---
title: "Phase 10 Card Game — $1.1M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/phase-10-card-game"
last_updated: "2026-08-08T13:08:29.325Z"
locale: en
meta:
description: "Niche score 44/100 · $1.1M/yr market · 870K searches/yr · $14.17 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · $1.1M/yr market · 870K searches/yr · $14.17 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Phase 10 Card Game — $1.1M/yr Amazon US Niche (2026) - Flapen"
---
# **phase 10 card game**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 80Growth 37Conversion 83Competition 14Returns 88Price range 24Avg price 68Brand share 0Review moat 28Quality gap 18
**Returns**
**Great****1.4%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.0%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****$1.1M**
$1.1M/yr · 870K searches
**Avg price**
**Good****$14.17**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+9.7%**
90-day search growth — must beat 0% to launch
**Review moat**
**Okay****3,724.11**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Bad****$7.09–$17.48**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****84%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, phase 10 card game is a $1.1M/yr Amazon United States market (870K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Skip it — 44/100.
Data updated Jul 31, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **phase 10 card game market data**
- **Units sold / yr**
- **100K–125K**
- avg 10,000–12,500/product
- **Revenue / yr**
- **$1.4M–$1.8M**
- units × avg price
- **Conversion rate**
- **9.0%**
- **Avg BSR**
- **#146**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **44%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **51 months**
- **Avg seller age**
- **154 days**
## **Competition & brand share**
The top 5 products capture 84% of clicks — a locked-up shelf that new listings rarely crack.
**Brands**
**4 **▼falling
**Sellers**
**84**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**84%**
Top 20: 100%
**Open market**
**0%**
- Mattel Games78% - Mattel13% - LZC LADYS GIFT7% - Orionix3%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — +9.7% search growth over the last 90 days.
40K30KBlack Friday '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov, Dec · busiest ÷ quietest = 3.8×
[**Open Trend **](https://flapen.com/research/us/toys-games/phase-10-card-game/trend)
## **Top phase 10 card game search terms**
- **phase 10 card game**439K/yr+11.5%12.8% conv. - **phase 10**247K/yr+11.2%8.0% conv. - **phase 10 cards**21K/yr+36.0%8.8% conv. - **phase 10 dice game**26K/yr-21.9%0.7% conv. - **phase 10 flip**21K/yr+2.5%0.2% conv. - **phase 10 tiles**30K/yr-15.7%8.6% conv. - **waterproof phase 10 cards**7K/yr+66.7%0.7% conv. - **phase 10 dice**12K/yr+15.3%0.4% conv. - **phase ten**10K/yr+1.3%7.1% conv. - **phase ten card game**9K/yr+3.3%12.5% conv. [**All search terms **](https://flapen.com/research/us/toys-games/phase-10-card-game/search-terms)
## **Top phase 10 card game 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%15%$167K30%$333K45%$500K60%$667K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 9 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Mattel Games Phase 10 Card Game in Storage Tin for Ages 7+**Mattel Games**$11.50**4.8★19,840 rev](https://www.amazon.com/dp/B07Y98T14Q) [2**Mattel Games Phase 10 Card Game with 108 Cards Great Game for Kids Family or Adult Game Night Ages 7 Years and Older**Mattel Games**$7.09**4.8★6,373 rev](https://www.amazon.com/dp/B01N3489RH) [3**Mattel Phase 10 Card Game - 2 Pack**Mattel**$16.72**4.8★2,847 rev](https://www.amazon.com/dp/B07H4S83D8) [4**LZC LADYS GIFT Phase 10 Score Board Acrylic Scoreboard for Phase 10 Card Game with 8 Colored Pegs**LZC LADYS GIFT**$15.20**4.5★172 rev](https://www.amazon.com/dp/B0DT7FJC4M) [5**Mattel Games Phase 10 Tiles Game Quick Family Rummy-Type Play with 32 Cards Featuring Unique Phases and Two Ways to Play for 2-6 Players**Mattel Games**$15.90**4.7★103 rev](https://www.amazon.com/dp/B0DQLZHS5Z)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mattel Games Phase 10 Tiles Game Quick Family Rummy-Type Play with 32 Cards Featuring Unique Phases and Two Ways to Play for 2-6 Players**Mattel Games**$15.90**103 rev1y ago](https://www.amazon.com/dp/B0DQLZHS5Z) [**Phase 10 