navy throw
Skip itSoft demand (-26.5% this quarter) — this niche doesn't clear our bar today.
Competition
Great26%top-5 click share — an open shelf
Returns
Great1.3%return rate — above 5% kills the launch gate
Brand share
Great51%top-5 brand share — no brand owns this niche
Price range
Okay£5.54–£24.23cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£10.83avg listing price — sweet spot $15–$100
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Review moat
Bad8,729.58avg incumbent reviews — the moat a new listing must climb
Market size
Bad£58K£58K/yr · 232K searches
Growth
Bad-26.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, navy throw is a £58K/yr Amazon United Kingdom market (232K searches/yr). The top 5 brands hold 51% of demand. Demand peaks in Nov. Verdict: Skip it — 48/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
navy throw market data
- Units sold / yr
- 6K–8K
- avg 0–100/product
- Revenue / yr
- £65K–£87K
- units × avg price
- Conversion rate
- 2.3%
- Avg BSR
- #88
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 76%
- Out of stock
- 8.8%
- Avg brand age
- 43 months
- Avg seller age
- 188 days
Competition & brand share
Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.Brands
32 rising
Sellers
39
Top-5 brand share
51%
Top 20: 93%
Top-5 click share
26%
Top 20: 58%
Open market
45%
- Exclusivo Mezcla22%
- BEDELITE9%
- Bedsure8%
- EHC7%
- Wajade5%
- Utopia Bedding4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -26.5% search growth over the last 90 days.Peak months: Nov · busiest ÷ quietest = 1.8×
Top navy throw search terms
- blue throw33K/yr
- blue blanket29K/yr
- blue throws for sofa25K/yr
- navy throw27K/yr
- blue throws13K/yr
- navy throws for sofas15K/yr
- navy blanket12K/yr
- light blue throw6K/yr
- pale blue throw6K/yr
- blue throw for bed8K/yr
Top navy throw 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
Exclusivo Mezcla Large 3D Fleece Blanket for Sofa Couch Navy Blue
Exclusivo Mezcla£11.614.5★4,825 rev
EHC Luxury Throws for Sofa Cover Couch Blanket Pack of 2 Navy Blue Throw -125x150cm
EHC£17.894.4★3,349 rev
Wajade Fleece Throw Blanket Fluffy Faux Fur Blanket for Bed Sofa Couch Soft Warm Thick Blanket waffle Light Blue-127X178
Wajade£7.064.6★87 rev
Exclusivo Mezcla Soft Striped Fleece Blanket Navy Blue Sofa Bed Throw
Exclusivo Mezcla£11.264.4★4,493 rev
BEDELITE Fluffy Fleece Blanket Cosy Soft Throw 127x152 cm Navy Blue
BEDELITE£11.684.6★766 rev
Newest
by launch date
FAUNNA Navy Blue Fleece Throw Blanket 120 x 150 cm for Sofa and Bed
FAUNNA£8.754 rev
Tifschlaf Fleece Fluffy Throw Blanket - Blue Single Bed Throw for Sofa Soft & Cosy Blanket for Couch Navy Blue 130x150cm
Tifschlaf£10.7420 rev
Bedsure Cosy Bubble Fleece Blanket - Soft Plush Throw Blanket for Adults Lightweight & Warm Ashley Blue 130x170 cm for Sofa Throw Bed Gift Idea
Bedsure£12.92246 rev
BEDELITE Fluffy Fleece Blanket Cosy Soft Throw 127x152 cm Light Blue
BEDELITE£11.81766 rev
Amazon Basics Throws for Sofas Soft Fluffy Fleece Throw Blanket 127 x 152 cm Navy
Amazon Basics£7.98773 rev
Trending
90-day click momentumTifschlaf Fleece Fluffy Throw Blanket - Blue Single Bed Throw for Sofa Soft & Cosy Blanket for Couch Navy Blue 130x150cm
Tifschlaf£10.744.6★
FAUNNA Navy Blue Fleece Throw Blanket 120 x 150 cm for Sofa and Bed
FAUNNA£8.754.5★
Bedsure Cosy Bubble Fleece Blanket - Soft Plush Throw Blanket for Adults Lightweight & Warm Ashley Blue 130x170 cm for Sofa Throw Bed Gift Idea
Bedsure£12.924.6★
Exclusivo Mezcla Knit Throw Blanket Ultra Soft and Warm Reversible Woven Blankets Cozy Snuggly Throw for Couch Bed and Home Decor Heather Blue 127x152 CM
Exclusivo Mezcla£10.044.6★
Wajade Fleece Throw Blanket Fluffy Faux Fur Blanket for Bed Sofa Couch Soft Warm Thick Blanket waffle Light Blue-127X178
Wajade£7.064.6★
What buyers say about navy throw
What buyers praise and complain about, mined from review topics.What buyers love
“Soft and smooth”
“Beautiful colour”
“Good quality throw”
“The blanket is soft and warm”
“Good value for money”
“Lightweight”
“Thick and covers the bed easily”
“they fit really nice”
“comfy”
“Exactly as described”
What buyers complain about
“A bit thin”
“Poor quality - sheds”
“I was expecting it to be a little bit more grey/blue”
“the box is very small”
“They smell awful”
“The material doesnt feel as durable as advertised”
“The material doesnt feel as durable as advertised”
“Quite disappointed in the fabric”
“comes out like pure paint”
“flimsy”
Top return reasons
Common questions
- Is navy throw profitable to sell on Amazon United Kingdom?
- The niche generates £58K/yr across 86 tracked products. 0 of 15 products launched in the last 360 days are still selling. 90-day search growth is -26.5%. Flapen's verdict: Skip it (48/100).
- How competitive is the navy throw niche?
- 32 brands and 39 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 51% of demand.
- What do buyers complain about in navy throw?
- Top complaints mined from reviews: Thickness, Quality-Overall, Color. The return rate is 1.3%.
- When does demand for navy throw peak?
- Demand peaks in Nov; the busiest month runs 1.8× the quietest.
- What does it cost to enter the navy throw niche?
- Listings span £5.54–£24.23; the average listing price is £10.83 (sweet spot $15–$100). The average incumbent carries 8,730 reviews — the moat a new listing must climb.