Is pennywise toys profitable to sell on Amazon United States?

The niche generates $215K/yr across 62 tracked products. 15 of 19 products launched in the last 360 days are still selling. 90-day search growth is -34.5%. Flapen's verdict: Skip it (47/100).

How competitive is the pennywise toys niche?

22 brands and 291 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in pennywise toys?

Top complaints mined from reviews: Hard Feel, Display-Overall, Color. The return rate is 1.3%.

When does demand for pennywise toys peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 13.1× the quietest.

What does it cost to enter the pennywise toys niche?

Listings span $6.48–$170.05; the average listing price is $27.00 (sweet spot $15–$100). The average incumbent carries 1,058 reviews — the moat a new listing must climb.

pennywise toys

Skip it

Soft demand (-34.5% this quarter) — this niche doesn't clear our bar today.

Avg price

Incredible$27.00

avg listing price — sweet spot $15–$100

Returns

Great1.3%

return rate — above 5% kills the launch gate

Competition

Great29%

top-5 click share — an open shelf

Review moat

Good1,057.76

avg incumbent reviews — the moat a new listing must climb

Price range

Good$6.48–$170.05

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

Market size

Okay$215K

$215K/yr · 847K searches

Brand share

Okay83%

top-5 brand share — brands hold most of the demand

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Conversion

Bad0.9%

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

Growth

Bad-34.5%

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

According to Flapen's Amazon United States niche tracking, pennywise toys is a $215K/yr Amazon United States market (847K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 47/100.

Data updated Jul 30, 2026 · scored weekly · How we score niches

pennywise toys market data

Units sold / yr: 10K–13K; avg 100–250/product
Revenue / yr: $270K–$338K; units × avg price
Conversion rate: 0.9%
Avg BSR: #13,813
Page quality: 0%
Prime: 89%
Sponsored: 48%
Out of stock: 4.9%
Avg brand age: 38 months
Avg seller age: 152 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

22 rising

Sellers

291

Top-5 brand share

83%

Top 20: 99%

Top-5 click share

29%

Top 20: 69%

Open market

14%

Funko44%
NECA25%
The Noble Collection7%
Trends International4%
TUBBZ3%
Hyp2%
Open — no brand owns it (16 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -34.5% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 13.1×

Open Trend

Top pennywise toys search terms

pennywise action figures96K/yr -10.5%0.7% conv.
pennywise funko pop93K/yr -39.6%3.0% conv.
it funko pop96K/yr -56.4%1.2% conv.
pennywise figure80K/yr -38.6%0.3% conv.
it merch51K/yr -42.6%0.3% conv.
it poster27K/yr -16.9%0.6% conv.
neca pennywise42K/yr -40.5%0.3% conv.
pennywise toys38K/yr -11.8%0.6% conv.
pennywise doll22K/yr +43.3%0.7% conv.
funko pop it32K/yr -60.9%1.4% conv.

All search terms

Top pennywise 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.

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

The Noble Collection Bendable It Pennywise

The Noble Collection$21.854.7★352 rev

NECA 2017 IT: Pennywise - 8 Clothed Scale Action Figure

NECA$43.874.7★176 rev

Funko Pop Movies: It - Pennywise with Boat - (Styles May Vary) Collectible Figure - Collectable Vinyl Figure - Gift Idea - Official Merchandise - Toys for Kids & Adults - Horror Fans

Funko$13.554.8★5,737 rev

NECA - Welcome to Derry - 7 Scale Action Figure - Ultimate Blood Pennywise

NECA$44.915.0★2 rev

Funko Pop! Movies: Pennywise - (1990) - IT - Collectable Vinyl Figure - Gift Idea - Official Merchandise - Toys for Kids & Adults - Disney Fans - Model Figure for Collectors and Display

Funko$14.114.9★254 rev

Newest

by launch date

NECA - Welcome to Derry - 7 Scale Action Figure - Ultimate Blood Pennywise

NECA$44.912 rev

3mo ago

Funko Pop! Movies: IT2 - Pennywise - Shelf Sitter - Collectable Vinyl Figure - Gift Idea - Official Merchandise - Toys for Kids & Adults - Disney Fans - for Collectors and Display

Funko$15.2726 rev

5mo ago

Funko Pop! TV: Welcome to Derry - Pennywise - Amazon Exclusive - Collectible Vinyl Figure - Gift Idea - Official Product - Toys for Kids and Adults

Funko$23.06123 rev

6mo ago

IT: Welcome to Derry - Ultimate Pennywise 7 Scale Action Figure

NECA$58.411 rev

7mo ago

Funko Pop! TV: Welcome to Derry - Bloody Pennywise - Collectable Vinyl Figure - Gift Idea - Official Merchandise - Toys for Kids & Adults - TV Fans - Model Figure for Collectors and Display

Funko$15.15173 rev

7mo ago

What buyers say about pennywise toys

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

What buyers love

Collectibles29%

“great collectible item”

Quality-Overall21%

“Details are good”

Advertised Vs Actual Product13%

“As pictured”

Gifting Purpose11%

“Gift”

Value For Money6%

“To me worth it”

Color4%

“Very detailed and vibrant colors”

Fun/Entertainment Experience4%

“Adorable toy”

Design-Overall3%

“The design is spot on: cute”

Strength2%

“itself it's really good and and sturdy”

Display-Overall1%

“Awesome for display”

What buyers complain about

Hard Feel26%

“it was quite hard”

Display-Overall11%

“I don't even want to display this it is so bad”

Color11%

“They are not the correct color or match the description”

Durability11%

“Because I fell in the balloon broke and half”

Material Quality6%

“It feels like theres cement inside”

Size-Overall6%

“Really small”

Value For Money6%

“maybe overpriced”

Weight Heavy6%

“Heavier than expected”

Ease Of Use4%

“it was quite hard”

Top return reasons

Size-Overall18%

Value For Money16%

Defective Material/Parts16%

Advertised Vs Actual Product11%

Drop/Impact Protection6%

Display-Overall4%

Product Condition3%

Gifting Purpose2%

Brightness/Shine/Glow2%

Quality-Overall2%

Common questions

Is pennywise toys profitable to sell on Amazon United States?: The niche generates $215K/yr across 62 tracked products. 15 of 19 products launched in the last 360 days are still selling. 90-day search growth is -34.5%. Flapen's verdict: Skip it (47/100).
How competitive is the pennywise toys niche?: 22 brands and 291 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in pennywise toys?: Top complaints mined from reviews: Hard Feel, Display-Overall, Color. The return rate is 1.3%.
When does demand for pennywise toys peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 13.1× the quietest.
What does it cost to enter the pennywise toys niche?: Listings span $6.48–$170.05; the average listing price is $27.00 (sweet spot $15–$100). The average incumbent carries 1,058 reviews — the moat a new listing must climb.