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Tamiya

Fail

The top 5 brands take 97% of clicks, so Tamiya is a Fail.

Flapen Score
44
44 / 100
Ranks 850 of 1,773 Toys & Games niches · on the category median
Market size
£82K/yr339K searches / yr
90-day growth
-13.5%search demand this quarter
Competition
19%top-5 click share · 10 brands · 110 sellers

Flapen Score

Tamiya against its category

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

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Tamiya market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Tamiya 339K times last year and spent an estimated £82K. The top 5 brands take 97% of clicks. Flapen scores it 44 out of 100, a Fail.

01 · Demand

1.0% of searches ended in a purchase last week.

Shoppers searched for this 339K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.0% of those searches ended in a purchase. Searches in the last 90 days moved -13.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £82K a year.

Searches, last 12 months
339K
Growth, 90 days vs prior 90
-13.5%
Conversion, latest week
1.0%
Market size, estimated
£82Ka year
Top search term
tamiya119K searches a year

02 · Price

A sale here is worth £25.04.

Listings sell for £25.04 on average, from £4.07 to £504.18. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 0 to 100 of them. At £25.04 that is £0 to £3K a year per listing.

Average price
£25.04inside the $15 to $100 sweet spot
Price range
£4.07–£504.18
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
0.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

16% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 1.0% of listings are out of stock. The average listing ranks #267 within Hobbies. It carries 800 reviews at 4.54 stars, so a new listing needs social proof before a better product.

Sponsored listings
16%
Prime listings
83%
Out of stock, average day
1.0%
Average rank
#267in Hobbies
Average rating
4.54 starsAmazon United Kingdom average 4.36 stars
Average reviews
800per listing
Listings tracked
99

04 · Newcomers

Amazon counts 0 of last year's 4 launches as successful.

4 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 51 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
0Amazon's first-year sales bar
Average brand age
51 months

Products

Top Tamiya 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 only 19% of clicks. An open shelf where new products get seen.

£0£2K£3K£5K£7K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

110

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

19%

Top 20: 46%

Open market

2%

  • Tamiya77%
  • Italeri16%
  • Airfix2%
  • Generic2%
  • Hobbyboss1%
  • Marauder Tactical1%
  • Open — no brand owns it (4 brands, 2%)

Demand

Tamiya search demand

Weekly searches over the year. Pick a range.

8K6KSpike '26Apr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26Jul '26

Search terms

Top Tamiya search terms shoppers use

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

  • tamiya119K/yr
  • tamiya 1/35 military model kits69K/yr
  • 1/35 military model kits64K/yr
  • tamiya 1/3515K/yr
  • 1/3512K/yr
  • 1 35 scale military models13K/yr
  • 1/35 model kits11K/yr
  • tamiya models12K/yr
  • tamiya military model kits10K/yr
  • zvezda 1/358K/yr

Reviews and returns

What reviews say buyers love and hate about Tamiya

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

Complain

Adhesion/Stickiness11%+0.87

This stuff doesn't glue anything

Sticky

Takes a long time for the glue to set

Quality-Overall9%+0.82

Definitely needs better quality assurance

Not the best

very low quality

Value For Money8%+0.56

Avoid its not worth the price

Its more expensive for a reason

Over priced stuff

Size-Overall6%−0.04

the track links don't fit well at all into each other

and smaller

They are so tight that many simply won't slot in

Instructions/User Manual/Troubleshooting6%−0.03

The instructions aren't very good

Instructions not very easy

instructions next to useless

Love

Quality-Overall19%+0.82

The stuff is brilliant

Excellent product

Nice little set of tools good quality

Value For Money15%+0.56

Good price

Good value for the money

Great kit for the price

Adhesion/Stickiness14%+0.87

Great adhesion, fast setting,easy to use and clean up

Good tape

Great glue

Design-Overall10%+0.36

It is nicely designed

Fun building

Great build, a must have

Assembly/Installation6%

The assembly was fairly simple

Great kit easy build

Easy build

Return

0.3% Return rate 27% Fixable by listing

Functionality-Overall14%▁▅▅▃▇█

Does not function as it should

This time was like using water had no effect whatsoever

Size-Overall13%▁█▃▃▁▂

the track links don't fit well at all into each other

and smaller

They are so tight that many simply won't slot in

Adhesion/Stickiness11%▁▁▄▇█▃

This stuff doesn't glue anything

Sticky

Takes a long time for the glue to set

Defective Material/Parts11%▁▁▄█▁▂
Leak-Proof10%▁▁▅▆█▅

leaked in my bag

FAQ

Common Tamiya questions

Answered from the same tracked data.