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Wool Duvet

Fail

Shoppers spend only $61K a year here, so Wool Duvet is a Fail.

Flapen Score
46
46 / 100
Ranks 3,831 of 5,777 Home & Garden niches · −5 vs the category median of 51
Market size
£61K/yr76K searches / yr
90-day growth
-7.2%search demand this quarter
Competition
52%top-5 click share · 8 brands · 13 sellers

Flapen Score

Wool Duvet against its category

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

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Wool Duvet market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Wool Duvet 76K times last year and spent an estimated £61K. The top 5 brands take 90% of clicks. Demand peaks in Jan–Sep–Oct–Nov. Flapen scores it 46 out of 100, a Fail.

01 · Demand

1.8% of searches ended in a purchase last week.

Shoppers searched for this 76K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.8% of those searches ended in a purchase. Searches in the last 90 days moved -7.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £61K a year.

Searches, last 12 months
76K
Growth, 90 days vs prior 90
-7.2%
Conversion, latest week
1.8%
Market size, estimated
£61Ka year
Peak month
October2.7× the quietest month
Top search term
wool duvet34K searches a year

02 · Price

A sale here is worth £44.01.

Listings sell for £44.01 on average, from £26.06 to £83.57. Amazon reports units sold in ranges. This niche sold 1K to 2K a year. The average listing sells 0 to 100 of them. At £44.01 that is £0 to £4K a year per listing.

Average price
£44.01inside the $15 to $100 sweet spot
Price range
£26.06–£83.57
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£4K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

90% of listings pay for placement with sponsored ads. 33% ship with Prime. On an average day, 15.4% of listings are out of stock. The average listing ranks #154 within Home Textiles. It carries 279 reviews at 4.50 stars, so a new listing needs social proof before a better product.

Sponsored listings
90%
Prime listings
33%
Out of stock, average day
15.4%
Average rank
#154in Home Textiles
Average rating
4.50 starsAmazon United Kingdom average 4.36 stars
Average reviews
279per listing
Listings tracked
21

04 · Newcomers

Amazon counts 0 of last year's 3 launches as successful.

3 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 58 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
0Amazon's first-year sales bar
Average brand age
58 months

Products

Top Wool Duvet 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 52% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£6K£9K£12K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 rising

Sellers

13

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

52%

Top 20: 99%

Open market

6%

  • Slumberdown53%
  • Silentnight19%
  • LAVANCE7%
  • SPRINGSPIRIT6%
  • WOOLROOM5%
  • SUFUEE4%
  • Open — no brand owns it (2 brands, 6%)

Demand

Wool Duvet search demand

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

3K2KPrime Day '25Spike '25Black Friday '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan, Sep, Oct, Nov · busiest ÷ quietest = 2.7×

Search terms

Top Wool Duvet search terms shoppers use

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

  • wool duvet34K/yr
  • wool duvet king size15K/yr
  • wool duvet double12K/yr
  • wool duvet single6K/yr
  • wool duvet super king size4K/yr
  • slumberdown wool duvet3K/yr
  • fogarty wool duvet3K/yr

Reviews and returns

What reviews say buyers love and hate about Wool Duvet

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

Complain

Smell14%−0.12

Chemical smell

It stinks

it's not an especially strong smell

Warmth7%

Far too hot

at 7.5tog it runs a bit hot

Far too warm for this hot sleeper

Size-Overall5%−0.01

The only duvet company where the Double sized never fits into my double sized covers

Only problem is the super kingsize is too small

Super Kingsize is too small for covers

Noise Level5%+0.09

The only slight annoyance is the noise the fabric outer layer makes

It does make a slight rustle sound when moving as others said

Its quite noisy as in rustling

Advertised Vs Actual Product4%−0.05

Impossible to know from the description

The description is very misleading

Love

Quality-Overall19%+1.60

Beautiful quality

It truly feels like a luxury hotel-quality product from the moment you take it out of the packaging

is well made

Comfort-Overall12%+0.88

Comfortable

I think it helps me feel more comfortable

comforting to sleep with

Warmth10%

Very warm and comfortable

warm enough on cooler nights

my son says it keeps him warm

Weight Light6%+0.43

lightweight

The wool filling gives it a gentle weight that feels very reassuring without being heavy

Great wool Slumberland duvet it's just the correct weight for all year round the lightweight is cosy

Value For Money5%+0.32

Good price for a really first rate quilt I'm never buying down

Good quality for the price

Fantastic value

Return

0.1% Return rate 15% Fixable by listing

Smell16%▆█▇▆▇▅

Chemical smell

It stinks

it's not an especially strong smell

Weight Heavy10%▅▄▄█▅▂
Noise Level9%▁▅█▃▃▇

The only slight annoyance is the noise the fabric outer layer makes

It does make a slight rustle sound when moving as others said

Its quite noisy as in rustling

Stitch/Finish/Polish8%▄▄▇▆▅█

Random stitching in the middle of the duvet with loose fabric all the way down which is already falling apart

beware the stitching unravels

Warmth8%█▅▅▆▄▅

Far too hot

at 7.5tog it runs a bit hot

Far too warm for this hot sleeper

FAQ

Common Wool Duvet questions

Answered from the same tracked data.