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Cloth Napkins

Fail

Demand is soft, at -22.5% this quarter, so Cloth Napkins is a Fail.

Flapen Score
47
47 / 100
Ranks 3,643 of 5,777 Home & Garden niches · −4 vs the category median of 51
Market size
£120K/yr323K searches / yr
90-day growth
-22.5%search demand this quarter
Competition
51%top-5 click share · 19 brands · 23 sellers

Flapen Score

Cloth Napkins against its category

The dotted line is the Home & Garden average. Past it, Cloth Napkins is stronger. Inside it, weaker.

47Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Cloth Napkins market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Cloth Napkins 323K times last year and spent an estimated £120K. The top 5 brands take 66% of clicks. Demand peaks in Nov–Dec. Flapen scores it 47 out of 100, a Fail.

01 · Demand

3.3% of searches ended in a purchase last week.

Shoppers searched for this 323K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.3% of those searches ended in a purchase. Searches in the last 90 days moved -22.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £120K a year.

Searches, last 12 months
323K
Growth, 90 days vs prior 90
-22.5%
Conversion, latest week
3.3%
Market size, estimated
£120Ka year
Peak month
December7.3× the quietest month
Top search term
cloth napkins63K searches a year

02 · Price

A sale here is worth £11.40.

Listings sell for £11.40 on average, from £4.50 to £22.43. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 100 to 250 of them. At £11.40 that is £1K to £3K a year per listing.

Average price
£11.40under the $15 to $100 sweet spot
Price range
£4.50–£22.43
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
1.5%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

96% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 10.5% of listings are out of stock. The average listing ranks #30 within Home Textiles. It carries 2,082 reviews at 4.34 stars, so a new listing needs social proof before a better product.

Sponsored listings
96%
Prime listings
89%
Out of stock, average day
10.5%
Average rank
#30in Home Textiles
Average rating
4.34 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,082per listing
Listings tracked
28

04 · Newcomers

Amazon counts 0 of last year's 6 launches as successful.

6 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 43 months on average, so the names here are settling in.

Launched, last 12 months
6
Successful launches
0Amazon's first-year sales bar
Average brand age
43 months

Products

Top Cloth Napkins products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 51% of clicks. Leaders hold, but buyers still shop past them.

£0£12K£24K£36K£48K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

19 falling

Sellers

23

Top-5 brand share

66%

Top 20: 100%

Top-5 click share

51%

Top 20: 88%

Open market

29%

  • Utopia Kitchen24%
  • MAGNA COLLECTION15%
  • Amazon Basics11%
  • SweetNeedle11%
  • DIYANA IMPEX6%
  • KICHLY5%

Demand

Cloth Napkins search demand

Weekly searches over the year, seasonality beneath. Pick a range.

35K25KHoliday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 7.3×

Search terms

Top Cloth Napkins search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • cloth napkins63K/yr
  • napkins cloth62K/yr
  • linen napkins50K/yr
  • cotton napkins26K/yr
  • fabric napkins14K/yr
  • napkins linen9K/yr
  • linen napkins set of 128K/yr
  • table napkins cloth11K/yr
  • white linen napkins8K/yr
  • linen napkins set of 66K/yr

Reviews and returns

What reviews say buyers love and hate about Cloth Napkins

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Size-Overall30%−0.10

Slightly smaller than expected

Not the right size

these were bigger than I wanted

Defective Material/Parts10%−0.07

Item defective dirty and used

Color8%−0.07

colour isn't

the white colour is a little dull

Material Quality8%−0.05

not cloth like or linen feel

though material tricky to iron

Soft Feel5%

I needed softer

Love

Quality-Overall31%+1.48

Good quality, fast delivery

Great quality, perfect for dinner party

Excellent quality

Value For Money19%+0.32

Great for the price

Great value

Excellent value

Advertised Vs Actual Product12%+1.19

Much better than I anticipated

As pictured

They do exactly as described

Size-Overall5%−0.10

Great size & value

As expected good size, white and decent feel

Large size, good quality

Washability5%+0.53

they wash really well they have done in the machine filty

can be washed

Washed lovely and exactly as pictured

Return

1.5% Return rate 41% Fixable by listing

Quality-Overall23%█▅▅▆██

AVOID. Poor quality. random stitching., none of the napkins are square, and some have faint coloured marks and stains on them.

Color18%▅▃▄▄█▇

colour isn't

the white colour is a little dull

Size-Overall16%▅▄▂█▅▂

Slightly smaller than expected

Not the right size

these were bigger than I wanted

Material Quality15%▆▄█▅▂▅

not cloth like or linen feel

though material tricky to iron

Thin10%▅█▅▂▄▁

FAQ

Common Cloth Napkins questions

Answered from the same tracked data.