daruma
Worth a lookShows a thin review moat (50 avg reviews), but a small market ($76K/yr) keeps it on the watch list.
Review moat
Incredible50.24avg incumbent reviews — the moat a new listing must climb
Avg price
Incredible$24.82avg listing price — sweet spot $15–$100
Returns
Great1.2%return rate — above 5% kills the launch gate
Price range
Great$7.24–$62.14cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good71%top-5 brand share — brands hold most of the demand
Growth
Good+24.3%90-day search growth — must beat 0% to launch
Conversion
Okay3.6%search→purchase rate — share of searches ending in a sale
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Market size
Bad$76K$76K/yr · 85K searches
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, daruma is a $76K/yr Amazon United States market (85K searches/yr). The top 5 brands hold 71% of demand. Demand peaks in Jan–Dec. Verdict: Worth a look — 52/100.
Data updated Jul 31, 2026 · scored weekly · How we score niches
daruma market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- $74K–$99K
- units × avg price
- Conversion rate
- 3.6%
- Avg BSR
- #12,876
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 81%
- Out of stock
- 8.0%
- Avg brand age
- 44 months
- Avg seller age
- 161 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
13
Top-5 brand share
71%
Top 20: 100%
Top-5 click share
59%
Top 20: 99%
Open market
20%
- Takasaki Daruma24%
- Daimonya14%
- EDOYA13%
- kcrygogo10%
- YOSHINOYA KYUBEI10%
- TOKYO ART9%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +24.3% search growth over the last 90 days.Peak months: Jan, Dec · busiest ÷ quietest = 2.2×
Top daruma search terms
- daruma42K/yr
- daruma doll38K/yr
- daruma dolls4K/yr
Top daruma 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Japanese Daruma Doll 4.7 inch Red Takasaki Handmade Good Luck Ornament for Display and Goal Setting Traditional Craft from Japan
Takasaki Daruma$21.324.9★51 rev
EDOYA Daruma Dolls (Set of 7) Japanese Good Luck Fortune Multicolor Figurine Ornament Traditional Charms
EDOYA$29.964.5★71 rev
Daimonya Daruma Doll - Made in Japan - 4.7 Good Luck & Well Wishes (Red)
Daimonya$30.084.7★213 rev
TOKYO ART Traditional Japanese Daruma Dolls Set of 7 Good Luck Charms Gift Set Known for Bringing Good Fortune
TOKYO ART$27.224.6★47 rev
kcrygogo Red Base Daruma Doll Set of 5 Ceramic Daruma Figurines for Desk & Shelf Decor Cute Japanese Daruma Decor Gift Set Symbolic Prosperity Good Fortune Peace New Beginnings & Victory
kcrygogo$13.575.0★3 rev
Newest
by launch datekcrygogo Red Base Daruma Doll Set of 5 Ceramic Daruma Figurines for Desk & Shelf Decor Cute Japanese Daruma Decor Gift Set Symbolic Prosperity Good Fortune Peace New Beginnings & Victory
kcrygogo$13.573 rev
Daruma Doll 3.6 inch Japanese Good Luck Charm Made in Japan GDS-01-Z-US
YOSHINOYA KYUBEI$16.277 rev
Daruma Doll 6.0 inch Japanese Good Luck Charm Made in Japan GDS-03-Z-US
YOSHINOYA KYUBEI$38.721 rev
Daruma Doll 3.6 inch Gold Color Good Luck Charm Made in Japan GDS-01G-Z-US
YOSHINOYA KYUBEI$19.200 rev
Daruma Japan Doll Daruma - Togaku - Project from Japan - 1.8 Good Luck and Prosperity. (Red)
Generic$9.822 rev
Trending
90-day click momentumkcrygogo Red Base Daruma Doll Set of 5 Ceramic Daruma Figurines for Desk & Shelf Decor Cute Japanese Daruma Decor Gift Set Symbolic Prosperity Good Fortune Peace New Beginnings & Victory
kcrygogo$13.575.0★
Daruma Doll 3.6 inch Japanese Good Luck Charm Made in Japan GDS-01-Z-US
YOSHINOYA KYUBEI$16.274.7★
Daruma Doll 6.0 inch Japanese Good Luck Charm Made in Japan GDS-03-Z-US
YOSHINOYA KYUBEI$38.725.0★
Daruma Doll 3.6 inch Gold Color Good Luck Charm Made in Japan GDS-01G-Z-US
YOSHINOYA KYUBEI$19.200.0★
Daimonya Daruma Doll - Made in Japan - Support & Warmth (Yellow Medium 4.7 inch)
Daimonya$29.894.7★
What buyers say about daruma
What buyers praise and complain about, mined from review topics.What buyers love
“Great handmade quality”
“Very accurate website description”
“Perfect size”
“Wonderful gift for those facing a challenge”
“- Very adorable n pretty”
“Worth the price”
“They have a good heft/weight to them”
“nicely painted”
“A fun little piece of motivation that also happens to look great”
“The design is bright, cheerful, and surprisingly detailed for something so small”
What buyers complain about
“Some are much larger”
“the little felt square is glued to the bottom so they don't really tilt”
Top return reasons
Common questions
- Is daruma profitable to sell on Amazon United States?
- The niche generates $76K/yr across 21 tracked products. 0 of 6 products launched in the last 360 days are still selling. 90-day search growth is +24.3%. Flapen's verdict: Worth a look (52/100).
- How competitive is the daruma niche?
- 11 brands and 13 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 71% of demand.
- What do buyers complain about in daruma?
- Top complaints mined from reviews: Size-Overall, Adhesion/Stickiness. The return rate is 1.2%.
- When does demand for daruma peak?
- Demand peaks in Jan–Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the daruma niche?
- Listings span $7.24–$62.14; the average listing price is $24.82 (sweet spot $15–$100). The average incumbent carries 50 reviews — the moat a new listing must climb.