---
title: "Toothless Plush — £13K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/toothless-plush"
last_updated: "2026-07-31T13:04:38.363Z"
locale: en
meta:
description: "Niche score 35/100 · £13K/yr market · 63K searches/yr · £14.63 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £13K/yr market · 63K searches/yr · £14.63 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Toothless Plush — £13K/yr Amazon UK Niche (2026) - Flapen"
---
# **toothless plush**
**Skip it**
A small market ($13K/yr) — this niche doesn't clear our bar today.
Market size 3Growth 10Conversion 18Competition 58Returns 95Price range 49Avg price 72Brand share 3Review moat 84Quality gap 22
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****317.17**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Good****£14.63**
avg listing price — sweet spot $15–$100
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Okay****£5.99–£23.72**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.5%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-30.7%**
90-day search growth — must beat 0% to launch
**Market size**
**Bad****£13K**
£13K/yr · 63K searches
**Brand share**
**Bad****99%**
top-5 brand share — brand-locked demand
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
According to Flapen's Amazon United Kingdom niche tracking, toothless plush is a £13K/yr Amazon United Kingdom market (63K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 35/100.
Data updated Jul 30, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **toothless plush market data**
- **Units sold / yr**
- **2K–2K**
- avg 0–100/product
- **Revenue / yr**
- **£22K–£29K**
- units × avg price
- **Conversion rate**
- **1.5%**
- **Avg BSR**
- **#2,074**
- **Page quality**
- **0%**
- **Prime**
- **87%**
- **Sponsored**
- **30%**
- **Out of stock**
- **2.4%**
- **Avg brand age**
- **37 months**
- **Avg seller age**
- **185 days**
## **Competition & brand share**
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**6 **▼falling
**Sellers**
**42**
**Top-5 brand share**
**99%**
Top 20: 100%
**Top-5 click share**
**50%**
Top 20: 97%
**Open market**
**0%**
- Posh Paws41% - Play by Play27% - How To Train Your Dragon20% - Dreamworks Dragons10% - TUBBZ1% - DreamWorks Animation SKG1%
## **Demand**
Weekly Amazon search volume, last 49 weeks — -30.7% search growth over the last 90 days.
3K2KSpike '25Black Friday '25Holiday '25Spike '26Aug '25Oct '25Dec '25Feb '26Apr '26May '26
[**Open Trend **](https://flapen.com/research/uk/toys-games/toothless-plush/trend)
## **Top toothless plush search terms**
- **toothless plush**47K/yr-33.8%2.4% conv. - **toothless teddy**9K/yr-32.0%2.5% conv. - **how to train your dragon teddy**5K/yr-15.8%1.9% conv. - **night fury**3K/yr+1.6%0.2% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/toothless-plush/search-terms)
## **Top toothless plush 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.
0%5%£67310%£1K15%£2K20%£3K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 23 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Play by Play 760025571 Soft Toy Toothless 30 cm**Play by Play**£20.28**4.6★168 rev](https://www.amazon.co.uk/dp/B0FCYTCLW5) [2**How To Train Your Dragon Movie 10 (25cm) Toothless Dragon Soft Plush Toy**Posh Paws**£14.81**4.6★38 rev](https://www.amazon.co.uk/dp/B0F5WH95QV) [3**How To Train Your Dragon 7 / 18cm Toothless Dragon Cute Tongue Smile Expression Soft Plush Toy**Posh Paws**£13.21**4.5★31 rev](https://www.amazon.co.uk/dp/B0F38JJ7SQ) [4**How To Train Your Dragon 7 / 18cm Toothless Dragon Cute Smiley Expression Soft Plush Toy**Posh Paws**£13.28**4.5★31 rev](https://www.amazon.co.uk/dp/B0F38JKY1B) [5**How To Train Your Dragon Movie 18 (46cm) Extra-Large Lying Toothless Dragon Soft Plush Toy**Posh Paws**£23.72**4.8★9 rev](https://www.amazon.co.uk/dp/B0F5WKHNZ1)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 