blanket
Worth a lookShows low returns (1.4%), but soft demand (-26.4% this quarter) keeps it on the watch list.
Returns
Great1.4%return rate — above 5% kills the launch gate
Competition
Great38%top-5 click share — an open shelf
Market size
Good£749K£749K/yr · 5.4M searches
Brand share
Good67%top-5 brand share — brands hold most of the demand
Price range
Good£4.32–£30.77cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£11.80avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Review moat
Bad12,947.32avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.2%search→purchase rate — share of searches ending in a sale
Growth
Bad-26.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, blanket is a £749K/yr Amazon United Kingdom market (5.4M searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 51/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
blanket market data
- Units sold / yr
- 80K–100K
- avg 1,000–1,250/product
- Revenue / yr
- £944K–£1.2M
- units × avg price
- Conversion rate
- 1.2%
- Avg BSR
- #37
- Page quality
- 0%
- Prime
- 76%
- Sponsored
- 88%
- Out of stock
- 4.8%
- Avg brand age
- 44 months
- Avg seller age
- 178 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
22 falling
Sellers
33
Top-5 brand share
67%
Top 20: 99%
Top-5 click share
38%
Top 20: 72%
Open market
27%
- Exclusivo Mezcla20%
- Bedsure14%
- BEDELITE13%
- WAVVE12%
- EHC8%
- Utopia Bedding6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -26.4% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 3.3×
Top blanket search terms
- blanket1.5M/yr
- throws for sofas587K/yr
- sofa throw326K/yr
- fleece blanket406K/yr
- blankets and throws336K/yr
- throw blanket365K/yr
- throw257K/yr
- blankets247K/yr
- throws218K/yr
- bed throw122K/yr
Top blanket 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
BEDELITE Fluffy Fleece Blanket Cosy Soft Throw 127x152 cm Cream White
BEDELITE£8.584.6★766 rev
WAVVE Fleece Blanket Sofa Throw Grey 4ft x 5ft - Fluffy Soft Warm Versatile Blanket for Sofa/Couch/Bed Throw/Single Size Gray 130x150 cm
WAVVE£7.184.5★11,843 rev
Exclusivo Mezcla Soft Striped Fleece Blanket Pink Fluffy Sofa Bed Throw
Exclusivo Mezcla£10.104.4★4,493 rev
Utopia Bedding Fleece Throw Blanket 127x152cm Soft Warm Lightweight Breathable Small Versatile Luxury Decorative Throws For Sofa Bed Chair & Settees Cosy Home Gift For Adults Grey
Utopia Bedding£5.934.5★76,933 rev
Bedsure Sherpa Fleece Throw Blanket - Fluffy Microfiber Solid Blankets for Bed and Couch Double/Twin Size Silver Grey 150x200cm
Bedsure£17.044.7★120,446 rev
Newest
by launch date
EHC Handwoven Large Cotton Throws for Sofas Bed Sofa Settee Couch Reversible Bed Cover Over Blanket Large 150 x 200cm Beige
EHC£11.98175 rev
WAVVE Sofa Throw Fleece Blanket Fluffy Cosy Soft Warm Cream Striped Throw for Bed Couch White Single Size 130x150 cm
WAVVE£7.41627 rev
BEDELITE Fluffy Fleece Blanket Cosy Soft Throw 127x152 cm Cream White
BEDELITE£8.58766 rev
BEDELITE Fluffy Fleece Blanket Cosy Soft Throw 127x152 cm Linen Beige
BEDELITE£9.46766 rev
Utopia Bedding Double Fleece Blanket 150x200cm Soft Warm Lightweight Breathable Luxury Decorative Bed Throw For Sofa & Armchairs Cosy All Weather Fluffy Blanket Gift For Men & Women Grey
Utopia Bedding£8.6276,933 rev
Trending
90-day click momentumWAVVE Sofa Throw Fleece Blanket Fluffy Cosy Soft Warm Cream Striped Throw for Bed Couch White Single Size 130x150 cm
WAVVE£7.414.4★
EHC Handwoven Large Cotton Throws for Sofas Bed Sofa Settee Couch Reversible Bed Cover Over Blanket Large 150 x 200cm Beige
EHC£11.984.1★
Oxford Homeware Fleece Blanket Sofa Throw Cuddly Reversible Soft Throws for Bed Couch Settee Travel Lightweight and Breathable Blanket fit All Season (Grey Throw/Single)
Oxford Homeware£6.804.5★
Utopia Bedding Double Fleece Blanket 150x200cm Soft Warm Lightweight Breathable Luxury Decorative Bed Throw For Sofa & Armchairs Cosy All Weather Fluffy Blanket Gift For Men & Women Grey
Utopia Bedding£8.624.5★
Utopia Bedding Fleece Throw Blanket 127x152cm Soft Warm Lightweight Breathable Small Versatile Luxury Decorative Throws For Sofa Bed Chair & Settees Cosy Home Gift For Adults Grey
Utopia Bedding£5.934.5★
What buyers say about blanket
What buyers praise and complain about, mined from review topics.What buyers love
“stays really warm”
“Fluffy and soft”
“Beautiful quality”
“Amazing value”
“Comfy p”
“Lovely colour”
“Fits well”
“Gives good heat”
“As advertised”
“Nice lightweight”
What buyers complain about
“Broke after a month”
“Heats up very unevenly”
“This is NOT thick in the slightest”
“Completely rubbish product”
“it smells like burnt like a hair straightener or something so I've unplugged it this is unfortunate”
“Big”
“it felt barely warm”
“BEWARE- It's cheap for a reason”
“Cheap material”
“it is not soft”
Top return reasons
Common questions
- Is blanket profitable to sell on Amazon United Kingdom?
- The niche generates £749K/yr across 50 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -26.4%. Flapen's verdict: Worth a look (51/100).
- How competitive is the blanket niche?
- 22 brands and 33 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in blanket?
- Top complaints mined from reviews: Durability, Heating, Thickness. The return rate is 1.4%.
- When does demand for blanket peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 3.3× the quietest.
- What does it cost to enter the blanket niche?
- Listings span £4.32–£30.77; the average listing price is £11.80 (sweet spot $15–$100). The average incumbent carries 12,947 reviews — the moat a new listing must climb.