---
title: "Wizard of Oz Funko Pop — $1.6M/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/toys-games/wizard-of-oz-funko-pop"
last_updated: "2026-08-06T13:24:55.584Z"
locale: en
meta:
description: "Niche score 50/100 · $1.6M/yr market · 3.1M searches/yr · $30.17 avg price. Soft demand (-22.6% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · $1.6M/yr market · 3.1M searches/yr · $30.17 avg price. Soft demand (-22.6% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Wizard of Oz Funko Pop — $1.6M/yr Amazon US Niche (2026) - Flapen"
---
# **wizard of oz funko pop**
**Worth a look**
Shows a sweet-spot price point ($30.17 avg), but soft demand (-22.6% this quarter) keeps it on the watch list.
Market size 87Growth 14Conversion 21Competition 77Returns 50Price range 83Avg price 95Brand share 14Review moat 67Quality gap 24
**Avg price**
**Incredible****$30.17**
avg listing price — sweet spot $15–$100
**Market size**
**Great****$1.6M**
$1.6M/yr · 3.1M searches
**Price range**
**Great****$7.85–$108.22**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Review moat**
**Good****827.35**
avg incumbent reviews — the moat a new listing must climb
**Returns**
**Okay****3.0%**
return rate — above 5% kills the launch gate
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Bad****1.7%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-22.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
top-5 brand share — brand-locked demand
According to Flapen's Amazon United States niche tracking, wizard of oz funko pop is a $1.6M/yr Amazon United States market (3.1M searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Apr–May–Jun–Jul–Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 31, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **wizard of oz funko pop market data**
- **Units sold / yr**
- **80K–100K**
- avg 1,500–2,000/product
- **Revenue / yr**
- **$2.4M–$3.0M**
- units × avg price
- **Conversion rate**
- **1.7%**
- **Avg BSR**
- **#1,254**
- **Page quality**
- **0%**
- **Prime**
- **95%**
- **Sponsored**
- **53%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **31 months**
- **Avg seller age**
- **144 days**
## **Competition & brand share**
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.
**Brands**
**13 **▲rising
**Sellers**
**421**
**Top-5 brand share**
**95%**
Top 20: 100%
**Top-5 click share**
**38%**
Top 20: 79%
**Open market**
**5%**
- Mattel85% - PDEGPK4% - Wicked2% - Choeeya1% - Care Bears1% - The Noble Collection1% - Open — no brand owns it (7 brands, 5%)
## **Demand & seasonality**
Weekly Amazon search volume, last 99 weeks — -22.6% search growth over the last 90 days.
20K15KBlack Friday '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Apr, May, Jun, Jul, Nov, Dec · busiest ÷ quietest = 7.2×
[**Open Trend **](https://flapen.com/research/us/toys-games/wizard-of-oz-funko-pop/trend)
## **Top wizard of oz funko pop search terms**
- **wicked dolls**856K/yr-12.2%1.4% conv. - **wicked toys**556K/yr-40.6%1.2% conv. - **glinda**343K/yr-23.0%0.5% conv. - **glinda doll**285K/yr-18.9%2.4% conv. - **wicked doll**147K/yr+2.4%1.5% conv. - **wicked glinda**100K/yr-9.2%0.3% conv. - **elphaba doll**126K/yr-30.6%3.6% conv. - **wicked toys for kids girls**156K/yr-57.9%1.4% conv. - **glenda doll**38K/yr+16.6%3.1% conv. - **wicked barbie dolls**70K/yr-22.1%3.3% conv. [**All search terms **](https://flapen.com/research/us/toys-games/wizard-of-oz-funko-pop/search-terms)
## **Top wizard of oz funko pop 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%3%$47K6%$94K9%$141K12%$188K1101001K10K 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**Mattel Universal Pictures Wicked: for Good Collectible Glinda Fashion Doll with Removable Outfit Inspired by The Movie**Mattel**$61.61**4.9★500 rev](https://www.amazon.com/dp/B0DL7JYN1Q) [2**Mattel Wicked Singing Glinda Fashion Doll & Accessories**Mattel**$22.31**4.8★1,370 rev](https://www.amazon.com/dp/B0DN2P98M1) [3**Mattel Universal Wicked Elphaba Fashion Doll & Accessories with Green Skin Braided Black Hair Posability & Removable Ballroom Look**Mattel**$23.45**4.8★556 rev](https://www.amazon.com/dp/B0DPLLD42C) [4**Mattel Universal Pictures Wicked Glinda Upland Fashion Doll with Removable Outfit & 7 Points of Articulation Inspired by the Movie**Mattel**$21.94**3.6★5 rev](https://www.amazon.com/dp/B0G443HYPW) [5**Mattel