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Stem Toys

Maybe

Returns run at only 1.0% of orders. But demand is soft, at -7.7% this quarter, so Stem Toys is a Maybe.

Flapen Score
55
55 / 100
Top 16% of 1,773 Toys & Games niches · +11 vs the category median of 44
Market size
£149K/yr359K searches / yr
90-day growth
-7.7%search demand this quarter
Competition
42%top-5 click share · 30 brands · 110 sellers

Flapen Score

Stem Toys against its category

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

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Stem Toys market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Stem Toys 359K times last year and spent an estimated £149K. The top 5 brands take 52% of clicks. Demand peaks in Nov–Dec. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

2.1% of searches ended in a purchase last week.

Shoppers searched for this 359K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.1% of those searches ended in a purchase. Searches in the last 90 days moved -7.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £149K a year.

Searches, last 12 months
359K
Growth, 90 days vs prior 90
-7.7%
Conversion, latest week
2.1%
Market size, estimated
£149Ka year
Peak month
December7.3× the quietest month
Top search term
stem toys128K searches a year

02 · Price

A sale here is worth £19.72.

Listings sell for £19.72 on average, from £7.09 to £41.87. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £19.72 that is £2K to £5K a year per listing.

Average price
£19.72inside the $15 to $100 sweet spot
Price range
£7.09–£41.87
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£2K–£5K
Returns
1.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

96% of listings pay for placement with sponsored ads. 98% ship with Prime. On an average day, 6.6% of listings are out of stock. The average listing ranks #155 within Jigsaws & Puzzles. It carries 3,523 reviews at 4.41 stars, so a new listing needs social proof before a better product.

Sponsored listings
96%
Prime listings
98%
Out of stock, average day
6.6%
Average rank
#155in Jigsaws & Puzzles
Average rating
4.41 starsAmazon United Kingdom average 4.36 stars
Average reviews
3,523per listing
Listings tracked
46

04 · Newcomers

Amazon counts 4 of last year's 7 launches as successful.

7 products launched here in the last 12 months. Amazon counts 4 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 38 months on average, so the names here are settling in.

Launched, last 12 months
7
Successful launches
4Amazon's first-year sales bar
Average brand age
38 months

Products

Top Stem Toys 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 42% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£9K£13K£18K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

30 falling

Sellers

110

Top-5 brand share

52%

Top 20: 93%

Top-5 click share

42%

Top 20: 79%

Open market

43%

  • ADUSRIZ23%
  • SCIENCE DIARY11%
  • ThinkFun6%
  • CONSTRUCT & CREATE6%
  • Science Kidz6%
  • Lypsochaat6%

Demand

Stem Toys search demand

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

35K25KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 7.3×

Search terms

Top Stem Toys search terms shoppers use

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

  • stem toys128K/yr
  • stem60K/yr
  • stem toys age 1057K/yr
  • stem toys age 851K/yr
  • stem kits20K/yr
  • stem toys age 716K/yr
  • stem kit10K/yr
  • stem kits for kids age 8-108K/yr
  • stem kits for kids age 12-148K/yr

Reviews and returns

What reviews say buyers love and hate about Stem Toys

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

Complain

Size-Overall11%−0.07

Very small parts

Very small

It doesnt all fit as it should

Quality-Overall10%−0.04

Okay, a little cheap in quality

Rubbish quality

Poor quality

Instructions/User Manual/Troubleshooting9%−0.04

The instructions arent great and myself and my son are very capable so its not on us

Difficult instructions though

Missing instructions

Value For Money8%−0.01

Its expensive for what you get

Over priced,

over price a little bit

Functionality-Overall6%−0.05

Didn't work

Cannot play at all

didnt work as intended

Love

Fun/Entertainment Experience26%+2.00

this has kept him highly entertained

Engaging toy

Endless fun

Gifting Purpose17%+1.20

It was a gift

Excellent gift

Birthday present

Quality-Overall10%−0.04

The quality of the cube is good, it feels strong and well made

Amazing quality

Great, entertaining and superb product

Value For Money7%−0.01

Good price

Excellent value

Great value

Educational-Overall7%+0.58

Fun educational gift

Fun and educational

educational gift for a child

Return

1.0% Return rate 26% Fixable by listing

Size-Overall16%▄▆█▅▅█

Very small parts

Very small

It doesnt all fit as it should

Defective Material/Parts15%▇▄▆▇█▆

In my opinion the gearbox of the kit has faulty gear parts

Some parts faulty

Parts missing

Gifting Purpose15%▅▆▆▅█▇
Functionality-Overall7%▅▇█▅█▂

Didn't work

Cannot play at all

didnt work as intended

Quality-Overall7%▇▆█▇▅▅

Okay, a little cheap in quality

Rubbish quality

Poor quality

FAQ

Common Stem Toys questions

Answered from the same tracked data.