---
title: "Doilies — £74K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/business-industry-science/doilies"
last_updated: "2026-07-31T11:34:26.696Z"
locale: en
meta:
description: "Niche score 50/100 · £74K/yr market · 128K searches/yr. Prices mostly outside the sweet spot ($2.24–$14.54) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £74K/yr market · 128K searches/yr. Prices mostly outside the sweet spot ($2.24–$14.54) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Doilies — £74K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 19Growth 14Conversion 90Competition 57Returns 98Price range 0Avg price 15Brand share 84Review moat 95Quality gap 38
**Returns**
**Incredible****0.4%**
return rate — above 5% kills the launch gate
**Review moat**
**Incredible****99.08**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Great****10.7%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Great****51%**
top-5 brand share — no brand owns this niche
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
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**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%") [** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500")
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 ~~](https://flapen.com/research/methodology)
## **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**
**49**
**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.
5K3KHoliday '24Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.1×
[**Open Trend **](https://flapen.com/research/uk/business-industry-science/doilies/trend)
## **Top doilies search terms**
- **doilies**36K/yr-23.1%7.1% conv. - **paper doilies**38K/yr-25.2%7.6% conv. - **doilies lace paper**16K/yr-18.6%9.4% conv. - **lace doilies**12K/yr-16.7%1.2% conv. - **paper doilies white**9K/yr-31.8%12.3% conv. - **doily**5K/yr-9.3%2.7% conv. - **doyleys**5K/yr+7.2%7.0% conv. - **doyleys lace paper round**4K/yr-22.0%15.3% conv. - **paper doilies round**3K/yr+7.2%9.4% conv. [**All search terms **](https://flapen.com/research/uk/business-industry-science/doilies/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.
0%4%£3K8%£6K12%£9K16%£12K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**40 X White Round LACE DOYLEYS - 22cm/8.5 Quality Disposable Paper mats Great for Entertaining and Parties**Party & Paper Solutions**£3.15**4.6★462 rev](https://www.amazon.co.uk/dp/B07YQ5HFFN) [2**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**£3.48**4.3★14 rev](https://www.amazon.co.uk/dp/B0FQTF62RM) [3**Sliverdew 90-Piece Paper Doilies - 3 Sizes White Lace Round Paper Doilies for Buffet Cake Fried Food Party Wedding Tableware Decoration**Sliverdew**£4.87**4.6★488 rev](https://www.amazon.co.uk/dp/B0BL3PJS2B) [4**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**£3.40**5.0★4 rev](https://www.amazon.co.uk/dp/B0GRBJMNGL) [5**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**£6.57**4.5★303 rev](https://www.amazon.co.uk/dp/B081QQ2GBV)
**~~View all top sellers →~~**
### **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**£8.08**0 rev3mo ago](https://www.amazon.co.uk/dp/B0GY2XMYF8) [**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**£4.55**6 rev3mo ago](https://www.amazon.co.uk/dp/B0GWHHG8TH) [**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**£3.40**4 rev4mo ago](https://www.amazon.co.uk/dp/B0GRBJMNGL) [**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**£5.03**5 rev4mo ago](https://www.amazon.co.uk/dp/B0GN134NNX) [**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**£6.00**0 rev6mo ago](https://www.amazon.co.uk/dp/B0GGBQYMB1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£8.08**0.0★**▲ 360%**](https://www.amazon.co.uk/dp/B0GY2XMYF8) [**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**£3.40**5.0★**▲ 353%**](https://www.amazon.co.uk/dp/B0GRBJMNGL) [**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**£4.55**4.1★**▲ 350%**](https://www.amazon.co.uk/dp/B0GWHHG8TH) [**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**£5.03**2.8★**▲ 305%**](https://www.amazon.co.uk/dp/B0GN134NNX) [**8PCS Vintage Lace Doilies for Tables Round Crochet Doilies Lace Cotton Crochet Placemat Handmade Cotton Coasters for Kitchen Dining Room Dressers Wedding Birthday Party Decoration**Miiqxx**£4.19**4.8★**▲ 217%**](https://www.amazon.co.uk/dp/B0FQVTQDWR)
**~~View all trending →~~**
## **What buyers say about doilies**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**33%
*“I highly recommend these as they are well made”*
**Value For Money**17%
*“Reasonable value”*
**Advertised Vs Actual Product**13%
*“Just what I wanted”*
**Size-Overall**8%
*“fit for purpose”*
**Ease Of Use**6%
*“Handy, easy to use Doilies”*
**Embellishment/Embroidery Quality**4%
*“perfect to put ornaments”*
**Thickness**3%
*“it is a reasonable thickness”*
**Design-Overall**3%
*“Design is very delicate and super cute”*
**Display-Overall**3%
*“Gives plain platters a nice touch when displaying buffet food”*
**Color**3%
*“Pretty”*
### **What buyers complain about **
**Color**19%
*“Not Pink as per picture”*
**Quality-Overall**14%
*“theyre only a single ply to them which makes you question if theres actual food grade quality to them”*
**Thickness**10%
*“in spite of their being quite thin. compared to some I have had in the past”*
**Size-Overall**7%
*“some are a little smaller than the stated sizes 3.5inch,6.5inch,8.5inch”*
**Design-Overall**5%
*“I would have liked the design to have been the same for all of these”*
**Unsustainable Design**5%
*“I would have liked the design to have been the same for all of these”*
**Adhesion/Stickiness**3%
*“Some do stick together”*
**Strength**2%
*“they are not more durable”*
### **Top return reasons **
**Size-Overall**74%
**Quality-Overall**11%
**Thin**8%
**Shape/Style**3%
**Compatibility-Overall**3%
**Advertised Vs Actual Product**1%
## **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.
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