---
title: "Moana Plush — $116K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/moana-plush"
last_updated: "2026-08-08T15:04:51.708Z"
locale: en
meta:
description: "Niche score 50/100 · $116K/yr market · 189K searches/yr · $22.24 avg price. Strong incumbent ratings (4.7★) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · $116K/yr market · 189K searches/yr · $22.24 avg price. Strong incumbent ratings (4.7★) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Moana Plush — $116K/yr Amazon US Niche (2026) - Flapen"
---
# **moana plush**
**Worth a look**
Shows a sweet-spot price point ($22.24 avg), but strong incumbent ratings (4.7★) keeps it on the watch list.
Market size 27Growth 51Conversion 34Competition 63Returns 69Price range 80Avg price 93Brand share 47Review moat 70Quality gap 21
**Avg price**
**Great****$22.24**
avg listing price — sweet spot $15–$100
**Price range**
**Great****$9.70–$38.71**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****708.07**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Good****2.2%**
return rate — above 5% kills the launch gate
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Good****+20.9%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****77%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Okay****$116K**
$116K/yr · 189K searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
According to Flapen's Amazon United States niche tracking, moana plush is a $116K/yr Amazon United States market (189K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Dec. Verdict: Worth a look — 50/100.
Data updated Jul 31, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **moana plush market data**
- **Units sold / yr**
- **5K–6K**
- avg 100–250/product
- **Revenue / yr**
- **$111K–$133K**
- units × avg price
- **Conversion rate**
- **2.8%**
- **Avg BSR**
- **#2,506**
- **Page quality**
- **0%**
- **Prime**
- **88%**
- **Sponsored**
- **77%**
- **Out of stock**
- **4.4%**
- **Avg brand age**
- **34 months**
- **Avg seller age**
- **141 days**
## **Competition & brand share**
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**14 **—flat
**Sellers**
**210**
**Top-5 brand share**
**77%**
Top 20: 100%
**Top-5 click share**
**47%**
Top 20: 80%
**Open market**
**16%**
- Mattel31% - Disney Store14% - Disney11% - Crocs10% - Disney Princess10% - JAKKS Pacific7% - Open — no brand owns it (8 brands, 16%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +20.9% search growth over the last 90 days.
20K15KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Prime Day '26 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.8×
[**Open Trend **](https://flapen.com/research/us/toys-games/moana-plush/trend)
## **Top moana plush search terms**
- **maui moana**29K/yr+17.5%1.4% conv. - **maui toy**35K/yr+19.0%2.5% conv. - **maui doll**25K/yr+41.4%2.6% conv. - **maui toys**17K/yr+19.3%1.4% conv. - **moana maui**13K/yr+41.1%1.3% conv. - **maui stuffed animal**8K/yr-5.6%1.0% conv. - **maui doll from moana**5K/yr+177.7%3.5% conv. - **maui plush**10K/yr+10.6%0.7% conv. - **maui toys from moana**8K/yr+26.5%2.0% conv. - **maui from moana**7K/yr+13.9%1.7% conv. [**All search terms **](https://flapen.com/research/us/toys-games/moana-plush/search-terms)
## **Top moana plush 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%3%$3K6%$7K9%$10K12%$14K101001K10K 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 Disney Moana Maui Fashion Doll Inspired by Live Action Movie**Mattel**$24.41**4.6★30 rev](https://www.amazon.com/dp/B0FS212Q9Z) [2**Disney Store Official Maui Talking Action Figure with Light-Up Fish Hook Sculpted Necklace & Leaf Skirt Poseable Moana Toys for Kids Features Movie Phrases & 8 Points of Articulation**Disney Store**$38.71**4.7★105 rev](https://www.amazon.com/dp/B0F3F4152D) [3**Mattel Disney Moana Toys Maui Small Doll with Transforming Shark Outfit & Fishhook Accessory Shapeshifting Look Inspired by Movie**Mattel**$10.37**4.6★76 rev](https://www.amazon.com/dp/B0FJSM1B1N) [4**Mattel Disney Moana Set of 3 Small Dolls & Accessories**Mattel**$15.54**4.9★23 rev](https://www.amazon.com/dp/B0FK237242) [5**Mattel Disney Moana 2 Voyager 2 Doll Set Moana & Maui Fashion Dolls in Removable Outfits with 4 Accessories Inspired by the Movie**Disney Princess**$17.22**4.8★291 