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Marvel Figures

Fail

Demand is soft, at -17.6% this quarter, so Marvel Figures is a Fail.

Flapen Score
46
46 / 100
Top 41% of 1,773 Toys & Games niches · +2 vs the category median of 44
Market size
£91K/yr433K searches / yr
90-day growth
-17.6%search demand this quarter
Competition
40%top-5 click share · 17 brands · 183 sellers

Flapen Score

Marvel Figures against its category

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

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Marvel Figures market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Marvel Figures 433K times last year and spent an estimated £91K. The top 5 brands take 83% of clicks. Demand peaks in Nov–Dec. Flapen scores it 46 out of 100, a Fail.

01 · Demand

1.5% of searches ended in a purchase last week.

Shoppers searched for this 433K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.5% of those searches ended in a purchase. Searches in the last 90 days moved -17.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £91K a year.

Searches, last 12 months
433K
Growth, 90 days vs prior 90
-17.6%
Conversion, latest week
1.5%
Market size, estimated
£91Ka year
Peak month
November3.7× the quietest month
Top search term
marvel figures122K searches a year

02 · Price

A sale here is worth £13.69.

Listings sell for £13.69 on average, from £4.71 to £89.42. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 100 to 250 of them. At £13.69 that is £1K to £3K a year per listing.

Average price
£13.69under the $15 to $100 sweet spot
Price range
£4.71–£89.42
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

50% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.4% of listings are out of stock. The average listing ranks #244 within Play Figures. It carries 1,703 reviews at 4.54 stars, so a new listing needs social proof before a better product.

Sponsored listings
50%
Prime listings
100%
Out of stock, average day
0.4%
Average rank
#244in Play Figures
Average rating
4.54 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,703per listing
Listings tracked
46

04 · Newcomers

Amazon counts 5 of last year's 8 launches as successful.

8 products launched here in the last 12 months. Amazon counts 5 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 34 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
8
Successful launches
5Amazon's first-year sales bar
Average brand age
34 months

Products

Top Marvel Figures 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 only 40% of clicks. An open shelf where new products get seen.

£0£4K£7K£11K£14K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

17 flat

Sellers

183

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

40%

Top 20: 76%

Open market

13%

  • Marvel36%
  • Aonuily24%
  • Hasbro11%
  • MARVEL THE AVENGERS7%
  • POLYPLAS6%
  • Splat Planet4%
  • Open — no brand owns it (11 brands, 13%)

Demand

Marvel Figures search demand

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

50K30KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 3.7×

Search terms

Top Marvel Figures search terms shoppers use

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

  • marvel figures122K/yr
  • avengers toys77K/yr
  • marvel action figures51K/yr
  • super hero26K/yr
  • superheroes21K/yr
  • superhero figures26K/yr
  • super hero figures22K/yr
  • avengers figures20K/yr
  • marvel figure11K/yr
  • action figures marvel8K/yr

Reviews and returns

What reviews say buyers love and hate about Marvel Figures

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

Complain

Quality-Overall30%−0.16

Cheap quality

Poor quality

Not good quality for a present

Size-Overall11%0.00

Partly my fault as I didnt read the size

Larger figures than I thought

they were much much smaller than I anticipated

Value For Money11%+1.12

obviously very expensive for what they were probably wouldnt buy them again

Absolutely not the cheapest

Wasn't expecting it to be amazing for the price

Durability10%−0.04

broke within minutes of having

Only toy that has ever broke when my son was playing with it

Not up to 10hrs

Assembly/Installation4%−0.01

Makes playing it harder to set up each time

just wish it took him longer than a few hours to build

Love

Quality-Overall20%−0.16

quality arrived quickly

the quality is clear

Good quality

Value For Money18%+1.12

Good price

Good value for money

Decent value for money

Fun/Entertainment Experience10%+1.03

Fun set

keeps him entertained

Fun

Design-Overall9%+0.97

Cute collectible design

It's a detailed character design which is superb

The design is great

Size-Overall9%0.00

Good size

size Really nice boxed little gift

My nephew loved it because it is big

Return

0.8% Return rate 37% Fixable by listing

Size-Overall27%▂▄█▃▅▅

Partly my fault as I didnt read the size

Larger figures than I thought

they were much much smaller than I anticipated

Gifting Purpose17%▄█▃▄▇▄

Not good quality for a present

Quality-Overall17%██▄█▇▅

Cheap quality

Poor quality

Not good quality for a present

Defective Material/Parts9%▅▅▇▆█▅
Value For Money7%▁▂▅▂▂█

obviously very expensive for what they were probably wouldnt buy them again

Absolutely not the cheapest

Wasn't expecting it to be amazing for the price

FAQ

Common Marvel Figures questions

Answered from the same tracked data.