squid game
Skip itWeak search conversion (0.8%) — this niche doesn't clear our bar today.
Returns
Great1.4%return rate — above 5% kills the launch gate
Review moat
Great272.97avg incumbent reviews — the moat a new listing must climb
Price range
Great£3.73–£71.14cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Great57%top-5 brand share — no brand owns this niche
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Avg price
Good£13.62avg listing price — sweet spot $15–$100
Growth
Bad-26.9%90-day search growth — must beat 0% to launch
Market size
Bad£40K£40K/yr · 389K searches
Conversion
Bad0.8%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, squid game is a £40K/yr Amazon United Kingdom market (389K searches/yr). The top 5 brands hold 57% of demand. Demand peaks in Jan–Feb–Jul–Aug. Verdict: Skip it — 49/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
squid game market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- £82K–£109K
- units × avg price
- Conversion rate
- 0.8%
- Avg BSR
- #1,243
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 54%
- Out of stock
- 10.0%
- Avg brand age
- 42 months
- Avg seller age
- 178 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
24 falling
Sellers
141
Top-5 brand share
57%
Top 20: 96%
Top-5 click share
47%
Top 20: 83%
Open market
38%
- Generic15%
- IMC Toys14%
- Funko12%
- MEGA9%
- Grupo Erik6%
- KATIMI5%
Demand & seasonality
Weekly Amazon search volume, last 81 weeks — -26.9% search growth over the last 90 days.Peak months: Jan, Feb, Jul, Aug · busiest ÷ quietest = 8.1×
Top squid game search terms
- squid game222K/yr
- squid games39K/yr
- squid game toys33K/yr
- squid game lego10K/yr
- squid game merch22K/yr
- squid game figures5K/yr
- squid game doll6K/yr
- squid game plush6K/yr
- squid game games8K/yr
- squid games toys4K/yr
Top squid game 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Gonggi Korean game squid gamess traditional game Korean folk game sets Gonggi Stones Family Travel Game Party Games
Generic£7.964.0★114 rev
MEGA Squid Game Action Figure Building Toy The Staircase with 1707 Pieces Motion and Poseable Figure for Collectors HYL45
MEGA£71.144.6★620 rev
IMC Toys Squid Game Young-Hee Doll from the Netflix Series Play Red Light Green Light With The Electronic Doll Has Movement Sensors And Eyes Light Up Gift Toy for Adults Age +17
IMC Toys£30.984.4★372 rev
12Pack Korean Sugar Candy Making Tool kit for Squid Game Chocolate Biscuit
KATIMI£5.563.8★9 rev
Top Trumps Squid Game Limited Edition Entertaining Dedicated Deck Card Game for 2 plus players makes a great gift for ages 17 plus
Top Trumps£8.204.6★91 rev
Newest
by launch date
Squid Game YuMe Piggy Bank Capsule (Single Character)
YuMe£12.965 rev
Grupo Erik Perpetual Calendar - Squid Game Merch | Desk Calendar Home Office Desk Accessories Home Decor Accessories | Young-Hee Squid Game Gifts
Grupo Erik£20.9015 rev
Squid Game - Ultimate Battle Board Game
Hachette Boardgames£13.1718 rev
Gonggi Game Gonggi Korean Game Squid Game Gonggi Gonggi Weighted Stones Dice Korean Traditional Weighted Gong gi Game Set christmas & birthday gift.
The London Finery£5.4414 rev
MEGA Squid Game Action Figure Building Toy The Staircase with 1707 Pieces Motion and Poseable Figure for Collectors HYL45
MEGA£71.14620 rev
Trending
90-day click momentum
Gonggi Korean Game Traditional Stone Catching Game 5-Piece Gonggi Jack Set Classic Korean Folk Games for Kids & Adults Fun Party Games Family Travel Game for Skill & Coordination
FreeSkill£6.704.2★
Gonggi Korean Games Cross Necklace with Secret Compartment Character Ten Shaped Pendant Printed Design Handmade Jewelry Fashion Game Accessories
Gonggi£10.703.1★
IMC Toys Squid Game Young-Hee Doll from the Netflix Series Play Red Light Green Light With The Electronic Doll Has Movement Sensors And Eyes Light Up Gift Toy for Adults Age +17
IMC Toys£30.984.4★
12Pack Korean Sugar Candy Making Tool kit for Squid Game Chocolate Biscuit
KATIMI£5.563.8★
Gonggi Korean Game Set Traditional Toss Filled with Steel Beads and Catch Game with 5 Gonggi Stones Challenging Hand Eye Coordination Games Suitable for Kids & Adults
Nurhore£4.003.8★
What buyers say about squid game
What buyers praise and complain about, mined from review topics.What buyers love
“Very good excellent quality very bright”
“Works well and is a fun novelty toy”
“It is a cheap price”
“Was brought as a present”
“just what he wanted”
What buyers complain about
“Not good quality”
“would like a refund as this is not at all what was advertised”
“coming off already”
“The stones are constantly falling out and my son has hurt his fingers too trying to get the light to stop flickering off and on and just renaming on”
“Box doesnt fit together to close”
“not sticky enough”
“Not good for money”
“It never some with instructions either”
“If you do that you get a frantic beeping sound to show you won”
“It doesn't have a off button as such it just goes into stand by if you don't touch her head. instructions say to remove the batteries to save power”
Top return reasons
Common questions
- Is squid game profitable to sell on Amazon United Kingdom?
- The niche generates £40K/yr across 37 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -26.9%. Flapen's verdict: Skip it (49/100).
- How competitive is the squid game niche?
- 24 brands and 141 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 57% of demand.
- What do buyers complain about in squid game?
- Top complaints mined from reviews: Quality-Overall, Advertised Vs Actual Product, Durability. The return rate is 1.4%.
- When does demand for squid game peak?
- Demand peaks in Jan–Feb–Jul–Aug; the busiest month runs 8.1× the quietest.
- What does it cost to enter the squid game niche?
- Listings span £3.73–£71.14; the average listing price is £13.62 (sweet spot $15–$100). The average incumbent carries 273 reviews — the moat a new listing must climb.