Games
MaybeShoppers spend an estimated $14.2M a year here. But buyers convert on only 1.2% of searches, so Games is a Maybe.
- Flapen Score
- 63 / 100Top 4% of 3,143 Toys & Games niches · +17 vs the category median of 4663
- Market size
- $14.2M/yr55.7M searches / yr
- 90-day growth
- +9.0%search demand this quarter
- Competition
- 15%top-5 click share · 79 brands · 537 sellers
Flapen Score
Games against its category
The dotted line is the Toys & Games average. Past it, Games is stronger. Inside it, weaker.
Market
The Games market on Amazon at a glance
Shoppers on Amazon United States searched for Games 55.7M times last year and spent an estimated $14.2M. The top 5 brands take 41% of clicks. Demand peaks in Nov–Dec. Flapen scores it 63 out of 100, a Maybe.
01 · Demand
An estimated 1.2% of those searches ended in a purchase.
Shoppers searched for this 55.7M times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 1.2% of those searches ended in a purchase. Searches in the last 90 days moved +9.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $14.2M a year.
- Searches, last 12 months
- 55.7M
- Growth, 90 days vs prior 90
- +9.0%
- Conversion, latest week
- 1.2%
- Market size, estimated
- $14.2Ma year
- Peak month
- December4.6× the quietest month
- Top search term
- games16.1M searches a year
02 · Price
A sale here is worth $20.77.
Listings sell for $20.77 on average, from $4.94 to $221.51. Amazon reports units sold in ranges, and this niche reaches the top one: 1,000,000 units or more a year. The average listing sells 4,000 to 5,000 of them. At $20.77 that is $83K to $104K a year per listing.
- Average price
- $20.77inside the $15 to $100 sweet spot
- Price range
- $4.94–$221.51
- Amazon United States median price
- $24.38across 115,062 niches
- Units sold a year
- 1,000,000 or moreAmazon's top range
- Units per listing a year
- 4,000–5,000
- Revenue per listing a year
- $83K–$104K
- Returns
- 1.7%of orders · Amazon United States median 2.1%
03 · Entry bar
The bar here is reviews.
76% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.3% of listings are out of stock. The average listing ranks #77 within Dedicated Deck Card Games. It carries 11,534 reviews at 4.67 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 100%
- Out of stock, average day
- 0.3%
- Average rank
- #77in Dedicated Deck Card Games
- Average rating
- 4.67 starsAmazon United States average 4.42 stars
- Average reviews
- 11,534per listing
- Listings tracked
- 146
04 · Newcomers
11 of last year's 12 launches cleared the first-year sales bar.
12 products launched here in the last 12 months. 11 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 41 months on average, so the names here are settling in.
- Launched, last 12 months
- 12
- Successful launches
- 11Amazon's first-year sales bar
- Average brand age
- 41 months
Products
Top Games products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 31, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Sorry! Board Game for Kids Ages 6 and Up; Classic Hasbro Board Game; Each Player Gets 4 Pawns; Family Game
- Price
- $7.24
- Rating
- 4.8/5
- Reviews
- 34,299
- Age
- 8y ago
Mattel Games UNO Card Game for Kid Adult & Family Nights & Parties Travel & Vacations Color Blind Accessible & Customizable Deck (Amazon Exclusive)
- Price
- $11.43
- Rating
- 4.8/5
- Reviews
- 60,612
- Age
- 7y ago
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
- Price
- $10.98
- Rating
- 4.8/5
- Reviews
- 2,999
- Age
- 1y ago
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
- Price
- $9.31
- Rating
- 4.8/5
- Reviews
- 53,600
- Age
- 8y ago
Hasbro Gaming Candy Land Kingdom of Sweet Adventures Board Game for Kids Gifts for Boys and Girls Ages 3 & Up (Amazon Exclusive)
- Price
- $11.45
- Rating
- 4.8/5
- Reviews
- 37,557
- Age
- 24y ago
Trending
estimated 90-day click momentum
GoSports Regulation Size Wooden Cornhole Set with Light Brown Finish - Includes Carrying Case
- Price
- $126.90
- Rating
- 4.6/5
- Reviews
- 3,787
- Age
- 7y ago
Hasbro Grab and Go! Bundle (4 Pack)
- Price
- $20.82
- Rating
- 4.4/5
- Reviews
- 277
- Age
- 7mo ago
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
- Price
- $10.98
- Rating
- 4.8/5
- Reviews
- 2,999
- Age
- 1y ago
Mattel Games UNO Card Game for Kid Adult & Family Nights & Parties Travel & Vacations Color Blind Accessible & Customizable Deck (Amazon Exclusive)
- Price
- $11.43
- Rating
- 4.8/5
- Reviews
- 60,612
- Age
- 7y ago
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
- Price
- $221.51
- Rating
- 4.7/5
- Reviews
- 4,992
- Age
- 2y ago
Newest
by launch dateHasbro Grab and Go! Bundle (4 Pack)
- Price
- $20.82
- Rating
- 4.4/5
- Reviews
- 277
- Age
- 7mo ago
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
- Price
- $36.25
- Rating
- 4.8/5
- Reviews
- 39,747
- Age
- 1y ago
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
- Price
- $10.98
- Rating
- 4.8/5
- Reviews
- 2,999
- Age
- 1y ago
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
- Price
- $7.94
- Rating
- 4.9/5
- Reviews
- 4,694
- Age
- 1y ago
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
- Price
- $221.51
- Rating
- 4.7/5
- Reviews
- 4,992
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 15% of clicks, no more. An open shelf where new products get seen.
Brands
79 falling
Sellers
537
Est. top-5 brand share
41%
Top 20: 70%
Est. 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
Games search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 4.6×
Search terms
Top Games search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Games
We read the reviews and the return reasons for every product selling here.
“Cheap quality”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
15 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Games questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data