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Lego New York

Fail

The top 5 brands take 97% of clicks, so Lego New York is a Fail.

Flapen Score
36
36 / 100
Ranks 1,322 of 1,773 Toys & Games niches · −8 vs the category median of 44
Market size
£31K/yr38K searches / yr
90-day growth
+5.1%search demand this quarter
Competition
75%top-5 click share · 6 brands · 137 sellers

Flapen Score

Lego New York against its category

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

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lego New York market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lego New York 38K times last year and spent an estimated £31K. The top 5 brands take 97% of clicks. Demand peaks in Nov–Dec. Flapen scores it 36 out of 100, a Fail.

01 · Demand

An estimated 2.0% of those searches ended in a purchase.

Shoppers searched for this 38K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 2.0% of those searches ended in a purchase. Searches in the last 90 days moved +5.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £31K a year.

Searches, last 12 months
38K
Growth, 90 days vs prior 90
+5.1%
Conversion, latest week
2.0%
Market size, estimated
£31Ka year
Peak month
December7.3× the quietest month
Top search term
lego new york20K searches a year

02 · Price

A sale here is worth £41.63.

Listings sell for £41.63 on average, from £16.75 to £104.54. Amazon reports units sold in ranges. This niche sold 750 to 1K a year. The average listing sells 0 to 100 of them. At £41.63 that is £0 to £4K a year per listing.

Average price
£41.63inside the $15 to $100 sweet spot
Price range
£16.75–£104.54
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
750–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£4K
Returns
1.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

82% of listings pay for placement with sponsored ads. 73% ship with Prime. On an average day, 2.3% of listings are out of stock. The average listing ranks #1,663 within Building & Construction Toys. It carries 3,107 reviews at 4.50 stars, so a new listing needs social proof before a better product.

Sponsored listings
82%
Prime listings
73%
Out of stock, average day
2.3%
Average rank
#1,663in Building & Construction Toys
Average rating
4.50 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,107per listing
Listings tracked
11

04 · Newcomers

2 of last year's 2 launches cleared the first-year sales bar.

2 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 41 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
2Amazon's first-year sales bar
Average brand age
41 months

Products

Top Lego New York products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 29, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 75% of clicks. A locked shelf that new listings rarely crack.

£0£3K£6K£9K£12K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

137

Est. top-5 brand share

97%

Top 20: 100%

Est. top-5 click share

75%

Top 20: 100%

Open market

0%

  • LEGO74%
  • PlaySynthe8%
  • MirthMakers6%
  • FULHOLPE5%
  • LocoLee5%
  • CubicFun3%
  • Open — no brand owns it (0%)

Demand

Lego New York search demand

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

3K2KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26DecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 7.3×

Search terms

Top Lego New York search terms shoppers use

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

  • lego new york20K/yr
  • new york lego14K/yr
  • lego new york skyline4K/yr

Reviews and returns

What reviews say buyers love and hate about Lego New York

We read the reviews and the return reasons for every product selling here.

31%of positive reviews mention “Design-Overall”
20%of negative reviews mention “Color”
1.3%of orders come back
“Disappointed that the apple is black - should be red”
A buyer, on “Color”20% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

17 topics

NegativePositive

FAQ

Common Lego New York questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data