---
title: "Ninjago Keychain — $161K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/ninjago-keychain"
last_updated: "2026-08-08T13:05:30.926Z"
locale: en
meta:
description: "Niche score 45/100 · $161K/yr market · 341K searches/yr · $32.12 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · $161K/yr market · 341K searches/yr · $32.12 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Ninjago Keychain — $161K/yr Amazon US Niche (2026) - Flapen"
---
# **ninjago keychain**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 34Growth 13Conversion 18Competition 94Returns 90Price range 35Avg price 95Brand share 0Review moat 82Quality gap 21
**Avg price**
**Incredible****$32.12**
avg listing price — sweet spot $15–$100
**Competition**
**Great****21%**
top-5 click share — an open shelf
**Returns**
**Great****1.2%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****353.36**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Okay****$7.92–$252.16**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Okay****$161K**
$161K/yr · 341K searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.5%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-24.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, ninjago keychain is a $161K/yr Amazon United States market (341K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 45/100.
Data updated Jul 30, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **ninjago keychain market data**
- **Units sold / yr**
- **4K–5K**
- avg 0–100/product
- **Revenue / yr**
- **$128K–$161K**
- units × avg price
- **Conversion rate**
- **1.5%**
- **Avg BSR**
- **#5,111**
- **Page quality**
- **0%**
- **Prime**
- **93%**
- **Sponsored**
- **57%**
- **Out of stock**
- **5.7%**
- **Avg brand age**
- **36 months**
- **Avg seller age**
- **145 days**
## **Competition & brand share**
Clicks spread well past the top 5 (21% combined) — an open shelf where new products get seen.
**Brands**
**4 **—flat
**Sellers**
**316**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**21%**
Top 20: 57%
**Open market**
**0%**
- LEGO89% - IQ9% - STAR WARS1% - Scale Wear Design0%
## **Demand**
Weekly Amazon search volume, last 17 weeks — -24.8% search growth over the last 90 days.
7K5KSpike '26Apr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26Jul '26
[**Open Trend **](https://flapen.com/research/us/toys-games/ninjago-keychain/trend)
## **Top ninjago keychain search terms**
- **lego ninjago jay**46K/yr-28.1%0.7% conv. - **lego ninjago lloyd**36K/yr-24.8%1.1% conv. - **lloyd ninjago**22K/yr+6.9%1.3% conv. - **ninjago jay**30K/yr-45.0%1.1% conv. - **ninjago keychain**21K/yr-5.2%0.9% conv. - **ninjago legos jay**17K/yr-12.0%0.7% conv. - **ninjago lloyd**21K/yr-19.3%1.2% conv. - **lloyd**19K/yr-1.7%0.1% conv. - **jay ninjago**18K/yr-27.7%0.9% conv. - **lego ninjago keychain**17K/yr-21.0%0.7% conv. [**All search terms **](https://flapen.com/research/us/toys-games/ninjago-keychain/search-terms)
## **Top ninjago keychain 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%2%$3K4%$6K6%$10K8%$13K1101001K10K 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**LEGO NINJAGO Lanyard Neck Strap for Key Chains Detachable Lanyard for Phone Keys ID Badge with clasp and Release Buckle Team**LEGO**$8.96**4.8★179 rev](https://www.amazon.com/dp/B0BVX2GQF1) [2**LEGO NINJAGO Loyd vs. Earth Monster Spinner Building Toy for Boys & Girls - Ninja Toy Figures & Playset for Kids Ages 6+ - Includes 2 Minifigures for Pretend Play - Gift Idea for Birthdays - 71850**LEGO**$9.99**4.8★262 rev](https://www.amazon.com/dp/B0FMS9BQ15) [3**LEGO Ninjago: Jay with Nunchucks of Lightning from The Island**LEGO**$14.83**4.7★82 rev](https://www.amazon.com/dp/B09HRBR7WJ) [4**LEGO NINJAGO Jays Transforming Car Building Toy for Boys & Girls - Toy Car W/2 Play Modes for Kids Ages 8+ - W/Jay NYA Dragon Form Kai & 2 More Minifigures - Gift Idea for Birthdays - 71856**LEGO**$54.69**4.8★111 rev](https://www.amazon.com/dp/B0FMS5T4NN) [5**LEGO NINJAGO Jays Dragon Mech Fight Building Toy - Pretend Play Set for Boys & Girls Ages 4+ - Includes 2 Minifigures - Gifts for Birthdays - 71853**LEGO**$19.20**4.9★88 rev](https://www.amazon.com/dp/B0FMYY6S15)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**LEGO NINJAGO Jays Dragon Mech Fight Building Toy - Pretend Play Set for Boys & Girls Ages 4+ - Includes 2 Minifigures - Gifts for Birthdays - 71853**LEGO**$19.20**88 rev5mo ago](https://www.amazon.com/dp/B0FMYY6S15) [**LEGO NINJAGO