william morris
Worth a lookShows low returns (0.8%), but soft demand (-26.1% this quarter) keeps it on the watch list.
Returns
Incredible0.8%return rate — above 5% kills the launch gate
Competition
Great23%top-5 click share — an open shelf
Review moat
Great291.5avg incumbent reviews — the moat a new listing must climb
Price range
Good£1.25–£33.14cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good72%top-5 brand share — brands hold most of the demand
Avg price
Good£11.98avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.1%search→purchase rate — share of searches ending in a sale
Market size
Bad£81K£81K/yr · 316K searches
Growth
Bad-26.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, william morris is a £81K/yr Amazon United Kingdom market (316K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
william morris market data
- Units sold / yr
- 6K–8K
- avg 0–100/product
- Revenue / yr
- £72K–£96K
- units × avg price
- Conversion rate
- 2.1%
- Avg BSR
- #455
- Page quality
- 0%
- Prime
- 86%
- Sponsored
- 76%
- Out of stock
- 10.7%
- Avg brand age
- 33 months
- Avg seller age
- 184 days
Competition & brand share
Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.Brands
27 falling
Sellers
86
Top-5 brand share
72%
Top 20: 98%
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 & seasonality
Weekly Amazon search volume, last 104 weeks — -26.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 4.4×
Top william morris search terms
- 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
Top william morris 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
William Morris Strawberry Thief Ballpoint Pen in Gift Box Twist Nib Black Ink Pen Elegant Stationery Gift
Robert Frederick£3.954.6★27 rev
Signare Womens 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Strawberry Thief Blue)
Signare£23.084.5★157 rev
Museums & Galleries Set of 4 Cork Backed Coasters - William Morris Strawberry Thief Design - V&A Statement Coasters for the Home
Museums & Galleries£5.894.9★35 rev
Ceramic Mug | William Morris | Set of 4-12x8x9 cm
Lesser & Pavey£14.804.5★977 rev
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
William Morris at Home£14.444.3★34 rev
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
William Morris at Home£14.1541 rev
William Morris Strawberry Thief Ballpoint Pen in Gift Box Twist Nib Black Ink Pen Elegant Stationery Gift
Robert Frederick£3.9527 rev
William Morris Cray Ballpoint Pen in Gift Box Twist Nib Black Ink Elegant Writing Pen with Classic Floral Design
Robert Frederick£3.9921 rev
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
WWOOPLL£22.507 rev
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
HUASHUZI£7.70190 rev
Trending
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
STORY OF SHANGHAI£22.354.6★
:Signare Womens Fashion Tapestry Shopper Bag Shoulder Bag in Strawberry Thief Blue Inspired by William Morris
Signare£17.974.4★
Signare Womens 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Strawberry Thief Blue)
Signare£23.084.5★
Signare Woments 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Hyacinth)
Signare£23.784.5★
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))
Jolee Tablecloths£21.514.5★
What buyers say about william morris
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality and easy to clean”
“Design is cute”
“lovely to give as a gift”
“Good Value”
“Smells devine and looks luxurious”
“just the right size”
“The pen writes very well”
“Exactly what I wanted”
“great colours”
“Very elegant”
What buyers complain about
“the lid doesnt fit properly”
“Didn't last long”
“Disappointed in quality”
“Thinner”
“The colours were too bright and garish”
“the candle has no scent when lit”
“did not bear any resemblance to the picture advertised”
“I struggled to insert the cushion”
“nib difficult to raise up and down”
“after writing with it for half an hour the refill kept disappearing in to the pen”
Top return reasons
Common questions
- Is william morris profitable to sell on Amazon United Kingdom?
- The niche generates £81K/yr across 94 tracked products. 1 of 17 products launched in the last 360 days are still selling. 90-day search growth is -26.1%. Flapen's verdict: Worth a look (50/100).
- How competitive is the william morris niche?
- 27 brands and 86 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in william morris?
- Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.8%.
- When does demand for william morris peak?
- Demand peaks in Nov–Dec; the busiest month runs 4.4× the quietest.
- What does it cost to enter the william morris niche?
- Listings span £1.25–£33.14; the average listing price is £11.98 (sweet spot $15–$100). The average incumbent carries 292 reviews — the moat a new listing must climb.