---
title: "William Morris — £81K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/beauty/william-morris"
last_updated: "2026-08-09T18:13:36.966Z"
locale: en
meta:
description: "Niche score 50/100 · £81K/yr market · 316K searches/yr · £11.98 avg price. Soft demand (-26.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £81K/yr market · 316K searches/yr · £11.98 avg price. Soft demand (-26.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "William Morris — £81K/yr Amazon UK Niche (2026) - Flapen"
---
# **william morris**
**Worth a look**
Shows low returns (0.8%), but soft demand (-26.1% this quarter) keeps it on the watch list.
Market size 20Growth 12Conversion 27Competition 92Returns 96Price range 57Avg price 50Brand share 55Review moat 85Quality gap 45
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Competition**
**Great****23%**
top-5 click share — an open shelf
**Review moat**
**Great****291.5**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£1.25–£33.14**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Good****72%**
top-5 brand share — brands hold most of the demand
**Avg price**
**Good****£11.98**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.1%**
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 ~~](https://flapen.com/research/methodology)
## **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.
20K15KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 4.4×
[**Open Trend **](https://flapen.com/research/uk/beauty/william-morris/trend)
## **Top william morris search terms**
- **william morris**204K/yr-29.4%0.9% conv. - **william morris gifts**64K/yr-15.3%1.9% conv. - **william morris strawberry thief**12K/yr-20.3%0.8% conv. - **strawberry thief**10K/yr-23.9%1.1% conv. - **pretty pen**9K/yr-19.5%3.3% conv. - **flower pen**5K/yr-17.3%1.2% conv. - **william morris at home**8K/yr-29.1%1.2% conv. - **floral pen**5K/yr-32.2%3.2% conv. [**All search terms **](https://flapen.com/research/uk/beauty/william-morris/search-terms)
## **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.
0%2%£2K4%£3K6%£5K8%£6K1101001K10K 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**William Morris Strawberry Thief Ballpoint Pen in Gift Box Twist Nib Black Ink Pen Elegant Stationery Gift**Robert Frederick**£3.95**4.6★27 rev](https://www.amazon.co.uk/dp/B0FHB5XR69) [2**Signare Womens 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Strawberry Thief Blue)**Signare**£23.08**4.5★157 rev](https://www.amazon.co.uk/dp/B097J5V5SD) [3**Museums & Galleries Set of 4 Cork Backed Coasters - William Morris Strawberry Thief Design - V&A Statement Coasters for the Home**Museums & Galleries**£5.89**4.9★35 rev](https://www.amazon.co.uk/dp/B0DTTXF6X3) [4**Ceramic Mug | William Morris | Set of 4-12x8x9 cm**Lesser & Pavey**£14.80**4.5★977 rev](https://www.amazon.co.uk/dp/B06XWQBFSV) [5**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**£14.44**4.3★34 rev](https://www.amazon.co.uk/dp/B0DDTR4XWF)
**~~View all top sellers →~~**
### **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**£14.15**41 rev11mo ago](https://www.amazon.co.uk/dp/B0FN7V47PC) [**William Morris Strawberry Thief Ballpoint Pen in Gift Box Twist Nib Black Ink Pen Elegant Stationery Gift**Robert Frederick**£3.95**27 rev1y ago](https://www.amazon.co.uk/dp/B0FHB5XR69) [**William Morris Cray Ballpoint Pen in Gift Box Twist Nib Black Ink Elegant Writing Pen with Classic Floral Design**Robert Frederick**£3.99**21 rev1y ago](https://www.amazon.co.uk/dp/B0FHB4QTCD) [**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**£22.50**7 rev1y ago](https://www.amazon.co.uk/dp/B0FCS2YLG7) [**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**£7.70**190 rev1y ago](https://www.amazon.co.uk/dp/B0F5WNKPYJ)
**~~View all new products →~~**
### **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**£22.35**4.6★**▲ 524%**](https://www.amazon.co.uk/dp/B09JFJ86V9) [**:Signare Womens Fashion Tapestry Shopper Bag Shoulder Bag in Strawberry Thief Blue Inspired by William Morris**Signare**£17.97**4.4★**▲ 442%**](https://www.amazon.co.uk/dp/B00IR9P7XG) [**Signare Womens 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Strawberry Thief Blue)**Signare**£23.08**4.5★**▲ 428%**](https://www.amazon.co.uk/dp/B097J5V5SD) [**Signare Woments 100% Silk Lightweight and soft Scarf/Headwear with William Morris Design (Hyacinth)**Signare**£23.78**4.5★**▲ 425%**](https://www.amazon.co.uk/dp/B0BGM4L5FR) [**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**£21.51**4.5★**▲ 387%**](https://www.amazon.co.uk/dp/B0BWS3NYBY)
**~~View all trending →~~**
## **What buyers say about william morris**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**27%
*“Good quality and easy to clean”*
**Design-Overall**14%
*“Design is cute”*
**Gifting Purpose**8%
*“lovely to give as a gift”*
**Value For Money**7%
*“Good Value”*
**Smell**6%
*“Smells devine and looks luxurious”*
**Size-Overall**5%
*“just the right size”*
**Writing Experience**4%
*“The pen writes very well”*
**Advertised Vs Actual Product**4%
*“Exactly what I wanted”*
**Color**3%
*“great colours”*
**Shape/Style**2%
*“Very elegant”*
### **What buyers complain about **
**Size-Overall**12%
*“the lid doesnt fit properly”*
**Durability**12%
*“Didn't last long”*
**Quality-Overall**9%
*“Disappointed in quality”*
**Thickness**7%
*“Thinner”*
**Color**7%
*“The colours were too bright and garish”*
**Smell**6%
*“the candle has no scent when lit”*
**Advertised Vs Actual Product**5%
*“did not bear any resemblance to the picture advertised”*
**Cushion**4%
*“I struggled to insert the cushion”*
**Nib/Tip Quality**3%
*“nib difficult to raise up and down”*
**Ink Refill**3%
*“after writing with it for half an hour the refill kept disappearing in to the pen”*
### **Top return reasons **
**Size-Overall**23%
**Defective Material/Parts**11%
**Color**11%
**Quality-Overall**8%
**Material Quality**7%
**Advertised Vs Actual Product**5%
**Print Quality**5%
**Weight Heavy**3%
**Shape/Style**2%
**Functionality-Overall**2%
## **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.
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