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Warhammer

Maybe

Returns run at only 0.4% of orders. But buyers convert on only 0.8% of searches, so Warhammer is a Maybe.

Flapen Score
51
51 / 100
Top 27% of 1,773 Toys & Games niches · +7 vs the category median of 44
Market size
£422K/yr1.5M searches / yr
90-day growth
-8.0%search demand this quarter
Competition
35%top-5 click share · 13 brands · 93 sellers

Flapen Score

Warhammer against its category

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

51Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Warhammer market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Warhammer 1.5M times last year and spent an estimated £422K. The top 5 brands take 93% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 51 out of 100, a Maybe.

01 · Demand

0.8% of searches ended in a purchase last week.

Shoppers searched for this 1.5M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.8% of those searches ended in a purchase. Searches in the last 90 days moved -8.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £422K a year.

Searches, last 12 months
1.5M
Growth, 90 days vs prior 90
-8.0%
Conversion, latest week
0.8%
Market size, estimated
£422Ka year
Peak month
December4.1× the quietest month
Top search term
warhammer 40k579K searches a year

02 · Price

A sale here is worth £35.02.

Listings sell for £35.02 on average, from £8.38 to £131.00. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 100 to 250 of them. At £35.02 that is £4K to £9K a year per listing.

Average price
£35.02inside the $15 to $100 sweet spot
Price range
£8.38–£131.00
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
100–250
Revenue per listing a year
£4K–£9K
Returns
0.4%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

44% of listings pay for placement with sponsored ads. 87% ship with Prime. On an average day, 2.9% of listings are out of stock. The average listing ranks #814 within Games & Accessories. It carries 286 reviews at 4.65 stars, so a new listing needs social proof before a better product.

Sponsored listings
44%
Prime listings
87%
Out of stock, average day
2.9%
Average rank
#814in Games & Accessories
Average rating
4.65 starsAmazon United Kingdom average 4.36 stars
Average reviews
286per listing
Listings tracked
52

04 · Newcomers

Amazon counts 6 of last year's 13 launches as successful.

13 products launched here in the last 12 months. Amazon counts 6 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 38 months on average, so the names here are settling in.

Launched, last 12 months
13
Successful launches
6Amazon's first-year sales bar
Average brand age
38 months

Products

Top Warhammer 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 35% of clicks. An open shelf where new products get seen.

£0£13K£25K£38K£51K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

13 falling

Sellers

93

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

35%

Top 20: 72%

Open market

6%

  • Games Workshop59%
  • Starforged18%
  • AAA Merchandise6%
  • Bioworld5%
  • Warhammer3%
  • Magicrose2%
  • Open — no brand owns it (7 brands, 6%)

Demand

Warhammer search demand

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

90K70KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.1×

Search terms

Top Warhammer search terms shoppers use

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

  • warhammer 40k579K/yr
  • warhammer616K/yr
  • warhammer gifts97K/yr
  • games workshop42K/yr
  • war hammer43K/yr
  • 40k22K/yr
  • warhammer accessories20K/yr
  • warhammer 40k miniature11K/yr
  • warhammer miniatures15K/yr
  • warhammer 40k miniatures14K/yr

Reviews and returns

What reviews say buyers love and hate about Warhammer

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

Complain

Value For Money18%−0.07

pricey

It does seem expensive

it just feels overpriced for what it is

Size-Overall14%+0.49

other wise its quite loose

It is relatively large

They a lot smaller than I imagined

Ease Of Use4%+0.26

It is kind of hard to open it to put the minifigure in the clamp

Durability4%−0.03

rest broke :/

Color4%−0.04

All good except for having an extra Abbadon Black instead of a Angrax Earthshade

Love

Quality-Overall17%−0.02

Amazing quality

so well made

Build quality is solid too

Gifting Purpose10%+0.93

Grandson's gift

Makes a great gift

Great gift for a family member

Suitability Beginner7%+0.67

Good for a beginner

Ideal to get you started and looks good

Great starter kit

Value For Money6%−0.07

Worth it

Great price

put together - its such good value for money

Design-Overall6%−0.01

The design is easily the standout feature

Design is lovely

Perfect for modelling

Return

0.4% Return rate 40% Fixable by listing

Size-Overall23%▁▃██▁▆

other wise its quite loose

It is relatively large

They a lot smaller than I imagined

Defective Material/Parts14%▇▂▁▁▄█
Quality-Overall12%▁█▄▁▅▁

Very disappointing quality control for a product at this price

does the job quality is not brilliant

Advertised Vs Actual Product11%▁▆▆▁█▁

Not same as picture

Gifting Purpose5%▁▁█▁▁▁

FAQ

Common Warhammer questions

Answered from the same tracked data.