Skip to content

Magic the Gathering

Maybe

An estimated 0.6% of orders come back. But the top 5 brands take 100% of clicks, so Magic the Gathering is a Maybe.

Flapen Score
55
55 / 100
Top 16% of 1,773 Toys & Games niches · +11 vs the category median of 44
Market size
£1.2M/yr1.3M searches / yr
90-day growth
+0.7%search demand this quarter
Competition
40%top-5 click share · 2 brands · 203 sellers

Flapen Score

Magic the Gathering against its category

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

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Magic the Gathering market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Magic the Gathering 1.3M times last year and spent an estimated £1.2M. All 2 brands take every click. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

An estimated 1.6% of those searches ended in a purchase.

Shoppers searched for this 1.3M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.6% of those searches ended in a purchase. Searches in the last 90 days moved +0.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.2M a year.

Searches, last 12 months
1.3M
Growth, 90 days vs prior 90
+0.7%
Conversion, latest week
1.6%
Market size, estimated
£1.2Ma year
Top search term
magic the gathering816K searches a year

02 · Price

A sale here is worth £58.34.

Listings sell for £58.34 on average, from £4.96 to £333.43. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 100 to 250 of them. At £58.34 that is £6K to £15K a year per listing.

Average price
£58.34inside the $15 to $100 sweet spot
Price range
£4.96–£333.43
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
100–250
Revenue per listing a year
£6K–£15K
Returns
0.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

68% of listings pay for placement with sponsored ads. 93% ship with Prime. On an average day, 8.2% of listings are out of stock. The average listing ranks #193 within Games & Accessories. It carries 362 reviews at 4.35 stars, so a new listing needs social proof before a better product.

Sponsored listings
68%
Prime listings
93%
Out of stock, average day
8.2%
Average rank
#193in Games & Accessories
Average rating
4.35 starsAmazon United Kingdom average 4.36 stars
Average reviews
362per listing
Listings tracked
44

04 · Newcomers

26 of last year's 29 launches cleared the first-year sales bar.

29 products launched here in the last 12 months. 26 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 32 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
29
Successful launches
26Amazon's first-year sales bar
Average brand age
32 months

Products

Top Magic the Gathering 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 40% of clicks. Leaders hold, but buyers still shop past them.

£0£48K£96K£144K£192K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

203

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

40%

Top 20: 75%

Open market

0%

  • Magic: The Gathering99%
  • Marvel1%
  • Open — no brand owns it (0%)

Demand

Magic the Gathering search demand

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

45K35KSpike '25Black Friday '25Holiday '25Spike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Dec · busiest ÷ quietest = 1.9× · 11 of 12 months tracked

Search terms

Top Magic the Gathering search terms shoppers use

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

  • magic the gathering816K/yr
  • mtg272K/yr
  • mtg booster box43K/yr
  • magic the gathering booster box26K/yr
  • mtg bundle23K/yr
  • magic the gathering booster21K/yr
  • mtg booster16K/yr
  • magic the gathering cards15K/yr
  • mtg booster pack12K/yr
  • magic the gathering bundle15K/yr

Reviews and returns

What reviews say buyers love and hate about Magic the Gathering

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

24%of positive reviews mention “Value For Money”
42%of negative reviews mention “Value For Money”
0.6%of orders come back
“Complete waste of money”
A buyer, on “Value For Money”42% 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.

18 topics

NegativePositive

FAQ

Common Magic the Gathering 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