Is white mugs profitable to sell on Amazon United Kingdom?

The niche generates £130K/yr across 37 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -15.2%. Flapen's verdict: Worth a look (57/100).

How competitive is the white mugs niche?

22 brands and 39 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 61% of demand.

What do buyers complain about in white mugs?

Top complaints mined from reviews: Size-Overall, Durability, Value For Money. The return rate is 0.7%.

When does demand for white mugs peak?

Demand peaks in Nov–Dec; the busiest month runs 1.8× the quietest.

What does it cost to enter the white mugs niche?

Listings span £5.42–£32.16; the average listing price is £15.79 (sweet spot $15–$100). The average incumbent carries 701 reviews — the moat a new listing must climb.

white mugs

Worth a look

Shows low returns (0.7%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Great£15.79

avg listing price — sweet spot $15–$100

Brand share

Good61%

top-5 brand share — brands hold most of the demand

Review moat

Good700.65

avg incumbent reviews — the moat a new listing must climb

Conversion

Good6.0%

search→purchase rate — share of searches ending in a sale

Competition

Good45%

top-5 click share — leaders hold, buyers still browse

Price range

Good£5.42–£32.16

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Market size

Okay£130K

£130K/yr · 137K searches

Growth

Bad-15.2%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, white mugs is a £130K/yr Amazon United Kingdom market (137K searches/yr). The top 5 brands hold 61% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 57/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

white mugs market data

Units sold / yr: 6K–8K; avg 100–250/product
Revenue / yr: £95K–£126K; units × avg price
Conversion rate: 6.0%
Avg BSR: #365
Page quality: 0%
Prime: 54%
Sponsored: 81%
Out of stock: 13.5%
Avg brand age: 44 months
Avg seller age: 186 days

Competition & brand share

The top 5 products take 45% of clicks — established leaders, but buyers still shop beyond them.

Brands

22 falling

Sellers

Top-5 brand share

61%

Top 20: 98%

Top-5 click share

45%

Top 20: 85%

Open market

35%

Argon Tableware29%
Gift Hub14%
Amazon Basics8%
Cricut5%
EKAM4%
Olympia4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -15.2% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 1.8×

Open Trend

Top white mugs search terms

white mugs45K/yr -11.8%4.9% conv.
white cups12K/yr -11.8%3.3% conv.
white mug14K/yr -18.2%2.5% conv.
white mugs set of 612K/yr -24.2%4.0% conv.
plain white mugs8K/yr -2.7%4.0% conv.
white coffee mugs7K/yr -16.8%3.7% conv.
white mugs set of 24 cheap6K/yr -2.9%5.1% conv.
plain mugs7K/yr -24.1%2.8% conv.
white porcelain mugs6K/yr -21.0%2.0% conv.
white coffee cups5K/yr -28.4%1.2% conv.

All search terms

Top white 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.

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

Sublimation Mugs with Boxes | Plain White Large Handle High Gloss Orca Coated Ceramic Mug for Coffee & Tea | Ideal for Gifting & DIY Projects Heat Press Printing Mugs 11oz (Pack of 6)

Gift Hub£9.594.6★46 rev

Argon Tableware White Coffee Mug Set of 12-285ml Premium Porcelain Cups - Durable Dishwasher Safe Mugs for Latte Cappuccino Tea Hot Chocolate and Everyday Hot Drinkware at Home or Office

Argon Tableware£17.304.5★578 rev

Amazon Basics Coffee Mug Set 12 count Porcelain 355 ml White

Amazon Basics£16.634.5★1,397 rev

Argon Tableware Coloured Coffee Mugs - White - 350ml - Pack of 6 - Gloss Ceramic Stoneware Latte Cappuccino Cups Hot Chocolate Cups Colourful Mug Set with Handle

Argon Tableware£12.424.6★4,519 rev

Argon Tableware White Coffee Mug Set of 6-285ml Premium Porcelain Cups - Durable Dishwasher Safe Mugs for Latte Cappuccino Tea Hot Chocolate and Everyday Hot Drinkware at Home or Office

Argon Tableware£11.224.5★578 rev

Newest

by launch date

simpa White Porcelain Classic Mugs - Set of 12

simpa£13.962 rev

3mo ago

CUQOO White Coffee Mugs Set of 12 | 350ml (12oz) Porcelain Ceramic Tea Cups with Handle | Large Mug Set | Dishwasher & Microwave Safe | Bulk Mugs for Home Office & Catering

CUQOO£15.1334 rev

4mo ago

GESHUPOR 6-Pack 10oz Unbreakable Coffee Mugs Microwave Safe Premium Drinkware (Up to 320) Lightweight Shatterproof White Cups for Keurig Kids RV & Camping BPA-Free (White)

GESHUPOR£12.2650 rev

9mo ago

Sublimation Mugs with Boxes | Plain White Large Handle High Gloss Orca Coated Ceramic Mug for Coffee & Tea | Ideal for Gifting & DIY Projects Heat Press Printing Mugs 11oz (Pack of 6)

Gift Hub£9.5946 rev

10mo ago

EKAM 36 x Sublimation Mugs 11oz Blank Plain White Large Handle Coffee Mug with Gift Boxes Sublimation Blanks Dishwasher Safe White Ceramic Tea Mugs - AAA Grade White Mug [Pack of 36]

EKAM£31.959 rev

12mo ago

What buyers say about white mugs

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall28%

“Excellent product”

Value For Money14%

“excellent price”

Size-Overall13%

“Good size”

Durability5%

“should not break”

Advertised Vs Actual Product5%

“As described”

Ease Of Use4%

“Easy to use”

Design-Overall3%

“The design is simple and clean, which makes them suitable for both home and office use”

Ease Of Cleaning3%

“it wipes off perfectly”

Comfort-Overall2%

“Really lovely, look cosy and nice”

Color2%

“are as advertised for colour”

What buyers complain about

Size-Overall15%

“Small item”

Durability11%

“are not durable and easily break”

Value For Money7%

“probably why they were cheap”

Color7%

“Not white there cream”

Advertised Vs Actual Product6%

“Whilst these mugs are nice it was a set of six but only 5 are the same one of them does not match the rest.”

Weight Heavy6%

“a little heavy for me”

Quality-Overall4%

“with some quality issues with the finish”

Strength3%

“I expected the mugs to be more delicate”

Defective Material/Parts3%

“Broken items and too small, my fault”

Color Fading/Discoloration2%

“Looked more grey than white compared to my other porcelain ware”

Top return reasons

Size-Overall51%

Quality-Overall11%

Weight Heavy9%

Color7%

Thickness4%

Handle Quality3%

Material Quality3%

Defective Material/Parts2%

Advertised Vs Actual Product2%

Maintenance And Repair1%

Common questions

Is white mugs profitable to sell on Amazon United Kingdom?: The niche generates £130K/yr across 37 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -15.2%. Flapen's verdict: Worth a look (57/100).
How competitive is the white mugs niche?: 22 brands and 39 sellers compete. The top 5 products take 45% of clicks and top 5 brands hold 61% of demand.
What do buyers complain about in white mugs?: Top complaints mined from reviews: Size-Overall, Durability, Value For Money. The return rate is 0.7%.
When does demand for white mugs peak?: Demand peaks in Nov–Dec; the busiest month runs 1.8× the quietest.
What does it cost to enter the white mugs niche?: Listings span £5.42–£32.16; the average listing price is £15.79 (sweet spot $15–$100). The average incumbent carries 701 reviews — the moat a new listing must climb.