rev](https://www.amazon.com/dp/B0D9R846LF)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mattel Disney Moana Maui Fashion Doll Inspired by Live Action Movie**Mattel**$24.41**30 rev2mo ago](https://www.amazon.com/dp/B0FS212Q9Z) [**Mattel Disney Moana Set of 3 Small Dolls & Accessories**Mattel**$15.54**23 rev4mo ago](https://www.amazon.com/dp/B0FK237242) [**Kids Preferred Disney Baby Moana 4 Piece Cuteeze Set - Moana Maui Hey Hey and Pua Plush - Collectible Stuffed Animals for Babies Toddlers & Kids**KIDS PREFERRED**$28.91**57 rev8mo ago](https://www.amazon.com/dp/B0F3BD8CLW) [**Disney Moana Toddler Boys Maui Green Cream 4T**Disney**$24.96**1,196 rev9mo ago](https://www.amazon.com/dp/B0FXYJS4Y1) [**Mattel Disney Moana Toys Maui Small Doll with Transforming Shark Outfit & Fishhook Accessory Shapeshifting Look Inspired by Movie**Mattel**$10.37**76 rev9mo ago](https://www.amazon.com/dp/B0FJSM1B1N)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mattel Disney Moana Maui Fashion Doll Inspired by Live Action Movie**Mattel**$24.41**4.6★**▲ 226%**](https://www.amazon.com/dp/B0FS212Q9Z) [**Disney Moana Toddler Boys Maui Green Cream 4T**Disney**$24.96**4.9★**▲ 206%**](https://www.amazon.com/dp/B0FXYJS4Y1) [**Boys Role Play Costume Dress-Up 2PCS/Set Top+Pants Swimwear Swimsuit Party Birthday Halloween Little Kids 2T**BanKids**$13.84**4.6★**▲ 202%**](https://www.amazon.com/dp/B0FB3DPC4L) [**Mattel Disney Moana Set of 3 Small Dolls & Accessories**Mattel**$15.54**4.9★**▲ 181%**](https://www.amazon.com/dp/B0FK237242) [**Disney Moana Maui Toddler Boys Fleece Drop Shoulder Pullover Hoodie and Jogger Pants Outfit Set Pale Aqua Blue 4T**Disney**$29.15**4.4★**▲ 179%**](https://www.amazon.com/dp/B0FH33W63J)
**~~View all trending →~~**
## **What buyers say about moana plush**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**26%
*“Great toy”*
**Quality-Overall**19%
*“It's a good quality as a toy, definitely”*
**Size-Overall**10%
*“Good size”*
**Value For Money**9%
*“Worth the investment”*
**Gifting Purpose**7%
*“It also makes a great gift for birthdays or holidays”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Durability**3%
*“So far they have held up great”*
**Design-Overall**3%
*“unique touch to the design”*
**Strength**2%
*“They are sturdy”*
**Collectibles**1%
*“Every time I see the movie I am so glad to have a collectable doll from the movie”*
### **What buyers complain about **
**Size-Overall**18%
*“Much bigger than I expected”*
**Quality-Overall**14%
*“Poor quality”*
**Advertised Vs Actual Product**6%
*“the current title is inaccurate”*
**Durability**6%
*“Stopped working within 10 minutes”*
**Material Quality**5%
*“Made cheap material already falling apart very disappointed”*
**Brightness/Shine/Glow**4%
*“this thing barely glows”*
**Functionality-Overall**3%
*“Does not work”*
**Noise Level**3%
*“My grandbabies at first got scared cause its a loud noise”*
**Defective Material/Parts**2%
*“Received defective toy”*
**Adhesion/Stickiness**2%
*“the toppers keep coming off”*
### **Top return reasons **
**Size-Overall**37%
**Advertised Vs Actual Product**8%
**Value For Money**7%
**Functionality-Overall**7%
**Brightness/Shine/Glow**7%
**Defective Material/Parts**6%
**Quality-Overall**3%
**Noise Level**3%
**Gifting Purpose**2%
**Material Quality**2%
## **Common questions**
- **Is moana plush profitable to sell on Amazon United States?**
- The niche generates $116K/yr across 43 tracked products. 6 of 9 products launched in the last 360 days are still selling. 90-day search growth is +20.9%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the moana plush niche?**
- 14 brands and 210 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 77% of demand.
- **What do buyers complain about in moana plush?**
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Advertised Vs Actual Product. The return rate is 2.2%.
- **When does demand for moana plush peak?**
- Demand peaks in Dec; the busiest month runs 2.8× the quietest.
- **What does it cost to enter the moana plush niche?**
- Listings span $9.70–$38.71; the average listing price is $22.24 (sweet spot $15–$100). The average incumbent carries 708 reviews — the moat a new listing must climb.
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