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Lego Birds

Fail

The top 5 brands take 98% of clicks, so Lego Birds is a Fail.

Flapen Score
39
39 / 100
Ranks 1,153 of 1,773 Toys & Games niches · −5 vs the category median of 44
Market size
£68K/yr117K searches / yr
90-day growth
-28.1%search demand this quarter
Competition
51%top-5 click share · 7 brands · 346 sellers

Flapen Score

Lego Birds against its category

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

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lego Birds market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lego Birds 117K times last year and spent an estimated £68K. The top 5 brands take 98% of clicks. Demand peaks in Nov–Dec. Flapen scores it 39 out of 100, a Fail.

01 · Demand

3.1% of searches ended in a purchase last week.

Shoppers searched for this 117K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.1% of those searches ended in a purchase. Searches in the last 90 days moved -28.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £68K a year.

Searches, last 12 months
117K
Growth, 90 days vs prior 90
-28.1%
Conversion, latest week
3.1%
Market size, estimated
£68Ka year
Peak month
December4.0× the quietest month
Top search term
lego bird28K searches a year

02 · Price

A sale here is worth £18.91.

Listings sell for £18.91 on average, from £5.84 to £47.61. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 0 to 100 of them. At £18.91 that is £0 to £2K a year per listing.

Average price
£18.91inside the $15 to $100 sweet spot
Price range
£5.84–£47.61
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£2K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

75% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 4.2% of listings are out of stock. The average listing ranks #823 within Building & Construction Toys. It carries 1,707 reviews at 4.71 stars, so a new listing needs social proof before a better product.

Sponsored listings
75%
Prime listings
94%
Out of stock, average day
4.2%
Average rank
#823in Building & Construction Toys
Average rating
4.71 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,707per listing
Listings tracked
36

04 · Newcomers

Amazon counts 9 of last year's 12 launches as successful.

12 products launched here in the last 12 months. Amazon counts 9 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 27 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
12
Successful launches
9Amazon's first-year sales bar
Average brand age
27 months

Products

Top Lego Birds 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 51% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£5K£8K£11K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

7 rising

Sellers

346

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

51%

Top 20: 85%

Open market

1%

  • LEGO86%
  • LUXEBLOCKS3%
  • LocoLee3%
  • Fuleying3%
  • HJPLPXH2%
  • PLAXSOON1%
  • Open — no brand owns it (1 brand, 1%)

Demand

Lego Birds search demand

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

5K4KPrime Day '25Spike '25Black Friday '25Holiday '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 4.0×

Search terms

Top Lego Birds search terms shoppers use

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

  • lego bird28K/yr
  • lego birds27K/yr
  • lego peacock17K/yr
  • lego elephant13K/yr
  • bird lego11K/yr
  • lego 3 in 1 animal7K/yr
  • peacock lego5K/yr
  • lego wild animals5K/yr
  • lego peacock 3 in 13K/yr

Reviews and returns

What reviews say buyers love and hate about Lego Birds

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

Complain

Assembly/Installation22%0.00

Took a bit of time to assemble

Some of the pieces are also hard to fit together

A bit difficult to put together

Size-Overall18%−0.03

Some pieces are very tiny

some parts were quite small

The box is tiny

Advertised Vs Actual Product6%−0.03

this is misleading

Not as advertised

Not what was advertised in the photo on the website

Functionality-Overall4%−0.02

Make the wings better! Wings fell off allot

Strength4%−0.01

Some fiddly bits

flimsy

Love

Value For Money18%+0.84

Excellent value

Worth the price

Good price

Fun/Entertainment Experience13%+0.50

Great fun

Fun set

Fun Build

Design-Overall11%+0.67

Brilliant designs

the design is clever

The set itself is well designed

Gifting Purpose11%+1.33

Bought as a gift

Good gift

Great gift idea

Quality-Overall11%+0.18

Excellent product

High quality build

Lego always excellent quality

Return

0.6% Return rate 17% Fixable by listing

Gifting Purpose47%▅█▆▆▆▅
Value For Money11%█▆▄█▄▄

slightly overpriced for the size

a Bit Overpriced

Size-Overall11%▇▅▄▂█▅

Some pieces are very tiny

some parts were quite small

The box is tiny

Defective Material/Parts8%▁▂▅▆▄█
Product Condition5%▁▂█▅▁▂

FAQ

Common Lego Birds questions

Answered from the same tracked data.