Mugs
MaybeReturns run at only 0.5% of orders. But demand is soft, at -20.4% this quarter, so Mugs is a Maybe.
- Flapen Score
- 60 / 100Top 18% of 5,777 Home & Garden niches · +9 vs the category median of 5160
- Market size
- £1.2M/yr4.2M searches / yr
- 90-day growth
- -20.4%search demand this quarter
- Competition
- 37%top-5 click share · 31 brands · 87 sellers
Flapen Score
Mugs against its category
The dotted line is the Home & Garden average. Past it, Mugs is stronger. Inside it, weaker.
Market
The Mugs market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Mugs 4.2M times last year and spent an estimated £1.2M. The top 5 brands take 52% of clicks. Demand peaks in Dec. Flapen scores it 60 out of 100, a Maybe.
01 · Demand
2.0% of searches ended in a purchase last week.
Shoppers searched for this 4.2M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.0% of those searches ended in a purchase. Searches in the last 90 days moved -20.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.2M a year.
- Searches, last 12 months
- 4.2M
- Growth, 90 days vs prior 90
- -20.4%
- Conversion, latest week
- 2.0%
- Market size, estimated
- £1.2Ma year
- Peak month
- December2.7× the quietest month
- Top search term
- mugs990K searches a year
02 · Price
A sale here is worth £13.86.
Listings sell for £13.86 on average, from £3.87 to £28.64. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 750 to 1,000 of them. At £13.86 that is £10K to £14K a year per listing.
- Average price
- £13.86under the $15 to $100 sweet spot
- Price range
- £3.87–£28.64
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 60K–80K
- Units per listing a year
- 750–1,000
- Revenue per listing a year
- £10K–£14K
- Returns
- 0.5%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
86% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 4.0% of listings are out of stock. The average listing ranks #94 within Disposable Tableware. It carries 1,065 reviews at 4.50 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 86%
- Prime listings
- 88%
- Out of stock, average day
- 4.0%
- Average rank
- #94in Disposable Tableware
- Average rating
- 4.50 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 1,065per listing
- Listings tracked
- 49
04 · Newcomers
Amazon counts 2 of last year's 7 launches as successful.
7 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 46 months on average, so the names here are settling in.
- Launched, last 12 months
- 7
- Successful launches
- 2Amazon's first-year sales bar
- Average brand age
- 46 months
Products
Top Mugs products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Dawsons Living Multi-Coloured Stoneware Mugs Set - Wide Tea Coffee and Hot Chocolate Cups - Set of 6-11 oz / 312ml
- Price
- £13.09
- Rating
- 4.7/5
- Reviews
- 2,590
- Age
- 6y ago

Argon Tableware Coloured Coffee Mugs - Grey - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle
- Price
- £12.50
- Rating
- 4.6/5
- Reviews
- 4,519
- Age
- 7y ago

Ava Nord Ceramic Coffee Mugs Set of 4 | 340 ml Stoneware Coffee Cups | Lead-Free Non-Toxic | Microwave and Dishwasher Safe | Comfortable Handle | Aesthetic Nordic Design for Tea and Latte | Sage Ash
- Price
- £21.00
- Rating
- 4.7/5
- Reviews
- 518
- Age
- 1y ago

Argon Tableware Coloured Coffee Mugs - Navy - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle
- Price
- £12.43
- Rating
- 4.6/5
- Reviews
- 4,519
- Age
- 7y ago

CUQOO Colourful Stoneware Mugs Set of 6 Ceramic Coffee and Tea Cup Set | Durable Everyday Mugs for Hot Drinks Dishwasher and Microwave Safe 350ml
- Price
- £12.33
- Rating
- 4.8/5
- Reviews
- 125
- Age
- 9mo ago
Trending
90-day click momentum
ACCURATE 100 X 180ML (7 Ounce) Clear Plastic Disposable Drink Cups for Water Coolers/Travel/Camping/Parties and Events
- Price
- £4.33
- Rating
- 4.3/5
- Reviews
- 116
- Age
- 1y ago

