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Magic the Gathering

Maybe

Returns run at only 0.6% of orders. 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

1.6% of searches ended in a purchase last week.

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. In the latest week, 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

Amazon counts 26 of last year's 29 launches as successful.

29 products launched here in the last 12 months. Amazon counts 26 of them as successful launches, new products that hit its first-year sales bar. 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

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 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

Top-5 brand share

100%

Top 20: 100%

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 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

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

Complain

Value For Money42%−0.19

Complete waste of money

To expensive

Not worth the price

Quality-Overall9%−0.03

- final value of the cards is pretty poor

The card quality is horrible

Bad quality

Color7%+0.28

A solid deck a little unsure about the 5 colors at first

Advertised Vs Actual Product7%−0.06

Disappointed only 20 card decks thought they're would be full 60 card decks, misleading advertising

Gifting Purpose7%+0.66

Gift for my husband so that was disappointing

Love

Value For Money24%−0.19

Good Price

Great value for money

Worth it

Quality-Overall18%−0.03

Great quality

Nice set very well presented

With 300 high quality cards

Collectibles12%−0.02

Nice little set

Cool set nice collectuon of cards for price

Nice cards for collection

Suitability Beginner12%+1.66

Good for starters

Great place to start

Best for beginners

Fun/Entertainment Experience10%+0.58

Fun deck

Great fun

A fun to play game

Return

0.6% Return rate 9% Fixable by listing

Value For Money33%▁▁█▄▆▇

Complete waste of money

To expensive

Not worth the price

Gifting Purpose17%▁█▁▃▃▃

Gift for my husband so that was disappointing

Product Condition12%▁▁▇▄█▅
Defective Material/Parts10%▁▁▁▄█▄
Advertised Vs Actual Product9%▁▁▇▁█▁

Disappointed only 20 card decks thought they're would be full 60 card decks, misleading advertising

FAQ

Common Magic the Gathering questions

Answered from the same tracked data.