---
title: "Mtg Avatar — £234K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/mtg-avatar"
last_updated: "2026-07-31T14:33:08.313Z"
locale: en
meta:
description: "Niche score 41/100 · £234K/yr market · 108K searches/yr · £71.13 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 41/100 · £234K/yr market · 108K searches/yr · £71.13 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Mtg Avatar — £234K/yr Amazon UK Niche (2026) - Flapen"
---
# **mtg avatar**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 44Growth 11Conversion 38Competition 18Returns 81Price range 31Avg price 85Brand share 0Review moat 90Quality gap 80
**Review moat**
**Great****209.33**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Great****£71.13**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.7%**
return rate — above 5% kills the launch gate
**Quality gap**
**Great****4.2★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£234K**
£234K/yr · 108K searches
**Conversion**
**Okay****3.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****£5.77–£277.08**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Bad****79%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-28.5%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Signals**[** High Price**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
According to Flapen's Amazon United Kingdom niche tracking, mtg avatar is a £234K/yr Amazon United Kingdom market (108K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 41/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **mtg avatar market data**
- **Units sold / yr**
- **3K–4K**
- avg 250–500/product
- **Revenue / yr**
- **£213K–£285K**
- units × avg price
- **Conversion rate**
- **3.0%**
- **Avg BSR**
- **#219**
- **Page quality**
- **0%**
- **Prime**
- **89%**
- **Sponsored**
- **22%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **26 months**
- **Avg seller age**
- **190 days**
## **Competition & brand share**
The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**1 **▼falling
**Sellers**
**74**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**79%**
Top 20: 100%
**Open market**
**0%**
- Magic: The Gathering100%
## **Demand**
Weekly Amazon search volume, last 47 weeks — -28.5% search growth over the last 90 days.
7K5KBlack Friday '25Spike '26Sep '25Oct '25Dec '25Feb '26Mar '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/toys-games/mtg-avatar/trend)
## **Top mtg avatar search terms**
- **magic the gathering avatar**19K/yr-28.8%3.4% conv. - **mtg avatar**23K/yr-34.2%4.0% conv. - **avatar mtg**19K/yr-35.3%4.0% conv. - **magic the gathering avatar the last airbender**8K/yr-19.1%3.2% conv. - **mtg avatar the last airbender**12K/yr-32.1%3.7% conv. - **avatar the last airbender magic the gathering**22K/yr+9.5%1.6% conv. - **avatar the last airbender mtg**5K/yr+1.2%1.7% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/mtg-avatar/search-terms)
## **Top mtg avatar 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%£23K20%£47K30%£70K40%£93K101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Magic: The Gathering | Avatar: The Last Airbender Beginner Box | 2-Player Card Game**Magic: The Gathering**£19.93**4.6★782 rev](https://www.amazon.co.uk/dp/B0FHJGN2S6) [2**Magic: The Gathering | Avatar: The Last Airbender Bundle**Magic: The Gathering**£49.52**4.7★560 rev](https://www.amazon.co.uk/dp/B0FHJGC6N7) [3**Magic: The Gathering | Avatar: The Last Airbender Jumpstart Booster | 2-Player Card Game for Ages 13+**Magic: The Gathering**£6.31**4.5★76 rev](https://www.amazon.co.uk/dp/B0FHJJ15X7) [4**Magic: The Gathering | Avatar: The Last Airbender Scene Box - The Black Sun Invasion**Magic: The Gathering**£29.00**4.0★70 rev](https://www.amazon.co.uk/dp/B0FHJK1PY5) [5**Magic: The Gathering | Avatar: The Last Airbender Play Booster Box**Magic: The Gathering**£135.32**3.8★35 