Is sword profitable to sell on Amazon United Kingdom?

The niche generates £103K/yr across 64 tracked products. 0 of 18 products launched in the last 360 days are still selling. 90-day search growth is -9.6%. Flapen's verdict: Worth a look (59/100).

How competitive is the sword niche?

44 brands and 81 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 38% of demand.

What do buyers complain about in sword?

Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 1.6%.

When does demand for sword peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the sword niche?

Listings span £2.96–£143.45; the average listing price is £20.55 (sweet spot $15–$100). The average incumbent carries 381 reviews — the moat a new listing must climb.

sword

Worth a look

Shows no brand lock-in (top 5 brands take 38% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Brand share

Incredible38%

top-5 brand share — no brand owns this niche

Avg price

Great£20.55

avg listing price — sweet spot $15–$100

Competition

Great29%

top-5 click share — an open shelf

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Returns

Great1.6%

return rate — above 5% kills the launch gate

Review moat

Great381.31

avg incumbent reviews — the moat a new listing must climb

Price range

Good£2.96–£143.45

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

Market size

Okay£103K

£103K/yr · 459K searches

Growth

Bad-9.6%

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

Conversion

Bad1.1%

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

Signals No Dominant Brand Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, sword is a £103K/yr Amazon United Kingdom market (459K searches/yr). The top 5 brands hold 38% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 59/100.

Data updated Jul 29, 2026 · scored weekly · How we score niches

sword market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: £123K–£164K; units × avg price
Conversion rate: 1.1%
Avg BSR: #252
Page quality: 0%
Prime: 67%
Sponsored: 72%
Out of stock: 9.1%
Avg brand age: 35 months
Avg seller age: 188 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

44 rising

Sellers

Top-5 brand share

38%

Top 20: 81%

Top-5 click share

29%

Top 20: 64%

Open market

57%

Wicked Costumes11%
57 SPECIAL REPLICAS9%
SHASHAYA7%
Spinosaurus6%
I LOVE FANCY DRESS5%
Smiffys4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -9.6% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.0×

Open Trend

Top sword search terms

sword207K/yr -7.2%0.5% conv.
swords39K/yr -8.2%0.4% conv.
toy sword38K/yr -18.7%2.2% conv.
wooden sword25K/yr -14.0%0.9% conv.
plastic sword19K/yr -13.2%2.9% conv.
kids sword14K/yr -23.9%2.5% conv.
swords for kids12K/yr -0.4%1.9% conv.
larp sword9K/yr +18.1%0.7% conv.
toy swords9K/yr +0.1%1.4% conv.
toy swords for boys12K/yr -24.6%2.4% conv.

All search terms

Top sword 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Wicked Costumes Adult Knight Sword Medieval Fancy Dress Weapon Accessory for Halloween & Themed Parties

Wicked Costumes£7.654.6★87 rev

SHASHAYA Japanese Anime Sword 75cm(30in) Bamboo Samurai Katana Sword Handmade Katana Anime Cosplay Props Bamboo Blade Toys for Kids Boys Girls Gift Party Favor

SHASHAYA£20.254.5★183 rev

Adults Gladiator Sword - Pack of 1-29.5/75cm Roman Viking Barbarian Cosplay Fake Plastic Sword - Mens Womens TV/Film Game Warrior Historical Fancy Dress Costume Accessory

I LOVE FANCY DRESS£9.914.4★284 rev

Smiffys Weapons Set Brown with Sword & Wood Effect Shield 39cm/15in Boys Fancy Dress Child Dress Up Accessories

Smiffys£6.753.5★1,000 rev

57 SPECIAL REPLICAS Katana Sword 103 cm - Decorative Bamboo Katana with Scabbard & Display Stand - Handcrafted Japanese Replica JT10316

57 SPECIAL REPLICAS£33.214.4★22 rev

Newest

by launch date

57 SPECIAL REPLICAS Katana Sword 103 cm - Decorative Bamboo Katana with Scabbard & Display Stand - Handcrafted Japanese Replica JT10316

57 SPECIAL REPLICAS£33.2122 rev

2mo ago

Knight Toy Sword 2pcs Plastic Roman Sword for Medieval Warrior Costume Accessories Halloween Cosplay Props

Tanganan£13.365 rev

7mo ago

Udekit Japanese Anime Ninja Bamboo Sword Katana-41inches(104cm) with Belt and Sword Holder For Kids Aldult Cosplay Costume Halloween Dress-Up Carnival and Anime Party

Udekit£27.42144 rev

8mo ago

2 Pack Fake Plastic Prop Sword 28 inches Length Plastic Medieval Sword Halloween Toys Renaissance Accessories for Kids & Adults

PARTYGEARS£14.742 rev

1y ago

Lezevn 2pcs 3D Printing Retractable Samurai Sword Creative Decompression Tricky Toy Retractable Toy Model

Lezevn£5.8514 rev

1y ago

What buyers say about sword

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

What buyers love

Quality-Overall29%

“Good product, just as advertised”

Value For Money13%

“that's totally fair enough at the price”

Strength11%

“Robust sword which holds up to play”

Fun/Entertainment Experience7%

“Kids enjoying them”

Advertised Vs Actual Product7%

“just as advertised”

Weight Light6%

“They seem decently made they aren't too heavy”

Design-Overall4%

“Well designed”

Size-Overall4%

“Great size”

Durability3%

“durable”

Brightness/Shine/Glow2%

“light up very well”

What buyers complain about

Size-Overall19%

“A lot f cosplay swords out there are far too short”

Durability12%

“Broke very easily”

Quality-Overall12%

“Horrible Quality”

Advertised Vs Actual Product9%

“description of dimensions highly misleading”

Value For Money8%

“I don't think it was worth the price I paid”

Strength5%

“Super flimsy was cracked at the bottom when it came (20 minutes ago)”

Material Quality4%

“it's cheap, hollow plastic”

Defective Material/Parts2%

“The item din't work properly”

Battery Life2%

“Could not turn off - the switch did not seem to work so a bit of a bother with the batteries”

Instructions/User Manual/Troubleshooting2%

“INSTRUCTIONS”

Top return reasons

Size-Overall45%

Quality-Overall10%

Defective Material/Parts8%

Durability5%

Functionality-Overall5%

Strength4%

Advertised Vs Actual Product4%

Material Quality3%

Battery Inclusion2%

Value For Money2%

Common questions

Is sword profitable to sell on Amazon United Kingdom?: The niche generates £103K/yr across 64 tracked products. 0 of 18 products launched in the last 360 days are still selling. 90-day search growth is -9.6%. Flapen's verdict: Worth a look (59/100).
How competitive is the sword niche?: 44 brands and 81 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 38% of demand.
What do buyers complain about in sword?: Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 1.6%.
When does demand for sword peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.0× the quietest.
What does it cost to enter the sword niche?: Listings span £2.96–£143.45; the average listing price is £20.55 (sweet spot $15–$100). The average incumbent carries 381 reviews — the moat a new listing must climb.