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Lego Dungeons and Dragons

Fail

The top 5 brands take 100% of clicks, so Lego Dungeons and Dragons is a Fail.

Flapen Score
34
34 / 100
Ranks 1,428 of 1,773 Toys & Games niches · −10 vs the category median of 44
Market size
£10K/yr35K searches / yr
90-day growth
+1.3%search demand this quarter
Competition
65%top-5 click share · 3 brands · 96 sellers

Flapen Score

Lego Dungeons and Dragons against its category

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

34Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lego Dungeons and Dragons market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lego Dungeons and Dragons 35K times last year and spent an estimated £10K. All 3 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 34 out of 100, a Fail.

01 · Demand

0.5% of searches ended in a purchase last week.

Shoppers searched for this 35K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.5% of those searches ended in a purchase. Searches in the last 90 days moved +1.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £10K a year.

Searches, last 12 months
35K
Growth, 90 days vs prior 90
+1.3%
Conversion, latest week
0.5%
Market size, estimated
£10Ka year
Peak month
December8.0× the quietest month
Top search term
lego dungeons and dragons17K searches a year

02 · Price

A sale here is worth £52.79.

Listings sell for £52.79 on average, from £7.24 to £298.74. Amazon reports units sold in ranges. This niche sold 250 to 500 a year. The average listing sells 0 to 100 of them. At £52.79 that is £0 to £5K a year per listing.

Average price
£52.79inside the $15 to $100 sweet spot
Price range
£7.24–£298.74
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
250–500
Units per listing a year
0–100
Revenue per listing a year
£0–£5K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

56% of listings pay for placement with sponsored ads. 50% ship with Prime. On an average day, 0.9% of listings are out of stock. The average listing ranks #1,903 within Building & Construction Toys. It carries 138 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
50%
Out of stock, average day
0.9%
Average rank
#1,903in Building & Construction Toys
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
138per listing
Listings tracked
18

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 30 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Lego Dungeons and Dragons 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 65% of clicks. Leaders hold, but buyers still shop past them.

£0£963£2K£3K£4K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 falling

Sellers

96

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

0%

  • LEGO83%
  • LocoLee12%
  • Brihappen6%
  • Open — no brand owns it (0%)

Demand

Lego Dungeons and Dragons search demand

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

6K4KSpike '25Prime Day '25Black Friday '25Holiday '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 8.0×

Search terms

Top Lego Dungeons and Dragons search terms shoppers use

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

  • lego dungeons and dragons17K/yr
  • dungeons and dragons lego7K/yr
  • lego dnd6K/yr
  • dnd lego4K/yr
  • lego d&d2K/yr

Reviews and returns

What reviews say buyers love and hate about Lego Dungeons and Dragons

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

Complain

Value For Money50%

A little expensive

Expensive

They seem expensive for what they are

Assembly/Installation8%

takes a while to build

Love

Fun/Entertainment Experience23%

Superb toy

Great fun

One of those sets that feels properly fun from the first few steps

Quality-Overall17%

Good quality detail

Good quality too

Great product

Design-Overall12%

Excellently designed

A superb build experience

The different models look good

Color7%

Good size, great colours

Colours are decent

Ease Of Use6%

very easy to picture in action

Well made lego dragon easy to put togethe

Return

0.8% Return rate 29% Fixable by listing

Gifting Purpose29%▁█▃▁▁▁
Defective Material/Parts29%▁▁█▁▁▁
Size-Overall14%▁▁▁▁▁█
Water Resistance14%█▁▁▁▁▁
Advertised Vs Actual Product14%▁▁▁▁█▁

FAQ

Common Lego Dungeons and Dragons questions

Answered from the same tracked data.