games
Launch itA $14.2M/yr market growing +9.0% this quarter with returns at 1.7% — clears our launch bar.
Market size
Incredible$14.2M$14.2M/yr · 55.7M searches
Competition
Incredible15%top-5 click share — an open shelf
Brand share
Great41%top-5 brand share — no brand owns this niche
Avg price
Great$20.77avg listing price — sweet spot $15–$100
Returns
Great1.7%return rate — above 5% kills the launch gate
Price range
Okay$4.94–$221.51cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+9.0%90-day search growth — must beat 0% to launch
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Review moat
Bad11,534.1avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.2%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United States niche tracking, games is a $14.2M/yr Amazon United States market (55.7M searches/yr). The top 5 brands hold 41% of demand. Demand peaks in Nov–Dec. Verdict: Launch it — 63/100.
Data updated Jul 31, 2026 · scored weekly · How we score niches
games market data
- Units sold / yr
- 1.0M–1.0M
- avg 4,000–5,000/product
- Revenue / yr
- $20.8M–$20.8M
- units × avg price
- Conversion rate
- 1.2%
- Avg BSR
- #77
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 76%
- Out of stock
- 0.3%
- Avg brand age
- 41 months
- Avg seller age
- 149 days
Competition & brand share
Clicks spread well past the top 5 (15% combined) — an open shelf where new products get seen.Brands
79 falling
Sellers
537
Top-5 brand share
41%
Top 20: 70%
Top-5 click share
15%
Top 20: 42%
Open market
56%
- Hasbro Gaming23%
- USAOPOLY7%
- Mattel Games5%
- Big Potato4%
- WHAT DO YOU MEME?3%
- Taco Cat Goat Cheese Pizza3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +9.0% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.6×
Top games search terms
- games16.1M/yr
- board games11.3M/yr
- kids games5.3M/yr
- card games3.1M/yr
- game2.4M/yr
- board game1.7M/yr
- travel games1.1M/yr
- fun1.0M/yr
- board games for adults2.1M/yr
- family games2.4M/yr
Top games 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
Sorry! Board Game for Kids Ages 6 and Up; Classic Hasbro Board Game; Each Player Gets 4 Pawns; Family Game
Hasbro Gaming$7.244.8★34,299 rev
Mattel Games UNO Card Game for Kid Adult & Family Nights & Parties Travel & Vacations Color Blind Accessible & Customizable Deck (Amazon Exclusive)
Mattel Games$11.434.8★60,612 rev
Official Hasbro Games Jenga Game | Digital Die for 6 More Ways to Play | Original Wood Block Game | Stacking Tower | Ages 6+ | 1+ Players | Party Games
Hasbro Gaming$10.984.8★2,999 rev
Taco Cat Goat Cheese Pizza Wildly Entertaining Card Game for Family and Group Game Night | Easy to Learn and Play with 10-15 Minute Rounds | Fun for Kids Teens Adults and Families | 2-8 Players
Taco Cat Goat Cheese Pizza$9.314.8★53,600 rev
Hasbro Gaming Candy Land Kingdom of Sweet Adventures Board Game for Kids Gifts for Boys and Girls Ages 3 & Up (Amazon Exclusive)
Hasbro Gaming$11.454.8★37,557 rev
Newest
by launch date
Hasbro Grab and Go! Bundle (4 Pack)
Hasbro Gaming$20.82277 rev
CATAN Board Game (6th Edition) Trade Build & Settle in the Classic Strategy Game for Family Kids & Adults Ages 10+ 3-4 Players 60-90 Min Playtime
CATAN$36.2539,747 rev
Official Hasbro Games Jenga Game | Digital Die for 6 More Ways to Play | Original Wood Block Game | Stacking Tower | Ages 6+ | 1+ Players | Party Games
Hasbro Gaming$10.982,999 rev
USAOPOLY Flip 7 The Ultimate Blend of Press Your Luck & Strategy Fast-Paced Addictive Card Game Quick to Learn & Easy to Teach Perfect for Game Nights 3+ Players Ages 8 & Up 20 Minutes Play Time
USAOPOLY$7.944,694 rev
Nex Playground - The Active Play System for Kids & Families Where Indoor Physical Activity Meets Interactive Family Fun and is Great for Gaming Nights Parties and Playdates
Nex$221.514,992 rev
Trending
90-day click momentum
GoSports Regulation Size Wooden Cornhole Set with Light Brown Finish - Includes Carrying Case
GoSports$126.904.6★
Hasbro Grab and Go! Bundle (4 Pack)
Hasbro Gaming$20.824.4★
Official Hasbro Games Jenga Game | Digital Die for 6 More Ways to Play | Original Wood Block Game | Stacking Tower | Ages 6+ | 1+ Players | Party Games
Hasbro Gaming$10.984.8★
Mattel Games UNO Card Game for Kid Adult & Family Nights & Parties Travel & Vacations Color Blind Accessible & Customizable Deck (Amazon Exclusive)
Mattel Games$11.434.8★
Nex Playground - The Active Play System for Kids & Families Where Indoor Physical Activity Meets Interactive Family Fun and is Great for Gaming Nights Parties and Playdates
Nex$221.514.7★
What buyers say about games
What buyers praise and complain about, mined from review topics.What buyers love
“entertained for hours”
“Easy to carry”
“The quality is solid”
“Great deal”
“Fun gift”
“New favorite family game”
“Exactly as pictured”
“easy to travel with”
“The material is durable”
“Love the size”
What buyers complain about
“Cheap quality”
“Less fun”
“Pretty big”
“Broke easily”
“a bit pricey”
“Used product”
“Stopped working”
“Horrible instructions,”
“Not sturdy”
“Not as advertised”
Top return reasons
Common questions
- Is games profitable to sell on Amazon United States?
- The niche generates $14.2M/yr across 146 tracked products. 11 of 12 products launched in the last 360 days are still selling. 90-day search growth is +9.0%. Flapen's verdict: Launch it (63/100).
- How competitive is the games niche?
- 79 brands and 537 sellers compete. The top 5 products take 15% of clicks and top 5 brands hold 41% of demand.
- What do buyers complain about in games?
- Top complaints mined from reviews: Quality-Overall, Fun/Entertainment Experience, Size-Overall. The return rate is 1.7%.
- When does demand for games peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.6× the quietest.
- What does it cost to enter the games niche?
- Listings span $4.94–$221.51; the average listing price is $20.77 (sweet spot $15–$100). The average incumbent carries 11,534 reviews — the moat a new listing must climb.