Is hanabi profitable to sell on Amazon United States?

The niche generates $501K/yr across 10 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -28.9%. Flapen's verdict: Skip it (40/100).

How competitive is the hanabi niche?

3 brands and 38 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in hanabi?

Top complaints mined from reviews: Quality-Overall, Product Condition, Size-Overall. The return rate is 1.4%.

When does demand for hanabi peak?

Demand peaks in Jan–Feb–Dec; the busiest month runs 4.0× the quietest.

What does it cost to enter the hanabi niche?

Listings span $13.56–$68.08; the average listing price is $35.53 (sweet spot $15–$100). The average incumbent carries 2,296 reviews — the moat a new listing must climb.

hanabi

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Avg price

Incredible$35.53

avg listing price — sweet spot $15–$100

Price range

Great$13.56–$68.08

cheapest to priciest tracked listing — scored on the share inside $15–$100

Returns

Great1.4%

return rate — above 5% kills the launch gate

Conversion

Good5.9%

search→purchase rate — share of searches ending in a sale

Market size

Good$501K

$501K/yr · 237K searches

Review moat

Okay2,295.6

avg incumbent reviews — the moat a new listing must climb

Competition

Bad84%

top-5 click share — a locked-up shelf

Growth

Bad-28.9%

90-day search growth — must beat 0% to launch

Quality gap

Bad4.8★

avg incumbent rating — lower means beatable quality

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United States niche tracking, hanabi is a $501K/yr Amazon United States market (237K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Skip it — 40/100.

Data updated Jul 31, 2026 · scored weekly · How we score niches

hanabi market data

Units sold / yr: 13K–15K; avg 750–1,000/product
Revenue / yr: $444K–$533K; units × avg price
Conversion rate: 5.9%
Avg BSR: #1,112
Page quality: 0%
Prime: 100%
Sponsored: 40%
Out of stock: 9.2%
Avg brand age: 53 months
Avg seller age: 158 days

Competition & brand share

The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

84%

Top 20: 100%

Open market

Thames & Kosmos53%
Asmodee45%
Fantasy Flight Games3%

Demand & seasonality

Weekly Amazon search volume, last 101 weeks — -28.9% search growth over the last 90 days.

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 4.0×

Open Trend

Top hanabi search terms

the crew57K/yr -55.9%3.5% conv.
the crew card game35K/yr +9.3%11.0% conv.
lord of the rings card game29K/yr -24.1%3.1% conv.
lord of the rings lcg23K/yr -29.6%0.8% conv.
lord of the rings trick taking game17K/yr -18.3%14.0% conv.
lotr lcg17K/yr -35.5%1.8% conv.
trick taking game10K/yr +5.7%0.3% conv.
trick taking card games9K/yr +1.5%0.3% conv.
lord of the rings the card game8K/yr -38.2%1.7% conv.
crew game7K/yr +28.5%12.7% conv.

All search terms

Top hanabi 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 10 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Thames & Kosmos$15.334.8★7,214 rev

Asmodee The Lord of the Rings The Fellowship of the Ring Trick-Taking Game

Asmodee$25.164.8★417 rev

Thames & Kosmos$14.594.8★7,214 rev

Asmodee The Lord of the Rings The Card Game Revised CORE Set - The Ultimate Adventure Awaits in Middle-Earth Cooperative Strategy Game for Teens & Adults Ages 14+ 1-4 Players 30-120 Min Playtime

Asmodee$60.104.8★539 rev

The Lord of the Rings The Two Towers Trick-Taking Game

Asmodee$27.324.9★85 rev

Newest

by launch date

The Lord of the Rings The Two Towers Trick-Taking Game

Asmodee$27.3285 rev

6mo ago

Asmodee The Lord of the Rings The Fellowship of the Ring Trick-Taking Game

Asmodee$25.16417 rev

1y ago

Thames & Kosmos$13.567,214 rev

1y ago

The Lord of the Rings The Card Game The Dream-chaser CAMPAIGN EXPANSION - Cooperative Adventure Game Strategy Game Ages 14+ 1-4 Players 30-120 Min Playtime Made by Fantasy Flight Games

Asmodee$64.8631 rev

3y ago

The Lord of the Rings The Card Game Angmar Awakened CAMPAIGN EXPANSION - Cooperative Adventure Game Strategy Game Ages 14+ 1-4 Players 30-120 Min Playtime Made by Fantasy Flight Games

Asmodee$68.0849 rev

4y ago

What buyers say about hanabi

What buyers praise and complain about, mined from review topics.

What buyers love

Fun/Entertainment Experience49%

“Fun game”

Trivia Games11%

“a trick-taking game where youre all working together to make sure everyone meets their goals is quite refreshing”

Advertised Vs Actual Product7%

“True to the theme”

Ease Of Use6%

“make it easy to bring to the table in a variety of situations”

Quality-Overall5%

“The cards feel high quality”

Design-Overall3%

“the artwork fits the theme nicely”

Gifting Purpose3%

“It was a Christmas gift”

Product Condition2%

“Giving 2 stars because this is advertised as new”

Collectibles2%

“Fantastic game and a great addition to a well-rounded collection”

Compactness2%

“It's compact and doesn't use a lot of table space so I can play anywhere really”

What buyers complain about

Quality-Overall31%

“Unfortunately those cards are terrible quality, small and need to be shuffled often= They will not last”

Product Condition25%

“not a new one”

Size-Overall4%

“I do wish the box was larger to accommodate for card sleeves”

Adhesion/Stickiness3%

“the art work sticker on the board peels off”

Hard Feel3%

“some of the strategy might be a little tough for younger kids”

Instructions/User Manual/Troubleshooting3%

“The instructions make it sound far more complicated than it is”

Top return reasons

Value For Money50%

Advertised Vs Actual Product13%

Product Condition10%

Defective Material/Parts6%

Fun/Entertainment Experience5%

Gifting Purpose4%

Instructions/User Manual/Troubleshooting4%

Design-Overall2%

Cushion1%

Certifications1%

Common questions

Is hanabi profitable to sell on Amazon United States?: The niche generates $501K/yr across 10 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -28.9%. Flapen's verdict: Skip it (40/100).
How competitive is the hanabi niche?: 3 brands and 38 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in hanabi?: Top complaints mined from reviews: Quality-Overall, Product Condition, Size-Overall. The return rate is 1.4%.
When does demand for hanabi peak?: Demand peaks in Jan–Feb–Dec; the busiest month runs 4.0× the quietest.
What does it cost to enter the hanabi niche?: Listings span $13.56–$68.08; the average listing price is $35.53 (sweet spot $15–$100). The average incumbent carries 2,296 reviews — the moat a new listing must climb.