rev](https://www.amazon.co.uk/dp/B0FHJHCNML)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Magic: The Gathering | Avatar: The Last Airbender Beginner Box | 2-Player Card Game**Magic: The Gathering**£19.93**782 rev11mo ago](https://www.amazon.co.uk/dp/B0FHJGN2S6) [**Magic: The Gathering | Avatar: The Last Airbender Bundle**Magic: The Gathering**£49.52**560 rev11mo ago](https://www.amazon.co.uk/dp/B0FHJGC6N7) [**Magic: The Gathering | Avatar: The Last Airbender Jumpstart Booster | 2-Player Card Game for Ages 13+**Magic: The Gathering**£6.31**76 rev11mo ago](https://www.amazon.co.uk/dp/B0FHJJ15X7) [**Magic: The Gathering | Avatar: The Last Airbender Scene Box - The Black Sun Invasion**Magic: The Gathering**£29.00**70 rev11mo ago](https://www.amazon.co.uk/dp/B0FHJK1PY5) [**Magic: The Gathering | Avatar: The Last Airbender Play Booster Box**Magic: The Gathering**£135.32**35 rev11mo ago](https://www.amazon.co.uk/dp/B0FHJHCNML)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Magic: The Gathering | Avatar: The Last Airbender Jumpstart Booster | 2-Player Card Game for Ages 13+**Magic: The Gathering**£6.31**4.5★**▲ 73%**](https://www.amazon.co.uk/dp/B0FHJJ15X7) [**Magic: The Gathering | Avatar: The Last Airbender Beginner Box | 2-Player Card Game**Magic: The Gathering**£19.93**4.6★**▲ 42%**](https://www.amazon.co.uk/dp/B0FHJGN2S6) [**Magic: The Gathering | Avatar: The Last Airbender Scene Box - The Black Sun Invasion**Magic: The Gathering**£29.00**4.0★**▲ 18%**](https://www.amazon.co.uk/dp/B0FHJK1PY5) [**Magic: The Gathering | Avatar: The Last Airbender Collector Booster Box| Collectible Card Game for Ages 13+**Magic: The Gathering**£277.08**3.5★**▲ 16%**](https://www.amazon.co.uk/dp/B0FHJHP2DK) [**Magic: The Gathering | Avatar: The Last Airbender Play Booster| Collectible Trading Card Game for Ages 13+**Magic: The Gathering**£5.77**4.3★**— 2%**](https://www.amazon.co.uk/dp/B0FHJHCR13)
**~~View all trending →~~**
## **What buyers say about mtg avatar**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Suitability Beginner**25%
*“Great place to start”*
**Value For Money**17%
*“The value is excellent as a new player”*
**Instructions/User Manual/Troubleshooting**11%
*“Comes with instructions”*
**Ease Of Use**9%
*“Simple and fun”*
**Fine Motor Skill**8%
*“this was a great starter set to learn the basic game mechanics”*
**Collectibles**8%
*“Good cards”*
**Gifting Purpose**6%
*“Excellent gift”*
**Fun/Entertainment Experience**5%
*“Simple and fun”*
**Design-Overall**2%
*“The artwork is really nice”*
**Size-Overall**2%
*“even fits all the cards when single sleeved”*
### **What buyers complain about **
**Value For Money**50%
*“a very expensive card”*
**Advertised Vs Actual Product**25%
*“Disappointed only 20 card decks thought they're would be full 60 card decks, misleading advertising”*
**Product Condition**13%
*“Product was advertised as new and paid the price for new but was not sealed.”*
### **Top return reasons **
**Value For Money**38%
**Product Condition**19%
**Defective Material/Parts**13%
**Shrinkage Resistance**6%
**Adhesion/Stickiness**6%
**Gifting Purpose**6%
**Advertised Vs Actual Product**6%
**Ethical Trade/Fair Trade**6%
## **Common questions**
- **Is mtg avatar profitable to sell on Amazon United Kingdom?**
- The niche generates £234K/yr across 9 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is -28.5%. Flapen's verdict: Skip it (41/100).
- **How competitive is the mtg avatar niche?**
- 1 brands and 74 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in mtg avatar?**
- Top complaints mined from reviews: Value For Money, Advertised Vs Actual Product, Product Condition. The return rate is 1.7%.
- **What does it cost to enter the mtg avatar niche?**
- Listings span £5.77–£277.08; the average listing price is £71.13 (sweet spot $15–$100). The average incumbent carries 209 reviews — the moat a new listing must climb.
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