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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

1.4% of searches ended in a purchase last week.

Shoppers searched for this 158K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 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

Amazon counts 7 of last year's 8 launches as successful.

8 products launched here in the last 12 months. Amazon counts 7 of them as successful launches, new products that hit its first-year sales bar. 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

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

Competition

Competition: brands, sellers & click share

The top 5 products take 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

Top-5 brand share

100%

Top 20: 100%

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 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

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

Complain

Comfort-Overall18%+0.20

Not very comfortable

What was supposed to be an upgrade turned into weeks of discomfort, interrupted sleep, and unnecessary stress

uncomfortable unable use as got spinal cord issues going have get a new matress again now

Sags/Sinks10%−0.09

you completely sink into it

you fall off

I would sink down into it

Advertised Vs Actual Product7%−0.06

TOTAL SCAM: Fake Description

Not king size as stated it smaller does not fill a king-size bed frame short by about 4 inches

Not as described

Durability5%−0.06

that didn't last long

İn 2 months, it is in terrible condition

Not long lasting

Hard Feel5%−0.05

Too soft

Rock hard like a floor

everywhere else is rock hard

Love

Comfort-Overall35%+0.20

So comfy

supportive yet comfortable

Great mattress very comfortable

Value For Money12%+1.06

Worth money

Good for the money

Amazing value

Foam12%+1.10

Supportive and comfortable mattress

Well made, extremely Comfortable and good value Mattress

Good mattress

Quality-Overall11%+0.94

High quality build

Good quality

Quality mattress at a great price

Soft Feel5%

The surface has a soft

Its soft

This mattress is really soft

Return

0.9% Return rate 32% Fixable by listing

Comfort-Overall19%▁█▅▆▅▃

Not very comfortable

What was supposed to be an upgrade turned into weeks of discomfort, interrupted sleep, and unnecessary stress

uncomfortable unable use as got spinal cord issues going have get a new matress again now

Size-Overall18%▁█▅▆▅▄

I was concerned that it wasnt going to fit a double bed

I would say its more of a medium, than firm

Quality-Overall14%▁▁▇█▆▇

low-quality foam masquerading as a medical/orthopedic bed

The bed is so poor quality itianlly waited it will be better as it was squeezed as it was suggested

just not the upgrade I was expecting

Soft Feel9%█▃▂▂▃▂
Advertised Vs Actual Product9%▁▁▇▃▄█

TOTAL SCAM: Fake Description

Not king size as stated it smaller does not fill a king-size bed frame short by about 4 inches

Not as described

FAQ

Common Emma Mattress Double questions

Answered from the same tracked data.