---
title: "Matilda Costume — £38K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/matilda-costume"
last_updated: "2026-07-31T15:34:49.564Z"
locale: en
meta:
description: "Niche score 43/100 · £38K/yr market · 300K searches/yr · £20.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £38K/yr market · 300K searches/yr · £20.35 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Matilda Costume — £38K/yr Amazon UK Niche (2026) - Flapen"
---
# **matilda costume**
**Skip it**
Soft demand (-96.5% this quarter) — this niche doesn't clear our bar today.
Market size 9Growth 0Conversion 8Competition 71Returns 53Price range 72Avg price 88Brand share 61Review moat 93Quality gap 60
**Review moat**
**Great****130.24**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Great****£20.35**
avg listing price — sweet spot $15–$100
**Price range**
**Good****£4.43–£42.12**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****42%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****68%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Returns**
**Good****2.9%**
return rate — above 5% kills the launch gate
**Market size**
**Bad****£38K**
£38K/yr · 300K searches
**Conversion**
**Bad****0.6%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-96.5%**
90-day search growth — must beat 0% to launch
**Signals**[** 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, matilda costume is a £38K/yr Amazon United Kingdom market (300K searches/yr). The top 5 brands hold 68% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 43/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **matilda costume market data**
- **Units sold / yr**
- **3K–3K**
- avg 0–100/product
- **Revenue / yr**
- **£51K–£61K**
- units × avg price
- **Conversion rate**
- **0.6%**
- **Avg BSR**
- **#2,559**
- **Page quality**
- **0%**
- **Prime**
- **82%**
- **Sponsored**
- **50%**
- **Out of stock**
- **16.1%**
- **Avg brand age**
- **32 months**
- **Avg seller age**
- **196 days**
## **Competition & brand share**
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**20 **▲rising
**Sellers**
**26**
**Top-5 brand share**
**68%**
Top 20: 100%
**Top-5 click share**
**42%**
Top 20: 84%
**Open market**
**26%**
- Koongso21% - Morph16% - NEW-YIJUNSHUN14% - BlackButterfly11% - KoleGoe7% - Rubies5%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -96.5% search growth over the last 90 days.
90K70KSpike '24Spike '25Spike '26Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Feb, Mar · busiest ÷ quietest = 97.1×
[**Open Trend **](https://flapen.com/research/uk/toys-games/matilda-costume/trend)
## **Top matilda costume search terms**
- **matilda costume**144K/yr-95.7%0.9% conv. - **matilda costume kids**78K/yr-98.8%0.8% conv. - **matilda the musical costume**9K/yr-90.0%0.3% conv. - **matilda dress**8K/yr-91.9%0.6% conv. - **roald dahl matilda costume**4K/yr-87.5%0.2% conv. - **matilda school costume**6K/yr-91.6%0.7% conv. - **matilda school uniform costume**5K/yr-90.3%1.4% conv. - **matilda outfit**4K/yr-92.5%0.4% conv. - **matilda fancy dress**5K/yr-92.8%1.5% conv. - **matilda costumes for girls**26K/yr-99.8%0.0% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/matilda-costume/search-terms)
## **Top matilda costume 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%4%£2K8%£3K12%£5K16%£6K1101001K 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**Koongso Girls Book Character Costume School Uniform Outfits - Grey Jacket White Shirt Black Skirt & Necktie Roald Dahl World Book Day Costumes for Kids**Koongso**£25.17**4.4★8 rev](https://www.amazon.co.uk/dp/B0F1D4RFFN) [2**Morph Book Lover Costume With Dress and Accessories World Book Day Costumes For Girls Kids World Book Day Costumes 10-12**Morph**£15.64**5.0★11 rev](https://www.amazon.co.uk/dp/B0FHJ164TT) [3**NEW-YIJUNSHUN Roald Dahl Matilda the Musical Cosplay Costume Grey Red School Uniform JK Dress With Tie Halloween Christmas Party Book Week Cosplay (140-150CM)**NEW-YIJUNSHUN**£32.07**5.0★3 rev](https://www.amazon.co.uk/dp/B0FQ5BM4KS) [4**Koongso Girls Book Character Costume School Uniform Outfits - Grey Jacket White Shirt Black Skirt & Necktie Roald Dahl World Book Day Costumes for Kids**Koongso**£25.64**4.4★8 rev](https://www.amazon.co.uk/dp/B0F1D2NRV3) [5**BlackButterfly Girls Lucy Clarity Dress Blue 3-4 Years**BlackButterfly**£24.15**4.4★910 