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Micromallows

Fail

The top 5 brands take 100% of clicks, so Micromallows is a Fail.

Flapen Score
38
38 / 100
Ranks 1,216 of 1,773 Toys & Games niches · −6 vs the category median of 44
Market size
£33K/yr77K searches / yr
90-day growth
-33.6%search demand this quarter
Competition
45%top-5 click share · 5 brands · 77 sellers

Flapen Score

Micromallows against its category

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

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Micromallows market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Micromallows 77K times last year and spent an estimated £33K. All 5 brands take every click. Demand peaks in Oct–Nov–Dec. Flapen scores it 38 out of 100, a Fail.

01 · Demand

3.3% of searches ended in a purchase last week.

Shoppers searched for this 77K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.3% of those searches ended in a purchase. Searches in the last 90 days moved -33.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £33K a year.

Searches, last 12 months
77K
Growth, 90 days vs prior 90
-33.6%
Conversion, latest week
3.3%
Market size, estimated
£33Ka year
Peak month
December5.9× the quietest month
Top search term
micromallows50K searches a year

02 · Price

A sale here is worth £13.14.

Listings sell for £13.14 on average, from £6.03 to £32.52. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 0 to 100 of them. At £13.14 that is £0 to £1K a year per listing.

Average price
£13.14under the $15 to $100 sweet spot
Price range
£6.03–£32.52
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

71% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 14.3% of listings are out of stock. The average listing ranks #1,018 within Dolls & Accessories. It carries 774 reviews at 4.65 stars, so a new listing needs social proof before a better product.

Sponsored listings
71%
Prime listings
94%
Out of stock, average day
14.3%
Average rank
#1,018in Dolls & Accessories
Average rating
4.65 starsAmazon United Kingdom average 4.36 stars
Average reviews
774per listing
Listings tracked
31

04 · Newcomers

Amazon counts 3 of last year's 12 launches as successful.

12 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 22 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
12
Successful launches
3Amazon's first-year sales bar
Average brand age
22 months

Products

Top Micromallows 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 45% of clicks. Leaders hold, but buyers still shop past them.

£0£1K£3K£4K£5K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

5 falling

Sellers

77

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

45%

Top 20: 87%

Open market

0%

  • Squishmallows87%
  • Micromallows4%
  • Squishville4%
  • Squish-a-longs3%
  • Get Trend1%

Demand

Micromallows search demand

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

5K3KPrime Day '25Spike '25Black Friday '25Holiday '25DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 5.9×

Search terms

Top Micromallows search terms shoppers use

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

  • micromallows50K/yr
  • micromallows squishmallows11K/yr
  • squishmallow micromallows6K/yr
  • squishmallow accessories5K/yr
  • micro squishmallows4K/yr

Reviews and returns

What reviews say buyers love and hate about Micromallows

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

Complain

Product Condition50%−0.20

Dusty box and dirty not sure why if there new

i was unanware until they arrived that these were used and not brand new

Size-Overall8%+0.08

A little smaller than I thought they would be though

Love

Gifting Purpose19%+1.31

Fantastic Gift

Made the kids happy as their Easter hunt prize

Come within a little box so looks lovely for a gift

Quality-Overall19%−0.03

good quality toys nice bright colours

Good quality

Lovely product

Value For Money15%+0.98

Cheaper than anywhere else

Good value

Great value

Soft Feel11%

They was so cute it is gift for my daughter very soft

Super soft and have washed really well

Advertised Vs Actual Product8%+0.50

As expected

Exactly what I wanted

Return

0.9% Return rate 63% Fixable by listing

Size-Overall55%▅▇█▅▃▆

A little smaller than I thought they would be though

Gifting Purpose14%█▁▃▅▁▁
Hard Feel7%▁▁▁██▁
Compatibility-Overall3%
Color3%▁█▁▁▁▁

FAQ

Common Micromallows questions

Answered from the same tracked data.