---
title: "Masha and the Bear — £12K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/masha-and-the-bear"
last_updated: "2026-07-31T14:20:06.880Z"
locale: en
meta:
description: "Niche score 32/100 · £12K/yr market · 98K searches/yr · £12.38 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 32/100 · £12K/yr market · 98K searches/yr · £12.38 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Masha and the Bear — £12K/yr Amazon UK Niche (2026) - Flapen"
---
# **masha and the bear**
**Skip it**
A small market ($12K/yr) — this niche doesn't clear our bar today.
Market size 3Growth 14Conversion 13Competition 21Returns 97Price range 44Avg price 53Brand share 16Review moat 89Quality gap 40
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****212.46**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Good****£12.38**
avg listing price — sweet spot $15–$100
**Price range**
**Okay****£4.84–£23.07**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****75%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****94%**
top-5 brand share — brand-locked demand
**Growth**
**Bad****-22.9%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.0%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****£12K**
£12K/yr · 98K searches
According to Flapen's Amazon United Kingdom niche tracking, masha and the bear is a £12K/yr Amazon United Kingdom market (98K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 32/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **masha and the bear market data**
- **Units sold / yr**
- **2K–2K**
- avg 100–250/product
- **Revenue / yr**
- **£19K–£25K**
- units × avg price
- **Conversion rate**
- **1.0%**
- **Avg BSR**
- **#2,376**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **15%**
- **Out of stock**
- **13.5%**
- **Avg brand age**
- **46 months**
- **Avg seller age**
- **187 days**
## **Competition & brand share**
The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**7 **▲rising
**Sellers**
**29**
**Top-5 brand share**
**94%**
Top 20: 100%
**Top-5 click share**
**75%**
Top 20: 100%
**Open market**
**2%**
- Giochi Preziosi61% - Liscianigiochi17% - Masha y el Oso7% - BARRADO5% - Grabo5% - Seyal4% - Open — no brand owns it (1 brand, 2%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -22.9% search growth over the last 90 days.
7K5KSpike '24Holiday '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.6×
[**Open Trend **](https://flapen.com/research/uk/toys-games/masha-and-the-bear/trend)
## **Top masha and the bear search terms**
- **masha and the bear**71K/yr-16.7%1.3% conv. - **masha and the bear toy**16K/yr-56.5%1.6% conv. - **masha and the bear toys**8K/yr-23.8%1.2% conv. - **masha and bear**3K/yr-13.2%1.3% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/masha-and-the-bear/search-terms)
## **Top masha and the bear 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%10%£1K20%£2K30%£4K40%£5K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Masha and The Bear Toy Set 12 cm Masha Doll & 20 cm Soft Bear Plush from the Hit TV Series Suitable for Kids Aged 3+**Giochi Preziosi**£21.94**4.6★382 rev](https://www.amazon.co.uk/dp/B0CN98J1HP) [2**Giochi Preziosi Masha and the Bear Set of 6 Characters from the Famous TV Series 5 to 7 cm Tall and 1 Exclusive Surprise Glow in the Dark for Children from 3 Years**Giochi Preziosi**£14.58**4.6★120 rev](https://www.amazon.co.uk/dp/B0D87KHX7N) [3**Giochi Preziosi Masha and The Bear - House Playset from the Hit TV Series with Articulated Masha & Bear Figures and Accessories Fun for Kids Aged 3+**Giochi Preziosi**£15.48**4.5★278 rev](https://www.amazon.co.uk/dp/B0CN97RM7S) [4**Lisciani - Wooden jigsaw MASHA AND MICHKA - For Children from 1 year - 9 Wooden Pieces - Easy to assemble jigsaw - Very Large Pieces - Baby Toy Develops Fine