wicked dolls
Skip itSoft demand (-47.9% this quarter) — this niche doesn't clear our bar today.
Avg price
Incredible£23.04avg listing price — sweet spot $15–$100
Returns
Great1.3%return rate — above 5% kills the launch gate
Price range
Great£7.02–£65.23cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Review moat
Good847.59avg incumbent reviews — the moat a new listing must climb
Market size
Okay£210K£210K/yr · 514K searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Conversion
Bad1.8%search→purchase rate — share of searches ending in a sale
Brand share
Bad99%top-5 brand share — brand-locked demand
Growth
Bad-47.9%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, wicked dolls is a £210K/yr Amazon United Kingdom market (514K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 42/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
wicked dolls market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- £288K–£346K
- units × avg price
- Conversion rate
- 1.8%
- Avg BSR
- #535
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 44%
- Out of stock
- 3.3%
- Avg brand age
- 32 months
- Avg seller age
- 169 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
6 rising
Sellers
283
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
44%
Top 20: 93%
Open market
0%
- Mattel96%
- Polly Pocket1%
- Wicked1%
- LEGO1%
- Top Trumps1%
- Care Bears1%
Demand & seasonality
Weekly Amazon search volume, last 87 weeks — -47.9% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 15.3×
Top wicked dolls search terms
- wicked dolls173K/yr
- glinda doll74K/yr
- wicked toys94K/yr
- wicked doll55K/yr
- wicked toys girls21K/yr
- wicked figures13K/yr
- wicked glinda doll15K/yr
- wicked dolls elphaba and glinda21K/yr
- wicked toy12K/yr
- wicked toys for kids7K/yr
Top wicked dolls 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mattel Universal Pictures Wicked: For Good Glinda Upland Doll
Mattel£32.744.8★2,324 rev
Mattel Wicked Singing Glinda Fashion Doll & Accessories
Mattel£19.224.6★1,357 rev
Mattel Universal Pictures Wicked Glinda Upland Fashion Doll
Mattel£16.533.5★5 rev
Mattel Wicked Glinda Fashion Doll & Accessories with Blonde Hair Possibility & Removable Ballroom Look HXT63
Mattel£19.614.8★826 rev
Mattel Wicked Elphaba Fashion Doll & Accessories with Green Skin Braided Black Hair Posability & Removable Ballroom Look HXT62
Mattel£17.554.7★1,209 rev
Newest
by launch date
Mattel Universal Pictures Wicked Elphaba Thropp Fashion Doll
Mattel£16.593 rev
Mattel Universal Pictures Wicked Glinda Upland Fashion Doll
Mattel£16.535 rev
Mattel Universal Pictures Wicked Emerald City Train Playset
Mattel£17.34119 rev
Mattel Universal Pictures Wicked Magical Wise Woman Sun Fashion Doll with Removable Deluxe Outfit & Accessory Inspired by the Movie JLD88
Mattel£28.2693 rev
Mattel Universal Pictures Wicked Magical Wise Woman Moon Fashion Doll with Removable Deluxe Outfit & Accessory Inspired by the Movie JLG42
Mattel£27.3877 rev
Trending
90-day click momentumMattel Universal Pictures Wicked Elphaba Thropp Fashion Doll
Mattel£16.594.2★
Mattel Universal Pictures Wicked Glinda Upland Fashion Doll
Mattel£16.533.5★
Wicked Girls Hoodie | Elphaba And Glinda Girls Jumpers | Glitter Hoodie | Elphaba Girls Clothes | Pink 6-7 Years
Wicked£16.074.5★
Mattel Universal Pictures Wicked Magical Wise Woman Sun Fashion Doll with Removable Deluxe Outfit & Accessory Inspired by the Movie JLD88
Mattel£28.264.8★
Mattel Universal Pictures Wicked Magical Wise Woman Moon Fashion Doll with Removable Deluxe Outfit & Accessory Inspired by the Movie JLG42
Mattel£27.384.8★
What buyers say about wicked dolls
What buyers praise and complain about, mined from review topics.What buyers love
“Lovely quality Care Bears”
“the gift was appreciated”
“Value for money”
“also already collect special collection barbies”
“Durable”
“My daughter has had so much fun playing with this doll”
“My child loves it easy to put together”
“Perfect size for little hands”
“sturdy enough for everyday play”
“Exactly what we hoped for”
What buyers complain about
“the box is comedically large compared to the compact”
“Was supposed to be a gift”
“I wouldnt say they were cheap”
“Quality: If it had rough play I am not sure it would stand up to it”
“Rubbish plastic”
Top return reasons
Common questions
- Is wicked dolls profitable to sell on Amazon United Kingdom?
- The niche generates £210K/yr across 27 tracked products. 7 of 10 products launched in the last 360 days are still selling. 90-day search growth is -47.9%. Flapen's verdict: Skip it (42/100).
- How competitive is the wicked dolls niche?
- 6 brands and 283 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in wicked dolls?
- Top complaints mined from reviews: Size-Overall, Gifting Purpose, Value For Money. The return rate is 1.3%.
- When does demand for wicked dolls peak?
- Demand peaks in Nov–Dec; the busiest month runs 15.3× the quietest.
- What does it cost to enter the wicked dolls niche?
- Listings span £7.02–£65.23; the average listing price is £23.04 (sweet spot $15–$100). The average incumbent carries 848 reviews — the moat a new listing must climb.