Is shaun the sheep profitable to sell on Amazon United Kingdom?

The niche generates £48K/yr across 15 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -22.8%. Flapen's verdict: Skip it (40/100).

How competitive is the shaun the sheep niche?

9 brands and 85 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in shaun the sheep?

Top complaints mined from reviews: Size-Overall, Stitch/Finish/Polish, Value For Money. The return rate is 0.7%.

When does demand for shaun the sheep peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 5.2× the quietest.

What does it cost to enter the shaun the sheep niche?

Listings span £5.48–£20.01; the average listing price is £12.32 (sweet spot $15–$100). The average incumbent carries 543 reviews — the moat a new listing must climb.

shaun the sheep

Skip it

A small market ($48K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Review moat

Good543

avg incumbent reviews — the moat a new listing must climb

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Avg price

Good£12.32

avg listing price — sweet spot $15–$100

Competition

Okay64%

top-5 click share — leaders hold, buyers still browse

Price range

Okay£5.48–£20.01

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Okay2.4%

search→purchase rate — share of searches ending in a sale

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Growth

Bad-22.8%

90-day search growth — must beat 0% to launch

Market size

Bad£48K

£48K/yr · 162K searches

According to Flapen's Amazon United Kingdom niche tracking, shaun the sheep is a £48K/yr Amazon United Kingdom market (162K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 40/100.

Data updated Jul 30, 2026 · scored weekly · How we score niches

shaun the sheep market data

Units sold / yr: 3K–4K; avg 100–250/product
Revenue / yr: £37K–£49K; units × avg price
Conversion rate: 2.4%
Avg BSR: #1,261
Page quality: 0%
Prime: 93%
Sponsored: 47%
Out of stock: 1.9%
Avg brand age: 42 months
Avg seller age: 194 days

Competition & brand share

The top 5 products take 64% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

64%

Top 20: 100%

Open market

AURORA31%
Shaun the Sheep20%
Nici19%
Puckator10%
Doyomtoy8%
Vanilla Underground5%
Open — no brand owns it (3 brands, 8%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -22.8% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 5.2×

Open Trend

Top shaun the sheep search terms

shaun the sheep123K/yr -19.3%1.2% conv.
shaun the sheep toy18K/yr -34.4%5.2% conv.
shaun the sheep merchandise10K/yr -28.9%0.7% conv.
shaun the sheep toys6K/yr -45.3%2.9% conv.
shawn the sheep2K/yr -21.0%1.2% conv.
sean the sheep2K/yr -35.9%3.6% conv.

All search terms

Top shaun the sheep 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Shaun the Sheep 61173 8-inch Plush Cuddly Toy Black and White 8in Suitable for Adults and Kids

AURORA£11.394.7★1,185 rev

Shaun the Sheep Aurora 61174 12In Soft Toy Black and White

Shaun the Sheep£15.144.8★979 rev

NICI Soft Toy Shaun the Sheep 25 cm Sheep Cuddly Toys for Girls Boys & Babies Fluffy Stuffed Animal for Playing Cuddling & Collecting Cosy Plush Animals

Nici£9.594.6★1,569 rev

Doyomtoy Sheep Pencil Case Cartoon Sheep Zipper Pencil Case Plush Toys Student Stationery Bag Makeup Bag Plush Organizer Zipper Stationery Sup Birthday Gift School Start Gift

Doyomtoy£11.193.9★18 rev

AURORA Timmy Shaun the Sheep Soft Toy White

AURORA£12.904.5★361 rev

Newest

by launch date

Vanilla Underground Shaun The Sheep Womens Black and Cream Short Sleeve Long Leg Pyjama Set | Cartoon Print Nightwear for Sleep & Relaxation | Retro PJs featuring Shaun

Vanilla Underground£18.662 rev

5mo ago

Spy × Family Boys T-Shirts 7-16 Yrs 2 Pack Cotton Crew Neck Short Sleeve Tee Tops Soft Summer Boys Clothing Anime Gifts (13-14 Years Black/Burgundy Spy Family)

Get Trend£13.0058 rev

9mo ago

Corgi CC81001 Shaun the Sheep - Shaun Quad Bike Die-cast Model for adults 14+ years collectors

Corgi£16.722 rev

10mo ago

Puckator Shaun The Sheep Ceramic Shaped Mug - Funny Home Accessories - Cute Gifts for Girlfriend - Large Mugs for Men Women Hot Drinks - Cute Cups Presents - Secret Santa Gift - Cup Set

Puckator£8.263 rev

1y ago

Doyomtoy Sheep Pencil Case Cartoon Sheep Zipper Pencil Case Plush Toys Student Stationery Bag Makeup Bag Plush Organizer Zipper Stationery Sup Birthday Gift School Start Gift

Doyomtoy£11.1918 rev

2y ago

What buyers say about shaun the sheep

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall37%

“Very well made”

Soft Feel16%

“This is the best quality soft toy that I've ever bought”

Value For Money15%

“price was fair”

Size-Overall12%

“Good size and value”

Fun/Entertainment Experience7%

“The toy looks very cute sitting down”

Fluffiness6%

“fluffy”

Advertised Vs Actual Product3%

“looks exactly like the cartoon character”

Material Quality1%

“The white stuff in particular looks wiry to mimic wool but is actually really soft”

What buyers complain about

Size-Overall40%

“very small”

Stitch/Finish/Polish20%

“overall stitching coming loose”

Value For Money14%

“albeit a tad expensive for the size”

Top return reasons

Size-Overall52%

Functionality-Overall21%

Gifting Purpose6%

Advertised Vs Actual Product6%

Defective Material/Parts5%

Durability3%

Scratch Resistance3%

Print Quality3%

Common questions

Is shaun the sheep profitable to sell on Amazon United Kingdom?: The niche generates £48K/yr across 15 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -22.8%. Flapen's verdict: Skip it (40/100).
How competitive is the shaun the sheep niche?: 9 brands and 85 sellers compete. The top 5 products take 64% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in shaun the sheep?: Top complaints mined from reviews: Size-Overall, Stitch/Finish/Polish, Value For Money. The return rate is 0.7%.
When does demand for shaun the sheep peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 5.2× the quietest.
What does it cost to enter the shaun the sheep niche?: Listings span £5.48–£20.01; the average listing price is £12.32 (sweet spot $15–$100). The average incumbent carries 543 reviews — the moat a new listing must climb.