rev](https://www.amazon.co.uk/dp/B0784NN2MB)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Dazzroi 4Pcs Book Character Costume Set for Women Fancy Dress Kit with Red Bow Headband Blue Tutu Skirt White Stockings Lizard Prop for World Book Day Carnival Cosplay Party**Dazzroi**£7.82**0 rev6mo ago](https://www.amazon.co.uk/dp/B0GK18D5MY) [**Rubies Official Roald Dahls Matilda Child Costume Kids Fancy Dress 7-8 Years**Rubies**£16.60**14 rev6mo ago](https://www.amazon.co.uk/dp/B0GHS93F54) [**Rubies Official Roald Dahls Matilda Child Costume Kids Fancy Dress 5-6 Years**Rubies**£14.53**14 rev6mo ago](https://www.amazon.co.uk/dp/B0GHS218SG) [**Morph Book Lover Costume With Dress and Accessories World Book Day Costumes For Girls Kids World Book Day Costumes 10-12**Morph**£15.64**11 rev6mo ago](https://www.amazon.co.uk/dp/B0FHJ164TT) [**Morph Book Lover Costume With Dress and Accessories World Book Day Costumes For Girls Kids World Book Day Costumes 7-9**Morph**£16.85**11 rev6mo ago](https://www.amazon.co.uk/dp/B0FHHYTV7B)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Fun Shack 50s High School Sweetheart Ladies Movie Fancy Dress 50s 70s Musical Halloween Costumes For Women Small**Fun Shack**£22.13**3.6★**▲ 1000%**](https://www.amazon.co.uk/dp/B0C62F33X7) [**Crittygo Matilda Costume World Book Day Costumes with Headband Socks Handbag Matilda Fancy Dress Up for World Book Day & Theme Party**Crittygo**£17.78**1.0★**▲ 500%**](https://www.amazon.co.uk/dp/B0G64S225X) [**Koongso Girls Book Character Costume School Uniform Outfits - Grey Jacket White Shirt Black Skirt & Necktie Roald Dahl World Book Day Costumes for Kids**Koongso**£25.64**4.4★**▲ 375%**](https://www.amazon.co.uk/dp/B0F1D2NRV3) [**LIUWAZJ Matilda Cosplay Costume for Girls Uniform Skirt Shirt Necktie Outfits World Book Day Costume Halloween Carnival Suit Kids Size 130-150 cm (130)**LIUWAZJ**£26.76**4.5★**▲ 357%**](https://www.amazon.co.uk/dp/B0DWSQYN84) [**NEW-YIJUNSHUN Roald Dahl Matilda the Musical Cosplay Costume Grey Red School Uniform JK Dress With Tie Halloween Christmas Party Book Week Cosplay (130-140CM)**NEW-YIJUNSHUN**£31.56**5.0★**▲ 349%**](https://www.amazon.co.uk/dp/B0FQ5G8YPX)
**~~View all trending →~~**
## **What buyers say about matilda costume**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**40%
*“fits well when following the size guide”*
**Durability**13%
*“definitely up for having more than one use out of”*
**Quality-Overall**11%
*“Reasonable value considering the quality”*
**Comfort-Overall**10%
*“The fit was comfortable”*
**Color**8%
*“the colours are bright”*
**Material Quality**6%
*“Material quality is decent for costume wear”*
**Design-Overall**4%
*“Beautiful design”*
**Value For Money**2%
*“offering excellent value at this price point”*
**Ease Of Use**1%
*“easy to move in”*
**Strength**1%
*“It didnt feel flimsy”*
### **What buyers complain about **
**Size-Overall**25%
*“Not the right size”*
**Quality-Overall**25%
*“order a new one also the quality isnt the good one SHEIN have better quality”*
**Thickness**13%
*“Thin synthetic fabric”*
**Material Quality**13%
*“Thin synthetic fabric”*
### **Top return reasons **
**Size-Overall**75%
**Quality-Overall**9%
**Material Quality**5%
**Value For Money**3%
**Advertised Vs Actual Product**2%
**Color**2%
**Product Condition**1%
**Touch/Button Controls**0%
**Thin**0%
**Shape/Style**0%
## **Common questions**
- **Is matilda costume profitable to sell on Amazon United Kingdom?**
- The niche generates £38K/yr across 34 tracked products. 0 of 15 products launched in the last 360 days are still selling. 90-day search growth is -96.5%. Flapen's verdict: Skip it (43/100).
- **How competitive is the matilda costume niche?**
- 20 brands and 26 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 68% of demand.
- **What do buyers complain about in matilda costume?**
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 2.9%.
- **When does demand for matilda costume peak?**
- Demand peaks in Feb–Mar; the busiest month runs 97.1× the quietest.
- **What does it cost to enter the matilda costume niche?**
- Listings span £4.43–£42.12; the average listing price is £20.35 (sweet spot $15–$100). The average incumbent carries 130 reviews — the moat a new listing must climb.
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