sword and shield
Skip itSoft demand (-16.7% this quarter) — this niche doesn't clear our bar today.
Avg price
Incredible$29.52avg listing price — sweet spot $15–$100
Price range
Great$12.96–$79.93cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good847.95avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Returns
Okay3.9%return rate — above 5% kills the launch gate
Conversion
Okay2.6%search→purchase rate — share of searches ending in a sale
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Market size
Okay$107K$107K/yr · 138K searches
Growth
Bad-16.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, sword and shield is a $107K/yr Amazon United States market (138K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 40/100.
Data updated Jul 10, 2026 · scored weekly · How we score niches
sword and shield market data
- Units sold / yr
- 4K–5K
- avg 100–250/product
- Revenue / yr
- $118K–$148K
- units × avg price
- Conversion rate
- 2.6%
- Avg BSR
- #468
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 85%
- Out of stock
- 2.1%
- Avg brand age
- 41 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
13 flat
Sellers
42
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
12%
- California Costumes29%
- Super Z Outlet28%
- Liberty Imports17%
- PowerTRC7%
- Adventure Awaits!4%
- Xelue FF3%
- Open — no brand owns it (7 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -16.7% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.6×
Top sword and shield search terms
- sword and shield38K/yr
- sword and shield for kids35K/yr
- foam sword and shield17K/yr
- kids sword and shield set13K/yr
- toy sword and shield5K/yr
- swords and shields for kids7K/yr
- foam shields for kids6K/yr
- shield and sword8K/yr
- kids sword and shield5K/yr
- foam sword and shield for kids5K/yr
Top sword and shield 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
California Costumes Mens Gladiator Combat Shield & Sword 12 Multi One Size Costume Accessory
California Costumes$16.114.5★1,290 rev
Super Z Outlet Childrens Foam Toy Medieval Joust Dual Dragon Sword & Shield Knights Set Lightweight Safe for Birthday Party Activities Event Favors Toy Gifts
Super Z Outlet$16.944.3★2,501 rev
Super Z Outlet Childrens Foam Toy Medieval Joust Sword & Shield Knight Set Lightweight Safe for Birthday Party Activities Event Favors Toy Gifts
Super Z Outlet$12.964.3★1,406 rev
Liberty Imports 12 Pack Foam Swords and Shields Playset Medieval Combat Ninja Warrior Weapons Costume Role Play Accessories for Kids Party Favors
Liberty Imports$36.444.5★4,205 rev
Liberty Imports Medieval Knight in Shining Armor Kids Crusader Pretend Role Play Plastic Costume Dress Up Cosplay with Toy Swords Axe Shield Weapons & Accessories Playset
Liberty Imports$34.353.8★2,419 rev
Newest
by launch date
ArmaForge 19-Inch Knight Round Shield and Katana Sword Kit Polypropylene
ArmaForge$79.938 rev
June Garden Little Knights Sword and Shield Playset - Safe Plush Soft Pretend Play Weapons - Gifts for Toddlers Kids - Red
June Garden$19.3684 rev
quescu Medieval Knight Toy Sword 35.6 Plastics Sword Medieval Warrior Costume Accessories for Renaissance Fair Cosplay Props
quescu$20.24106 rev
Xelue FF Crusaders Medieval Knight Armor Props Set Including Chest Plate Shield and Swords (2 Pack)
Xelue FF$34.2344 rev
Motionchic 6 Set Foam Sword and Shield Set for Kids Foam Swords for Play Fighting Medieval Knight Joust Weapons Role Play Costume Party Birthday Gifts Activities Accessories Christmas
Motionchic$39.6319 rev
Trending
90-day click momentumquescu Medieval Knight Toy Sword 35.6 Plastics Sword Medieval Warrior Costume Accessories for Renaissance Fair Cosplay Props
quescu$20.244.1★
June Garden Little Knights Sword and Shield Playset - Safe Plush Soft Pretend Play Weapons - Gifts for Toddlers Kids - Red
June Garden$19.364.8★
ArmaForge 19-Inch Knight Round Shield and Katana Sword Kit Polypropylene
ArmaForge$79.934.8★
RICHNESS Play Sword and Shield for Girl 2sets Kids Sword Shield Pretend Toy Weapons for Party Dress Up and Role Costumes Pack of 2
RICHNESS$26.854.6★
Xelue FF Crusaders Medieval Knight Armor Props Set Including Chest Plate Shield and Swords (2 Pack)
Xelue FF$34.234.2★
What buyers say about sword and shield
What buyers praise and complain about, mined from review topics.What buyers love
“fine quality for adding to my costume”
“Great Fun with the Grandkids”
“Christmas present”
“size are cute”
“Pretty durable”
“Good for the price”
“Exactly as pictured”
“Soft”
“Great colors and lightweight”
“sturdy enough to withstand tough boys”
What buyers complain about
“Breaks easily”
“Very bad quality”
“Bigger draw than I anticipated”
“Straps broke on shields day 1”
“Cheap material”
“very flimsy and not really worth the price”
“Not a good value for the price”
“poor quality glue was used to make them”
“🔴 CHOKING HAZARD”
“Do NOT buy this for any child under 2 or 3”
Top return reasons
Common questions
- Is sword and shield profitable to sell on Amazon United States?
- The niche generates $107K/yr across 20 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.7%. Flapen's verdict: Skip it (40/100).
- How competitive is the sword and shield niche?
- 13 brands and 42 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in sword and shield?
- Top complaints mined from reviews: Durability, Quality-Overall, Size-Overall. The return rate is 3.9%.
- When does demand for sword and shield peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.6× the quietest.
- What does it cost to enter the sword and shield niche?
- Listings span $12.96–$79.93; the average listing price is $29.52 (sweet spot $15–$100). The average incumbent carries 848 reviews — the moat a new listing must climb.