---
title: "Emma Mattress Double — £564K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/emma-mattress-double"
last_updated: "2026-08-01T02:16:09.555Z"
locale: en
meta:
description: "Niche score 42/100 · £564K/yr market · 158K searches/yr · £253.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £564K/yr market · 158K searches/yr · £253.43 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Emma Mattress Double — £564K/yr Amazon UK Niche (2026) - Flapen"
---
# **emma mattress double**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 63Growth 19Conversion 18Competition 30Returns 96Price range 18Avg price 38Brand share 0Review moat 83Quality gap 76
**Returns**
**Incredible****0.9%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****348.43**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Market size**
**Good****£564K**
£564K/yr · 158K searches
**Avg price**
**Okay****£253.43**
avg listing price — sweet spot $15–$100
**Competition**
**Okay****67%**
top-5 click share — leaders hold, buyers still browse
**Growth**
**Bad****-12.6%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****1.4%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Bad****£23.15–£459.21**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500") [** High Price**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
According to Flapen's Amazon United Kingdom niche tracking, emma mattress double is a £564K/yr Amazon United Kingdom market (158K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 42/100.
Data updated Jul 27, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **emma mattress double market data**
- **Units sold / yr**
- **750–1K**
- avg 0–100/product
- **Revenue / yr**
- **£190K–£253K**
- units × avg price
- **Conversion rate**
- **1.4%**
- **Avg BSR**
- **#166**
- **Page quality**
- **0%**
- **Prime**
- **43%**
- **Sponsored**
- **93%**
- **Out of stock**
- **38.5%**
- **Avg brand age**
- **34 months**
- **Avg seller age**
- **193 days**
## **Competition & brand share**
The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.
**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 & seasonality**
Weekly Amazon search volume, last 100 weeks — -12.6% search growth over the last 90 days.
6K4KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/home-garden/emma-mattress-double/trend)
## **Top emma mattress double search terms**
- **emma mattress**113K/yr-7.1%0.4% conv. - **emma mattress double**33K/yr-32.6%0.8% conv. - **emma original mattress**4K/yr+1.5%1.0% conv. - **simba mattress double**4K/yr-17.9%0.1% conv. - **eve mattress**3K/yr-16.3%0.2% conv. - **double mattresses emma**1K/yr-7.7%0.0% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/emma-mattress-double/search-terms)
## **Top emma mattress double 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.
0%10%£56K20%£113K30%£169K40%£226K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 14 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Emma Original Lite Mattress Double (135×190 cm) 22 cm Memory Foam & Pocket Springs Medium Firm Comfort & Support Moisture-Regulating Cover Rolled Delivery**Emma**£257.97**4.0★24 rev](https://www.amazon.co.uk/dp/B0GSS5PPCH) [2**Emma Original Mattress King (150×200 cm) 25 cm Memory Foam & 7-Zone Pocket Springs for Comfort & Support Cooling Breathable Cover Rolled Delivery**Emma**£459.21**4.4★9 rev](https://www.amazon.co.uk/dp/B0GSX14GB7) [3**Emma Original Lite Mattress Single (90×190 cm) 22 cm Memory Foam & Pocket Springs Medium Firm Comfort & Support Moisture-Regulating Cover Rolled Delivery**Emma**£179.39**4.0★24 rev](https://www.amazon.co.uk/dp/B0GSS6SFK1) [4**Emma Original Mattress Single (90×190 cm) 25 cm Memory Foam & 7-Zone Pocket Springs for Comfort & Support Cooling Breathable Cover Rolled Delivery**Emma**£280.19**4.4★9 rev](https://www.amazon.co.uk/dp/B0GSWYFJ49) [5**Emma Original Lite Mattress Small Double (120×190 cm) 22 cm Memory Foam & Pocket Springs Medium Firm Comfort & Support Moisture-Regulating Cover Rolled Delivery**Emma**£235.87**4.0★24 rev](https://www.amazon.co.uk/dp/B0GSS36HF8)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Double Mattresses 4FT6 Gel Memory Foam & Individually Pocket Sprungs Hybrid Medium Firm Double Mattress