- Flapen Score
- 40 / 100Ranks 1,079 of 1,773 Toys & Games niches · −4 vs the category median of 4440
- Market size
- £420K/yr126K searches / yr
- 90-day growth
- -22.4%search demand this quarter
- Competition
- 82%top-5 click share · 6 brands · 182 sellers
Flapen Score
Lego London against its category
The dotted line is the Toys & Games average. Past it, Lego London is stronger. Inside it, weaker.
Market
The Lego London market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Lego London 126K times last year and spent an estimated £420K. The top 5 brands take 96% of clicks. Demand peaks in Nov–Dec. Flapen scores it 40 out of 100, a Fail.
01 · Demand
4.4% of searches ended in a purchase last week.
Shoppers searched for this 126K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.4% of those searches ended in a purchase. Searches in the last 90 days moved -22.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £420K a year.
- Searches, last 12 months
- 126K
- Growth, 90 days vs prior 90
- -22.4%
- Conversion, latest week
- 4.4%
- Market size, estimated
- £420Ka year
- Peak month
- December5.5× the quietest month
- Top search term
- lego london55K searches a year
02 · Price
A sale here is worth £75.35.
Listings sell for £75.35 on average, from £11.53 to £583.07. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 500 to 750 of them. At £75.35 that is £38K to £57K a year per listing.
- Average price
- £75.35inside the $15 to $100 sweet spot
- Price range
- £11.53–£583.07
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 4K–5K
- Units per listing a year
- 500–750
- Revenue per listing a year
- £38K–£57K
- Returns
- 1.2%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
100% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #423 within Building & Construction Toys. It carries 2,308 reviews at 4.44 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 100%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #423in Building & Construction Toys
- Average rating
- 4.44 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 2,308per listing
- Listings tracked
- 10
04 · Newcomers
Amazon counts 0 of last year's 3 launches as successful.
3 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 37 months on average, so the names here are settling in.
- Launched, last 12 months
- 3
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 37 months
Products
Top Lego London products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
LEGO Architecture Skyline Model Building Set Model Kit Featuring London Eye Big Ben Tower Bridge Office Home Décor Collectible Gift Idea for Men Women and Teens 21034
- Price
- £24.65
- Rating
- 4.8/5
- Reviews
- 16,429
- Age
- 9y ago
Genuine Lego Creator LONDON BUS Promo Set - 40220 Rare Collectors Item by LEGO 7+
- Price
- £15.28
- Rating
- 4.7/5
- Reviews
- 171
- Age
- 8y ago
LEGO Creator London Bus V29 40220
- Price
- £14.38
- Rating
- 4.5/5
- Reviews
- 2,774
- Age
- 9y ago
CubicFun 3D Puzzles UK London Bridge Big Ben City Skyline Jigsaw Puzzle for Kids Adults DIY Building Model Kits for Kids Adults 107 Pieces
- Price
- £11.53
- Rating
- 4.7/5
- Reviews
- 1,473
- Age
- 8y ago
LQPFBSM Big Ben Micro Mini Building Block Set 3466 PCS
- Price
- £25.12
- Rating
- 4.1/5
- Reviews
- 195
- Age
- 7mo ago
Trending
90-day click momentum
Reobrix London Big Ben Building Set 55012 Large Landmark Tower with Working Clock Height 139CM Big Ben Architecture Building Blocks Set for Adults 13825Pcs London Clock Model Construction Model Gift
- Price
- £583.07
- Rating
- 4.3/5
- Reviews
- 9
- Age
- 9mo ago
LQPFBSM Big Ben Micro Mini Building Block Set 3466 PCS
- Price
- £25.12
- Rating
- 4.1/5
- Reviews
- 195
- Age
- 7mo ago
Genuine Lego Creator LONDON BUS Promo Set - 40220 Rare Collectors Item by LEGO 7+
- Price
- £15.28
- Rating
- 4.7/5
- Reviews
- 171
- Age
- 8y ago
LQPFBSM London Tower Bridge Micro Mini Building Blocks Sets 1319 PCS
- Price
- £17.71
- Rating
- 4.1/5
- Reviews
- 195
- Age
- 10mo ago
LEGO Creator London Bus V29 40220
- Price
- £14.38
- Rating
- 4.5/5
- Reviews
- 2,774
- Age
- 9y ago
Newest
by launch dateLQPFBSM Big Ben Micro Mini Building Block Set 3466 PCS
- Price
- £25.12
- Rating
- 4.1/5
- Reviews
- 195
- Age
- 7mo ago
Reobrix London Big Ben Building Set 55012 Large Landmark Tower with Working Clock Height 139CM Big Ben Architecture Building Blocks Set for Adults 13825Pcs London Clock Model Construction Model Gift
- Price
- £583.07
- Rating
- 4.3/5
- Reviews
- 9
- Age
- 9mo ago
LQPFBSM London Tower Bridge Micro Mini Building Blocks Sets 1319 PCS
- Price
- £17.71
- Rating
- 4.1/5
- Reviews
- 195
- Age
- 10mo ago
Led Light Set Compatible with Lego 21034 London (No Model)
- Price
- £22.57
- Rating
- 3.9/5
- Reviews
- 7
- Age
- 1y ago
LEGO City Red Double-Decker Sightseeing Bus Toy Red Vehicle for 7 Plus Year Old Boys & Girls Creative Set with 5 Minifigures Including a Baby and Buggy Birthday Gift Idea 60407
- Price
- £14.80
- Rating
- 4.9/5
- Reviews
- 1,782
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 82% of clicks. A locked shelf that new listings rarely crack.
Brands
6 rising
Sellers
182
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- LEGO78%
- LQPFBSM7%
- CubicFun4%
- BrickBling4%
- FULHOLPE4%
- Reobrix4%
Demand
Lego London search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 5.5×
Search terms
Top Lego London search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- lego london55K/yr
- london lego29K/yr
- lego big ben11K/yr
- big ben lego8K/yr
- london lego set7K/yr
- lego london skyline11K/yr
- lego architecture london5K/yr
Reviews and returns
What reviews say buyers love and hate about Lego London
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
It's quite a large model
Very small
pieces are very small so keep away from little fingers
Too much money
Is not compatible
is not compatible with the lego kit that it describes
I love building Lego this bus was a bit fiddly in parts to assemble
Hard at first sorting all the bricks out
Love
Brought for Christmas present grandson loves Lego so much enjoyed
Excellent gift
Great present fo my granddaughter
Excellent value for money
Good value
Great value
What a brilliant build
fun to build When built it looks really good well recomended to enjoy this build
Great, my son loved building this fab
Quality Product
This was lovely once made really looks great
Great product
it was great fun
He had fun building this with his dad
Great toy
Return
1.2% Return rate 46% Fixable by listing
It's quite a large model
Very small
pieces are very small so keep away from little fingers
Too much money
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Lego London questions
Answered from the same tracked data.