Universal Wicked Glinda Fashion Doll & Accessories with Styled Blonde Hair Posability & Removable School Uniform Look**Mattel**$20.86**4.8★382 rev](https://www.amazon.com/dp/B0DQ9XVBS5)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Mattel Universal Pictures Wicked Get Ready with Elphaba Doll Set**Mattel**$28.18**11 rev2mo ago](https://www.amazon.com/dp/B0G8XLL35V) [**Mattel Universal Pictures Wicked Glinda Upland Fashion Doll with Removable Outfit & 7 Points of Articulation Inspired by the Movie**Mattel**$21.94**5 rev2mo ago](https://www.amazon.com/dp/B0G443HYPW) [**Mattel Universal Pictures Wicked Get Ready with Glinda Doll Set**Mattel**$29.99**5 rev2mo ago](https://www.amazon.com/dp/B0G8XNSJXK) [**Mattel Universal Pictures Wicked Elphaba Thropp Fashion Doll**Mattel**$22.24**4 rev2mo ago](https://www.amazon.com/dp/B0G44VD4WP) [**Mattel Universal Pictures Wicked Magical Wise Woman Moon Fashion Doll with Removable Deluxe Outfit & Accessory Inspired by The Movie**Mattel**$32.02**79 rev8mo ago](https://www.amazon.com/dp/B0FK1C3ZX4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Mattel Universal Pictures Wicked Elphaba Thropp Fashion Doll**Mattel**$22.24**4.4★**▲ 1000%**](https://www.amazon.com/dp/B0G44VD4WP) [**PDEGPK Glinda Dress Costume Pink XL**PDEGPK**$60.29**4.3★**▲ 1000%**](https://www.amazon.com/dp/B0G12VTQ1P) [**Mattel Universal Pictures Wicked Glinda Upland Fashion Doll with Removable Outfit & 7 Points of Articulation Inspired by the Movie**Mattel**$21.94**3.6★**▲ 1000%**](https://www.amazon.com/dp/B0G443HYPW) [**Mattel Universal Pictures Wicked Get Ready with Glinda Doll Set**Mattel**$29.99**2.8★**▲ 1000%**](https://www.amazon.com/dp/B0G8XNSJXK) [**Mattel Universal Pictures Wicked Get Ready with Elphaba Doll Set**Mattel**$28.18**3.9★**▲ 1000%**](https://www.amazon.com/dp/B0G8XLL35V)
**~~View all trending →~~**
## **What buyers say about wizard of oz funko pop**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**16%
*“Good quality”*
**Gifting Purpose**15%
*“Amazing gift”*
**Collectibles**12%
*“Bought for my collection”*
**Fun/Entertainment Experience**9%
*“Granddaughter loves this toy”*
**Value For Money**8%
*“Good price”*
**Advertised Vs Actual Product**7%
*“As described”*
**Color**5%
*“with vibrant colors”*
**Soft Feel**4%
*“They are soft and fluffy”*
**Design-Overall**3%
*“The design is vibrant”*
**Durability**3%
*“it held up very well”*
### **What buyers complain about **
**Value For Money**18%
*“The price is a little steep”*
**Size-Overall**12%
*“The book bag is small”*
**Durability**11%
*“Broke very quickly”*
**Quality-Overall**9%
*“Overpriced for the Quality”*
**Assembly/Installation**2%
*“doesnt stay together like its supposed to”*
**Material Quality**2%
*“The dress is made from that awful papery plastic fabric”*
**Functionality-Overall**2%
*“Didnt work”*
**Noise Level**2%
*“The volume is loud”*
**Strength**2%
*“Not very sturdy”*
**Product Condition**2%
*“2 of the 3 Amazon sent me had clearly been opened and resold to me.”*
### **Top return reasons **
**Size-Overall**26%
**Value For Money**20%
**Advertised Vs Actual Product**6%
**Defective Material/Parts**5%
**Color**5%
**Gifting Purpose**5%
**Quality-Overall**5%
**Product Condition**4%
**Functionality-Overall**3%
**Scratch Resistance**2%
## **Common questions**
- **Is wizard of oz funko pop profitable to sell on Amazon United States?**
- The niche generates $1.6M/yr across 43 tracked products. 15 of 21 products launched in the last 360 days are still selling. 90-day search growth is -22.6%. Flapen's verdict: Worth a look (50/100).
- **How competitive is the wizard of oz funko pop niche?**
- 13 brands and 421 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 95% of demand.
- **What do buyers complain about in wizard of oz funko pop?**
- Top complaints mined from reviews: Value For Money, Size-Overall, Durability. The return rate is 3.0%.
- **When does demand for wizard of oz funko pop peak?**
- Demand peaks in Apr–May–Jun–Jul–Nov–Dec; the busiest month runs 7.2× the quietest.
- **What does it cost to enter the wizard of oz funko pop niche?**
- Listings span $7.85–$108.22; the average listing price is $30.17 (sweet spot $15–$100). The average incumbent carries 827 reviews — the moat a new listing must climb.
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