---
title: "Pennywise Toys — $215K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/pennywise-toys"
last_updated: "2026-08-08T11:48:23.864Z"
locale: en
meta:
description: "Niche score 47/100 · $215K/yr market · 847K searches/yr · $27.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 47/100 · $215K/yr market · 847K searches/yr · $27.00 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Pennywise Toys — $215K/yr Amazon US Niche (2026) - Flapen"
---
# **pennywise toys**
**Skip it**
Soft demand (-34.5% this quarter) — this niche doesn't clear our bar today.
Market size 41Growth 8Conversion 12Competition 86Returns 90Price range 52Avg price 95Brand share 36Review moat 61Quality gap 23
**Avg price**
**Incredible****$27.00**
avg listing price — sweet spot $15–$100
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****29%**
top-5 click share — an open shelf
**Review moat**
**Good****1,057.76**
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**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****0.9%**
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 ~~](https://flapen.com/research/methodology)
## **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.
80K60KSpike '24Black Friday '24Holiday '24Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 13.1×
[**Open Trend **](https://flapen.com/research/us/toys-games/pennywise-toys/trend)
## **Top pennywise toys search terms**
- **pennywise action figures**96K/yr-10.5%0.7% conv. - **pennywise funko pop**93K/yr-39.6%3.0% conv. - **it funko pop**96K/yr-56.4%1.2% conv. - **pennywise figure**80K/yr-38.6%0.3% conv. - **it merch**51K/yr-42.6%0.3% conv. - **it poster**27K/yr-16.9%0.6% conv. - **neca pennywise**42K/yr-40.5%0.3% conv. - **pennywise toys**38K/yr-11.8%0.6% conv. - **pennywise doll**22K/yr+43.3%0.7% conv. - **funko pop it**32K/yr-60.9%1.4% conv. [**All search terms **](https://flapen.com/research/us/toys-games/pennywise-toys/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.
0%2%$4K4%$9K6%$13K8%$17K1101001K10K100K 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**The Noble Collection Bendable It Pennywise**The Noble Collection**$21.85**4.7★352 rev](https://www.amazon.com/dp/B0D7D36TY5) [2**NECA 2017 IT: Pennywise - 8 Clothed Scale Action Figure**NECA**$43.87**4.7★176 rev](https://www.amazon.com/dp/B07PJ5YSWT) [3**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**$13.55**4.8★5,737 rev](https://www.amazon.com/dp/B073X9SD59) [4**NECA - Welcome to Derry - 7 Scale Action Figure - Ultimate Blood Pennywise**NECA**$44.91**5.0★2 rev](https://www.amazon.com/dp/B0GGF4BPMT) [5**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**$14.11**4.9★254 rev](https://www.amazon.com/dp/B08HGPT8YG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**NECA - Welcome to Derry - 7 Scale Action Figure - Ultimate Blood Pennywise**NECA**$44.91**2 rev3mo ago](https://www.amazon.com/dp/B0GGF4BPMT) [**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**$15.27**26 rev5mo ago](https://www.amazon.com/dp/B0FPNJ5TM7) [**Funko Pop! TV: Welcome to Derry - Pennywise - Amazon Exclusive - Collectible Vinyl Figure - Gift Idea - Official Product - Toys for Kids and Adults**Funko**$23.06**123 rev6mo ago](https://www.amazon.com/dp/B0F9YVL2QS) [**IT: Welcome to Derry - Ultimate Pennywise 7 Scale Action Figure**NECA**$58.41**1 rev7mo ago](https://www.amazon.com/dp/B0GCQM6W75) [**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**$15.15**173 rev7mo ago](https://www.amazon.com/dp/B0F4497X4K)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**IT: Welcome to Derry - Ultimate Pennywise 7 Scale Action Figure**NECA**$58.41**5.0★**▲ 661%**](https://www.amazon.com/dp/B0GCQM6W75) [**NECA - Welcome to Derry - 7 Scale Action Figure - Ultimate Blood Pennywise**NECA**$44.91**5.0★**▲ 657%**](https://www.amazon.com/dp/B0GGF4BPMT) [**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**$15.27**4.2★**▲ 252%**](https://www.amazon.com/dp/B0FPNJ5TM7) [**IT - Teaser One Sheet Wall Poster 19L x 13W Premium Unframed Version**Trends International**$12.55**3.0★**▲ 193%**](https://www.amazon.com/dp/B0DK7PD1HB) [**Funko Pop! TV: Welcome to Derry - Pennywise - Amazon Exclusive - Collectible Vinyl Figure - Gift Idea - Official Product - Toys for Kids and Adults**Funko**$23.06**4.6★**▲ 92%**](https://www.amazon.com/dp/B0F9YVL2QS)
**~~View all trending →~~**
## **What buyers say about pennywise toys**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Collectibles**29%
*“great collectible item”*
**Quality-Overall**21%
*“Details are good”*
**Advertised Vs Actual Product**13%
*“As pictured”*
**Gifting Purpose**11%
*“Gift”*
**Value For Money**6%
*“To me worth it”*
**Color**4%
*“Very detailed and vibrant colors”*
**Fun/Entertainment Experience**4%
*“Adorable toy”*
**Design-Overall**3%
*“The design is spot on: cute”*
**Strength**2%
*“itself it's really good and and sturdy”*
**Display-Overall**1%
*“Awesome for display”*
### **What buyers complain about **
**Hard Feel**26%
*“it was quite hard”*
**Display-Overall**11%
*“I don't even want to display this it is so bad”*
**Color**11%
*“They are not the correct color or match the description”*
**Durability**11%
*“Because I fell in the balloon broke and half”*
**Material Quality**6%
*“It feels like theres cement inside”*
**Size-Overall**6%
*“Really small”*
**Value For Money**6%
*“maybe overpriced”*
**Weight Heavy**6%
*“Heavier than expected”*
**Ease Of Use**4%
*“it was quite hard”*
### **Top return reasons **
**Size-Overall**18%
**Value For Money**16%
**Defective Material/Parts**16%
**Advertised Vs Actual Product**11%
**Drop/Impact Protection**6%
**Display-Overall**4%
**Product Condition**3%
**Gifting Purpose**2%
**Brightness/Shine/Glow**2%
**Quality-Overall**2%
## **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.
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