harry potter toys
Skip itBrand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Avg price
Incredible$29.12avg listing price — sweet spot $15–$100
Returns
Good2.1%return rate — above 5% kills the launch gate
Price range
Good$6.85–$139.61cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,480.34avg incumbent reviews — the moat a new listing must climb
Market size
Okay$135K$135K/yr · 276K searches
Growth
Bad-5.7%90-day search growth — must beat 0% to launch
Conversion
Bad1.7%search→purchase rate — share of searches ending in a sale
Quality gap
Bad4.8★avg incumbent rating — lower means beatable quality
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, harry potter toys is a $135K/yr Amazon United States market (276K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Aug–Sep–Oct–Nov–Dec. Verdict: Skip it — 39/100.
Data updated Jul 31, 2026 · scored weekly · How we score niches
harry potter toys market data
- Units sold / yr
- 4K–5K
- avg 0–100/product
- Revenue / yr
- $116K–$146K
- units × avg price
- Conversion rate
- 1.7%
- Avg BSR
- #3,746
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 31%
- Out of stock
- 9.3%
- Avg brand age
- 39 months
- Avg seller age
- 150 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
115
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
50%
Top 20: 88%
Open market
3%
- Mattel55%
- Wizarding World26%
- Harry Potter13%
- The Ashton-Drake Galleries1%
- The Noble Collection1%
- Schleich1%
- Open — no brand owns it (3 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.7% search growth over the last 90 days.Peak months: Aug, Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.1×
Top harry potter toys search terms
- harry potter dolls113K/yr
- harry potter doll53K/yr
- hermione doll15K/yr
- harry potter slime7K/yr
- harry potter playset12K/yr
- harry potter barbie dolls9K/yr
- harry potter dolls mattel7K/yr
- harry potter barbie7K/yr
- mattel harry potter dolls6K/yr
- ginny weasley doll7K/yr
Top harry potter toys 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
Mattel Harry Potter Toys Hermione Granger Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie
Mattel$16.254.7★112 rev
Mattel Harry Potter Toys Harry Potter Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie
Mattel$15.484.8★81 rev
Mattel Harry Potter Toys Ron Weasley Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie
Mattel$15.044.7★61 rev
Mattel Harry Potter Toys Polyjuice Potions Hermione Granger Doll & Playset Movie-Inspired Hogwarts Uniform 13 Accessories & Fizz
Mattel$23.514.6★33 rev
Wizarding World Harry Potter 8-inch Luna Lovegood Doll Kids Toys for Ages 5 and up
Wizarding World$10.954.8★2,654 rev
Newest
by launch dateMattel Harry Potter Toys Hermione Granger Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie
Mattel$16.25112 rev
Mattel Harry Potter Toys Harry Potter Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie
Mattel$15.4881 rev
Mattel Harry Potter Toys Ron Weasley Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie
Mattel$15.0461 rev
Mattel Harry Potter Toys Polyjuice Potions Hermione Granger Doll & Playset Movie-Inspired Hogwarts Uniform 13 Accessories & Fizz
Mattel$23.5133 rev
Mattel Harry Potter Toys Diagon Alley Collectible Shops Ollivanders Wand Shop 10 Movie-Inspired Accessories with Surprises
Mattel$11.7829 rev
Trending
90-day click momentum
Harry Potter Gryffindor Knitted Crest Scarf - Deep Red & Yellow - Embroidered House Lion Badge - 66 x 7 - Soft Winter Knit Scarf for Kids & Adults - Wizarding World Accessory
Harry Potter$23.974.8★
Harry Potter Pajamas Girls Nightgowns Gryffindor Hogwarts Hedwig Owl Short Sleeves Nightgown White Casual Dress Sleepwear for Girls 6-7 Years
Harry Potter$19.874.7★
Harry Potter Pajamas Girls Nightgowns Gryffindor Hogwarts Hedwig Owl Short Sleeves Nightgown White Casual Dress Sleepwear for Big Girls 8-9 Years
Harry Potter$19.704.7★
Wizarding World Harry Potter 8-inch Fashion Doll Ages 5+
Wizarding World$8.014.8★
Wizarding World Harry Potter Playset Hagrids Hut with 2 Figures and 9 Doll Accessories
Wizarding World$9.494.8★
What buyers say about harry potter toys
What buyers praise and complain about, mined from review topics.What buyers love
“Cute gift”
“Quality toy”
“Nicely made little figures, good quality and great for placing on the shelf and not worrying about tipping over”
“Great toy”
“size is perfect”
“Hermione is a well design doll”
“As described”
“Good value for the money”
“Very accurate”
“Quick easy and she loved it”
What buyers complain about
“it kind of big”
“Not good quality”
“It's a little misleading because it shows a DOLL in the picture”
“not worth the price with that level of articulation”
“not too warm or too durable”
“It looks like it will break easily”
“its so top-heavy that it falls backwards”
Top return reasons
Common questions
- Is harry potter toys profitable to sell on Amazon United States?
- The niche generates $135K/yr across 32 tracked products. 5 of 9 products launched in the last 360 days are still selling. 90-day search growth is -5.7%. Flapen's verdict: Skip it (39/100).
- How competitive is the harry potter toys niche?
- 9 brands and 115 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in harry potter toys?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Advertised Vs Actual Product. The return rate is 2.1%.
- When does demand for harry potter toys peak?
- Demand peaks in Aug–Sep–Oct–Nov–Dec; the busiest month runs 4.1× the quietest.
- What does it cost to enter the harry potter toys niche?
- Listings span $6.85–$139.61; the average listing price is $29.12 (sweet spot $15–$100). The average incumbent carries 1,480 reviews — the moat a new listing must climb.