futon
Worth a lookShows beatable incumbent ratings (4.2★), but weak search conversion (0.5%) keeps it on the watch list.
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Avg price
Great£79.77avg listing price — sweet spot $15–$100
Competition
Great37%top-5 click share — an open shelf
Review moat
Good814.13avg incumbent reviews — the moat a new listing must climb
Brand share
Good69%top-5 brand share — brands hold most of the demand
Returns
Good2.7%return rate — above 5% kills the launch gate
Growth
Okay+7.3%90-day search growth — must beat 0% to launch
Price range
Okay£25.06–£278.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Bad£80K£80K/yr · 186K searches
Conversion
Bad0.5%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, futon is a £80K/yr Amazon United Kingdom market (186K searches/yr). The top 5 brands hold 69% of demand. Demand peaks in Aug–Sep–Oct–Nov. Verdict: Worth a look — 50/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
futon market data
- Units sold / yr
- 750–1K
- avg 0–100/product
- Revenue / yr
- £60K–£80K
- units × avg price
- Conversion rate
- 0.5%
- Avg BSR
- #35
- Page quality
- 0%
- Prime
- 78%
- Sponsored
- 95%
- Out of stock
- 9.1%
- Avg brand age
- 34 months
- Avg seller age
- 183 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
20 falling
Sellers
31
Top-5 brand share
69%
Top 20: 100%
Top-5 click share
37%
Top 20: 76%
Open market
26%
- MAXYOYO34%
- Kiseely11%
- FULI8%
- EMOOR8%
- Meulbaty8%
- Jamdok5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +7.3% search growth over the last 90 days.Peak months: Aug, Sep, Oct, Nov · busiest ÷ quietest = 2.0×
Top futon search terms
- japanese futon mattress18K/yr
- japanese futon23K/yr
- futon mattress double23K/yr
- japanese bed18K/yr
- japanese mattress20K/yr
- double futon mattress8K/yr
- futon mattresses11K/yr
- camping memory foam mattress5K/yr
- roll up mattress double7K/yr
- camping mattress foam7K/yr
Top futon 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
MAXYOYO Japanese Floor Futon Mattress Thicken Tatami Sleeping Pad Foldable Roll Up Dormitory Mat Pad Floor Lounger Pillow Bed (Double Black)
MAXYOYO£73.844.2★3,887 rev
MAXYOYO Japanese Floor Mattress Futon Mattress Thicken Tatami Mat Sleeping Pad Foldable Roll Up Mattress Dormitory Mattress Pad Floor Lounger Pillow Bed (Single Black)
MAXYOYO£58.914.2★3,887 rev
FULI Japanese Futon Mattress Foldable & Portable Floor Lounger Bed Roll Up Sleeping Pad Shikibuton Made in Japan (White Twin)
FULI£209.154.6★1,138 rev
YOUGANG Japanese Futon Mattress Polyester Double Firm Grey 120x200cm
YOUGANG£34.232.1★35 rev
EMOOR Japanese Floor Mattress Futon Mattress CLASSE Single Made in Japan White Foldable Floor Sleeping Bed Tatami Mat
EMOOR£120.074.2★810 rev
Newest
by launch date
Kiseely Japanese Futon Mattress Foldable Tatami Mat Portable Dormitory Sleeping Pad With Bag & Strap Floor Thicken Sleeping Roll up Camping Mattress (Black VB1 120X200cm)
Kiseely£56.463 rev
Zen.Rest 7 Layer Memory Foam Japanese Futon Mattress with Portable Storage Bag Foldable Roll Up Thick Tatami Mat Floor Lounger Bed Floor Mattress Guest Sleeping Pad (Twin)
Zen.Rest£101.1719 rev
HiiPeak Memory Sleeping Pad 7.6CM Thick Compact Foam Sleeping Mats with Pillow 9.5 R-Value Insulated Camping Mattress Pad Easy Inflate & Deflate Inflatable Sleep Mat for Backpacking Car Tent
HiiPeak£49.07137 rev
YOUGANG Japanese Futon Mattress Polyester Double Firm Grey 120x200cm
YOUGANG£34.2335 rev
wowttrelax Folding Mattress Double 4 Inch Foldable Floor Mattress Double Bed 4 Fold Easy Storage With Washable Cover & Pressure Relief for Camping Caravans Guest (135x190x10cm)
wowttrelax£68.59168 rev
Trending
90-day click momentum
Kiseely Japanese Futon Mattress Foldable Tatami Mat Portable Dormitory Sleeping Pad With Bag & Strap Floor Thicken Sleeping Roll up Camping Mattress (Black VB1 90X200cm)
Kiseely£56.614.8★
Kiseely Japanese Futon Mattress Foldable Tatami Mat Portable Dormitory Sleeping Pad With Bag & Strap Floor Thicken Sleeping Roll up Camping Mattress (Black VB1 120X200cm)
Kiseely£56.463.5★
Zen.Rest 7 Layer Memory Foam Japanese Futon Mattress with Portable Storage Bag Foldable Roll Up Thick Tatami Mat Floor Lounger Bed Floor Mattress Guest Sleeping Pad (Twin)
Zen.Rest£101.174.5★
Kiseely Japanese Futon Mattress Foldable Tatami Mat Portable Dormitory Sleeping Pad With Bag & Strap Floor Thicken Sleeping Roll up Camping Mattress (Black VB1 150X200cm)
Kiseely£57.994.8★
HiiPeak Memory Sleeping Pad 7.6CM Thick Compact Foam Sleeping Mats with Pillow 9.5 R-Value Insulated Camping Mattress Pad Easy Inflate & Deflate Inflatable Sleep Mat for Backpacking Car Tent
HiiPeak£49.074.4★
What buyers say about futon
What buyers praise and complain about, mined from review topics.What buyers love
“Really comfortable”
“Decent quality”
“Great size”
“Worth the money”
“Easy to use”
“A good nights sleep ANYWHERE”
“I use mattress pad 2.5 cm under the futon which gives perfect thickness for my liking”
“quick fix and quite firm bed confy”
“Durable”
“Description is accurate”
What buyers complain about
“its not super thick”
“is not the size it states it is”
“Disappointing Quality – Not What I Expected”
“It looks nothing like the photo”
“However, give it about a month and it's completely flattened and the cheap polyester inside is all collapsed, making zero difference for comfort”
“Finally, it's very expensive for what it is”
“flat piece of foam inside material”
“Hard”
“Repacking looks quick challenging”
“The only downfall of this is the smell”
Top return reasons
Common questions
- Is futon profitable to sell on Amazon United Kingdom?
- The niche generates £80K/yr across 40 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is +7.3%. Flapen's verdict: Worth a look (50/100).
- How competitive is the futon niche?
- 20 brands and 31 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 69% of demand.
- What do buyers complain about in futon?
- Top complaints mined from reviews: Thickness, Size-Overall, Quality-Overall. The return rate is 2.7%.
- When does demand for futon peak?
- Demand peaks in Aug–Sep–Oct–Nov; the busiest month runs 2.0× the quietest.
- What does it cost to enter the futon niche?
- Listings span £25.06–£278.64; the average listing price is £79.77 (sweet spot $15–$100). The average incumbent carries 814 reviews — the moat a new listing must climb.