Motor Skills - From 12 Months**Liscianigiochi**£5.71**4.1★29 rev](https://www.amazon.co.uk/dp/B0F19ZQQ1V) [5**Masha & The Bear Best Friend Doll Twin Pack Includes 12cm Masha in Painter Dress & 12cm Best Friend in Colourful Sweater Articulated Dolls from the Hit TV Series Gift for Kids 3+**Masha y el Oso**£13.58**5.0★9 rev](https://www.amazon.co.uk/dp/B0FBHX7661)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**BARRADO - Soft Toy Masha and the Bear - 22cm/26cm - 16002908 (Pack Masha and the Bear)**BARRADO**£23.07**16 rev10mo ago](https://www.amazon.co.uk/dp/B0FRHGX91M) [**BARRADO - Soft Toy Masha and the Bear - 22cm/26cm - 16002908 (Bear)**BARRADO**£15.46**8 rev10mo ago](https://www.amazon.co.uk/dp/B0FRH4NR8S) [**Masha & The Bear Best Friend Doll Twin Pack Includes 12cm Masha in Painter Dress & 12cm Best Friend in Colourful Sweater Articulated Dolls from the Hit TV Series Gift for Kids 3+**Masha y el Oso**£13.58**9 rev1y ago](https://www.amazon.co.uk/dp/B0FBHX7661) [**Lisciani - Wooden jigsaw MASHA AND MICHKA - For Children from 1 year - 9 Wooden Pieces - Easy to assemble jigsaw - Very Large Pieces - Baby Toy Develops Fine Motor Skills - From 12 Months**Liscianigiochi**£5.71**29 rev1y ago](https://www.amazon.co.uk/dp/B0F19ZQQ1V) [**Masha and The Bear Toy Set 12 cm Masha Doll & 20 cm Soft Bear Plush from the Hit TV Series Suitable for Kids Aged 3+**Giochi Preziosi**£21.94**382 rev1y ago](https://www.amazon.co.uk/dp/B0CN98J1HP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**BARRADO - Soft Toy Masha and the Bear - 22cm/26cm - 16002908 (Pack Masha and the Bear)**BARRADO**£23.07**4.9★**▲ 116%**](https://www.amazon.co.uk/dp/B0FRHGX91M) [**Lisciani Games - Masha Puzzle Plus 24 - We become Friends? Puzzle for Children 86085**Liscianigiochi**£8.12**4.7★**▲ 104%**](https://www.amazon.co.uk/dp/B08XZ2F4ZN) [**Grabo - Foil Ball Supershape 35-87 cm Masha & Bear Not Packed Multi-Colour L164**Grabo**£6.57**4.4★**▲ 68%**](https://www.amazon.co.uk/dp/B00YY57ZTG) [**Seyal Maasa and ber Theme Birthday Party Supplies**Seyal**£11.71**3.5★**▲ 60%**](https://www.amazon.co.uk/dp/B0B17WVB9H) [**BARRADO - Soft Toy Masha and the Bear - 22cm/26cm - 16002908 (Bear)**BARRADO**£15.46**4.0★**▲ 22%**](https://www.amazon.co.uk/dp/B0FRH4NR8S)
**~~View all trending →~~**
## **What buyers say about masha and the bear**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Advertised Vs Actual Product**33%
*“Just like the photos my boy loved it”*
**Value For Money**33%
*“Good value”*
**Shape/Style**17%
*“Good for learning different shapes”*
### **What buyers complain about **
**Value For Money**50%
*“Not enough for the money”*
**Size-Overall**33%
*“Very small”*
### **Top return reasons **
**Size-Overall**31%
**Defective Material/Parts**19%
**Quality-Overall**19%
**Compatibility-Overall**13%
**Scratch Resistance**13%
**Strength**6%
## **Common questions**
- **Is masha and the bear profitable to sell on Amazon United Kingdom?**
- The niche generates £12K/yr across 13 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -22.9%. Flapen's verdict: Skip it (32/100).
- **How competitive is the masha and the bear niche?**
- 7 brands and 29 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 94% of demand.
- **What do buyers complain about in masha and the bear?**
- Top complaints mined from reviews: Value For Money, Size-Overall. The return rate is 0.6%.
- **When does demand for masha and the bear peak?**
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.6× the quietest.
- **What does it cost to enter the masha and the bear niche?**
- Listings span £4.84–£23.07; the average listing price is £12.38 (sweet spot $15–$100). The average incumbent carries 212 reviews — the moat a new listing must climb.
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