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Lego Valentines

Fail

Demand is soft, at -95.6% this quarter, so Lego Valentines is a Fail.

Flapen Score
27
27 / 100
Ranks 1,710 of 1,773 Toys & Games niches · −17 vs the category median of 44
Market size
£9K/yr77K searches / yr
90-day growth
-95.6%search demand this quarter
Competition
72%top-5 click share · 3 brands · 146 sellers

Flapen Score

Lego Valentines against its category

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

27Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Lego Valentines market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Lego Valentines 77K times last year and spent an estimated £9K. All 3 brands take every click. Flapen scores it 27 out of 100, a Fail.

01 · Demand

0.6% of searches ended in a purchase last week.

Shoppers searched for this 77K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.6% of those searches ended in a purchase. Searches in the last 90 days moved -95.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £9K a year.

Searches, last 12 months
77K
Growth, 90 days vs prior 90
-95.6%
Conversion, latest week
0.6%
Market size, estimated
£9Ka year
Top search term
wedding lego6K searches a year

02 · Price

A sale here is worth £19.72.

Listings sell for £19.72 on average, from £8.22 to £38.60. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 0 to 100 of them. At £19.72 that is £0 to £2K a year per listing.

Average price
£19.72inside the $15 to $100 sweet spot
Price range
£8.22–£38.60
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–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.

55% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 3.6% of listings are out of stock. The average listing ranks #514 within Building & Construction Toys. It carries 1,879 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
55%
Prime listings
91%
Out of stock, average day
3.6%
Average rank
#514in Building & Construction Toys
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,879per listing
Listings tracked
11

04 · Newcomers

Amazon counts 2 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 26 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Lego Valentines 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 72% of clicks. A locked shelf that new listings rarely crack.

£0£862£2K£3K£3K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 flat

Sellers

146

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

72%

Top 20: 100%

Open market

0%

  • LEGO85%
  • KOJAYHOL8%
  • Playmobil7%
  • Open — no brand owns it (0%)

Demand

Lego Valentines search demand

Weekly searches over the year. Pick a range.

25K15KSpike '26Feb '26Mar '26Apr '26May '26May '26Jun '26

Search terms

Top Lego Valentines search terms shoppers use

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

  • wedding lego6K/yr
  • lego valentines32K/yr
  • valentines lego31K/yr
  • valentine lego6K/yr
  • lego love bears2K/yr

Reviews and returns

What reviews say buyers love and hate about Lego Valentines

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

Complain

Size-Overall19%

Little bit smaller than I thought it would be

A small set

They are a bit smaller than I thought they would be

Assembly/Installation14%−0.01

Some of the smaller steps took a bit of patience

really boring to build not one of my fave sets

Took me a about 2ish hours to build

Fun/Entertainment Experience8%−0.02

Disappointed looks fun

Defective Material/Parts8%−0.01

Missing parts so

Value For Money4%+0.24

too expensive for what it is

Love

Gifting Purpose24%+2.32

Great Gift

It was a gift

Great for gift giving

Quality-Overall12%+0.50

Good quality, Great for gift giving

Good quality

Amazing quality set of Lego

Design-Overall12%−0.01

adds a nice unique piece of decor

Look so good built and was fun and easy to build

Lovely design

Fun/Entertainment Experience10%−0.02

Fun to make

A Fun Build

Fun

Value For Money9%+0.24

Good value for money

A good price for sure

well worth the money

Return

0.6% Return rate 18% Fixable by listing

Gifting Purpose52%▇▆▇██▅
Size-Overall12%▁▁█▆▃█

Little bit smaller than I thought it would be

A small set

They are a bit smaller than I thought they would be

Defective Material/Parts11%▁▄▁▄█▆

Missing parts so

Value For Money5%▇▃█▆▁▁

too expensive for what it is

Assembly/Installation3%█▆▁▁▁▁

Some of the smaller steps took a bit of patience

really boring to build not one of my fave sets

Took me a about 2ish hours to build

FAQ

Common Lego Valentines questions

Answered from the same tracked data.