Lloyds Titan Mech 15th Anniversary Building Toy - Collectible Mech Set for Boys & Girls Ages 14+ - Display as Bedroom Decor - Gift for Birthdays - 71860**LEGO**$129.41**84 rev5mo ago](https://www.amazon.com/dp/B0FMYVHPZ5) [**LEGO NINJAGO Loyd vs. Earth Monster Spinner Building Toy for Boys & Girls - Ninja Toy Figures & Playset for Kids Ages 6+ - Includes 2 Minifigures for Pretend Play - Gift Idea for Birthdays - 71850**LEGO**$9.99**262 rev7mo ago](https://www.amazon.com/dp/B0FMS9BQ15) [**LEGO NINJAGO Jays Transforming Car Building Toy for Boys & Girls - Toy Car W/2 Play Modes for Kids Ages 8+ - W/Jay NYA Dragon Form Kai & 2 More Minifigures - Gift Idea for Birthdays - 71856**LEGO**$54.69**111 rev7mo ago](https://www.amazon.com/dp/B0FMS5T4NN) [**LEGO NINJAGO Ninja Character Display 15th Anniversary Building Toy for Kids Ages 14+ - Ninja Playset W/Elemental Master of Lightning + 7 Minifigures - Gift Idea for Teen Boys & Girls - 71866**LEGO**$45.06**522 rev7mo ago](https://www.amazon.com/dp/B0FMS6W31S)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**LEGO Ninjago Boys Pajamas Ninja Long Sleeve Boys Pjs Ninjago Kids Pajama Set Blue 14**LEGO**$31.49**4.3★**▲ 231%**](https://www.amazon.com/dp/B0FRGDCRF2) [**LEGO NINJAGO Future Kids School Backpack Bookbag for Travel On-the-Go Back to School Boys and Girls with Adjustable Padded Straps Lloyd Green**LEGO**$44.40**4.8★**▲ 162%**](https://www.amazon.com/dp/B071DJK74G) [**LEGO Ninjago Lloyd And Kai Boys Hoodie | Ninjago Hoodies For Kids | Boys Hoodies | 10 Multicolored**LEGO**$35.60**4.6★**▲ 156%**](https://www.amazon.com/dp/B0749RP56D) [**LEGO NINJAGO Jays Dragon Mech Fight Building Toy - Pretend Play Set for Boys & Girls Ages 4+ - Includes 2 Minifigures - Gifts for Birthdays - 71853**LEGO**$19.20**4.9★**▲ 81%**](https://www.amazon.com/dp/B0FMYY6S15) [**LEGO NINJAGO Lanyard Neck Strap for Key Chains Detachable Lanyard for Phone Keys ID Badge with clasp and Release Buckle Team**LEGO**$8.96**4.8★**▲ 75%**](https://www.amazon.com/dp/B0BVX2GQF1)
**~~View all trending →~~**
## **What buyers say about ninjago keychain**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**21%
*“Fun toy”*
**Gifting Purpose**13%
*“GREAT GIFT”*
**Value For Money**11%
*“Good Value”*
**Assembly/Installation**10%
*“Assembly is easy per our son”*
**Quality-Overall**9%
*“its great quality like a Lego set”*
**Collectibles**8%
*“Great addition to my collection”*
**Design-Overall**8%
*“The design is great”*
**Advertised Vs Actual Product**7%
*“As Expected”*
**Instructions/User Manual/Troubleshooting**3%
*“The instructions are clear”*
**Display-Overall**2%
*“Cool to display”*
### **What buyers complain about **
**Size-Overall**25%
*“Larger than I thought”*
**Value For Money**25%
*“A little bit expensive”*
**Assembly/Installation**7%
*“My 10 year old put together without any help”*
**Adhesion/Stickiness**4%
*“Lego feet don't stick on the studs after awhile”*
**Accuracy-Overall**3%
*“Its not the exact accurate look”*
**Instructions/User Manual/Troubleshooting**2%
*“Directions couldnt be easier”*
**Advertised Vs Actual Product**2%
*“I was very much misled”*
**Defective Material/Parts**2%
*“Connections unsteady”*
**Color**2%
*“My only complain is the incorrect color for some of the figures”*
**Connectivity-Overall**2%
*“Connections unsteady”*
### **Top return reasons **
**Size-Overall**26%
**Value For Money**25%
**Defective Material/Parts**11%
**Gifting Purpose**10%
**Advertised Vs Actual Product**9%
**Assembly/Installation**3%
**Product Condition**3%
**Quality-Overall**2%
**Functionality-Overall**1%
**Adhesion/Stickiness**1%
## **Common questions**
- **Is ninjago keychain profitable to sell on Amazon United States?**
- The niche generates $161K/yr across 76 tracked products. 12 of 18 products launched in the last 360 days are still selling. 90-day search growth is -24.8%. Flapen's verdict: Skip it (45/100).
- **How competitive is the ninjago keychain niche?**
- 4 brands and 316 sellers compete. The top 5 products take 21% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in ninjago keychain?**
- Top complaints mined from reviews: Size-Overall, Value For Money, Assembly/Installation. The return rate is 1.2%.
- **What does it cost to enter the ninjago keychain niche?**
- Listings span $7.92–$252.16; the average listing price is $32.12 (sweet spot $15–$100). The average incumbent carries 353 reviews — the moat a new listing must climb.
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