Is moana figurines profitable to sell on Amazon United States?

The niche generates $122K/yr across 61 tracked products. 11 of 15 products launched in the last 360 days are still selling. 90-day search growth is +31.8%. Flapen's verdict: Worth a look (53/100).

How competitive is the moana figurines niche?

15 brands and 347 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 90% of demand.

What do buyers complain about in moana figurines?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Advertised Vs Actual Product. The return rate is 1.9%.

When does demand for moana figurines peak?

Demand peaks in Jul; the busiest month runs 2.6× the quietest.

What does it cost to enter the moana figurines niche?

Listings span $9.70–$40.34; the average listing price is $21.16 (sweet spot $15–$100). The average incumbent carries 973 reviews — the moat a new listing must climb.

moana figurines

Worth a look

Shows a sweet-spot price point ($21.16 avg), but strong incumbent ratings (4.7★) keeps it on the watch list.

Avg price

Great$21.16

avg listing price — sweet spot $15–$100

Competition

Great31%

top-5 click share — an open shelf

Price range

Great$9.70–$40.34

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

Returns

Great1.9%

return rate — above 5% kills the launch gate

Review moat

Good972.74

avg incumbent reviews — the moat a new listing must climb

Growth

Good+31.8%

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

Conversion

Okay3.0%

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

Market size

Okay$122K

$122K/yr · 189K searches

Brand share

Bad90%

top-5 brand share — brand-locked demand

Quality gap

Bad4.7★

avg incumbent rating — lower means beatable quality

According to Flapen's Amazon United States niche tracking, moana figurines is a $122K/yr Amazon United States market (189K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Jul. Verdict: Worth a look — 53/100.

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

moana figurines market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: $127K–$169K; units × avg price
Conversion rate: 3.0%
Avg BSR: #422
Page quality: 0%
Prime: 92%
Sponsored: 70%
Out of stock: 0.0%
Avg brand age: 37 months
Avg seller age: 138 days

Competition & brand share

Clicks spread well past the top 5 (31% combined) — an open shelf where new products get seen.

Brands

15 falling

Sellers

347

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

31%

Top 20: 67%

Open market

Mattel35%
Disney26%
Fisher-Price10%
Disney Princess10%
Disney Store9%
JAKKS Pacific3%
Open — no brand owns it (9 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 84 weeks — +31.8% search growth over the last 90 days.

Peak months: Jul · busiest ÷ quietest = 2.6×

Open Trend

Top moana figurines search terms

moana figurines30K/yr +26.8%2.8% conv.
moana barbie24K/yr +64.5%3.6% conv.
little people moana28K/yr +1.9%2.9% conv.
moana plush doll16K/yr +42.8%2.8% conv.
moana figures12K/yr +18.7%2.4% conv.
moana little people set15K/yr +21.5%2.5% conv.
moana paddle11K/yr +88.3%0.9% conv.
moana boat toy9K/yr +36.4%4.4% conv.
moana singing doll7K/yr +50.2%3.3% conv.
moana 2 doll9K/yr +35.6%1.3% conv.

All search terms

Top moana figurines 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Mattel Disney Moana Set of 3 Small Dolls & Accessories

Mattel$15.544.9★23 rev

Mattel Disney Moana 2 Toys Swimming Tautai Moana Fashion Doll with 2 Accessories Color-Change Bodice & Kicking Legs Inspired by the Movie

Mattel$13.824.7★258 rev

Fisher-Price Little People Toddler Toy Disney Princess Moana Adventure Village Playset with Figures for Pretend Play Kids Ages 18+ Months

Fisher-Price$23.564.8★208 rev

Disney Princess Moana Toddler Girl Dresses 2 Pack Casual Sleeveless Sundress & Ruffle Sleeve Costume Dress Set Hawaiian Birthday Summer Outfits 2T

Disney$27.294.8★483 rev

Mattel Disney Toys Moana Small Doll & Floating Boat Playset with Heihei Rooster Figure Wave Launcher & 2 Accessories Inspired by Movie

Mattel$9.964.3★19 rev

Newest

by launch date

Mattel Disney Moana Fashion Doll Inspired by Live Action Movie

Mattel$15.0831 rev

2mo ago

Mattel Disney Moana Set of 3 Small Dolls & Accessories

Mattel$15.5423 rev

4mo ago

Mattel Disney Toys Moana Small Doll & Floating Boat Playset with Heihei Rooster Figure Wave Launcher & 2 Accessories Inspired by Movie

Mattel$9.9619 rev

4mo ago

Disney Moana Two Piece Tankini Swimsuit Little Girl Long Sleeve Holiday Rash Guard Set UPF 50+ Beach Bathing Suit Orange Size 3-4T

Disney$22.82487 rev

8mo ago

Disney Store Official Moana Doll Play Set for Girls - Includes Pua and HEI HEI & Other Doll Accessories - Disney Princess Classic Toys - Authentic Outfit & Accessories - Girls Toys Adventure Set

Disney Store$40.3422 rev

10mo ago

What buyers say about moana figurines

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

What buyers love

Quality-Overall19%

“As quality of the toy itself goes its nice”

Fun/Entertainment Experience16%

“Fun toy”

Gifting Purpose10%

“Cute gift”

Size-Overall9%

“Good size”

Value For Money8%

“Excellent price”

Advertised Vs Actual Product6%

“As pictured”

Durability4%

“is holding up great”

Collectibles3%

“Overall, my niece is very happy to add this to her collection”

Soft Feel3%

“material is soft”

Design-Overall3%

“This set looked super cute, and well built”

What buyers complain about

Size-Overall25%

“are much larger in size”

Quality-Overall10%

“I would have expected higher quality”

Advertised Vs Actual Product7%

“that makes this product feel very misleading”

Hard Feel3%

“Not soft enough”

Assembly/Installation3%

“I had to help with the assembly”

Brightness/Shine/Glow3%

“this thing barely glows”

Durability3%

“the battieres were already dead”

Functionality-Overall2%

“Does not work”

Gifting Purpose2%

“Not very good presentation for a gift”

Defective Material/Parts2%

“Received defective toy”

Top return reasons

Size-Overall42%

Value For Money11%

Advertised Vs Actual Product7%

Defective Material/Parts5%

Functionality-Overall4%

Brightness/Shine/Glow4%

Quality-Overall4%

Gifting Purpose4%

Product Condition3%

Material Quality3%

Common questions

Is moana figurines profitable to sell on Amazon United States?: The niche generates $122K/yr across 61 tracked products. 11 of 15 products launched in the last 360 days are still selling. 90-day search growth is +31.8%. Flapen's verdict: Worth a look (53/100).
How competitive is the moana figurines niche?: 15 brands and 347 sellers compete. The top 5 products take 31% of clicks and top 5 brands hold 90% of demand.
What do buyers complain about in moana figurines?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Advertised Vs Actual Product. The return rate is 1.9%.
When does demand for moana figurines peak?: Demand peaks in Jul; the busiest month runs 2.6× the quietest.
What does it cost to enter the moana figurines niche?: Listings span $9.70–$40.34; the average listing price is $21.16 (sweet spot $15–$100). The average incumbent carries 973 reviews — the moat a new listing must climb.