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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

An estimated 1.0% of those searches ended in a purchase.

Shoppers searched for this 339K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

0 of last year's 4 launches cleared the first-year sales bar.

4 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 30, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 19% of clicks, no more. 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

Est. top-5 brand share

97%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

19%of positive reviews mention “Quality-Overall”
11%of negative reviews mention “Adhesion/Stickiness”
0.3%of orders come back
“This stuff doesn't glue anything”
A buyer, on “Adhesion/Stickiness”11% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

19 topics

NegativePositive

FAQ

Common Tamiya questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data