---
title: "Mahjong — £183K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/mahjong"
last_updated: "2026-07-31T13:04:40.679Z"
locale: en
meta:
description: "Niche score 56/100 · £183K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 56/100 · £183K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Mahjong — £183K/yr Amazon UK Niche (2026) - Flapen"
---
# **mahjong**
**Worth a look**
Shows a sweet-spot price point ($27.56 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 37Growth 8Conversion 20Competition 75Returns 73Price range 72Avg price 95Brand share 87Review moat 87Quality gap 76
**Avg price**
**Incredible****£27.56**
avg listing price — sweet spot $15–$100
**Brand share**
**Great****48%**
top-5 brand share — no brand owns this niche
**Review moat**
**Great****254**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Great****40%**
top-5 click share — an open shelf
**Returns**
**Good****2.1%**
return rate — above 5% kills the launch gate
**Price range**
**Good****£7.16–£125.05**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****£183K**
£183K/yr · 421K searches
**Conversion**
**Bad****1.6%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-34.5%**
90-day search growth — must beat 0% to launch
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%") [** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
According to Flapen's Amazon United Kingdom niche tracking, mahjong is a £183K/yr Amazon United Kingdom market (421K searches/yr). The top 5 brands hold 48% of demand. Demand peaks in Jan–Feb–Nov–Dec. Verdict: Worth a look — 56/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **mahjong market data**
- **Units sold / yr**
- **6K–8K**
- avg 100–250/product
- **Revenue / yr**
- **£165K–£220K**
- units × avg price
- **Conversion rate**
- **1.6%**
- **Avg BSR**
- **#35**
- **Page quality**
- **0%**
- **Prime**
- **98%**
- **Sponsored**
- **100%**
- **Out of stock**
- **13.4%**
- **Avg brand age**
- **26 months**
- **Avg seller age**
- **212 days**
## **Competition & brand share**
Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.
**Brands**
**30 **▲rising
**Sellers**
**35**
**Top-5 brand share**
**48%**
Top 20: 92%
**Top-5 click share**
**40%**
Top 20: 82%
**Open market**
**45%**
- Dyna-Living13% - Generic10% - CJBIN9% - Yellow Mountain Imports8% - Jaques of London8% - LDXDRU7%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -34.5% search growth over the last 90 days.
15K10KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Nov, Dec · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/toys-games/mahjong/trend)
## **Top mahjong search terms**
- **mahjong set**152K/yr-25.0%1.6% conv. - **mahjong**98K/yr-22.9%0.8% conv. - **mahjong tiles**30K/yr+8.8%1.4% conv. - **mahjong tile game**29K/yr-78.4%2.0% conv. - **vita mahjong**14K/yr-21.9%0.2% conv. - **mahjong board game**14K/yr-36.0%0.6% conv. - **mahjong game**15K/yr-39.8%1.5% conv. - **mah jong**14K/yr-37.2%1.1% conv. - **mahjong set full size**11K/yr-12.8%1.5% conv. - **majong**8K/yr-32.1%1.4% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/mahjong/search-terms)
## **Top mahjong products on Amazon**
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
0%3%£6K6%£11K9%£17K12%£22K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**CJBIN Mini Mahjong Set 144 Tiles Mahjong Set Portable Chinese Traditional Mahjong Set with Carrying Travel Case Mahjong Game Set Toy with 2 Dice for Family Leisure Time Travel**CJBIN**£12.22**4.1★54 rev](https://www.amazon.co.uk/dp/B0CR46Q678) [2**Dyna-Living Mini Chinese Mahjong Set Easy To Read Mah Jongg Game**Dyna-Living**£23.04**4.6★229 rev](https://www.amazon.co.uk/dp/B0946NL3ZH) [3**Jaques of London Mahjong | Premium Mah Jong | Luxury Mahjong Set | Ideal Board Game | Perfect Board Games | Since 1795**Jaques of London**£63.46**4.1★279 rev](https://www.amazon.co.uk/dp/B07NQJ13J8) [4**LDXDRU Chinese Mahjong Set Mah jong Game Set Mini Mahjong Set**LDXDRU**£18.31**4.5★20 rev](https://www.amazon.co.uk/dp/B0DYHMTC53) [5**JETAINE Mini Chinese Mahjong Set 144PCS Mahjong Tiles Gathering Table Games Set Mah Jong Game kit with Leather Carrying Case Box Portable Majong Game Set with 2 Dice for Travel Party Family**JETAINE**£19.49**4.6★23 rev](https://www.amazon.co.uk/dp/B0CY9FFR99)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mahjong Set 144PCS Chinese Mahjong Tiles Set Easy To Read Mah Jong Game Solid Structure Portable Medium Size with English Number for Travel Party Family Game Ideal Board Game 3.0x2.25x1.7cm**Dumenix**£40.07**1 rev4mo ago](https://www.amazon.co.uk/dp/B0GTMFRG3N) [**KUWUNG 65 Blocks Mahjong Tile Game Seaside Escape Game Mahjong Sets Fruit & Pet Pattern Mah Jong Game Reusable Funny Mini Mah Jong Set Beachside Board Games Family Board Game for Kids and Adults**KUWUNG**£8.24**1 rev4mo ago](https://www.amazon.co.uk/dp/B0GQTC9DVB) [**White Engraved Mini Majong Set Mini Mahjong Set 144PCSChinese Traditional Mahjong Set Portable Family Mahjong Game Set with 2 Dice & Leather Carrying