Score Board - 2025 Phase 10 Scoreboard Game Phase 10 Card Game Wooden Made with 8 Colored Pegs Phase 10 Scoreboard Round Tracker Board Card Games Night Table Score for Families Adults**Orionix**$9.40**97 rev1y ago](https://www.amazon.com/dp/B0DQ63TYTQ) [**LZC LADYS GIFT Phase 10 Score Board Acrylic Scoreboard for Phase 10 Card Game with 8 Colored Pegs**LZC LADYS GIFT**$15.20**172 rev1y ago](https://www.amazon.com/dp/B0DT7FJC4M) [**Mattel Games Phase 10 Masters Classic Card Game Including 60 Phase Target Cards that Can Be Played in Any Order for 2 to 6 Players**Mattel Games**$17.27**248 rev1y ago](https://www.amazon.com/dp/B0D7PTR7JB) [**Mattel Games Set of 3 Card Games with UNO Phase 10 & ONO 99 Travel Fun for Kids & Family Night with Storage Tin Box (Amazon Exclusive)**Mattel Games**$17.01**2,015 rev4y ago](https://www.amazon.com/dp/B09C93MKJ5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mattel Games Set of 3 Card Games with UNO Phase 10 & ONO 99 Travel Fun for Kids & Family Night with Storage Tin Box (Amazon Exclusive)**Mattel Games**$17.01**4.8★**▲ 70%**](https://www.amazon.com/dp/B09C93MKJ5) [**Mattel Games Phase 10 Masters Classic Card Game Including 60 Phase Target Cards that Can Be Played in Any Order for 2 to 6 Players**Mattel Games**$17.27**4.7★**▲ 12%**](https://www.amazon.com/dp/B0D7PTR7JB) [**Mattel Games Phase 10 Card Game in Storage Tin for Ages 7+**Mattel Games**$11.50**4.8★**▲ 11%**](https://www.amazon.com/dp/B07Y98T14Q) [**Mattel Phase 10 Card Game - 2 Pack**Mattel**$16.72**4.8★**— 3%**](https://www.amazon.com/dp/B07H4S83D8) [**Mattel Phase 10 Card Game with Skip-Bo Card Game**Mattel**$17.48**4.8★**— 1%**](https://www.amazon.com/dp/B016715XXY)
**~~View all trending →~~**
## **What buyers say about phase 10 card game**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Fun/Entertainment Experience**49%
*“Fun for the whole family”*
**Ease Of Use**11%
*“Easy to play”*
**Advertised Vs Actual Product**7%
*“As advertised”*
**Trivia Games**7%
*“Super fun card game”*
**Quality-Overall**6%
*“The quality of the cards is very good”*
**Value For Money**5%
*“Good value for the money”*
**Gifting Purpose**3%
*“It was for a gift”*
**Durability**2%
*“They seem to be more durable”*
**Portability**1%
*“Easy to transport to family activities”*
**Efficiency**1%
*“CARDS WORKED WELL”*
### **What buyers complain about **
**Advertised Vs Actual Product**18%
*“They do not match what was advertised”*
**Fun/Entertainment Experience**14%
*“nothing to exciting”*
**Quality-Overall**14%
*“Cards are low quality”*
**Thickness**14%
*“They're barely a card stock thickness”*
**Durability**11%
*“The corners started wearing off right away”*
**Size-Overall**7%
*“Theyre smaller than normal playing cards”*
**Instructions/User Manual/Troubleshooting**7%
*“not the proper instructions”*
**Color**7%
*“Yellow color adapted by Mattel hard to read for >40 gang - can't find replacements with old color that was fine”*
**Material Quality**4%
*“Bad material”*
**Design-Overall**4%
*“New design makes it difficult”*
### **Top return reasons **
**Advertised Vs Actual Product**23%
**Value For Money**21%
**Size-Overall**14%
**Product Condition**8%
**Instructions/User Manual/Troubleshooting**7%
**Quality-Overall**4%
**Functionality-Overall**2%
**Defective Material/Parts**2%
**Fun/Entertainment Experience**2%
**Material Quality**2%
## **Common questions**
- **Is phase 10 card game profitable to sell on Amazon United States?**
- The niche generates $1.1M/yr across 9 tracked products. 90-day search growth is +9.7%. Flapen's verdict: Skip it (44/100).
- **How competitive is the phase 10 card game niche?**
- 4 brands and 84 sellers compete. The top 5 products take 84% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in phase 10 card game?**
- Top complaints mined from reviews: Advertised Vs Actual Product, Fun/Entertainment Experience, Quality-Overall. The return rate is 1.4%.
- **When does demand for phase 10 card game peak?**
- Demand peaks in Jan–Nov–Dec; the busiest month runs 3.8× the quietest.
- **What does it cost to enter the phase 10 card game niche?**
- Listings span $7.09–$17.48; the average listing price is $14.17 (sweet spot $15–$100). The average incumbent carries 3,724 reviews — the moat a new listing must climb.
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