GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, Lego maintained an average product price of $39.52 across the January to May 2026 period, with Amazon commanding a dominant 99.4% share of tracked retailer revenue. The brand experienced a notable 25.6% decline in overall revenue during the March to May 2026 timeframe, signaling a significant downward trend. Despite the revenue dip, average pricing showed resilience with a 5.4% month-over-month increase in the most recent period, even as overall average price remained nearly flat with just a 0.2% decrease. Lego's premium product lineup on Amazon, featuring sets priced from approximately $40 to nearly $388, demonstrates the brand's wide price range strategy targeting both casual buyers and adult collectors. This data suggests that while Lego continues to hold strong retailer positioning, the brand faces meaningful revenue headwinds heading into mid-2026.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 26% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 0% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for Lego on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Lego.
BY REVIEW COUNT
Across 16M ratings on 1 retailer, Lego averages 4.8★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.8
/ 5
From 16M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$39.68
Price
$5.4M
Revenue
$387.83
Price
$5.1M
Revenue
$169.99
Price
$2.34M
Revenue
$165.04
Price
$2.29M
Revenue
