Is squid game action figure profitable to sell on Amazon United States?

The niche generates $63K/yr across 28 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Skip it (38/100).

How competitive is the squid game action figure niche?

13 brands and 216 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in squid game action figure?

Top complaints mined from reviews: Functionality-Overall, Size-Overall, Ease Of Use. The return rate is 2.2%.

When does demand for squid game action figure peak?

Demand peaks in Jul–Aug; the busiest month runs 8.3× the quietest.

What does it cost to enter the squid game action figure niche?

Listings span $8.86–$350.53; the average listing price is $52.59 (sweet spot $15–$100). The average incumbent carries 365 reviews — the moat a new listing must climb.

squid game action figure

Skip it

Weak search conversion (0.8%) — this niche doesn't clear our bar today.

Avg price

Great$52.59

avg listing price — sweet spot $15–$100

Review moat

Great365.14

avg incumbent reviews — the moat a new listing must climb

Returns

Good2.2%

return rate — above 5% kills the launch gate

Competition

Good47%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay87%

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

Price range

Okay$8.86–$350.53

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

Quality gap

Bad4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-12.3%

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

Market size

Bad$63K

$63K/yr · 155K searches

Conversion

Bad0.8%

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

Signals High Price

According to Flapen's Amazon United States niche tracking, squid game action figure is a $63K/yr Amazon United States market (155K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jul–Aug. Verdict: Skip it — 38/100.

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

squid game action figure market data

Units sold / yr: 2K–3K; avg 0–100/product
Revenue / yr: $105K–$131K; units × avg price
Conversion rate: 0.8%
Avg BSR: #7,963
Page quality: 0%
Prime: 79%
Sponsored: 11%
Out of stock: 7.5%
Avg brand age: 31 months
Avg seller age: 153 days

Competition & brand share

The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 rising

Sellers

216

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

47%

Top 20: 91%

Open market

10%

Funko47%
TAMASHII NATIONS18%
Monogram10%
Hot Toys7%
Spin Master Games4%
POP3%
Open — no brand owns it (7 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 69 weeks — -12.3% search growth over the last 90 days.

Peak months: Jul, Aug · busiest ÷ quietest = 8.3×

Open Trend

Top squid game action figure search terms

squid game action figure24K/yr +20.0%0.1% conv.
squid game funko pop43K/yr -30.1%1.1% conv.
squid game figures10K/yr -11.6%0.2% conv.
squid game action figures12K/yr -26.4%0.2% conv.
funko pop squid game13K/yr -18.5%1.4% conv.
squid game funko10K/yr -23.6%0.9% conv.
squid game guard action figure4K/yr +20.6%0.5% conv.
squid game dvd4K/yr -4.2%0.0% conv.
squid games action figures4K/yr +7.2%0.0% conv.
squid game guard toy3K/yr +41.0%0.5% conv.

All search terms

Top squid game action figure 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★)3 products missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

TAMASHII NATIONS - Squid Game - Front Man Bandai Spirits S.H.Figuarts Action Figure

TAMASHII NATIONS$89.404.3★31 rev

Squid Game Series 2 5 Collectible Bag Clip Blind Bag (ONE Random Figure) TV Show Character Keychain/Backpack Accessory | Official Licensed Merchandise

Monogram$9.404.4★19 rev

Funko Pop TV: Squid Game - Player 456: Seong Gi-hun 456 - Collectable Vinyl Figure - Gift Idea - Official Merchandise - Toys for Kids & Adults - Drama Fans - Model Figure for Collectors and Display

Funko$16.744.8★426 rev

Hot Toys Squid Game Season 2 Seong Gi-hun 1/6 Scale 12 Collectible Figure

Hot Toys$282.710.0★0 rev

Funko POP! TV: Squid Game - SAE-byeok 067

Funko$12.624.8★1,187 rev

Newest

by launch date

Hot Toys Squid Game Season 2 Seong Gi-hun 1/6 Scale 12 Collectible Figure

Hot Toys$282.710 rev

5mo ago

POP MART MEGA Space Molly 400% + Action Figure Squid Game Set 11.69in/29.7cm + 8.28in/21cm Figurine Toys for Mordern Home Dcor Collectible Art Toy

POP MART$350.530 rev

5mo ago

Squid Game Series 2 5 Collectible Bag Clip Blind Bag (ONE Random Figure) TV Show Character Keychain/Backpack Accessory | Official Licensed Merchandise

Monogram$9.4019 rev

10mo ago

Funko Squid Game Front Man with Mask + ToyBop Protector: Pop! TV Vinyl Figure (Bundled with Pro-Deluxe Pop Protector Collector Case Box Gift Set)

Funko$36.760 rev

10mo ago

MEGA Squid Game Action Figure Building Toy The Staircase with 1707 Pieces Motion and Poseable Figure for Collectors

Mega Brands$87.8395 rev

1y ago

What buyers say about squid game action figure

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

What buyers love

Collectibles22%

“Great addition to my collection”

Advertised Vs Actual Product19%

“Just as described”

Gifting Purpose11%

“A gift”

Design-Overall11%

“Surprisingly amazing posable cool detailed from top too bottom”

Fun/Entertainment Experience8%

“Fun blind bag”

Quality-Overall6%

“Perfect quality”

Value For Money6%

“its pretty good value”

Strength6%

“This item is very cute and sturdy, loved it”

Color6%

“Vibrant colors”

Brightness/Shine/Glow3%

“He glows really well too”

What buyers complain about

Functionality-Overall25%

“Ages 12 11 7 and 5 and it really dont work well”

Size-Overall25%

“Loose legs”

Ease Of Use13%

“Its not easy nein”

Material Quality13%

“Warping plastic”

Assembly/Installation13%

“Not easy to assemble”

Top return reasons

Defective Material/Parts31%

Value For Money22%

Product Condition12%

Size-Overall10%

Functionality-Overall7%

Scratch Resistance5%

Drop/Impact Protection3%

Durability3%

Shape/Style3%

Strength2%

Common questions

Is squid game action figure profitable to sell on Amazon United States?: The niche generates $63K/yr across 28 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -12.3%. Flapen's verdict: Skip it (38/100).
How competitive is the squid game action figure niche?: 13 brands and 216 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in squid game action figure?: Top complaints mined from reviews: Functionality-Overall, Size-Overall, Ease Of Use. The return rate is 2.2%.
When does demand for squid game action figure peak?: Demand peaks in Jul–Aug; the busiest month runs 8.3× the quietest.
What does it cost to enter the squid game action figure niche?: Listings span $8.86–$350.53; the average listing price is $52.59 (sweet spot $15–$100). The average incumbent carries 365 reviews — the moat a new listing must climb.