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Optimus Prime

Fail

The top 5 brands take 99% of clicks, so Optimus Prime is a Fail.

Flapen Score
44
44 / 100
Ranks 850 of 1,773 Toys & Games niches · on the category median
Market size
£75K/yr246K searches / yr
90-day growth
-18.0%search demand this quarter
Competition
39%top-5 click share · 6 brands · 172 sellers

Flapen Score

Optimus Prime against its category

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

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Optimus Prime market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Optimus Prime 246K times last year and spent an estimated £75K. The top 5 brands take 99% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

1.0% of searches ended in a purchase last week.

Shoppers searched for this 246K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.0% of those searches ended in a purchase. Searches in the last 90 days moved -18.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £75K a year.

Searches, last 12 months
246K
Growth, 90 days vs prior 90
-18.0%
Conversion, latest week
1.0%
Market size, estimated
£75Ka year
Peak month
December3.4× the quietest month
Top search term
optimus prime85K searches a year

02 · Price

A sale here is worth £29.71.

Listings sell for £29.71 on average, from £6.42 to £103.85. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At £29.71 that is £0 to £3K a year per listing.

Average price
£29.71inside the $15 to $100 sweet spot
Price range
£6.42–£103.85
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
1.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

36% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 3.1% of listings are out of stock. The average listing ranks #1,019 within Play Figures. It carries 502 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
36%
Prime listings
89%
Out of stock, average day
3.1%
Average rank
#1,019in Play Figures
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
502per listing
Listings tracked
36

04 · Newcomers

Amazon counts 5 of last year's 9 launches as successful.

9 products launched here in the last 12 months. Amazon counts 5 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 29 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
9
Successful launches
5Amazon's first-year sales bar
Average brand age
29 months

Products

Top Optimus Prime 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 only 39% of clicks. An open shelf where new products get seen.

£0£2K£5K£7K£9K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

172

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

39%

Top 20: 86%

Open market

0%

  • Transformers83%
  • YOLOPARK11%
  • BLOKEES3%
  • LEGO1%
  • DULONIME1%
  • NT Labs1%
  • Open — no brand owns it (0%)

Demand

Optimus Prime search demand

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

13K8KSpike '24Holiday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.4×

Search terms

Top Optimus Prime search terms shoppers use

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

  • optimus prime85K/yr
  • optimus prime transformer toy66K/yr
  • transformers optimus prime41K/yr
  • transformers toys optimus prime13K/yr
  • transformers studio series optimus prime8K/yr
  • optimus prime figure7K/yr
  • optimus prime toy8K/yr
  • optimus4K/yr
  • transformer optimus prime5K/yr
  • transformers studio series 86 optimus prime4K/yr

Reviews and returns

What reviews say buyers love and hate about Optimus Prime

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

Complain

Value For Money22%+1.76

these things are way too expensive

so he's definitely overpriced at full retail

Not worth the price

Size-Overall17%−0.17

very small

The product is tiny

much smaller then expected

Quality-Overall13%+0.21

The quality of plastic is bad

Not good quality

Quality questionable as well

Strength11%−0.12

feels flimsy like a toy that meant to be £12

Fragile

Instructions/User Manual/Troubleshooting7%−0.08

this wasn't shown in the instructions so I can only assume this aswell wasn't made properly

Love

Value For Money24%+1.76

Great value for money

Great price very happy

Great toy, best price

Quality-Overall18%+0.21

Looks good, easy transformation

Good quality

Good product

Fun/Entertainment Experience11%−0.02

Some fun features

was great fun to build

Great toy

Gifting Purpose10%+0.95

Good present

Birthday gift

Birthday present

Design-Overall6%+0.56

The accessories are top-notch too

Another great build by Lego

The detail is amazing

Return

1.6% Return rate 41% Fixable by listing

Size-Overall37%▁█▄▄▅▇

very small

The product is tiny

much smaller then expected

Value For Money12%▅▅▄▄█▂

these things are way too expensive

so he's definitely overpriced at full retail

Not worth the price

Defective Material/Parts10%▁▁▃▃█▅
Gifting Purpose7%█▁▂▃▁▃
Quality-Overall7%▁▁█▄▅▁

The quality of plastic is bad

Not good quality

Quality questionable as well

FAQ

Common Optimus Prime questions

Answered from the same tracked data.