Warhammer
MaybeReturns run at only 0.4% of orders. But buyers convert on only 0.8% of searches, so Warhammer is a Maybe.
- Flapen Score
- 51 / 100Top 27% of 1,773 Toys & Games niches · +7 vs the category median of 4451
- 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.
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.
Top sellers
by 90-day click share
Games Workshop - Warhammer 40 000 - Space Marines: Infernus Marines + Paints Set
- Price
- £21.00
- Rating
- 4.7/5
- Reviews
- 909
- Age
- 3y ago

Starforged Warhammer 40000 Chapter Hats Adeptus Mechanicus Blood Angels Baseball Peaked Cap Other -Deathwatch
- Price
- £26.20
- Rating
- 4.8/5
- Reviews
- 205
- Age
- 2y ago

Games Workshop - Warhammer 40 000: Introductory Set
- Price
- £36.49
- Rating
- 4.7/5
- Reviews
- 887
- Age
- 3y ago

Games Workshop - Warhammer 40 000 - Orks: Runtherd And Gretchin
- Price
- £15.95
- Rating
- 4.6/5
- Reviews
- 249
- Age
- 4y ago

Bioworld Warhammer 40 000 Blood for The Blood God Eco Wash T-Shirt (Small) Red
- Price
- £19.27
- Rating
- 5.0/5
- Reviews
- 2
- Age
- 4y ago
Trending
90-day click momentum
Games Workshop - Warhammer - Age of Sigmar - Spearhead: City of Ash (Cities of Sigmar vs Skaven)
- Price
- £128.02
- Rating
- 4.6/5
- Reviews
- 9
- Age
- 3mo ago

Warhammer 40 000: The Horus Heresy Loyalist Legion Desk Mat
- Price
- £18.48
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago

Starforged Warhammer 40000 Chapter Hats Adeptus Mechanicus Blood Angels Baseball Peaked Cap Other -Deathwatch
- Price
- £26.20
- Rating
- 4.8/5
- Reviews
- 205
- Age
- 2y ago

Starforged Warhammer 40K Chaos Faction Hats Baseball Padded Cap The Emperors Children 7-7 5/8 The Emperors Children 7-7 5/8
- Price
- £23.19
- Rating
- 4.8/5
- Reviews
- 34
- Age
- 1y ago

Starforged Warhammer 40K Chaos Faction Themed Hats Baseball Peaked Cap Other Sons of Horus 7-7 5/8
- Price
- £22.88
- Rating
- 4.8/5
- Reviews
- 34
- Age
- 1y ago
Newest
by launch date
Games Workshop - Warhammer - Age of Sigmar - Spearhead: City of Ash (Cities of Sigmar vs Skaven)
- Price
- £128.02
- Rating
- 4.6/5
- Reviews
- 9
- Age
- 3mo ago

Warhammer 40 000: The Horus Heresy Loyalist Legion Desk Mat
- Price
- £18.48
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 4mo ago

Warhammer 40 000 Galaxy Map Blanket Officially Licensed Fleece Throw Soft Warm Home Blanket Gift for Warhammer 40k Fans
- Price
- £42.15
- Rating
- 5.0/5
- Reviews
- 5
- Age
- 5mo ago

Games Workshop Captain Titus & the Wardens of Ultramar
- Price
- £48.92
- Rating
- 4.8/5
- Reviews
- 38
- Age
- 6mo ago

Magicrose Painting Handle Warhammer Accessories Warhammer Painting Holder for Miniatures Gifts Miniature Paint Miniatures DND Scale Model Fantasy Figurines War Game Accessories (Small)
- Price
- £8.38
- Rating
- 4.6/5
- Reviews
- 47
- Age
- 11mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 35% of clicks. An open shelf where new products get seen.
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.
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
pricey
It does seem expensive
it just feels overpriced for what it is
other wise its quite loose
It is relatively large
They a lot smaller than I imagined
It is kind of hard to open it to put the minifigure in the clamp
rest broke :/
All good except for having an extra Abbadon Black instead of a Angrax Earthshade
Love
Amazing quality
so well made
Build quality is solid too
Grandson's gift
Makes a great gift
Great gift for a family member
Good for a beginner
Ideal to get you started and looks good
Great starter kit
Worth it
Great price
put together - its such good value for money
The design is easily the standout feature
Design is lovely
Perfect for modelling
Return
0.4% Return rate 40% Fixable by listing
other wise its quite loose
It is relatively large
They a lot smaller than I imagined
Very disappointing quality control for a product at this price
does the job quality is not brilliant
Not same as picture
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Warhammer questions
Answered from the same tracked data.









