By: Marc Pfeiffer
The Dungeons & Dragons niche on Amazon has been growing. Taking a bigger picture view of it’s popularity over time using google trends there was a spike around the time of the new movie launch. I compared it’s interest level vs Funko Pop which is a popular toy company and a publicly traded company (FNKO) on the Nasdaq with a 550M market cap.
Looking specifically at the Niche on Amazon here is a higher level overview of the niche - Last Updated on 7/1/2023.
- 1.6M searches over the last year
- Search Volume growth is down 20% over the last 180 days
- 39 products accounted for 90% of all the clicks from the search terms within this niche
The top search terms for this niche are all generic.
These are the top products within the niche
In Analyzing this data at the brand level here is the breakdown of click share by Brand
Takeaway from the Brand Analysis from Amazon’s Data 4 out of the 16 brands in the space accounted for 82% of the click share. Click share can be somewhat a misleading metric because clicks do not necessarily mean conversions and some players may be spending on terms that aren’t converting. However it provides some signal as to who is making the most money in the Niche.
Now we will analyze the top term “dnd miniatures” product results focusing only on the 2d and 3d minis and see what Helium10 says the estimate sales are for the players in this Niche.
- Arcknight is the only 2d standee mini offer in the space and is the top selling offer in the space with $55,753/month estimate sales
- The other offers are all 3d minis
- 15 out of 38 products make up 80%+ of the revenue. That is a 39% / 80% principle so the market is not that concentrated indicating a wide variety of preferences for this niche.
Now let’s bring the Amazon data together with the Helium10 data to compare click share with estimate sales share
- Arcknight stands out a lot in this space with only 3% click share but 23% of the sales share. This means that they could have more opportunity to grow their presence in the niche. The other main point here too is that they only have 1 parent listing with many child variations so in terms of capturing clicks they only have 1 out of the average 30 listings that show up on the results page. To capture more click share they may consider breaking up the parent listing into 2-3 other listings to try to capture more of the clicks and increase their revenues.
- Monster Protectors is capturing the most click share in the niche AND they also have the most parent listings within this niche - the strategy of breaking out listings separately helps to increase the “shelf presence” on the main search results
- Path Gaming gets a lot of the clicks but not a lot of the sales at least when we look specifically at minis and not play sets that don’t have characters in them.
- Other products on the list had no sales which could mean they sell something besides a character mini in the space.
If you’re curious to learn more about this niche drop a comment below. Further types of analysis would include:
- Analyzing the listing presentation of top listings
- Analyzing the top brands presence outside of Amazon - are they sending organic traffic to Amazon - although within this niche for the search terms I did not see any “branded” terms for it
Connect with me here on LinkedIn: https://www.linkedin.com/in/marcapfeiffer/
Schedule a free 30minute consultation with me here: https://calendly.com/marcpfeiffer
Have an awesome day!