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Moana Doll

Fail

The top 5 brands take 98% of clicks, so Moana Doll is a Fail.

Flapen Score
42
42 / 100
Ranks 971 of 1,773 Toys & Games niches · −2 vs the category median of 44
Market size
£35K/yr57K searches / yr
90-day growth
-5.8%search demand this quarter
Competition
45%top-5 click share · 7 brands · 146 sellers

Flapen Score

Moana Doll against its category

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

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Moana Doll market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Moana Doll 57K times last year and spent an estimated £35K. The top 5 brands take 98% of clicks. Demand peaks in Nov–Dec. Flapen scores it 42 out of 100, a Fail.

01 · Demand

4.1% of searches ended in a purchase last week.

Shoppers searched for this 57K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.1% of those searches ended in a purchase. Searches in the last 90 days moved -5.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £35K a year.

Searches, last 12 months
57K
Growth, 90 days vs prior 90
-5.8%
Conversion, latest week
4.1%
Market size, estimated
£35Ka year
Peak month
December5.7× the quietest month
Top search term
moana doll49K searches a year

02 · Price

A sale here is worth £15.36.

Listings sell for £15.36 on average, from £4.99 to £63.56. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £15.36 that is £2K to £4K a year per listing.

Average price
£15.36inside the $15 to $100 sweet spot
Price range
£4.99–£63.56
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£2K–£4K
Returns
1.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

60% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 7.4% of listings are out of stock. The average listing ranks #431 within Dolls & Accessories. It carries 1,614 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
60%
Prime listings
97%
Out of stock, average day
7.4%
Average rank
#431in Dolls & Accessories
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,614per listing
Listings tracked
35

04 · Newcomers

Amazon counts 0 of last year's 8 launches as successful.

8 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 42 months on average, so the names here are settling in.

Launched, last 12 months
8
Successful launches
0Amazon's first-year sales bar
Average brand age
42 months

Products

Top Moana Doll 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£2K£3K£4K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

7 flat

Sellers

146

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

45%

Top 20: 86%

Open market

1%

  • Mattel44%
  • Disney26%
  • Disney Store13%
  • Disney Princess12%
  • Jakks Pacific3%
  • Disney Moana1%
  • Open — no brand owns it (1 brand, 1%)

Demand

Moana Doll search demand

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

7K5KHoliday '24Prime Day '25Spike '25Black Friday '25Spike '26Prime Day '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 5.7×

Search terms

Top Moana Doll search terms shoppers use

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

  • moana doll49K/yr
  • moana singing doll4K/yr
  • mowana2K/yr
  • moana 2 doll2K/yr

Reviews and returns

What reviews say buyers love and hate about Moana Doll

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

Complain

Value For Money15%0.00

This is not a cheap copy and hence you may pay more

waste of money

Waste of money

Design-Overall9%−0.14

Worst design ever because you cant get the doll out without the hair ruined

Battery Inclusion9%−0.12

No batteries included

Quality-Overall9%

Rubbish

Mess Free9%

Hair gets messy fast

Love

Value For Money27%0.00

Good value for the price

Worth the money

Great value

Quality-Overall21%

good quality and value arrived quickly

Good quality

The quality feels solid

Fun/Entertainment Experience12%+0.95

Great role play doll

Great toy set

Very good value great kids toys

Size-Overall8%+1.25

Sizing is accurate

a good size

Great doll good size aswell

Gifting Purpose5%−0.02

lovely gift

Great gift for a moana fan

would make a lovely gift for any young Moana fan

Return

1.4% Return rate 51% Fixable by listing

Size-Overall38%▁▆▅█▇▂

bigger than I was expecting

The five accessories are small

Gifting Purpose17%▁▁█▅▅█

Not suitable as for a childs present

Advertised Vs Actual Product12%▁▆▁▁▁█
Functionality-Overall8%▁█▁▁▃▁
Value For Money7%█▁▂▁▁▂

This is not a cheap copy and hence you may pay more

waste of money

Waste of money

FAQ

Common Moana Doll questions

Answered from the same tracked data.