Ava Nord Ceramic Coffee Mugs Set of 4 | 340 ml Stoneware Coffee Cups | Lead-Free Non-Toxic | Microwave and Dishwasher Safe | Comfortable Handle | Aesthetic Nordic Design for Tea and Latte | Sage Ash
- Price
- £21.00
- Rating
- 4.7/5
- Reviews
- 518
- Age
- 1y ago

Argon Tableware Coloured Coffee Mugs - Navy - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle
- Price
- £12.43
- Rating
- 4.6/5
- Reviews
- 4,519
- Age
- 7y ago

Price & Kensington Stoneware Coffee Mug Latte Tea Cup Choco Rise and Shine Hot Chocolate Beverages 340ml
- Price
- £3.87
- Rating
- 4.1/5
- Reviews
- 39
- Age
- 2y ago

Haden 4PC Mug Set White Stoneware Microwave & Dishwasher Safe Durable 12oz
- Price
- £5.64
- Rating
- 4.5/5
- Reviews
- 585
- Age
- 11y ago
Newest
by launch date
XUDUOO Cute Coffee Mug with Feet Novelty Ceramic Tea Cup 325ml Funny Office Desk Mug for Women & Men Gift for Birthday Christmas Creative Art Decoration for Offices Home (Brown)
- Price
- £11.07
- Rating
- 4.8/5
- Reviews
- 9
- Age
- 7mo ago

CUQOO Colourful Stoneware Mugs Set of 6 Ceramic Coffee and Tea Cup Set | Durable Everyday Mugs for Hot Drinks Dishwasher and Microwave Safe 350ml
- Price
- £12.33
- Rating
- 4.8/5
- Reviews
- 125
- Age
- 9mo ago

Amazon Basics Glazed Stoneware Coffee Mugs 6-Piece Set 473ml Microwave and Dishwasher-Safe Linen Gray
- Price
- £15.69
- Rating
- 4.3/5
- Reviews
- 40
- Age
- 9mo ago

Ava Nord Large Ceramic Coffee Mugs Set of 4 | 470 ml Stoneware Coffee Cups | Lead-Free Non-Toxic | Microwave and Dishwasher Safe | Comfortable Handle | Nordic Design for Tea Cocoa Latte | Sage Ash
- Price
- £24.46
- Rating
- 4.7/5
- Reviews
- 518
- Age
- 9mo ago

vancasso SIMI Mugs Set 12oz/360ml Porcelain Coffee Mug Set of 6 Bohemian Style Tea and Coffee Cups with Handle Microwave & Dishwasher Safe Suitable for All Kinds of Drinks
- Price
- £27.72
- Rating
- 4.8/5
- Reviews
- 1,075
- Age
- 11mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 37% of clicks. An open shelf where new products get seen.
Brands
31 falling
Sellers
87
Top-5 brand share
52%
Top 20: 90%
Top-5 click share
37%
Top 20: 69%
Open market
43%
- Argon Tableware16%
- Dawsons Living15%
- Nicola Spring8%
- Ava Nord7%
- vancasso5%
- SOL5%
Demand
Mugs search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Dec · busiest ÷ quietest = 2.7×
Search terms
Top Mugs search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- mugs990K/yr
- mug754K/yr
- cups340K/yr
- coffee cups286K/yr
- mugs sets of 6251K/yr
- cup211K/yr
- coffee mugs192K/yr
- mugs set of 4158K/yr
- tea cup146K/yr
- mug set121K/yr
Reviews and returns
What reviews say buyers love and hate about Mugs
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Too big
Quite small
LIDS DONT FIT
Not good quality, bit wobbly
Not so great quality control
Awful quality
The colour is flaking off
Colour different
Colour coming off
Some of these leaked
Leaked
Some leaked
they were much more expensive
overpriced
But expensive
Love
Good quality mugs
Good quality cups
Good Quality mugs
Excellent price
Excellent value
Best value
Colours are so vibrant
Great colours
Beautiful colour
these match perfectly
Perfect size
Really good size/shape and colour
Product exactly as advertised
As described
Exactly what I wanted
Return
0.5% Return rate 69% Fixable by listing
Too big
Quite small
LIDS DONT FIT
The colour is flaking off
Colour different
Colour coming off
Not good quality, bit wobbly
Not so great quality control
Awful quality
Some of these leaked
Leaked
Some leaked
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Mugs questions
Answered from the same tracked data.