7-8 Years**How To Train Your Dragon**£12.66**128 rev10mo ago](https://www.amazon.co.uk/dp/B0FPXGHBW3) [**How To Train Your Dragon Night Fury Mens Black Short Sleeved T-Shirt | Graphic Tee with Character Print | Casual Wear for Movie Fans Merch - Medium**How To Train Your Dragon**£15.67**1 rev1y ago](https://www.amazon.co.uk/dp/B0FJ2JK14T) [**Play by Play 760025571 Soft Toy Toothless 30 cm**Play by Play**£20.28**168 rev1y ago](https://www.amazon.co.uk/dp/B0FCYTCLW5) [**How To Train Your Dragon Boys Hoodie Toothless Kids Hoodie Dragon Hooded Sweatshirt Black 9-10 Years**How To Train Your Dragon**£19.89**238 rev1y ago](https://www.amazon.co.uk/dp/B0FBGW4PSL) [**How To Train Your Dragon Boys Hoodie Toothless Kids Hoodie Dragon Hooded Sweatshirt Black 7-8 Years**How To Train Your Dragon**£19.66**238 rev1y ago](https://www.amazon.co.uk/dp/B0FBGV5D1Z)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**How To Train Your Dragon Night Fury Mens Black Short Sleeved T-Shirt | Graphic Tee with Character Print | Casual Wear for Movie Fans Merch - Medium**How To Train Your Dragon**£15.67**5.0★**▲ 444%**](https://www.amazon.co.uk/dp/B0FJ2JK14T) [**How To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Blue 10-11 Years**How To Train Your Dragon**£11.34**4.6★**▲ 423%**](https://www.amazon.co.uk/dp/B0F9YL4626) [**How To Train Your Dragon Boys Pyjamas Toothless Pjs For Boys Dragon Kids Pjs For Summer Black 11-12 Years**How To Train Your Dragon**£13.32**4.8★**▲ 403%**](https://www.amazon.co.uk/dp/B0F9PCSYB9) [**How To Train Your Dragon Pyjamas Toothless Girls Pyjamas Dragon Kids Pjs Girls Pyjama Sets Purple 7-8 Years**How To Train Your Dragon**£12.66**4.5★**▲ 373%**](https://www.amazon.co.uk/dp/B0FPXGHBW3) [**Spin Master Universal Pictures How to Train Your Dragon Mini Plushies Toothless & Deadly Nadder 2-Pack 3 Dragon Stuffed Animals Kids Toys for Boys Ages 4 & Up**Dreamworks Dragons**£10.76**4.5★**▲ 342%**](https://www.amazon.co.uk/dp/B0DQDSTKYF)
**~~View all trending →~~**
## **What buyers say about toothless plush**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**40%
*“Good quality”*
**Advertised Vs Actual Product**17%
*“As described”*
**Value For Money**9%
*“definitely good value for money”*
**Size-Overall**9%
*“Good size”*
**Fun/Entertainment Experience**9%
*“the kids loved be able to play with their dragon”*
**Gifting Purpose**6%
*“was a present”*
**Soft Feel**4%
*“Soft and comfortable”*
**Creativity**1%
*“part of body allowing great imagination while playing”*
**Comfort-Overall**1%
*“comfortable”*
### **What buyers complain about **
**Size-Overall**40%
*“Small”*
**Value For Money**20%
*“bit too expensive”*
**Quality-Overall**10%
*“The quality is poor”*
**Water Resistance**10%
*“Every time it is placed in the water”*
### **Top return reasons **
**Size-Overall**63%
**Gifting Purpose**11%
**Gap/Hole**9%
**Add-Ons/Attachments**7%
**Quality-Overall**7%
**Compatibility-Overall**4%
**Stretchability/Expandability/Elasticity**4%
## **Common questions**
- **Is toothless plush profitable to sell on Amazon United Kingdom?**
- The niche generates £13K/yr across 23 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -30.7%. Flapen's verdict: Skip it (35/100).
- **How competitive is the toothless plush niche?**
- 6 brands and 42 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 99% of demand.
- **What do buyers complain about in toothless plush?**
- Top complaints mined from reviews: Size-Overall, Value For Money, Quality-Overall. The return rate is 0.9%.
- **What does it cost to enter the toothless plush niche?**
- Listings span £5.99–£23.72; the average listing price is £14.63 (sweet spot $15–$100). The average incumbent carries 317 reviews — the moat a new listing must climb.
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