---
title: "Warhammer — £422K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/toys-games/warhammer"
last_updated: "2026-07-31T11:19:45.799Z"
locale: en
meta:
description: "Niche score 51/100 · £422K/yr market · 1.5M searches/yr · £35.02 avg price. Weak search conversion (0.8%) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £422K/yr market · 1.5M searches/yr · £35.02 avg price. Weak search conversion (0.8%) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Warhammer — £422K/yr Amazon UK Niche (2026) - Flapen"
---
# **warhammer**
**Worth a look**
Shows low returns (0.4%), but weak search conversion (0.8%) keeps it on the watch list.
Market size 56Growth 21Conversion 10Competition 80Returns 98Price range 69Avg price 95Brand share 19Review moat 86Quality gap 22
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£35.02**
avg listing price — sweet spot $15–$100
**Review moat**
**Great****286.29**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Great****35%**
top-5 click share — an open shelf
**Price range**
**Good****£8.38–£131.00**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£422K**
£422K/yr · 1.5M searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-8.0%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Conversion**
**Bad****0.8%**
search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, warhammer is a £422K/yr Amazon United Kingdom market (1.5M searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 51/100.
Data updated Jul 29, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **warhammer market data**
- **Units sold / yr**
- **13K–15K**
- avg 100–250/product
- **Revenue / yr**
- **£438K–£525K**
- units × avg price
- **Conversion rate**
- **0.8%**
- **Avg BSR**
- **#814**
- **Page quality**
- **0%**
- **Prime**
- **87%**
- **Sponsored**
- **44%**
- **Out of stock**
- **2.9%**
- **Avg brand age**
- **38 months**
- **Avg seller age**
- **186 days**
## **Competition & brand share**
Clicks spread well past the top 5 (35% combined) — 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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -8.0% search growth over the last 90 days.
90K70KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 4.1×
[**Open Trend **](https://flapen.com/research/uk/toys-games/warhammer/trend)
## **Top warhammer search terms**
- **warhammer 40k**579K/yr-11.0%0.3% conv. - **warhammer**616K/yr-4.7%0.3% conv. - **warhammer gifts**97K/yr-9.8%0.4% conv. - **games workshop**42K/yr+3.9%0.1% conv. - **war hammer**43K/yr-12.5%0.7% conv. - **40k**22K/yr-0.7%0.2% conv. - **warhammer accessories**20K/yr-20.7%0.2% conv. - **warhammer 40k miniature**11K/yr-32.7%0.5% conv. - **warhammer miniatures**15K/yr-15.5%0.3% conv. - **warhammer 40k miniatures**14K/yr+10.4%0.3% conv. [**All search terms **](https://flapen.com/research/uk/toys-games/warhammer/search-terms)
## **Top warhammer 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%3%£13K6%£25K9%£38K12%£51K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Games Workshop - Warhammer 40 000 - Space Marines: Infernus Marines + Paints Set**Games Workshop**£21.00**4.7★909 rev](https://www.amazon.co.uk/dp/B0CBKMFK1D) [2**Starforged Warhammer 40000 Chapter Hats Adeptus Mechanicus Blood Angels Baseball Peaked Cap Other -Deathwatch**Starforged**£26.20**4.8★205 rev](https://www.amazon.co.uk/dp/B0D9JCJGPV) [3**Games Workshop - Warhammer 40 000: Introductory Set**Games Workshop**£36.49**4.7★887 rev](https://www.amazon.co.uk/dp/B0CBKH9V27) [4**Games Workshop - Warhammer 40 000 - Orks: Runtherd And Gretchin**Games Workshop**£15.95**4.6★249 rev](https://www.amazon.co.uk/dp/B09HP3GMD7) [5**Bioworld Warhammer 40 000 Blood for The Blood God Eco Wash T-Shirt (Small) Red**Bioworld**£19.27**5.0★2 rev](https://www.amazon.co.uk/dp/B0B3GJP2KM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Games Workshop - Warhammer - Age of Sigmar - Spearhead: City of Ash (Cities of Sigmar vs Skaven)**Games Workshop**£128.02**9 rev3mo ago](https://www.amazon.co.uk/dp/B0GX2P9WR6) [**Warhammer 40 000: The Horus Heresy Loyalist Legion Desk Mat**AAA Merchandise**£18.48**0 rev4mo ago](https://www.amazon.co.uk/dp/B0GTQM8Z98) [**Warhammer 