shelf Decor Idea - Collectible Gift for The Empire Strikes Back Fans

LEGO£38.38379 rev

6mo ago

LEGO Star Wars 75417 AT-ST Walker Building Set for Adults - UCS Display Model Kit with a Minifigure & Information Plaque - Collectible Gift for Fans

LEGO£114.95394 rev

1y ago

Star Wars Micro Galaxy Squadron AT-AT Walker - 10-Inch Assault Class Vehicle with Five 1-Inch Micro Figure Accessories

Star Wars£43.13502 rev

3y ago

LEGO Star Wars - AT-AT

LEGO£1090.1779 rev

4y ago

What buyers say about lego at at

What buyers praise and complain about, mined from review topics.

What buyers love

Design-Overall19%

“It's amazingly and accurately designed”

Quality-Overall15%

“Good set, good quality”

Collectibles12%

“Son collects Lego so brought for his birthday he will love it at 47 years old he still enjoys it”

Assembly/Installation7%

“well put together”

Display-Overall7%

“Looks great on display”

Fun/Entertainment Experience6%

“I'd recommend it for interactive play”

Gifting Purpose6%

“Great birthday present for a Star Wars fan”

Value For Money4%

“Great value for money”

Compatibility-Overall3%

“This set is apparently smart play compatible”

Advertised Vs Actual Product3%

“the LEGO Star Wars 75424 SMART Play: AT-ST Attack on Endor delivers a richly layered building”

What buyers complain about

Size-Overall27%

“It is a medium size build”

Strength17%

“falls apart at the drop of a hat”

Value For Money10%

“not including a smart brick is way too expensive”

Noise Level7%

“The sounds are so so disappointing”

Quality-Overall6%

“The Lego kits you buy are becoming increasingly variable in quality”

Audio Quality4%

“The sounds are rubbish gibberish nonsense”

Advertised Vs Actual Product4%

“to not clearly stipulate that in the listing is outrageous”

Print Quality4%

“Read small prints before buying”

Display-Overall1%

“I would have preferred see through”

Ease Of Use1%

“Maybe too easy for his age - he did it in around 45 mins if that”

Top return reasons

Gifting Purpose29%

Defective Material/Parts14%

Value For Money13%

Functionality-Overall9%

Size-Overall7%

Assembly/Installation7%

Touch/Button Controls5%

Quality-Overall4%

Adhesion/Stickiness4%

Balance/Stability2%

Common questions

Is lego at at profitable to sell on Amazon United Kingdom?: The niche generates £665K/yr across 7 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +7.4%. Flapen's verdict: Skip it (36/100).
How competitive is the lego at at niche?: 2 brands and 107 sellers compete. The top 5 products take 92% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in lego at at?: Top complaints mined from reviews: Size-Overall, Strength, Value For Money. The return rate is 0.7%.
What does it cost to enter the lego at at niche?: Listings span £32.98–£1130.02; the average listing price is £385.62 (sweet spot $15–$100). The average incumbent carries 481 reviews — the moat a new listing must climb.