William Morris
MaybeAn estimated 0.8% of orders come back. But demand is soft, at -26.1% this quarter, so William Morris is a Maybe.
- Flapen Score
- 50 / 100Top 34% of 2,481 Beauty niches · +3 vs the category median of 4750
- Market size
- £81K/yr316K searches / yr
- 90-day growth
- -26.1%search demand this quarter
- Competition
- 23%top-5 click share · 27 brands · 86 sellers
Flapen Score
William Morris against its category
The dotted line is the Beauty average. Past it, William Morris is stronger. Inside it, weaker.
Market
The William Morris market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for William Morris 316K times last year and spent an estimated £81K. The top 5 brands take 72% of clicks. Demand peaks in Nov–Dec. Flapen scores it 50 out of 100, a Maybe.
01 · Demand
An estimated 2.1% of those searches ended in a purchase.
Shoppers searched for this 316K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 2.1% of those searches ended in a purchase. Searches in the last 90 days moved -26.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £81K a year.
- Searches, last 12 months
- 316K
- Growth, 90 days vs prior 90
- -26.1%
- Conversion, latest week
- 2.1%
- Market size, estimated
- £81Ka year
- Peak month
- December4.4× the quietest month
- Top search term
- william morris204K searches a year
02 · Price
A sale here is worth £11.98.
Listings sell for £11.98 on average, from £1.25 to £33.14. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 0 to 100 of them. At £11.98 that is £0 to £1K a year per listing.
- Average price
- £11.98under the $15 to $100 sweet spot
- Price range
- £1.25–£33.14
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 6K–8K
- Units per listing a year
- 0–100
- Revenue per listing a year
- £0–£1K
- Returns
- 0.8%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
76% of listings pay for placement with sponsored ads. 86% ship with Prime. On an average day, 10.7% of listings are out of stock. The average listing ranks #455 within Hands & Feet. It carries 292 reviews at 4.48 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 86%
- Out of stock, average day
- 10.7%
- Average rank
- #455in Hands & Feet
- Average rating
- 4.48 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 292per listing
- Listings tracked
- 94
04 · Newcomers
1 of last year's 17 launches cleared the first-year sales bar.
17 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 33 months on average, so a newcomer is not facing entrenched names.
- Launched, last 12 months
- 17
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 33 months
Products
Top William Morris products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 21, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
William Morris Strawberry Thief Ballpoint Pen in Gift Box Twist Nib Black Ink Pen Elegant Stationery Gift
- Price
- £3.95
- Rating
- 4.6/5
- Reviews
- 27
- Age
- 1y ago

Signare Womens 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Strawberry Thief Blue)
- Price
- £23.08
- Rating
- 4.5/5
- Reviews
- 157
- Age
- 5y ago

Museums & Galleries Set of 4 Cork Backed Coasters - William Morris Strawberry Thief Design - V&A Statement Coasters for the Home
- Price
- £5.89
- Rating
- 4.9/5
- Reviews
- 35
- Age
- 1y ago

Ceramic Mug | William Morris | Set of 4-12x8x9 cm
- Price
- £14.80
- Rating
- 4.5/5
- Reviews
- 977
- Age
- 9y ago

William Morris At Home Scented Candle 180g in Glass Jar Home Fragrance Essential Oils Vegetable and Mineral Wax Burn Time 40 Hours Housewarming Beauty Gift Cruelty and Vegan Friendly
- Price
- £14.44
- Rating
- 4.3/5
- Reviews
- 34
- Age
- 1y ago
Trending
estimated 90-day click momentum
STORY OF SHANGHAI 100% Natural Mulberry Silk Scarf | Birthday Gifts for Women with Envelope Wrap & Blank Greeting Card | Multi-use Scarf for Women UK | Ideal Gifts for Mom and Teacher
- Price
- £22.35
- Rating
- 4.6/5
- Reviews
- 6,820
- Age
- 4y ago

:Signare Womens Fashion Tapestry Shopper Bag Shoulder Bag in Strawberry Thief Blue Inspired by William Morris
- Price
- £17.97
- Rating
- 4.4/5
- Reviews
- 155
- Age
- 12y ago

Signare Womens 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Strawberry Thief Blue)
- Price
- £23.08
- Rating
- 4.5/5
- Reviews
- 157
- Age
- 5y ago

Signare Woments 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Hyacinth)
- Price
- £23.78
- Rating
- 4.5/5
- Reviews
- 157
- Age
- 3y ago

Jolee... Fabrics Wipe Clean PVC Coated Aprons - 100% Cotton Oilcloth - One Size - Easy to Clean and Splash Proof Apron (William Morris Strawberry Thief Grey Adult (75cm Length))
- Price
- £21.51
- Rating
- 4.5/5
- Reviews
- 208
- Age
- 3y ago
Newest
by launch date
William Morris At Home Hand Creams x3 30ml Guest Soap 50g Velvet Pouch Moisturiser Shea Butter Festive Fragrance Makeup Toiletry Wash Bag Travel Size Vegan and Cruelty Free Beauty Gift
- Price
- £14.15
- Rating
- 4.7/5
- Reviews
- 41
- Age
- 11mo ago

William Morris Strawberry Thief Ballpoint Pen in Gift Box Twist Nib Black Ink Pen Elegant Stationery Gift
- Price
- £3.95
- Rating
- 4.6/5
- Reviews
- 27
- Age
- 1y ago

William Morris Cray Ballpoint Pen in Gift Box Twist Nib Black Ink Elegant Writing Pen with Classic Floral Design
- Price
- £3.99
- Rating
- 4.8/5
- Reviews
- 21
- Age
- 1y ago

WWOOPLL William Morris Home Decor Throw Blanket Strawberry Thief Floral Warm Soft Cozy Flannel Bed Blankets for Bed Couch Sofa and Chair Comfort for Kids Teens and Adults 150x200cm
- Price
- £22.50
- Rating
- 2.7/5
- Reviews
- 7
- Age
- 1y ago

HUASHUZI Cushion Covers William Morris 45x45cm Gifts for Women Strawberry Thief Decorations Double Sided Pattern Throw Pillow Case Set of 2 Home Decor for Sofa Bench Couch
- Price
- £7.70
- Rating
- 4.5/5
- Reviews
- 190
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 23% of clicks, no more. An open shelf where new products get seen.
Brands
27 falling
Sellers
86
Est. top-5 brand share
72%
Top 20: 98%
Est. top-5 click share
23%
Top 20: 57%
Open market
24%
- William Morris at Home23%
- Signare20%
- Robert Frederick12%
- The Leonardo Collection9%
- Museums & Galleries8%
- Lesser & Pavey4%
Demand
William Morris search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Nov, Dec · busiest ÷ quietest = 4.4×
Search terms
Top William Morris search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- william morris204K/yr
- william morris gifts64K/yr
- william morris strawberry thief12K/yr
- strawberry thief10K/yr
- pretty pen9K/yr
- flower pen5K/yr
- william morris at home8K/yr
- floral pen5K/yr
Reviews and returns
What reviews say buyers love and hate about William Morris
We read the reviews and the return reasons for every product selling here.
“the lid doesnt fit properly”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
20 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common William Morris questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









