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Curtains

Fail

Buyers convert on only 0.6% of searches, so Curtains is a Fail.

Flapen Score
37
37 / 100
Ranks 5,154 of 5,777 Home & Garden niches · −14 vs the category median of 51
Market size
£608K/yr7.2M searches / yr
90-day growth
-8.9%search demand this quarter
Competition
65%top-5 click share · 9 brands · 11 sellers

Flapen Score

Curtains against its category

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

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Curtains market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Curtains 7.2M times last year and spent an estimated £608K. The top 5 brands take 92% of clicks. Flapen scores it 37 out of 100, a Fail.

01 · Demand

0.6% of searches ended in a purchase last week.

Shoppers searched for this 7.2M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.6% of those searches ended in a purchase. Searches in the last 90 days moved -8.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £608K a year.

Searches, last 12 months
7.2M
Growth, 90 days vs prior 90
-8.9%
Conversion, latest week
0.6%
Market size, estimated
£608Ka year
Peak month
November1.4× the quietest month
Top search term
curtains2.5M searches a year

02 · Price

A sale here is worth £14.23.

Listings sell for £14.23 on average, from £7.57 to £26.78. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 2,500 to 3,000 of them. At £14.23 that is £36K to £43K a year per listing.

Average price
£14.23under the $15 to $100 sweet spot
Price range
£7.57–£26.78
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
2,500–3,000
Revenue per listing a year
£36K–£43K
Returns
2.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

100% of listings pay for placement with sponsored ads. 95% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #20 within Window Treatments. It carries 21,719 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
100%
Prime listings
95%
Out of stock, average day
0.0%
Average rank
#20in Window Treatments
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
21,719per listing
Listings tracked
20

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
47 months

Products

Top Curtains 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 65% of clicks. Leaders hold, but buyers still shop past them.

£0£61K£122K£182K£243K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

9 falling

Sellers

11

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

5%

  • Deconovo56%
  • PONY DANCE22%
  • AMEHA7%
  • INOVADAY5%
  • Hafaa3%
  • Aspire Homeware3%
  • Open — no brand owns it (3 brands, 5%)

Demand

Curtains search demand

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

200K150KSpike '24Black Friday '24Prime Day '25Spike '25Black Friday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Curtains search terms shoppers use

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

  • curtains2.5M/yr
  • blackout curtains1.1M/yr
  • curtains for living room659K/yr
  • curtains for bedroom494K/yr
  • curtain262K/yr
  • blackout curtains for bedroom163K/yr
  • bedroom curtains201K/yr
  • black out curtains119K/yr
  • eyelet curtains213K/yr
  • black out curtains uk119K/yr

Reviews and returns

What reviews say buyers love and hate about Curtains

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

Complain

Quality-Overall20%+0.10

Extremely poor quality

cheap curtains = low quality

obviously no quality control or inspection of the final product

Thickness12%−0.06

They look thin

Fantastic curtains and fully blackout I was sceptical at first as they looked thin

Pin holes and thin

Size-Overall11%−0.02

did not fit

Also size up as the size stated does not match product

Size comes up too short

Material Quality9%−0.05

Black out curtains that let let though because of cheap materials really defeats the point

Cheap fabric

Material a bit shiny

Advertised Vs Actual Product7%−0.03

Deeply disappointed given the bold claims on the listing

False claims in title

Not as advertised

Love

Quality-Overall22%+0.10

No complaints

Good quality

Great quality curtains

Value For Money22%+2.24

Good Value

Excellent value

Worth it

Size-Overall9%−0.02

Perfect fit

easy to fit

Fitted the window nicely

Advertised Vs Actual Product8%−0.03

As described

Better than expected

Does the job :

Upholstery/Fabric Quality7%+0.58

Perfect size for my windowa, lovely colour and fabric

Lovely fabric

The fabric feels thick, soft, and well-made, and the stitching is neat throughout

Return

2.8% Return rate 84% Fixable by listing

Size-Overall60%▇█▇███

did not fit

Also size up as the size stated does not match product

Size comes up too short

Color17%▇▇█▆▆▅

Black out

not what I would call black out

They are not black out

Quality-Overall6%█▇▆▄▆▃

Extremely poor quality

cheap curtains = low quality

obviously no quality control or inspection of the final product

Material Quality4%█▄▄▆▅▇

Black out curtains that let let though because of cheap materials really defeats the point

Cheap fabric

Material a bit shiny

Advertised Vs Actual Product2%▇▄██▆▇

Deeply disappointed given the bold claims on the listing

False claims in title

Not as advertised

FAQ

Common Curtains questions

Answered from the same tracked data.