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Mugs

Maybe

Returns run at only 0.5% of orders. But demand is soft, at -20.4% this quarter, so Mugs is a Maybe.

Flapen Score
60
60 / 100
Top 18% of 5,777 Home & Garden niches · +9 vs the category median of 51
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.

60Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take only 37% of clicks. An open shelf where new products get seen.

£0£47K£94K£141K£188K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

150K100KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25SepDecMarJunAugNovMarMay

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

Size-Overall15%−0.07

Too big

Quite small

LIDS DONT FIT

Quality-Overall13%+1.35

Not good quality, bit wobbly

Not so great quality control

Awful quality

Color8%+0.39

The colour is flaking off

Colour different

Colour coming off

Leak-Proof7%

Some of these leaked

Leaked

Some leaked

Value For Money6%+0.88

they were much more expensive

overpriced

But expensive

Love

Quality-Overall26%+1.35

Good quality mugs

Good quality cups

Good Quality mugs

Value For Money13%+0.88

Excellent price

Excellent value

Best value

Color13%+0.39

Colours are so vibrant

Great colours

Beautiful colour

Size-Overall10%−0.07

these match perfectly

Perfect size

Really good size/shape and colour

Advertised Vs Actual Product5%+0.64

Product exactly as advertised

As described

Exactly what I wanted

Return

0.5% Return rate 69% Fixable by listing

Size-Overall46%▇██▇▇█

Too big

Quite small

LIDS DONT FIT

Color10%▄▇▅▇▆█

The colour is flaking off

Colour different

Colour coming off

Defective Material/Parts8%██▅▇▄▅
Quality-Overall5%▇▃▃▄█▄

Not good quality, bit wobbly

Not so great quality control

Awful quality

Leak-Proof4%▃▆█▇▅▅

Some of these leaked

Leaked

Some leaked

FAQ

Common Mugs questions

Answered from the same tracked data.