---
title: "Squid Game Action Figure — $63K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/squid-game-action-figure"
last_updated: "2026-08-08T11:48:21.136Z"
locale: en
meta:
description: "Niche score 38/100 · $63K/yr market · 155K searches/yr · $52.59 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · $63K/yr market · 155K searches/yr · $52.59 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Squid Game Action Figure — $63K/yr Amazon US Niche (2026) - Flapen"
---
# **squid game action figure**
**Skip it**
Weak search conversion (0.8%) — this niche doesn't clear our bar today.
Market size 16Growth 19Conversion 10Competition 64Returns 69Price range 25Avg price 92Brand share 30Review moat 82Quality gap 23
**Avg price**
**Great****$52.59**
avg listing price — sweet spot $15–$100
**Review moat**
**Great****365.14**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Good****2.2%**
return rate — above 5% kills the launch gate
**Competition**
**Good****47%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****87%**
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**
**Bad****4.6★**
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**
**Bad****0.8%**
search→purchase rate — share of searches ending in a sale
**Signals**[** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KPrime Day '25Black Friday '25 seasonAprMayJunJulAugSepOctNovDecJanFebMarAprMayJunJul
Peak months: Jul, Aug · busiest ÷ quietest = 8.3×
[**Open Trend **](https://flapen.com/research/us/toys-games/squid-game-action-figure/trend)
## **Top squid game action figure search terms**
- **squid game action figure**24K/yr+20.0%0.1% conv. - **squid game funko pop**43K/yr-30.1%1.1% conv. - **squid game figures**10K/yr-11.6%0.2% conv. - **squid game action figures**12K/yr-26.4%0.2% conv. - **funko pop squid game**13K/yr-18.5%1.4% conv. - **squid game funko**10K/yr-23.6%0.9% conv. - **squid game guard action figure**4K/yr+20.6%0.5% conv. - **squid game dvd**4K/yr-4.2%0.0% conv. - **squid games action figures**4K/yr+7.2%0.0% conv. - **squid game guard toy**3K/yr+41.0%0.5% conv. [**All search terms **](https://flapen.com/research/us/toys-games/squid-game-action-figure/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.
0%4%$3K8%$5K12%$8K16%$10K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**TAMASHII NATIONS - Squid Game - Front Man Bandai Spirits S.H.Figuarts Action Figure**TAMASHII NATIONS**$89.40**4.3★31 rev](https://www.amazon.com/dp/B0B6DVXZ7P) [2**Squid Game Series 2 5 Collectible Bag Clip Blind Bag (ONE Random Figure) TV Show Character Keychain/Backpack Accessory | Official Licensed Merchandise**Monogram**$9.40**4.4★19 rev](https://www.amazon.com/dp/B0FT6PTBM6) [3**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**$16.74**4.8★426 rev](https://www.amazon.com/dp/B0D6CZ9SSP) [4**Hot Toys Squid Game Season 2 Seong Gi-hun 1/6 Scale 12 Collectible Figure**Hot Toys**$282.71**0.0★0 rev](https://www.amazon.com/dp/B0GN551RQ7) [5**Funko POP! TV: Squid Game - SAE-byeok 067**Funko**$12.62**4.8★1,187 rev](https://www.amazon.com/dp/B09JRMRLTX)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Hot Toys Squid Game Season 2 Seong Gi-hun 1/6 Scale 12 Collectible Figure**Hot Toys**$282.71**0 rev5mo ago](https://www.amazon.com/dp/B0GN551RQ7) [**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**$350.53**0 rev5mo ago](https://www.amazon.com/dp/B0G7T43WV1) [**Squid Game Series 2 5 Collectible Bag Clip Blind Bag (ONE Random Figure) TV Show Character Keychain/Backpack Accessory | Official Licensed Merchandise**Monogram**$9.40**19 rev10mo ago](https://www.amazon.com/dp/B0FT6PTBM6) [**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**$36.76**0 rev10mo ago](https://www.amazon.com/dp/B0FPS6BV6Q) [**MEGA Squid Game Action Figure Building Toy The Staircase with 1707 Pieces Motion and Poseable Figure for Collectors**Mega Brands**$87.83**95 rev1y ago](https://www.amazon.com/dp/B0DJSM5TKW)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Squid Game Series 2 5 Collectible Bag Clip Blind Bag (ONE Random Figure) TV Show Character Keychain/Backpack Accessory | Official Licensed Merchandise**Monogram**$9.40**4.4★**▲ 513%**](https://www.amazon.com/dp/B0FT6PTBM6) [**Hot Toys Squid Game Season 2 Seong Gi-hun 1/6 Scale 12 Collectible Figure**Hot Toys**$282.71**0.0★**▲ 384%**](https://www.amazon.com/dp/B0GN551RQ7) [**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**$350.53**0.0★**▲ 350%**](https://www.amazon.com/dp/B0G7T43WV1) [**TAMASHII NATIONS - Squid Game - Masked Manager Bandai Spirits Figuarts mini Action Figure**TAMASHII NATIONS**$35.42**4.4★**▲ 341%**](https://www.amazon.com/dp/B0B6F34QFD) [**TAMASHII NATIONS - Squid Game - Masked Soldier Bandai Spirits Figuarts mini Action Figure**TAMASHII NATIONS**$36.21**4.8★**▲ 238%**](https://www.amazon.com/dp/B0B6F14P6P)
**~~View all trending →~~**
## **What buyers say about squid game action figure**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Collectibles**22%
*“Great addition to my collection”*
**Advertised Vs Actual Product**19%
*“Just as described”*
**Gifting Purpose**11%
*“A gift”*
**Design-Overall**11%
*“Surprisingly amazing posable cool detailed from top too bottom”*
**Fun/Entertainment Experience**8%
*“Fun blind bag”*
**Quality-Overall**6%
*“Perfect quality”*
**Value For Money**6%
*“its pretty good value”*
**Strength**6%
*“This item is very cute and sturdy, loved it”*
**Color**6%
*“Vibrant colors”*
**Brightness/Shine/Glow**3%
*“He glows really well too”*
### **What buyers complain about **
**Functionality-Overall**25%
*“Ages 12 11 7 and 5 and it really dont work well”*
**Size-Overall**25%
*“Loose legs”*
**Ease Of Use**13%
*“Its not easy nein”*
**Material Quality**13%
*“Warping plastic”*
**Assembly/Installation**13%
*“Not easy to assemble”*
### **Top return reasons **
**Defective Material/Parts**31%
**Value For Money**22%
**Product Condition**12%
**Size-Overall**10%
**Functionality-Overall**7%
**Scratch Resistance**5%
**Drop/Impact Protection**3%
**Durability**3%
**Shape/Style**3%
**Strength**2%
## **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.
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