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Friends Mug

Fail

Shoppers spend only $27K a year here, so Friends Mug is a Fail.

Flapen Score
44
44 / 100
Ranks 4,195 of 5,777 Home & Garden niches · −7 vs the category median of 51
Market size
£27K/yr81K searches / yr
90-day growth
-34.1%search demand this quarter
Competition
38%top-5 click share · 33 brands · 89 sellers

Flapen Score

Friends Mug against its category

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

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Friends Mug market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Friends Mug 81K times last year and spent an estimated £27K. The top 5 brands take 47% of clicks. Demand peaks in Nov–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

3.4% of searches ended in a purchase last week.

Shoppers searched for this 81K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.4% of those searches ended in a purchase. Searches in the last 90 days moved -34.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £27K a year.

Searches, last 12 months
81K
Growth, 90 days vs prior 90
-34.1%
Conversion, latest week
3.4%
Market size, estimated
£27Ka year
Peak month
December5.1× the quietest month
Top search term
friend mug22K searches a year

02 · Price

A sale here is worth £9.77.

Listings sell for £9.77 on average, from £7.36 to £15.80. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 0 to 100 of them. At £9.77 that is £0 to £977 a year per listing.

Average price
£9.77under the $15 to $100 sweet spot
Price range
£7.36–£15.80
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£977
Returns
0.8%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

67% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 10.9% of listings are out of stock. The average listing ranks #2,414 within Glassware. It carries 633 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
67%
Prime listings
88%
Out of stock, average day
10.9%
Average rank
#2,414in Glassware
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
633per listing
Listings tracked
42

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 36 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
36 months

Products

Top Friends Mug 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 only 38% of clicks. An open shelf where new products get seen.

£0£803£2K£2K£3K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

33 falling

Sellers

89

Top-5 brand share

47%

Top 20: 90%

Top-5 click share

38%

Top 20: 83%

Open market

48%

  • Widdop and Co15%
  • Friends11%
  • Stuff48%
  • East of India8%
  • Two Up Two Down6%
  • Me To You Bear5%

Demand

Friends Mug search demand

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

6K4KPrime Day '25Holiday '25FebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 5.1×

Search terms

Top Friends Mug search terms shoppers use

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

  • friend mug22K/yr
  • friends mug19K/yr
  • best friend mug15K/yr
  • friend mugs for women10K/yr
  • friendship mug6K/yr
  • central perk mug5K/yr
  • best friend mugs5K/yr

Reviews and returns

What reviews say buyers love and hate about Friends Mug

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

Complain

Gifting Purpose33%+1.55

Also the little gift card inside came all bent

Size-Overall17%−0.01

Smaller than I thought

Small mug

Color17%−0.01

Beige not pink otherwise lovely

The second photo of the advert is the correct colour whereas the first main photo is nothing like the true colour

Love

Gifting Purpose62%+1.55

Nice fun gift

Beautiful gift

Birthday present

Quality-Overall18%+2.77

Good quality mug

Nice well made mug

Good quality

Value For Money9%−0.12

Good mug for the price

Great Value

Good value

Size-Overall3%−0.01

Beautiful mug just the right size

Nice mug just the right size

Color3%−0.01

and colour

Pretty

Return

0.8% Return rate 17% Fixable by listing

Quality-Overall21%▁▃▁██▃
Defective Material/Parts19%▁█▆▁█▁
Size-Overall17%▅▁▁▁▁█

Smaller than I thought

Small mug

Gifting Purpose17%▁█▁▁▁▆

Also the little gift card inside came all bent

Drop/Impact Protection5%█▁▁▁▁▁

FAQ

Common Friends Mug questions

Answered from the same tracked data.