---
title: "Mugs — £1.2M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/mugs"
last_updated: "2026-08-01T01:28:38.082Z"
locale: en
meta:
description: "Niche score 60/100 · £1.2M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 60/100 · £1.2M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Mugs — £1.2M/yr Amazon UK Niche (2026) - Flapen"
---
# **mugs**
**Worth a look**
Shows low returns (0.5%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 81Growth 15Conversion 25Competition 78Returns 98Price range 55Avg price 66Brand share 83Review moat 61Quality gap 42
**Returns**
**Incredible****0.5%**
return rate — above 5% kills the launch gate
**Brand share**
**Great****52%**
top-5 brand share — no brand owns this niche
**Market size**
**Great****£1.2M**
£1.2M/yr · 4.2M searches
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Avg price**
**Good****£13.86**
avg listing price — sweet spot $15–$100
**Review moat**
**Good****1,065.33**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£3.87–£28.64**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.0%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-20.4%**
90-day search growth — must beat 0% to launch
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=uk&signal=no_dominant_brand "Top brand's click share < 20%")
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 ~~](https://flapen.com/research/methodology)
## **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.
150K100KSpike '24Holiday '24Prime Day '25Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/home-garden/mugs/trend)
## **Top mugs search terms**
- **mugs**990K/yr-20.1%1.0% conv. - **mug**754K/yr-26.0%0.4% conv. - **cups**340K/yr+7.6%1.5% conv. - **coffee cups**286K/yr-14.6%1.5% conv. - **mugs sets of 6**251K/yr-21.2%1.5% conv. - **cup**211K/yr-13.1%0.2% conv. - **coffee mugs**192K/yr-22.0%0.8% conv. - **mugs set of 4**158K/yr-18.1%0.7% conv. - **tea cup**146K/yr-29.3%0.2% conv. - **mug set**121K/yr-19.1%0.7% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/mugs/search-terms)
## **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.
0%4%£47K8%£94K12%£141K16%£188K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Dawsons Living Multi-Coloured Stoneware Mugs Set - Wide Tea Coffee and Hot Chocolate Cups - Set of 6-11 oz / 312ml**Dawsons Living**£13.09**4.7★2,590 rev](https://www.amazon.co.uk/dp/B08CY293WM) [2**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**£12.50**4.6★4,519 rev](https://www.amazon.co.uk/dp/B07L8JMW7D) [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**£21.00**4.7★518 rev](https://www.amazon.co.uk/dp/B0DPGF2NX7) [4**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**£12.43**4.6★4,519 rev](https://www.amazon.co.uk/dp/B07SLYYRR1) [5**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**£12.33**4.8★125 rev](https://www.amazon.co.uk/dp/B0FY3LC2BG)
**~~View all top sellers →~~**
### **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**£11.07**9 rev7mo ago](https://www.amazon.co.uk/dp/B0G4JZM23N) [**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**£12.33**125 rev9mo ago](https://www.amazon.co.uk/dp/B0FY3LC2BG) [**Amazon Basics Glazed Stoneware Coffee Mugs 6-Piece Set 473ml Microwave and Dishwasher-Safe Linen Gray**Amazon Basics**£15.69**40 rev9mo ago](https://www.amazon.co.uk/dp/B0F49CMCWF) [**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**£24.46**518 rev9mo ago](https://www.amazon.co.uk/dp/B0FNY3RL6B) [**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**£27.72**1,075 rev11mo ago](https://www.amazon.co.uk/dp/B0FN3TVZVL)
**~~View all new products →~~**
### **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**£4.33**4.3★**▲ 317%**](https://www.amazon.co.uk/dp/B0F3XMS864) [**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**£21.00**4.7★**▲ 179%**](https://www.amazon.co.uk/dp/B0DPGF2NX7) [**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**£12.43**4.6★**▲ 107%**](https://www.amazon.co.uk/dp/B07SLYYRR1) [**Price & Kensington Stoneware Coffee Mug Latte Tea Cup Choco Rise and Shine Hot Chocolate Beverages 340ml**Price & Kensington**£3.87**4.1★**▲ 89%**](https://www.amazon.co.uk/dp/B0CPT9V3M5) [**Haden 4PC Mug Set White Stoneware Microwave & Dishwasher Safe Durable 12oz**Sabichi**£5.64**4.5★**▲ 82%**](https://www.amazon.co.uk/dp/B00QKAJ55K)
**~~View all trending →~~**
## **What buyers say about mugs**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**26%
*“Good quality mugs”*
**Value For Money**13%
*“Excellent price”*
**Color**13%
*“Colours are so vibrant”*
**Size-Overall**10%
*“these match perfectly”*
**Advertised Vs Actual Product**5%
*“Product exactly as advertised”*
**Strength**5%
*“Good solid cups”*
**Gifting Purpose**3%
*“Anniversary gift”*
**Design-Overall**3%
*“Very stylish and Im delighted with them”*
**Ease Of Use**2%
*“easy to hold”*
**Durability**2%
*“They are durable”*
### **What buyers complain about **
**Size-Overall**15%
*“Too big”*
**Quality-Overall**13%
*“Not good quality, bit wobbly”*
**Color**8%
*“The colour is flaking off”*
**Leak-Proof**7%
*“Some of these leaked”*
**Value For Money**6%
*“they were much more expensive”*
**Paint Quality**4%
*“The paint has peeled off most of them- dont buy”*
**Advertised Vs Actual Product**3%
*“you dont get whats advertised”*
**Durability**3%
*“constantly fall off”*
**Thickness**3%
*“A bit chunky”*
**Strength**3%
*“But flimsy”*
### **Top return reasons **
**Size-Overall**46%
**Color**10%
**Defective Material/Parts**8%
**Quality-Overall**5%
**Leak-Proof**4%
**Weight Heavy**4%
**Handle Quality**3%
**Advertised Vs Actual Product**2%
**Material Quality**1%
**Ease Of Use**1%
## **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.
## **Related niches in Home & Garden**
- 79 [**mole repellent**](https://flapen.com/research/uk/home-garden/mole-repellent)£163K/yr+91.4%**Worth a look**- 80 [**sun lounger**](https://flapen.com/research/uk/home-garden/sun-lounger)£2.5M/yr+299.9%**Launch it**- 80 [**fly repellent fan**](https://flapen.com/research/uk/home-garden/fly-repellent-fan)£302K/yr>1,000%**Worth a look**- 80 [**ice maker**](https://flapen.com/research/uk/home-garden/ice-maker)£2.9M/yr+371.4%**Launch it**- 80 [**parasol base**](https://flapen.com/research/uk/home-garden/parasol-base)£1.1M/yr+904.4%**Launch it**- 80 [**air conditioner**](https://flapen.com/research/uk/home-garden/air-conditioner)£39.3M/yr>1,000%**Launch it**[**All Home & Garden niches **](https://flapen.com/research/uk/home-garden)