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Shaun the Sheep

Fail

Shoppers spend only $48K a year here, so Shaun the Sheep is a Fail.

Flapen Score
40
40 / 100
Ranks 1,079 of 1,773 Toys & Games niches · −4 vs the category median of 44
Market size
£48K/yr162K searches / yr
90-day growth
-22.8%search demand this quarter
Competition
64%top-5 click share · 9 brands · 85 sellers

Flapen Score

Shaun the Sheep against its category

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

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Shaun the Sheep market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Shaun the Sheep 162K times last year and spent an estimated £48K. The top 5 brands take 87% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 40 out of 100, a Fail.

01 · Demand

2.4% of searches ended in a purchase last week.

Shoppers searched for this 162K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.4% of those searches ended in a purchase. Searches in the last 90 days moved -22.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £48K a year.

Searches, last 12 months
162K
Growth, 90 days vs prior 90
-22.8%
Conversion, latest week
2.4%
Market size, estimated
£48Ka year
Peak month
December5.2× the quietest month
Top search term
shaun the sheep123K searches a year

02 · Price

A sale here is worth £12.32.

Listings sell for £12.32 on average, from £5.48 to £20.01. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £12.32 that is £1K to £3K a year per listing.

Average price
£12.32under the $15 to $100 sweet spot
Price range
£5.48–£20.01
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
£1K–£3K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

47% of listings pay for placement with sponsored ads. 93% ship with Prime. On an average day, 1.9% of listings are out of stock. The average listing ranks #1,261 within Soft Toys. It carries 543 reviews at 4.33 stars, so a new listing needs social proof before a better product.

Sponsored listings
47%
Prime listings
93%
Out of stock, average day
1.9%
Average rank
#1,261in Soft Toys
Average rating
4.33 starsAmazon United Kingdom average 4.36 stars
Average reviews
543per listing
Listings tracked
15

04 · Newcomers

Amazon counts 0 of last year's 3 launches as successful.

3 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
3
Successful launches
0Amazon's first-year sales bar
Average brand age
42 months

Products

Top Shaun the Sheep 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 64% of clicks. Leaders hold, but buyers still shop past them.

£0£5K£10K£14K£19K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

85

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

64%

Top 20: 100%

Open market

8%

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

Demand

Shaun the Sheep search demand

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

15K10KSpike '24Holiday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

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

Search terms

Top Shaun the Sheep search terms shoppers use

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

  • shaun the sheep123K/yr
  • shaun the sheep toy18K/yr
  • shaun the sheep merchandise10K/yr
  • shaun the sheep toys6K/yr
  • shawn the sheep2K/yr
  • sean the sheep2K/yr

Reviews and returns

What reviews say buyers love and hate about Shaun the Sheep

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

Complain

Size-Overall40%−0.16

very small

Very small toy

just smaller than I thought it would be

Stitch/Finish/Polish20%−0.09

overall stitching coming loose

threads started coming out

Value For Money14%+0.33

albeit a tad expensive for the size

Overpriced

Love

Quality-Overall37%+2.22

Very well made

Good quality item sturdy and looks great

Good quality

Soft Feel16%

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

is actually really soft

Lovely soft toy I love it

Value For Money15%+0.33

price was fair

Great value

great price

Size-Overall12%−0.16

Good size and value

The size is as stated in the description

Good size

Fun/Entertainment Experience7%+0.47

The toy looks very cute sitting down

Great toy

Very nice Toy

Return

0.7% Return rate 58% Fixable by listing

Size-Overall52%▁█▁▆▄▅

very small

Very small toy

just smaller than I thought it would be

Functionality-Overall21%▁▁▁██▅
Gifting Purpose6%▁▁▁▁█▁
Advertised Vs Actual Product6%▁▁█▁▁▁
Defective Material/Parts5%█▁▁▁▁▁

FAQ

Common Shaun the Sheep questions

Answered from the same tracked data.