mugs
Worth a lookShows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.5%return rate — above 5% kills the launch gate
Brand share
Great52%top-5 brand share — no brand owns this niche
Market size
Great£1.2M£1.2M/yr · 4.2M searches
Competition
Great37%top-5 click share — an open shelf
Avg price
Good£13.86avg listing price — sweet spot $15–$100
Review moat
Good1,065.33avg incumbent reviews — the moat a new listing must climb
Price range
Good£3.87–£28.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Conversion
Okay2.0%search→purchase rate — share of searches ending in a sale
Growth
Bad-20.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, mugs is a £1.2M/yr Amazon United Kingdom market (4.2M searches/yr). The top 5 brands hold 52% of demand. Demand peaks in Dec. Verdict: Worth a look — 60/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
mugs market data
- Units sold / yr
- 60K–80K
- avg 750–1,000/product
- Revenue / yr
- £832K–£1.1M
- units × avg price
- Conversion rate
- 2.0%
- Avg BSR
- #94
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 86%
- Out of stock
- 4.0%
- Avg brand age
- 46 months
- Avg seller age
- 172 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — 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 & seasonality
Weekly Amazon search volume, last 104 weeks — -20.4% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.7×
Top mugs search terms
- 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
Top mugs 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
Dawsons Living Multi-Coloured Stoneware Mugs Set - Wide Tea Coffee and Hot Chocolate Cups - Set of 6-11 oz / 312ml
Dawsons Living£13.094.7★2,590 rev
Argon Tableware Coloured Coffee Mugs - Grey - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle
Argon Tableware£12.504.6★4,519 rev
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
Ava Nord£21.004.7★518 rev
Argon Tableware Coloured Coffee Mugs - Navy - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle
Argon Tableware£12.434.6★4,519 rev
CUQOO Colourful Stoneware Mugs Set of 6 Ceramic Coffee and Tea Cup Set | Durable Everyday Mugs for Hot Drinks Dishwasher and Microwave Safe 350ml
CUQOO£12.334.8★125 rev
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)
XUDUOO£11.079 rev
CUQOO Colourful Stoneware Mugs Set of 6 Ceramic Coffee and Tea Cup Set | Durable Everyday Mugs for Hot Drinks Dishwasher and Microwave Safe 350ml
CUQOO£12.33125 rev
Amazon Basics Glazed Stoneware Coffee Mugs 6-Piece Set 473ml Microwave and Dishwasher-Safe Linen Gray
Amazon Basics£15.6940 rev
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
Ava Nord£24.46518 rev
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
vancasso£27.721,075 rev
Trending
90-day click momentum
ACCURATE 100 X 180ML (7 Ounce) Clear Plastic Disposable Drink Cups for Water Coolers/Travel/Camping/Parties and Events
ACCURATE£4.334.3★
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
Ava Nord£21.004.7★
Argon Tableware Coloured Coffee Mugs - Navy - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle
Argon Tableware£12.434.6★
Price & Kensington Stoneware Coffee Mug Latte Tea Cup Choco Rise and Shine Hot Chocolate Beverages 340ml
Price & Kensington£3.874.1★
Haden 4PC Mug Set White Stoneware Microwave & Dishwasher Safe Durable 12oz
Sabichi£5.644.5★
What buyers say about mugs
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality mugs”
“Excellent price”
“Colours are so vibrant”
“these match perfectly”
“Product exactly as advertised”
“Good solid cups”
“Anniversary gift”
“Very stylish and Im delighted with them”
“easy to hold”
“They are durable”
What buyers complain about
“Too big”
“Not good quality, bit wobbly”
“The colour is flaking off”
“Some of these leaked”
“they were much more expensive”
“The paint has peeled off most of them- dont buy”
“you dont get whats advertised”
“constantly fall off”
“A bit chunky”
“But flimsy”
Top return reasons
Common questions
- Is mugs profitable to sell on Amazon United Kingdom?
- The niche generates £1.2M/yr across 49 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is -20.4%. Flapen's verdict: Worth a look (60/100).
- How competitive is the mugs niche?
- 31 brands and 87 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 52% of demand.
- What do buyers complain about in mugs?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Color. The return rate is 0.5%.
- When does demand for mugs peak?
- Demand peaks in Dec; the busiest month runs 2.7× the quietest.
- What does it cost to enter the mugs niche?
- Listings span £3.87–£28.64; the average listing price is £13.86 (sweet spot $15–$100). The average incumbent carries 1,065 reviews — the moat a new listing must climb.