---
title: "Harry Potter Toys — $135K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/harry-potter-toys"
last_updated: "2026-08-08T14:25:58.646Z"
locale: en
meta:
description: "Niche score 39/100 · $135K/yr market · 276K searches/yr · $29.12 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · $135K/yr market · 276K searches/yr · $29.12 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Harry Potter Toys — $135K/yr Amazon US Niche (2026) - Flapen"
---
# **harry potter toys**
**Skip it**
Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Market size 30Growth 22Conversion 21Competition 58Returns 72Price range 64Avg price 95Brand share 10Review moat 50Quality gap 15
**Avg price**
**Incredible****$29.12**
avg listing price — sweet spot $15–$100
**Returns**
**Good****2.1%**
return rate — above 5% kills the launch gate
**Price range**
**Good****$6.85–$139.61**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****1,480.34**
avg 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**
**Bad****1.7%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Bad****4.8★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Bad****96%**
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 ~~](https://flapen.com/research/methodology)
## **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.
23K18KSpike '24Black Friday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Aug, Sep, Oct, Nov, Dec · busiest ÷ quietest = 4.1×
[**Open Trend **](https://flapen.com/research/us/toys-games/harry-potter-toys/trend)
## **Top harry potter toys search terms**
- **harry potter dolls**113K/yr-2.0%0.9% conv. - **harry potter doll**53K/yr-13.3%1.6% conv. - **hermione doll**15K/yr-1.5%1.9% conv. - **harry potter slime**7K/yr+41.7%0.0% conv. - **harry potter playset**12K/yr+1.6%0.3% conv. - **harry potter barbie dolls**9K/yr+15.8%3.9% conv. - **harry potter dolls mattel**7K/yr-24.6%1.7% conv. - **harry potter barbie**7K/yr+13.0%3.2% conv. - **mattel harry potter dolls**6K/yr-3.3%1.6% conv. - **ginny weasley doll**7K/yr+18.7%0.1% conv. [**All search terms **](https://flapen.com/research/us/toys-games/harry-potter-toys/search-terms)
## **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.
0%4%$5K8%$11K12%$16K16%$22K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mattel Harry Potter Toys Hermione Granger Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie**Mattel**$16.25**4.7★112 rev](https://www.amazon.com/dp/B0F1BF6YZF) [2**Mattel Harry Potter Toys Harry Potter Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie**Mattel**$15.48**4.8★81 rev](https://www.amazon.com/dp/B0F1BJZBZY) [3**Mattel Harry Potter Toys Ron Weasley Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie**Mattel**$15.04**4.7★61 rev](https://www.amazon.com/dp/B0F1BF73N1) [4**Mattel Harry Potter Toys Polyjuice Potions Hermione Granger Doll & Playset Movie-Inspired Hogwarts Uniform 13 Accessories & Fizz**Mattel**$23.51**4.6★33 rev](https://www.amazon.com/dp/B0F19ZRRBJ) [5**Wizarding World Harry Potter 8-inch Luna Lovegood Doll Kids Toys for Ages 5 and up**Wizarding World**$10.95**4.8★2,654 rev](https://www.amazon.com/dp/B08T5CVHSG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mattel Harry Potter Toys Hermione Granger Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie**Mattel**$16.25**112 rev7mo ago](https://www.amazon.com/dp/B0F1BF6YZF) [**Mattel Harry Potter Toys Harry Potter Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie**Mattel**$15.48**81 rev7mo ago](https://www.amazon.com/dp/B0F1BJZBZY) [**Mattel Harry Potter Toys Ron Weasley Fashion Doll in Removable Signature Hogwarts Uniform with Wand Accessory Inspired by The Movie**Mattel**$15.04**61 rev7mo ago](https://www.amazon.com/dp/B0F1BF73N1) [**Mattel Harry Potter Toys Polyjuice Potions Hermione Granger Doll & Playset Movie-Inspired Hogwarts Uniform 13 Accessories & Fizz**Mattel**$23.51**33 rev7mo ago](https://www.amazon.com/dp/B0F19ZRRBJ) [**Mattel Harry Potter Toys Diagon Alley Collectible Shops Ollivanders Wand Shop 10 Movie-Inspired Accessories with Surprises**Mattel**$11.78**29 rev7mo ago](https://www.amazon.com/dp/B0FK1KT4LR)
**~~View all new products →~~**
### **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**$23.97**4.8★**▲ 276%**](https://www.amazon.com/dp/B0FR8VYRH2) [**Harry Potter Pajamas Girls Nightgowns Gryffindor Hogwarts Hedwig Owl Short Sleeves Nightgown White Casual Dress Sleepwear for Girls 6-7 Years**Harry Potter**$19.87**4.7★**▲ 276%**](https://www.amazon.com/dp/B0G4VZ8N1S) [**Harry Potter Pajamas Girls Nightgowns Gryffindor Hogwarts Hedwig Owl Short Sleeves Nightgown White Casual Dress Sleepwear for Big Girls 8-9 Years**Harry Potter**$19.70**4.7★**▲ 265%**](https://www.amazon.com/dp/B0G4VYTJ22) [**Wizarding World Harry Potter 8-inch Fashion Doll Ages 5+**Wizarding World**$8.01**4.8★**▲ 252%**](https://www.amazon.com/dp/B08T1N7X8M) [**Wizarding World Harry Potter Playset Hagrids Hut with 2 Figures and 9 Doll Accessories**Wizarding World**$9.49**4.8★**▲ 162%**](https://www.amazon.com/dp/B0C9NGL88Q)
**~~View all trending →~~**
## **What buyers say about harry potter toys**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Gifting Purpose**18%
*“Cute gift”*
**Quality-Overall**17%
*“Quality toy”*
**Collectibles**11%
*“Nicely made little figures, good quality and great for placing on the shelf and not worrying about tipping over”*
**Fun/Entertainment Experience**10%
*“Great toy”*
**Size-Overall**9%
*“size is perfect”*
**Design-Overall**8%
*“Hermione is a well design doll”*
**Advertised Vs Actual Product**8%
*“As described”*
**Value For Money**5%
*“Good value for the money”*
**Accuracy-Overall**2%
*“Very accurate”*
**Ease Of Use**2%
*“Quick easy and she loved it”*
### **What buyers complain about **
**Size-Overall**30%
*“it kind of big”*
**Quality-Overall**17%
*“Not good quality”*
**Advertised Vs Actual Product**8%
*“It's a little misleading because it shows a DOLL in the picture”*
**Value For Money**4%
*“not worth the price with that level of articulation”*
**Warmth**3%
*“not too warm or too durable”*
**Durability**3%
*“It looks like it will break easily”*
**Weight Heavy**3%
*“its so top-heavy that it falls backwards”*
### **Top return reasons **
**Size-Overall**41%
**Value For Money**14%
**Advertised Vs Actual Product**9%
**Defective Material/Parts**6%
**Length**6%
**Material Quality**5%
**Color**4%
**Gifting Purpose**3%
**Quality-Overall**3%
**Functionality-Overall**2%
## **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.
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