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Emma Mattress Double

Fail

The top 5 brands take 100% of clicks, so Emma Mattress Double is a Fail.

Flapen Score
42
42 / 100
Ranks 4,560 of 5,777 Home & Garden niches · −9 vs the category median of 51
Market size
£564K/yr158K searches / yr
90-day growth
-12.6%search demand this quarter
Competition
67%top-5 click share · 5 brands · 10 sellers

Flapen Score

Emma Mattress Double against its category

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

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Emma Mattress Double market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Emma Mattress Double 158K times last year and spent an estimated £564K. All 5 brands take every click. Demand peaks in Nov. Flapen scores it 42 out of 100, a Fail.

01 · Demand

An estimated 1.4% of those searches ended in a purchase.

Shoppers searched for this 158K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 1.4% of those searches ended in a purchase. Searches in the last 90 days moved -12.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £564K a year.

Searches, last 12 months
158K
Growth, 90 days vs prior 90
-12.6%
Conversion, latest week
1.4%
Market size, estimated
£564Ka year
Peak month
November1.8× the quietest month
Top search term
emma mattress113K searches a year

02 · Price

A sale here is worth £253.43.

Listings sell for £253.43 on average, from £23.15 to £459.21. Amazon reports units sold in ranges. This niche sold 750 to 1K a year. The average listing sells 0 to 100 of them. At £253.43 that is £0 to £25K a year per listing.

Average price
£253.43above the $15 to $100 sweet spot
Price range
£23.15–£459.21
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
750–1K
Units per listing a year
0–100
Revenue per listing a year
£0–£25K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

93% of listings pay for placement with sponsored ads. 43% ship with Prime. On an average day, 38.5% of listings are out of stock. The average listing ranks #166 within Furniture. It carries 348 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
93%
Prime listings
43%
Out of stock, average day
38.5%
Average rank
#166in Furniture
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
348per listing
Listings tracked
14

04 · Newcomers

7 of last year's 8 launches cleared the first-year sales bar.

8 products launched here in the last 12 months. 7 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 34 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
8
Successful launches
7Amazon's first-year sales bar
Average brand age
34 months

Products

Top Emma Mattress Double products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 27, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 67% of clicks. Leaders hold, but buyers still shop past them.

£0£56K£113K£169K£226K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 flat

Sellers

10

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

67%

Top 20: 100%

Open market

0%

  • Emma81%
  • Simba9%
  • dosleeps5%
  • SEZMOONSI3%
  • slily3%

Demand

Emma Mattress Double search demand

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

6K4KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26DecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 1.8×

Search terms

Top Emma Mattress Double search terms shoppers use

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

  • emma mattress113K/yr
  • emma mattress double33K/yr
  • emma original mattress4K/yr
  • simba mattress double4K/yr
  • eve mattress3K/yr
  • double mattresses emma1K/yr

Reviews and returns

What reviews say buyers love and hate about Emma Mattress Double

We read the reviews and the return reasons for every product selling here.

35%of positive reviews mention “Comfort-Overall”
18%of negative reviews mention “Comfort-Overall”
0.9%of orders come back
“Not very comfortable”
A buyer, on “Comfort-Overall”18% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

18 topics

NegativePositive

FAQ

Common Emma Mattress Double questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data