serena and lily
Skip itSoft demand (-50.8% this quarter) — this niche doesn't clear our bar today.
Brand share
Incredible23%top-5 brand share — no brand owns this niche
Competition
Incredible17%top-5 click share — an open shelf
Avg price
Great$79.93avg listing price — sweet spot $15–$100
Review moat
Good1,150.35avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay$153K$153K/yr · 503K searches
Returns
Bad6.7%return rate — above 5% kills the launch gate
Price range
Bad$8.52–$556.28cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad0.4%search→purchase rate — share of searches ending in a sale
Growth
Bad-50.8%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United States niche tracking, serena and lily is a $153K/yr Amazon United States market (503K searches/yr). The top 5 brands hold 23% of demand. Demand peaks in Jan–Feb–Mar. Verdict: Skip it — 43/100.
Data updated Jul 29, 2026 · scored weekly · How we score niches
serena and lily market data
- Units sold / yr
- 2K–2K
- avg 0–100/product
- Revenue / yr
- $120K–$160K
- units × avg price
- Conversion rate
- 0.4%
- Avg BSR
- #501
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 98%
- Out of stock
- 2.9%
- Avg brand age
- 30 months
- Avg seller age
- 171 days
Competition & brand share
Clicks spread well past the top 5 (17% combined) — an open shelf where new products get seen.Brands
96 falling
Sellers
119
Top-5 brand share
23%
Top 20: 58%
Top-5 click share
17%
Top 20: 47%
Open market
74%
- Jillien Harbor7%
- Weaving Village5%
- Ridhi4%
- G-SAFAVA4%
- Hazo Haus3%
- BEBE BASK3%
Demand & seasonality
Weekly Amazon search volume, last 99 weeks — -50.8% search growth over the last 90 days.Peak months: Jan, Feb, Mar · busiest ÷ quietest = 2.9×
Top serena and lily search terms
- serena and lily113K/yr
- grandmillennial home decor92K/yr
- serena and lily decor51K/yr
- preppy goods amazon storefront home decor46K/yr
- kinsey walsh storefront19K/yr
- serena and lily dupes172K/yr
- serena and lily dupe9K/yr
Top serena and lily 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
Jillien Harbor The Camille Floral Block Print Pillow Cover Soft Blue and White Decorative Throw Pillow Cover Grandmillennial Home Decor 20 x 20
Jillien Harbor$34.294.8★236 rev
24.25 Modern Ceramic Blue Table Lamps Set of 2 for Living Room Bedroom Bedside Table Lamp for Night Stands Boho Nightstand Lamp Coastal Side End Table Lamps Reading Light Home Office Dorm Deco Gifts
G-SAFAVA$76.074.6★330 rev
BEBE BASK Blue Scalloped Pillow Cover - Set of 2-18 x 18 Inch - Scallop Pillow Cover - Scalloped Pillows - Scallop Pillows - 100% Cotton - Grandmillennial Style (Sky Blue/White)
BEBE BASK$31.754.8★254 rev
Luxury Microfiber Bathroom Rugs White Bath Rug with Blue Scalloped Piping Cute Aesthetic Preppy Bath Mat for Bathroom Tub Floor Carpet Sink Shower Anti Slip Absorbent 32x20
Ohocut$23.464.4★456 rev
Weaving Village Wave Scalloped Natural Jute Runner Sky Blue (3x5)
Weaving Village$79.754.4★267 rev
Newest
by launch date
Ridhi Light Steel Blue Block Print Ruffle Tissue Box Cover Handmade Cotton Decorative Square Napkin Holder for Home Bedroom Living Room Bathroom Vanity Countertop Car Office Kitchen
Ridhi$22.6590 rev
DKwizme Farmhouse Floral Pillow Covers 18x18 Set of 2 Country Botanical Throw Pillow Cover for Sofa Couch Bed Living Room Rustic Vintage Flower Cushion Covers Cottage Home Decor Vintage Walnut
DKwizme$19.22275 rev
WondRg 8x10 Blue Cream Neutral Area Rug
WondRg$104.54209 rev
Hazo Haus Blue and Green Living Room Rug 8x10 - Cream Oushak Vintage Boho Floral Farmhouse Washable Low Pile Non-Slip Extra Large Area Rugs for Bedroom Girls Boys Playroom Lounge
Hazo Haus$134.765,164 rev
Ridhi Block Print Light Steel Blue Throw Pillow Cover 18 x 18 (Pack of 2) Decorative Cushion Covers with Ruffle for Couch Sofa Bed Living Room Home Decor Gift for Spring Easter Valentine
Ridhi$36.29357 rev
Trending
90-day click momentumWondRg 8x10 Blue Cream Neutral Area Rug
WondRg$104.544.7★
Weaving Village Wave Scalloped Natural Jute Runner Sky Blue (3x5)
Weaving Village$79.754.4★
Ridhi Light Steel Blue Block Print Ruffle Tissue Box Cover Handmade Cotton Decorative Square Napkin Holder for Home Bedroom Living Room Bathroom Vanity Countertop Car Office Kitchen
Ridhi$22.654.7★
CubesLand Scalloped Toilet Paper Storage Basket W/Handle for Home Decor
CubesLand$18.884.9★
Ridhi Block Print Light Steel Blue Throw Pillow Cover 18 x 18 (Pack of 2) Decorative Cushion Covers with Ruffle for Couch Sofa Bed Living Room Home Decor Gift for Spring Easter Valentine
Ridhi$36.294.7★
What buyers say about serena and lily
What buyers praise and complain about, mined from review topics.What buyers love
“Hardware are nice quality”
“Love fabric soft”
“Bright colors”
“I love the pattern”
“Great deal”
“brightness is good”
“They fit well, look great and are easy to change out”
“As described”
“Ease to install”
“The Basket is sturdy”
What buyers complain about
“Too Small”
“Cheap quality”
“I was expecting a little more thickness”
“Doesn't last”
“looks more expensive than it is”
“Colors are off”
“Inaccurate description”
“Lamp will not take a charge”
“poor material”
“Smells like chemicals”
Top return reasons
Common questions
- Is serena and lily profitable to sell on Amazon United States?
- The niche generates $153K/yr across 127 tracked products. 9 of 14 products launched in the last 360 days are still selling. 90-day search growth is -50.8%. Flapen's verdict: Skip it (43/100).
- How competitive is the serena and lily niche?
- 96 brands and 119 sellers compete. The top 5 products take 17% of clicks and top 5 brands hold 23% of demand.
- What do buyers complain about in serena and lily?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 6.7% — above our launch gate.
- When does demand for serena and lily peak?
- Demand peaks in Jan–Feb–Mar; the busiest month runs 2.9× the quietest.
- What does it cost to enter the serena and lily niche?
- Listings span $8.52–$556.28; the average listing price is $79.93 (sweet spot $15–$100). The average incumbent carries 1,150 reviews — the moat a new listing must climb.