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Scrabble

Maybe

Returns run at only 0.8% of orders. But the top 5 brands take 100% of clicks, so Scrabble is a Maybe.

Flapen Score
52
52 / 100
Top 24% of 1,773 Toys & Games niches · +8 vs the category median of 44
Market size
£758K/yr501K searches / yr
90-day growth
-22.7%search demand this quarter
Competition
79%top-5 click share · 4 brands · 105 sellers

Flapen Score

Scrabble against its category

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

52Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Scrabble market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Scrabble 501K times last year and spent an estimated £758K. All 4 brands take every click. Demand peaks in Jan–Nov–Dec. Flapen scores it 52 out of 100, a Maybe.

01 · Demand

5.2% of searches ended in a purchase last week.

Shoppers searched for this 501K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.2% of those searches ended in a purchase. Searches in the last 90 days moved -22.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £758K a year.

Searches, last 12 months
501K
Growth, 90 days vs prior 90
-22.7%
Conversion, latest week
5.2%
Market size, estimated
£758Ka year
Peak month
December5.1× the quietest month
Top search term
scrabble275K searches a year

02 · Price

A sale here is worth £28.85.

Listings sell for £28.85 on average, from £9.35 to £78.74. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 4,000 to 5,000 of them. At £28.85 that is £115K to £144K a year per listing.

Average price
£28.85inside the $15 to $100 sweet spot
Price range
£9.35–£78.74
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
25K–30K
Units per listing a year
4,000–5,000
Revenue per listing a year
£115K–£144K
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

20% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 1.3% of listings are out of stock. The average listing ranks #352 within Games & Accessories. It carries 414 reviews at 4.19 stars, so a new listing needs social proof before a better product.

Sponsored listings
20%
Prime listings
80%
Out of stock, average day
1.3%
Average rank
#352in Games & Accessories
Average rating
4.19 starsAmazon United Kingdom average 4.36 stars
Average reviews
414per listing
Listings tracked
10

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 57 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
57 months

Products

Top Scrabble 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 79% of clicks. A locked shelf that new listings rarely crack.

£0£114K£227K£341K£455K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

4 rising

Sellers

105

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

79%

Top 20: 100%

Open market

0%

  • Juegos Mattel65%
  • Ideal26%
  • WOZLO6%
  • Scrabble4%

Demand

Scrabble search demand

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

40K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 5.1×

Search terms

Top Scrabble search terms shoppers use

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

  • scrabble275K/yr
  • scrabble board game uk168K/yr
  • scrabble board game26K/yr
  • classic scrabble board game8K/yr
  • scrabble board5K/yr
  • original scrabble board game6K/yr
  • scrabble game5K/yr
  • scrabble original5K/yr
  • scrabble original board game3K/yr

Reviews and returns

What reviews say buyers love and hate about Scrabble

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

Complain

Size-Overall41%−0.28

The tiles are not consistent sizes

Too small

Small for travel

Material Quality11%−0.07

The tile bag is cheap plastic

Plastic

Portability8%−0.06

No way could you use this whilst travelling

Cant use for travel

Not fit for travel

Adjustability/Rotatability/Reclining5%−0.01

Also the rotating board can be irritating because of the slight wobble

Quality-Overall5%+0.41

Scrabble board was very cheap and substandard

Overall quality is very poor

Poor quality and too small to be practical

Love

Fun/Entertainment Experience29%+2.07

Good family game

Good fun

Great family fun game

Value For Money16%+1.08

Great value

Good value

Well worth the money

Quality-Overall11%+0.41

Good quality

the bag is of decent quality

good quality board and pieces

Trivia Games7%+0.23

Great economical Scrabble Game

I can play real Scrabble with real people again

Scrabble ++ Fabulous loved this what a bargain

Gifting Purpose7%−0.01

happy with his present

birthday present

Perfect Christmas gift

Return

0.8% Return rate 62% Fixable by listing

Size-Overall51%▃▆▅▇█▇

The tiles are not consistent sizes

Too small

Small for travel

Defective Material/Parts9%▇▇▃▃█▃

Pieces do not fit into the squares making it difficult to use

Gifting Purpose6%▁▁█▅▃▂
Quality-Overall6%█▃▅▂▂▃

Scrabble board was very cheap and substandard

Overall quality is very poor

Poor quality and too small to be practical

Functionality-Overall4%▁▁▄█▁▆

FAQ

Common Scrabble questions

Answered from the same tracked data.