Is doilies profitable to sell on Amazon United Kingdom?

The niche generates £74K/yr across 36 tracked products. 0 of 20 products launched in the last 360 days are still selling. 90-day search growth is -21.2%. Flapen's verdict: Worth a look (50/100).

How competitive is the doilies niche?

32 brands and 49 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 51% of demand.

What do buyers complain about in doilies?

Top complaints mined from reviews: Color, Quality-Overall, Thickness. The return rate is 0.4%.

When does demand for doilies peak?

Demand peaks in Nov–Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the doilies niche?

Listings span £2.24–£14.54; the average listing price is £5.40 (sweet spot $15–$100). The average incumbent carries 99 reviews — the moat a new listing must climb.

doilies

Worth a look

Shows low returns (0.4%), but prices mostly outside the sweet spot ($2.24–$14.54) keeps it on the watch list.

Returns

Incredible0.4%

return rate — above 5% kills the launch gate

Review moat

Incredible99.08

avg incumbent reviews — the moat a new listing must climb

Conversion

Great10.7%

search→purchase rate — share of searches ending in a sale

Brand share

Great51%

top-5 brand share — no brand owns this niche

Competition

Good51%

top-5 click share — leaders hold, buyers still browse

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Bad£74K

£74K/yr · 128K searches

Avg price

Bad£5.40

avg listing price — sweet spot $15–$100

Growth

Bad-21.2%

90-day search growth — must beat 0% to launch

Price range

Bad£2.24–£14.54

cheapest to priciest tracked listing — scored on the share inside $15–$100

Signals No Dominant Brand Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, doilies is a £74K/yr Amazon United Kingdom market (128K searches/yr). The top 5 brands hold 51% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

doilies market data

Units sold / yr: 13K–15K; avg 250–500/product
Revenue / yr: £68K–£81K; units × avg price
Conversion rate: 10.7%
Avg BSR: #102
Page quality: 0%
Prime: 100%
Sponsored: 78%
Out of stock: 4.1%
Avg brand age: 29 months
Avg seller age: 195 days

Competition & brand share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Brands

32 rising

Sellers

Top-5 brand share

51%

Top 20: 87%

Top-5 click share

51%

Top 20: 84%

Open market

45%

Party & Paper Solutions15%
Lumivra11%
Sliverdew11%
HUXILI9%
Tweruna5%
Happium4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -21.2% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.1×

Open Trend

Top doilies search terms

doilies36K/yr -23.1%7.1% conv.
paper doilies38K/yr -25.2%7.6% conv.
doilies lace paper16K/yr -18.6%9.4% conv.
lace doilies12K/yr -16.7%1.2% conv.
paper doilies white9K/yr -31.8%12.3% conv.
doily5K/yr -9.3%2.7% conv.
doyleys5K/yr +7.2%7.0% conv.
doyleys lace paper round4K/yr -22.0%15.3% conv.
paper doilies round3K/yr +7.2%9.4% conv.

All search terms

Top doilies 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

40 X White Round LACE DOYLEYS - 22cm/8.5 Quality Disposable Paper mats Great for Entertaining and Parties

Party & Paper Solutions£3.154.6★462 rev

Lumivra 150-Piece Decorative Lace Doilies Set in 3 Sizes (6.5 7.5 8.5) - White Round Placemats for Wedding Party and Dessert Displays

Lumivra£3.484.3★14 rev

Sliverdew 90-Piece Paper Doilies - 3 Sizes White Lace Round Paper Doilies for Buffet Cake Fried Food Party Wedding Tableware Decoration

Sliverdew£4.874.6★488 rev

HUXILI 150Pcs Doilies Lace Paper 8.5Inch Disposable Round Paper Doilies White Elegant for Buffet Cake Fried Food Teacups Side Plates DIY Crafts in Party Wedding Anniversary and Daily Life

HUXILI£3.405.0★4 rev

Happium 100 Pcs White Cake Decorating Pads Lace Paper Doilies 9.5 (24cm) Doilies Disposable Paper Placemats Cake Packaging Pads for Wedding Tableware Food Decoration

Happium£6.574.5★303 rev

Newest

by launch date

Wndgh Paper Doilies 200 Pack Lace Doilies in Four Styles Elegant Table Decorations for Parties and Events White Paper Doilies Lace 30 Cm by 19 Cm Size

Wndgh£8.080 rev

3mo ago

FRCTLNKG 150 Pcs Paper Doilies White Round Paper Doilies for Wedding Birthday Cake Dessert Tableware White Disposable Placemats Bulk 3.5inch 6.5inch 8.5inch

FRCTLNKG£4.556 rev

3mo ago

HUXILI 150Pcs Doilies Lace Paper 8.5Inch Disposable Round Paper Doilies White Elegant for Buffet Cake Fried Food Teacups Side Plates DIY Crafts in Party Wedding Anniversary and Daily Life

HUXILI£3.404 rev

4mo ago

80 Pack Paper Doilies Assorted Sizes White Lace Paper Doily Disposable Doily Round Rectangle Papers Doilies for Dessert Tables Furniture Buffet Trays Coffee Cake Wedding Party Tableware Decor

Bruislard£5.035 rev

4mo ago

Gubilacrum 150 Pcs White Lace Paper Doilies 5 Types Disposable Paper Doilies White Rectangle Round Shape Disposable Placemats for Food Doily for Cake Dessert Displays Wedding Party

Gubilacrum£6.000 rev

6mo ago

What buyers say about doilies

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall33%

“I highly recommend these as they are well made”

Value For Money17%

“Reasonable value”

Advertised Vs Actual Product13%

“Just what I wanted”

Size-Overall8%

“fit for purpose”

Ease Of Use6%

“Handy, easy to use Doilies”

Embellishment/Embroidery Quality4%

“perfect to put ornaments”

Thickness3%

“it is a reasonable thickness”

Design-Overall3%

“Design is very delicate and super cute”

Display-Overall3%

“Gives plain platters a nice touch when displaying buffet food”

Color3%

“Pretty”

What buyers complain about

Color19%

“Not Pink as per picture”

Quality-Overall14%

“theyre only a single ply to them which makes you question if theres actual food grade quality to them”

Thickness10%

“in spite of their being quite thin. compared to some I have had in the past”

Size-Overall7%

“some are a little smaller than the stated sizes 3.5inch,6.5inch,8.5inch”

Design-Overall5%

“I would have liked the design to have been the same for all of these”

Unsustainable Design5%

“I would have liked the design to have been the same for all of these”

Adhesion/Stickiness3%

“Some do stick together”

Strength2%

“they are not more durable”

Top return reasons

Size-Overall74%

Quality-Overall11%

Thin8%

Shape/Style3%

Compatibility-Overall3%

Advertised Vs Actual Product1%

Common questions

Is doilies profitable to sell on Amazon United Kingdom?: The niche generates £74K/yr across 36 tracked products. 0 of 20 products launched in the last 360 days are still selling. 90-day search growth is -21.2%. Flapen's verdict: Worth a look (50/100).
How competitive is the doilies niche?: 32 brands and 49 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 51% of demand.
What do buyers complain about in doilies?: Top complaints mined from reviews: Color, Quality-Overall, Thickness. The return rate is 0.4%.
When does demand for doilies peak?: Demand peaks in Nov–Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the doilies niche?: Listings span £2.24–£14.54; the average listing price is £5.40 (sweet spot $15–$100). The average incumbent carries 99 reviews — the moat a new listing must climb.