Cooling Double Bed Mattress Orthopedic Back Pain Relief 135x190x23cm**SEZMOONSI**£107.22**27 rev4mo ago](https://www.amazon.co.uk/dp/B0G8D2JQQN) [**Simba Simbatex Cool mattress 23 cm king 150 × 200 cm**Simba**£320.37**134 rev4mo ago](https://www.amazon.co.uk/dp/B0GQYDYGTH) [**Simba Simbatex Cool mattress 23 cm double 135 × 190 cm**Simba**£297.32**134 rev4mo ago](https://www.amazon.co.uk/dp/B0GQY7P3V6) [**Emma Original Lite Mattress Double (135×190 cm) 22 cm Memory Foam & Pocket Springs Medium Firm Comfort & Support Moisture-Regulating Cover Rolled Delivery**Emma**£257.97**24 rev10mo ago](https://www.amazon.co.uk/dp/B0GSS5PPCH) [**Emma Original Lite Mattress Single (90×190 cm) 22 cm Memory Foam & Pocket Springs Medium Firm Comfort & Support Moisture-Regulating Cover Rolled Delivery**Emma**£179.39**24 rev10mo ago](https://www.amazon.co.uk/dp/B0GSS6SFK1)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Simba Simbatex Cool mattress 23 cm king 150 × 200 cm**Simba**£320.37**4.3★**▲ 46%**](https://www.amazon.co.uk/dp/B0GQYDYGTH) [**Emma Original Mattress Small Double (120×190 cm) 25 cm Memory Foam & 7-Zone Pocket Springs for Comfort & Support Cooling Breathable Cover Rolled Delivery**Emma**£370.90**4.4★**▲ 35%**](https://www.amazon.co.uk/dp/B0GSX59NMM) [**Emma Original Mattress King (150×200 cm) 25 cm Memory Foam & 7-Zone Pocket Springs for Comfort & Support Cooling Breathable Cover Rolled Delivery**Emma**£459.21**4.4★**▲ 34%**](https://www.amazon.co.uk/dp/B0GSX14GB7) [**Simba Simbatex Cool mattress 23 cm double 135 × 190 cm**Simba**£297.32**4.3★**▲ 27%**](https://www.amazon.co.uk/dp/B0GQY7P3V6) [**Emma Original Mattress Single (90×190 cm) 25 cm Memory Foam & 7-Zone Pocket Springs for Comfort & Support Cooling Breathable Cover Rolled Delivery**Emma**£280.19**4.4★**▲ 25%**](https://www.amazon.co.uk/dp/B0GSWYFJ49)
**~~View all trending →~~**
## **What buyers say about emma mattress double**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Comfort-Overall**35%
*“So comfy”*
**Value For Money**12%
*“Worth money”*
**Foam**12%
*“Supportive and comfortable mattress”*
**Quality-Overall**11%
*“High quality build”*
**Soft Feel**5%
*“The surface has a soft”*
**Assembly/Installation**3%
*“easy to assemble”*
**Advertised Vs Actual Product**3%
*“Just what i needed”*
**Size-Overall**2%
*“this will likely suit you well”*
**Strength**2%
*“Firm without being hard”*
**Sags/Sinks**2%
*“stable feel without sinking too much”*
### **What buyers complain about **
**Comfort-Overall**18%
*“Not very comfortable”*
**Sags/Sinks**10%
*“you completely sink into it”*
**Advertised Vs Actual Product**7%
*“TOTAL SCAM: Fake Description”*
**Durability**5%
*“that didn't last long”*
**Hard Feel**5%
*“Too soft”*
**Quality-Overall**5%
*“low-quality foam masquerading as a medical/orthopedic bed”*
**Weight Heavy**5%
*“was so heavy”*
**Value For Money**4%
*“Waste of money”*
**Size-Overall**4%
*“I was concerned that it wasnt going to fit a double bed”*
**Stiffness**4%
*“the matress is lumpy”*
### **Top return reasons **
**Comfort-Overall**19%
**Size-Overall**18%
**Quality-Overall**14%
**Soft Feel**9%
**Advertised Vs Actual Product**9%
**Hard Feel**6%
**Cushion**5%
**Functionality-Overall**2%
**Defective Material/Parts**2%
**Material Quality**2%
## **Common questions**
- **Is emma mattress double profitable to sell on Amazon United Kingdom?**
- The niche generates £564K/yr across 14 tracked products. 7 of 8 products launched in the last 360 days are still selling. 90-day search growth is -12.6%. Flapen's verdict: Skip it (42/100).
- **How competitive is the emma mattress double niche?**
- 5 brands and 10 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in emma mattress double?**
- Top complaints mined from reviews: Comfort-Overall, Sags/Sinks, Advertised Vs Actual Product. The return rate is 0.9%.
- **When does demand for emma mattress double peak?**
- Demand peaks in Nov; the busiest month runs 1.8× the quietest.
- **What does it cost to enter the emma mattress double niche?**
- Listings span £23.15–£459.21; the average listing price is £253.43 (sweet spot $15–$100). The average incumbent carries 348 reviews — the moat a new listing must climb.
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