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Tamagotchi

Fail

The top 5 brands take 100% of clicks, so Tamagotchi is a Fail.

Flapen Score
47
47 / 100
Top 38% of 1,773 Toys & Games niches · +3 vs the category median of 44
Market size
£307K/yr727K searches / yr
90-day growth
-7.0%search demand this quarter
Competition
52%top-5 click share · 2 brands · 39 sellers

Flapen Score

Tamagotchi against its category

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

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Tamagotchi market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Tamagotchi 727K times last year and spent an estimated £307K. All 2 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 47 out of 100, a Fail.

01 · Demand

2.3% of searches ended in a purchase last week.

Shoppers searched for this 727K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.3% of those searches ended in a purchase. Searches in the last 90 days moved -7.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £307K a year.

Searches, last 12 months
727K
Growth, 90 days vs prior 90
-7.0%
Conversion, latest week
2.3%
Market size, estimated
£307Ka year
Peak month
December4.4× the quietest month
Top search term
tamagotchi654K searches a year

02 · Price

A sale here is worth £18.46.

Listings sell for £18.46 on average, from £10.95 to £35.78. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 750 to 1,000 of them. At £18.46 that is £14K to £18K a year per listing.

Average price
£18.46inside the $15 to $100 sweet spot
Price range
£10.95–£35.78
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
25K–30K
Units per listing a year
750–1,000
Revenue per listing a year
£14K–£18K
Returns
1.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

74% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #56 within Electronic Toys. It carries 1,365 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
74%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#56in Electronic Toys
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,365per listing
Listings tracked
23

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 27 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
3
Successful launches
0Amazon's first-year sales bar
Average brand age
27 months

Products

Top Tamagotchi 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 52% of clicks. Leaders hold, but buyers still shop past them.

£0£12K£25K£37K£49K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

39

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

52%

Top 20: 97%

Open market

0%

  • TAMAGOTCHI98%
  • Yeelan2%
  • Open — no brand owns it (0%)

Demand

Tamagotchi search demand

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

50K30KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 4.4×

Search terms

Top Tamagotchi search terms shoppers use

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

  • tamagotchi654K/yr
  • original tamagotchi17K/yr
  • tamagotchi nano9K/yr
  • tamagotchi original12K/yr
  • tamagochi8K/yr
  • tamagotchi gen 26K/yr
  • smart tamagotchi9K/yr
  • nano tamagotchi4K/yr
  • tamagotchi pokemon4K/yr
  • tamagotchi on4K/yr

Reviews and returns

What reviews say buyers love and hate about Tamagotchi

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

Complain

Durability27%−0.05

Lasted one week and glitched on and off for another week

they die a lot quicker

It killed itself within a week

Display-Overall14%−0.10

Cannot see clearly enough onscreen

The screen is too small to see anything

The only real downside worth mentioning is that the screen is quite dull

Battery Life13%−0.10

Battery died within 2 weeks

Battery life is horrendous

Lasted one week and glitched on and off for another week

Adhesion/Stickiness7%−0.05

sticky

Touch/Button Controls7%−0.05

However neither the left or right buttons really worked

Love

Fun/Entertainment Experience45%+3.25

Hours of fun

Nice toy, good fun that brings back memories

Lovely toys for responsible kids

Battery Life11%−0.10

Long battery life

Battery life is impressive

Decent battery life

Gifting Purpose8%+0.28

Good gift, kid loves it

Makes for a great gift

a great gift idea if you grew up with them

Color7%+0.45

I love that when you breed them with different species they inherit the color

And I love the beautiful yellow shell that is so bright and sunny

so having my first full color tamagotchi was amazing

Value For Money6%+0.23

the price is more than fair

Absolutely worth the money

Return

1.3% Return rate 24% Fixable by listing

Functionality-Overall20%▇▆▄▇█▅
Touch/Button Controls11%▇█▇▇▄▂

However neither the left or right buttons really worked

Color10%▁▂▃▄▅█
Display-Overall9%▃█▅▁▆▄

Cannot see clearly enough onscreen

The screen is too small to see anything

The only real downside worth mentioning is that the screen is quite dull

Defective Material/Parts7%▆▁█▆▅▁

FAQ

Common Tamagotchi questions

Answered from the same tracked data.