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Uno

Fail

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

Flapen Score
46
46 / 100
Top 41% of 1,773 Toys & Games niches · +2 vs the category median of 44
Market size
£1.6M/yr1.7M searches / yr
90-day growth
+16.9%search demand this quarter
Competition
83%top-5 click share · 3 brands · 151 sellers

Flapen Score

Uno against its category

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

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Uno market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Uno 1.7M times last year and spent an estimated £1.6M. All 3 brands take every click. Demand peaks in Aug–Nov–Dec. Flapen scores it 46 out of 100, a Fail.

01 · Demand

13.8% of searches ended in a purchase last week.

Shoppers searched for this 1.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 13.8% of those searches ended in a purchase. Searches in the last 90 days moved +16.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.6M a year.

Searches, last 12 months
1.7M
Growth, 90 days vs prior 90
+16.9%
Conversion, latest week
13.8%
Market size, estimated
£1.6Ma year
Peak month
December4.0× the quietest month
Top search term
uno977K searches a year

02 · Price

A sale here is worth £6.59.

Listings sell for £6.59 on average, from £4.64 to £9.11. Amazon reports units sold in ranges. This niche sold 200K to 250K a year. The average listing sells 12,500 to 15,000 of them. At £6.59 that is £82K to £99K a year per listing.

Average price
£6.59under the $15 to $100 sweet spot
Price range
£4.64–£9.11
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
200K–250K
Units per listing a year
12,500–15,000
Revenue per listing a year
£82K–£99K
Returns
0.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

64% 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 #27 within Games & Accessories. It carries 16,998 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
64%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#27in Games & Accessories
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
16,998per listing
Listings tracked
11

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 41 months on average, so the names here are settling in.

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

Products

Top Uno 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 83% of clicks. A locked shelf that new listings rarely crack.

£0£238K£476K£714K£952K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 flat

Sellers

151

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

83%

Top 20: 100%

Open market

0%

  • Juegos Mattel83%
  • Mattel15%
  • mwellewm3%

Demand

Uno search demand

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

100K60KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Aug, Nov, Dec · busiest ÷ quietest = 4.0×

Search terms

Top Uno search terms shoppers use

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

  • uno977K/yr
  • uno card game628K/yr
  • uno cards64K/yr
  • uno game13K/yr
  • uno no mercy expansion pack7K/yr
  • uno card game junior8K/yr
  • uno games12K/yr
  • uno card8K/yr
  • travel uno4K/yr
  • uno reverse card5K/yr

Reviews and returns

What reviews say buyers love and hate about Uno

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

Complain

Size-Overall21%−0.05

Doesn't fit the pile of Uno cards

Doesnt fit a whole deck of cards

Really small

Quality-Overall20%−0.04

Bad quality

Cards are not the best quality as well

Poor Quality Control

Fun/Entertainment Experience8%+3.44

never the least fun game

Not the most enjoyable version of Uno

My daughter said she can't play this with me as I annoy her

Advertised Vs Actual Product8%−0.01

Rating given for the false advertising

Poor advertising

Not sold as advertised

Print Quality5%−0.02

The printing of the colours is odd - they're all quite dark because of the patterns they've used

Many cards with faded print

Poor print quality

Love

Fun/Entertainment Experience44%+3.44

Good fun

Fun, family game

Fun game

Quality-Overall10%−0.04

Good quality

Good quality, fast delivery, and works perfectly

Good quality cards

Value For Money10%+0.51

Good value for money

Great deal

Excellent price

Advertised Vs Actual Product8%−0.01

as described, arrived on time

As described

Just what I ordered

Ease Of Use5%+0.04

easy to understand

Easy to pick up

Its easy to learn

Return

0.5% Return rate 25% Fixable by listing

Quality-Overall17%▄██▇█▄

Bad quality

Cards are not the best quality as well

Poor Quality Control

Gifting Purpose12%▁▆▇▆▇█
Size-Overall12%▁▆▅█▂▅

Doesn't fit the pile of Uno cards

Doesnt fit a whole deck of cards

Really small

Product Condition11%▅▇▇▄█▂
Instructions/User Manual/Troubleshooting8%▁▂▇▅█▁

Instructions could be clearer

Too many rules

FAQ

Common Uno questions

Answered from the same tracked data.