40 000 Galaxy Map Blanket Officially Licensed Fleece Throw Soft Warm Home Blanket Gift for Warhammer 40k Fans**AAA Merchandise**£42.15**5 rev5mo ago](https://www.amazon.co.uk/dp/B0GLHP7DJY) [**Games Workshop Captain Titus & the Wardens of Ultramar**Games Workshop**£48.92**38 rev6mo ago](https://www.amazon.co.uk/dp/B0GF8W95HF) [**Magicrose Painting Handle Warhammer Accessories Warhammer Painting Holder for Miniatures Gifts Miniature Paint Miniatures DND Scale Model Fantasy Figurines War Game Accessories (Small)**Magicrose**£8.38**47 rev11mo ago](https://www.amazon.co.uk/dp/B0FMRPTC2R)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Games Workshop - Warhammer - Age of Sigmar - Spearhead: City of Ash (Cities of Sigmar vs Skaven)**Games Workshop**£128.02**4.6★**▲ 375%**](https://www.amazon.co.uk/dp/B0GX2P9WR6) [**Warhammer 40 000: The Horus Heresy Loyalist Legion Desk Mat**AAA Merchandise**£18.48**0.0★**▲ 375%**](https://www.amazon.co.uk/dp/B0GTQM8Z98) [**Starforged Warhammer 40000 Chapter Hats Adeptus Mechanicus Blood Angels Baseball Peaked Cap Other -Deathwatch**Starforged**£26.20**4.8★**▲ 374%**](https://www.amazon.co.uk/dp/B0D9JCJGPV) [**Starforged Warhammer 40K Chaos Faction Hats Baseball Padded Cap The Emperors Children 7-7 5/8 The Emperors Children 7-7 5/8**Starforged**£23.19**4.8★**▲ 349%**](https://www.amazon.co.uk/dp/B0F8HDQQSF) [**Starforged Warhammer 40K Chaos Faction Themed Hats Baseball Peaked Cap Other Sons of Horus 7-7 5/8**Starforged**£22.88**4.8★**▲ 309%**](https://www.amazon.co.uk/dp/B0F8HK3YF4)
**~~View all trending →~~**
## **What buyers say about warhammer**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**17%
*“Amazing quality”*
**Gifting Purpose**10%
*“Grandson's gift”*
**Suitability Beginner**7%
*“Good for a beginner”*
**Value For Money**6%
*“Worth it”*
**Design-Overall**6%
*“The design is easily the standout feature”*
**Advertised Vs Actual Product**5%
*“As advertised”*
**Strength**4%
*“It doesnt feel flimsy or cheap”*
**Size-Overall**4%
*“it fits perfectly”*
**Paint Quality**4%
*“honestly, this set is really aimed at miniature and Warhammer model painters”*
**Weight Heavy**4%
*“Its decently heavy”*
### **What buyers complain about **
**Value For Money**18%
*“pricey”*
**Size-Overall**14%
*“other wise its quite loose”*
**Ease Of Use**4%
*“It is kind of hard to open it to put the minifigure in the clamp”*
**Durability**4%
*“rest broke :/”*
**Color**4%
*“All good except for having an extra Abbadon Black instead of a Angrax Earthshade”*
**Weight Heavy**4%
*“albeit the trays seem very heavy for what they need to be”*
**Quality-Overall**3%
*“Very disappointing quality control for a product at this price”*
**Instructions/User Manual/Troubleshooting**3%
*“- instructions say dont tighten TOO HARD”*
**Assembly/Installation**2%
*“The construction takes a couple of hours”*
**Advertised Vs Actual Product**2%
*“Not same as picture”*
### **Top return reasons **
**Size-Overall**23%
**Defective Material/Parts**14%
**Quality-Overall**12%
**Advertised Vs Actual Product**11%
**Gifting Purpose**5%
**Grip**5%
**Paint Quality**5%
**Instructions/User Manual/Troubleshooting**3%
**Strength**3%
**Product Condition**3%
## **Common questions**
- **Is warhammer profitable to sell on Amazon United Kingdom?**
- The niche generates £422K/yr across 52 tracked products. 6 of 13 products launched in the last 360 days are still selling. 90-day search growth is -8.0%. Flapen's verdict: Worth a look (51/100).
- **How competitive is the warhammer niche?**
- 13 brands and 93 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 93% of demand.
- **What do buyers complain about in warhammer?**
- Top complaints mined from reviews: Value For Money, Size-Overall, Ease Of Use. The return rate is 0.4%.
- **When does demand for warhammer peak?**
- Demand peaks in Oct–Nov–Dec; the busiest month runs 4.1× the quietest.
- **What does it cost to enter the warhammer niche?**
- Listings span £8.38–£131.00; the average listing price is £35.02 (sweet spot $15–$100). The average incumbent carries 286 reviews — the moat a new listing must climb.
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