Case Box**Generic**£15.83**3 rev6mo ago](https://www.amazon.co.uk/dp/B0GH5SLMR3) [**TONGIHS 144 Pcs Mini Majong Chinese Traditional Mahjong Set White Engraved Mini Majong Set for Travel Party Family Game (with 2 Dice)**TONGIHS**£13.69**9 rev7mo ago](https://www.amazon.co.uk/dp/B0G43B4RLQ) [**TVOOD Mahjong Set Full Size with Numbers: 144Pcs Mahjong Tiles 30x22.5x17mm**TVOOD**£35.00**2 rev7mo ago](https://www.amazon.co.uk/dp/B0GCHJDQRV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mahjong Set 144PCS Chinese Mahjong Tiles Set Easy To Read Mah Jong Game Solid Structure Portable Medium Size with English Number for Travel Party Family Game Ideal Board Game 3.0x2.25x1.7cm**Dumenix**£40.07**5.0★**▲ 400%**](https://www.amazon.co.uk/dp/B0GTMFRG3N) [**KUWUNG 65 Blocks Mahjong Tile Game Seaside Escape Game Mahjong Sets Fruit & Pet Pattern Mah Jong Game Reusable Funny Mini Mah Jong Set Beachside Board Games Family Board Game for Kids and Adults**KUWUNG**£8.24**3.0★**▲ 369%**](https://www.amazon.co.uk/dp/B0GQTC9DVB) [**TVOOD Mahjong Set Full Size with Numbers: 144Pcs Mahjong Tiles 30x22.5x17mm**TVOOD**£35.00**4.5★**▲ 192%**](https://www.amazon.co.uk/dp/B0GCHJDQRV) [**TONGIHS 144 Pcs Mini Majong Chinese Traditional Mahjong Set White Engraved Mini Majong Set for Travel Party Family Game (with 2 Dice)**TONGIHS**£13.69**3.8★**▲ 155%**](https://www.amazon.co.uk/dp/B0G43B4RLQ) [**Mini Mahjong Game White Engraved Majong Set 144 Tiles Mahjong Set Portable Chinese Toy With Box for Family Leisure Time Travel**Generic**£10.18**4.5★**▲ 145%**](https://www.amazon.co.uk/dp/B0G9HDHVHX)
**~~View all trending →~~**
## **What buyers say about mahjong**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**27%
*“Quality tiles - great value”*
**Value For Money**11%
*“Overall: Worth the money”*
**Fun/Entertainment Experience**11%
*“Great fun to play”*
**Size-Overall**10%
*“Good size”*
**Gifting Purpose**4%
*“It was a really good gift”*
**Durability**3%
*“Its very nice and durable”*
**Design-Overall**3%
*“Beautifully made”*
**Strength**3%
*“The storage case is strong”*
**Advertised Vs Actual Product**3%
*“Just what I wanted”*
**Ease Of Use**3%
*“easy to use”*
### **What buyers complain about **
**Instructions/User Manual/Troubleshooting**27%
*“The instructions arent very clear”*
**Strength**11%
*“The handle and it's fixings don't feel robust enough to hold the weight”*
**Quality-Overall**9%
*“Poor quality box”*
**Durability**6%
*“break within a few weeks”*
**Weight Heavy**4%
*“The bag as a whole is much heavier than I expected”*
**Value For Money**3%
*“is therefore well overpriced”*
**Gifting Purpose**3%
*“I want to return as was keeping for a gift on opening it this is what has happened pls advise on return not acceptable and expensive and heavy to carry back”*
**Defective Material/Parts**3%
*“One major flaw”*
**Adhesion/Stickiness**3%
*“Annoying you have to stick the stickers on your self”*
**Size-Overall**2%
*“The case really is not fit for purpose”*
### **Top return reasons **
**Size-Overall**49%
**Quality-Overall**11%
**Defective Material/Parts**11%
**Instructions/User Manual/Troubleshooting**7%
**Gifting Purpose**3%
**Advertised Vs Actual Product**3%
**Weight Heavy**3%
**Durability**2%
**Color**1%
**Value For Money**1%
## **Common questions**
- **Is mahjong profitable to sell on Amazon United Kingdom?**
- The niche generates £183K/yr across 40 tracked products. 0 of 19 products launched in the last 360 days are still selling. 90-day search growth is -34.5%. Flapen's verdict: Worth a look (56/100).
- **How competitive is the mahjong niche?**
- 30 brands and 35 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 48% of demand.
- **What do buyers complain about in mahjong?**
- Top complaints mined from reviews: Instructions/User Manual/Troubleshooting, Strength, Quality-Overall. The return rate is 2.1%.
- **When does demand for mahjong peak?**
- Demand peaks in Jan–Feb–Nov–Dec; the busiest month runs 2.7× the quietest.
- **What does it cost to enter the mahjong niche?**
- Listings span £7.16–£125.05; the average listing price is £27.56 (sweet spot $15–$100). The average incumbent carries 254 reviews — the moat a new listing must climb.
## **Related niches in Toys & Games**
- 69 [**bug hunting kits for children**](https://flapen.com/research/uk/toys-games/bug-hunting-kits-for-children)£112K/yr+112.3%**Worth a look**- 69 [**lilo**](https://flapen.com/research/uk/toys-games/lilo)£392K/yr+604.6%**Worth a look**- 69 [**toys for 1 year old boys**](https://flapen.com/research/uk/toys-games/toys-for-1-year-old-boys)£1.9M/yr+8.5%**Launch it**- 70 [**remote control boat**](https://flapen.com/research/uk/toys-games/remote-control-boat)£245K/yr+82.2%**Worth a look**- 70 [**sand pit**](https://flapen.com/research/uk/toys-games/sand-pit)£246K/yr+75.0%**Worth a look**- 71 [**tanning pool**](https://flapen.com/research/uk/toys-games/tanning-pool)£291K/yr>1,000%**Worth a look**[**All Toys & Games niches **](https://flapen.com/research/uk/toys-games)