Lego Minifigure
FailThe top 5 brands take 100% of clicks, so Lego Minifigure is a Fail.
- Flapen Score
- 41 / 100Ranks 1,034 of 1,773 Toys & Games niches · −3 vs the category median of 4441
- Market size
- £300K/yr984K searches / yr
- 90-day growth
- -12.3%search demand this quarter
- Competition
- 82%top-5 click share · 3 brands · 133 sellers
Flapen Score
Lego Minifigure against its category
The dotted line is the Toys & Games average. Past it, Lego Minifigure is stronger. Inside it, weaker.
Market
The Lego Minifigure market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Lego Minifigure 984K times last year and spent an estimated £300K. All 3 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 41 out of 100, a Fail.
01 · Demand
3.7% of searches ended in a purchase last week.
Shoppers searched for this 984K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.7% of those searches ended in a purchase. Searches in the last 90 days moved -12.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £300K a year.
- Searches, last 12 months
- 984K
- Growth, 90 days vs prior 90
- -12.3%
- Conversion, latest week
- 3.7%
- Market size, estimated
- £300Ka year
- Peak month
- December2.9× the quietest month
- Top search term
- lego minifigure321K searches a year
02 · Price
A sale here is worth £8.15.
Listings sell for £8.15 on average, from £2.61 to £22.87. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,250 to 1,500 of them. At £8.15 that is £10K to £12K a year per listing.
- Average price
- £8.15under the $15 to $100 sweet spot
- Price range
- £2.61–£22.87
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 1,250–1,500
- Revenue per listing a year
- £10K–£12K
- Returns
- 0.8%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
27% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 3.7% of listings are out of stock. The average listing ranks #245 within Building & Construction Toys. It carries 659 reviews at 4.26 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 27%
- Prime listings
- 100%
- Out of stock, average day
- 3.7%
- Average rank
- #245in Building & Construction Toys
- Average rating
- 4.26 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 659per listing
- Listings tracked
- 11
04 · Newcomers
Amazon counts 4 of last year's 4 launches as successful.
4 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 30 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 4
- Successful launches
- 4Amazon's first-year sales bar
- Average brand age
- 30 months
Products
Top Lego Minifigure 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 Minifigures Series 29 - Blind Box - Get 1 of 12 Collectible Toys - Figures incl. Football Goalkeeper & Unicorn Elf - Party Bag Fillers for 6+ Year Old Boys & Girls - 71052
- Price
- £2.61
- Rating
- 4.4/5
- Reviews
- 157
- Age
- 2mo ago
LEGO Minifigures Animal Series 28 - Blind Box - Get 1 of 12 Collectible Toys - Figures incl. Lion Bunny Cat & Dolphin - Party Bag Fillers for 5+ Year Old Boys & Girls - 71051
- Price
- £2.84
- Rating
- 4.6/5
- Reviews
- 516
- Age
- 6mo ago
LEGO Minifigures Series 26 Space Collectible Role-Play Toys for 5 Plus Year Old Boys & Girls Incl. Astronaut and Robot Party Bag Fillers Kids Birthday Gift Idea (1 of 12 Chosen at Random) 71046
- Price
- £5.75
- Rating
- 4.1/5
- Reviews
- 1,020
- Age
- 2y ago
LEGO Bausteine Gebraucht 10 x City City Mini Figurines System with Accessories Men and Women Random Assorted
- Price
- £22.87
- Rating
- 3.8/5
- Reviews
- 640
- Age
- 8y ago
LEGO Minifigures Spider-Man: Across the Spider-Verse - Get 1 of 12 Collectible Toys with Accessories - Characters incl. Miles Morales - Gift for 5+ Year Old Boys & Girls - Mystery Box - 71050
- Price
- £3.26
- Rating
- 4.4/5
- Reviews
- 732
- Age
- 11mo ago
Trending
90-day click momentumLEGO Minifigures Series 29 - Blind Box - Get 1 of 12 Collectible Toys - Figures incl. Football Goalkeeper & Unicorn Elf - Party Bag Fillers for 6+ Year Old Boys & Girls - 71052
- Price
- £2.61
