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Marvel Legends

Fail

The top 5 brands take 99% of clicks, so Marvel Legends 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
£245K/yr2.8M searches / yr
90-day growth
-7.7%search demand this quarter
Competition
38%top-5 click share · 6 brands · 173 sellers

Flapen Score

Marvel Legends against its category

The dotted line is the Toys & Games average. Past it, Marvel Legends 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 Legends market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Marvel Legends 2.8M times last year and spent an estimated £245K. The top 5 brands take 99% of clicks. Flapen scores it 46 out of 100, a Fail.

01 · Demand

0.3% of searches ended in a purchase last week.

Shoppers searched for this 2.8M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.3% of those searches ended in a purchase. Searches in the last 90 days moved -7.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £245K a year.

Searches, last 12 months
2.8M
Growth, 90 days vs prior 90
-7.7%
Conversion, latest week
0.3%
Market size, estimated
£245Ka year
Peak month
December1.5× the quietest month
Top search term
marvel legends2.4M searches a year

02 · Price

A sale here is worth £25.81.

Listings sell for £25.81 on average, from £11.64 to £49.79. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 0 to 100 of them. At £25.81 that is £0 to £3K a year per listing.

Average price
£25.81inside the $15 to $100 sweet spot
Price range
£11.64–£49.79
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
1.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

14% of listings pay for placement with sponsored ads. 96% ship with Prime. On an average day, 4.7% of listings are out of stock. The average listing ranks #899 within Play Figures. It carries 748 reviews at 4.69 stars, so a new listing needs social proof before a better product.

Sponsored listings
14%
Prime listings
96%
Out of stock, average day
4.7%
Average rank
#899in Play Figures
Average rating
4.69 starsAmazon United Kingdom average 4.36 stars
Average reviews
748per listing
Listings tracked
51

04 · Newcomers

Amazon counts 15 of last year's 29 launches as successful.

29 products launched here in the last 12 months. Amazon counts 15 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 45 months on average, so the names here are settling in.

Launched, last 12 months
29
Successful launches
15Amazon's first-year sales bar
Average brand age
45 months

Products

Top Marvel Legends 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 38% of clicks. An open shelf where new products get seen.

£0£7K£15K£22K£29K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

173

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

38%

Top 20: 72%

Open market

0%

  • Marvel89%
  • SPIDER-MAN8%
  • Star Wars1%
  • Hasbro1%
  • Volvik1%
  • Absolute Cult1%

Demand

Marvel Legends search demand

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

80K60KSpike '24Black Friday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Marvel Legends search terms shoppers use

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

  • marvel legends2.4M/yr
  • marvel legends figures99K/yr
  • marvel legends x men43K/yr
  • hasbro marvel legends31K/yr
  • marvel legends action figures28K/yr
  • marvel legends lizard25K/yr
  • marvel legends xmen18K/yr
  • marvel legends gamerverse29K/yr
  • marvel legends figure15K/yr
  • marvel legends series15K/yr

Reviews and returns

What reviews say buyers love and hate about Marvel Legends

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

Complain

Size-Overall25%−0.05

that claw is a little loose

It's even bigger than I thought

The jeans look awful theyre too tight

Value For Money13%+0.45

is expensive for what it is

Absolutely not the cheapest

Shape/Style8%+0.29

The only issue is the figure is flat footed

Durability8%−0.04

Had to buy another one because the first one broke I started turning the upper torso

Strength8%−0.01

the guns are very bendy

Love

Value For Money22%+0.45

Good value

Worth it

Value for money

Quality-Overall19%−0.09

No Complaints

Detailing overall very good

Good quality

Collectibles15%+1.56

Its an amazing figure that looks great to add to my collection

Great toy and collector's item

Great seller and figure

Color6%+0.68

great colours

a nice colour scheme

Red is really cool

Gifting Purpose5%+0.45

Birthday present

It was a present for my grandson

Great figure, perfect present for my brother

Return

1.2% Return rate 20% Fixable by listing

Defective Material/Parts21%▁█▇▆▄▃
Size-Overall11%▁█▁▅▆▄

that claw is a little loose

It's even bigger than I thought

The jeans look awful theyre too tight

Quality-Overall8%▁▄▄▅█▁

I wouldn't pay full price due to having to put in extra effort because of a manufacturers fault of quality control

Quality control is horrid

Value For Money7%█▁▂▂▂▆

is expensive for what it is

Absolutely not the cheapest

Degree Of Motion6%▁▇▁▁▇█

FAQ

Common Marvel Legends questions

Answered from the same tracked data.