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Navy Throw

Fail

Demand is soft, at -26.5% this quarter, so Navy Throw is a Fail.

Flapen Score
48
48 / 100
Ranks 3,444 of 5,777 Home & Garden niches · −3 vs the category median of 51
Market size
£58K/yr232K searches / yr
90-day growth
-26.5%search demand this quarter
Competition
26%top-5 click share · 32 brands · 39 sellers

Flapen Score

Navy Throw against its category

The dotted line is the Home & Garden average. Past it, Navy Throw is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Navy Throw market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Navy Throw 232K times last year and spent an estimated £58K. The top 5 brands take 51% of clicks. Demand peaks in Nov. Flapen scores it 48 out of 100, a Fail.

01 · Demand

2.3% of searches ended in a purchase last week.

Shoppers searched for this 232K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.3% of those searches ended in a purchase. Searches in the last 90 days moved -26.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £58K a year.

Searches, last 12 months
232K
Growth, 90 days vs prior 90
-26.5%
Conversion, latest week
2.3%
Market size, estimated
£58Ka year
Peak month
November1.8× the quietest month
Top search term
blue throw33K searches a year

02 · Price

A sale here is worth £10.83.

Listings sell for £10.83 on average, from £5.54 to £24.23. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 0 to 100 of them. At £10.83 that is £0 to £1K a year per listing.

Average price
£10.83under the $15 to $100 sweet spot
Price range
£5.54–£24.23
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
1.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

76% of listings pay for placement with sponsored ads. 80% ship with Prime. On an average day, 8.8% of listings are out of stock. The average listing ranks #88 within Home Textiles. It carries 8,730 reviews at 4.46 stars, so a new listing needs social proof before a better product.

Sponsored listings
76%
Prime listings
80%
Out of stock, average day
8.8%
Average rank
#88in Home Textiles
Average rating
4.46 starsAmazon United Kingdom average 4.36 stars
Average reviews
8,730per listing
Listings tracked
86

04 · Newcomers

Amazon counts 0 of last year's 15 launches as successful.

15 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 43 months on average, so the names here are settling in.

Launched, last 12 months
15
Successful launches
0Amazon's first-year sales bar
Average brand age
43 months

Products

Top Navy Throw 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 26% of clicks. An open shelf where new products get seen.

£0£1K£2K£3K£5K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Navy Throw search demand

Weekly searches over the year, seasonality beneath. Pick a range.

6K4KSpike '24Black Friday '24Spike '25SepDecMarJunAugNovMarMay

Peak months: Nov · busiest ÷ quietest = 1.8×

Search terms

Top Navy Throw search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about Navy Throw

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Thickness15%−0.09

A bit thin

Very thin product

its a bit thin in areas

Quality-Overall14%−0.05

Poor quality - sheds

cheap

Not best quality

Color12%+0.40

I was expecting it to be a little bit more grey/blue

they didn't have the colour

Little darker

Size-Overall9%+0.21

the box is very small

they are rather large

could be bigger

Smell4%−0.05

They smell awful

The smell

These have more manmade fibers than cotton fibers, in them, which you can only really tell from the smell they emanate when in the dry on lower

Love

Soft Feel22%

Soft and smooth

Soft and fluffy

Extremely soft

Color14%+0.40

Beautiful colour

This item was a good colour

Lovley colour and good size

Quality-Overall13%−0.05

Good quality throw

Excellent quality

Good quality and amazing finish, just a shame the sizing isn't that bit longer to cover a single bed

Warmth9%+0.73

The blanket is soft and warm

it keeps warm

Lovely and warm

Value For Money9%+0.83

Good value for money

Excellent value

Good value

Return

1.3% Return rate 73% Fixable by listing

Color40%▇▇▇▆█▆

I was expecting it to be a little bit more grey/blue

they didn't have the colour

Little darker

Size-Overall25%▅▆▇█▅▆

the box is very small

they are rather large

could be bigger

Thin10%▆█▇▇▇▄
Quality-Overall9%█▇█▄██

Poor quality - sheds

cheap

Not best quality

Advertised Vs Actual Product3%▂▁▃█▂▆

FAQ

Common Navy Throw questions

Answered from the same tracked data.