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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

An estimated 1.5% of those searches ended in a purchase.

Shoppers searched for this 433K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

5 of last year's 8 launches cleared the first-year sales bar.

8 products launched here in the last 12 months. 5 of them cleared the first-year sales bar, our mark for a successful launch. 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

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 30, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 40% of clicks, no more. 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

Est. top-5 brand share

83%

Top 20: 100%

Est. 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 estimated 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

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

20%of positive reviews mention “Quality-Overall”
30%of negative reviews mention “Quality-Overall”
0.8%of orders come back
“Cheap quality”
A buyer, on “Quality-Overall”30% 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 Marvel Figures 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