---
title: "Squid Game — £40K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/squid-game"
last_updated: "2026-07-31T12:04:33.944Z"
locale: en
meta:
description: "Niche score 49/100 · £40K/yr market · 389K searches/yr · £13.62 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £40K/yr market · 389K searches/yr · £13.62 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Squid Game — £40K/yr Amazon UK Niche (2026) - Flapen"
---
# **squid game**
**Skip it**
Weak search conversion (0.8%) — this niche doesn't clear our bar today.
Market size 10Growth 12Conversion 9Competition 63Returns 87Price range 82Avg price 63Brand share 78Review moat 86Quality gap 77
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****272.97**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Great****£3.73–£71.14**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Great****57%**
top-5 brand share — no brand owns this niche
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Good****£13.62**
avg 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**
**Bad****0.8%**
search→purchase rate — share of searches ending in a sale
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%") [** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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.
80K60KPrime Day '25Black Friday '25 seasonFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJul
Peak months: Jan, Feb, Jul, Aug · busiest ÷ quietest = 8.1×
[**Open Trend **](https://flapen.com/research/uk/toys-games/squid-game/trend)
## **Top squid game search terms**
- **squid game**222K/yr-29.0%0.8% conv. - **squid games**39K/yr-10.1%0.5% conv. - **squid game toys**33K/yr-36.4%1.0% conv. - **squid game lego**10K/yr-15.7%0.3% conv. - **squid game merch**22K/yr-13.5%0.8% conv. - **squid game figures**5K/yr-29.5%0.0% conv. - **squid game doll**6K/yr-32.3%1.5% conv. - **squid game plush**6K/yr-31.6%0.3% conv. - **squid game games**8K/yr-56.5%4.3% conv. - **squid games toys**4K/yr+9.7%3.1% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/squid-game/search-terms)
## **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.
0%4%£2K8%£3K12%£5K16%£6K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Gonggi Korean game squid gamess traditional game Korean folk game sets Gonggi Stones Family Travel Game Party Games**Generic**£7.96**4.0★114 rev](https://www.amazon.co.uk/dp/B0DY7LH3KG) [2**MEGA Squid Game Action Figure Building Toy The Staircase with 1707 Pieces Motion and Poseable Figure for Collectors HYL45**MEGA**£71.14**4.6★620 rev](https://www.amazon.co.uk/dp/B0DJSM5TKW) [3**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**£30.98**4.4★372 rev](https://www.amazon.co.uk/dp/B0DCJMN7Q9) [4**12Pack Korean Sugar Candy Making Tool kit for Squid Game Chocolate Biscuit**KATIMI**£5.56**3.8★9 rev](https://www.amazon.co.uk/dp/B0F2LM1GJM) [5**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**£8.20**4.6★91 rev](https://www.amazon.co.uk/dp/B0F2FHKMLZ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Squid Game YuMe Piggy Bank Capsule (Single Character)**YuMe**£12.96**5 rev1y ago](https://www.amazon.co.uk/dp/B0FJYLPV1S) [**Grupo Erik Perpetual Calendar - Squid Game Merch | Desk Calendar Home Office Desk Accessories Home Decor Accessories | Young-Hee Squid Game Gifts**Grupo Erik**£20.90**15 rev1y ago](https://www.amazon.co.uk/dp/B0FDWVPLD3) [**Squid Game - Ultimate Battle Board Game**Hachette Boardgames**£13.17**18 rev1y ago](https://www.amazon.co.uk/dp/B0FFT6D83R) [**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**£5.44**14 rev1y ago](https://www.amazon.co.uk/dp/B0FC35CZK6) [**MEGA Squid Game Action Figure Building Toy The Staircase with 1707 Pieces Motion and Poseable Figure for Collectors HYL45**MEGA**£71.14**620 rev1y ago](https://www.amazon.co.uk/dp/B0DJSM5TKW)
**~~View all new products →~~**
### **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**£6.70**4.2★**▲ 683%**](https://www.amazon.co.uk/dp/B0F29GMKJH) [**Gonggi Korean Games Cross Necklace with Secret Compartment Character Ten Shaped Pendant Printed Design Handmade Jewelry Fashion Game Accessories**Gonggi**£10.70**3.1★**▲ 345%**](https://www.amazon.co.uk/dp/B0F9KGP5FD) [**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**£30.98**4.4★**▲ 223%**](https://www.amazon.co.uk/dp/B0DCJMN7Q9) [**12Pack Korean Sugar Candy Making Tool kit for Squid Game Chocolate Biscuit**KATIMI**£5.56**3.8★**▲ 201%**](https://www.amazon.co.uk/dp/B0F2LM1GJM) [**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**£4.00**3.8★**▲ 165%**](https://www.amazon.co.uk/dp/B0F9WYNJPS)
**~~View all trending →~~**
## **What buyers say about squid game**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**33%
*“Very good excellent quality very bright”*
**Fun/Entertainment Experience**26%
*“Works well and is a fun novelty toy”*
**Value For Money**17%
*“It is a cheap price”*
**Gifting Purpose**10%
*“Was brought as a present”*
**Advertised Vs Actual Product**3%
*“just what he wanted”*
### **What buyers complain about **
**Quality-Overall**20%
*“Not good quality”*
**Advertised Vs Actual Product**15%
*“would like a refund as this is not at all what was advertised”*
**Durability**10%
*“coming off already”*
**Precious Gemstone**10%
*“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”*
**Size-Overall**10%
*“Box doesnt fit together to close”*
**Adhesion/Stickiness**5%
*“not sticky enough”*
**Value For Money**5%
*“Not good for money”*
**Instructions/User Manual/Troubleshooting**5%
*“It never some with instructions either”*
**Noise Level**3%
*“If you do that you get a frantic beeping sound to show you won”*
**Touch/Button Controls**3%
*“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 **
**Quality-Overall**18%
**Size-Overall**13%
**Durability**10%
**Precious Gemstone**8%
**Advertised Vs Actual Product**7%
**Defective Material/Parts**7%
**Brightness/Shine/Glow**5%
**Functionality-Overall**5%
**Value For Money**3%
**Product Condition**3%
## **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.
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