- Rating
- 4.4/5
- Reviews
- 157
- Age
- 2mo ago
LEGO DC Batman: Bruce Wayne and the Batsuit (30726) Paper Bag/Polybag
- Price
- £6.45
- Rating
- 4.8/5
- Reviews
- 65
- Age
- 5mo ago
LEGO Minifigures Animal Series 28 - Blind Box - Get 1 of 12 Collectible Toys - Figures incl. Lion Bunny Cat & Dolphin - Party Bag Fillers for 5+ Year Old Boys & Girls - 71051
- Price
- £2.84
- Rating
- 4.6/5
- Reviews
- 516
- Age
- 6mo ago
LEGO Minifigures Spider-Man: Across the Spider-Verse - Get 1 of 12 Collectible Toys with Accessories - Characters incl. Miles Morales - Gift for 5+ Year Old Boys & Girls - Mystery Box - 71050
- Price
- £3.26
- Rating
- 4.4/5
- Reviews
- 732
- Age
- 11mo ago
LEGO Bausteine Gebraucht 10 x City City Mini Figurines System with Accessories Men and Women Random Assorted
- Price
- £22.87
- Rating
- 3.8/5
- Reviews
- 640
- Age
- 8y ago
Newest
by launch dateLEGO Minifigures Series 29 - Blind Box - Get 1 of 12 Collectible Toys - Figures incl. Football Goalkeeper & Unicorn Elf - Party Bag Fillers for 6+ Year Old Boys & Girls - 71052
- Price
- £2.61
- Rating
- 4.4/5
- Reviews
- 157
- Age
- 2mo ago
LEGO DC Batman: Bruce Wayne and the Batsuit (30726) Paper Bag/Polybag
- Price
- £6.45
- Rating
- 4.8/5
- Reviews
- 65
- Age
- 5mo ago
LEGO Minifigures Animal Series 28 - Blind Box - Get 1 of 12 Collectible Toys - Figures incl. Lion Bunny Cat & Dolphin - Party Bag Fillers for 5+ Year Old Boys & Girls - 71051
- Price
- £2.84
- Rating
- 4.6/5
- Reviews
- 516
- Age
- 6mo ago
LEGO Minifigures Spider-Man: Across the Spider-Verse - Get 1 of 12 Collectible Toys with Accessories - Characters incl. Miles Morales - Gift for 5+ Year Old Boys & Girls - Mystery Box - 71050
- Price
- £3.26
- Rating
- 4.4/5
- Reviews
- 732
- Age
- 11mo ago
Large Magnetic Figures 3 Inches Community Figures Set Compatible with LEGO 12 Pieces STEM Learning Magnetic Play People for Boys Girls Age 3 4 5 6 7 8+ Magnet Tiles Expansion Accessories Pack
- Price
- £14.01
- Rating
- 4.5/5
- Reviews
- 120
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take 82% of clicks. A locked shelf that new listings rarely crack.
Brands
3 falling
Sellers
133
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
82%
Top 20: 100%
Open market
0%
- LEGO93%
- Max Build More5%
- Mauikay2%
- Open — no brand owns it (0%)
Demand
Lego Minifigure search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 2.9×
Search terms
Top Lego Minifigure search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- lego minifigure321K/yr
- lego minifigures175K/yr
- lego figures132K/yr
- lego people49K/yr
- lego mini figures43K/yr
- lego figures minifigures41K/yr
- minifigures20K/yr
- lego characters26K/yr
- mini figures lego19K/yr
- lego men25K/yr
Reviews and returns
What reviews say buyers love and hate about Lego Minifigure
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Overpriced
Over price
Not sure if it's worth the price
Misleading
One review complaining about one figure is on them not the seller or description
Very misleading leading my son bought this
Hair wont fit on head
Smaller than expected
Magnetic part isnt great
Very bad toy
We couldnt play with it
Love
Great price
Well worth the money
Great Value
Great fun and I'm pleased they now come in cardboard packaging
the excitement was real
Hours of fun
Nice little collection
Lego. Awesome figures, its Lego
Great little collectibles
They're always well-made and adorable
High quality
Other than that no complaints
Lovely little build
the accessories are great
Decent figures and decent build works well in a custom MOC build
Return
0.8% Return rate 47% Fixable by listing
Misleading
One review complaining about one figure is on them not the seller or description
Very misleading leading my son bought this
Overpriced
Over price
Not sure if it's worth the price
Hair wont fit on head
Smaller than expected
Magnetic part isnt great
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Lego Minifigure questions
Answered from the same tracked data.