---
title: "Serena and Lily — $153K/yr Amazon US Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/us/home-kitchen/serena-and-lily"
last_updated: "2026-08-06T01:20:39.951Z"
locale: en
meta:
description: "Niche score 43/100 · $153K/yr market · 503K searches/yr · $79.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · $153K/yr market · 503K searches/yr · $79.93 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Serena and Lily — $153K/yr Amazon US Niche (2026) - Flapen"
---
# **serena and lily**
**Skip it**
Soft demand (-50.8% this quarter) — this niche doesn't clear our bar today.
Market size 33Growth 0Conversion 5Competition 96Returns 19Price range 16Avg price 82Brand share 97Review moat 59Quality gap 35
**Brand share**
**Incredible****23%**
top-5 brand share — no brand owns this niche
**Competition**
**Incredible****17%**
top-5 click share — an open shelf
**Avg price**
**Great****$79.93**
avg listing price — sweet spot $15–$100
**Review moat**
**Good****1,150.35**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****$153K**
$153K/yr · 503K searches
**Returns**
**Bad****6.7%**
return rate — above 5% kills the launch gate
**Price range**
**Bad****$8.52–$556.28**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Bad****0.4%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-50.8%**
90-day search growth — must beat 0% to launch
**Signals**[** No Dominant Brand**](https://flapen.com/research/niches?market=us&signal=no_dominant_brand "Top brand's click share < 20%") [** High Returns**](https://flapen.com/research/niches?market=us&signal=high_returns "Return rate > 5%") [** High Price**](https://flapen.com/research/niches?market=us&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KSpike '24Spike '25Prime Day '25Holiday '25Spike '26 seasonDecMarJunAugNovMarMay
Peak months: Jan, Feb, Mar · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/us/home-kitchen/serena-and-lily/trend)
## **Top serena and lily search terms**
- **serena and lily**113K/yr+12.0%0.3% conv. - **grandmillennial home decor**92K/yr-23.3%0.1% conv. - **serena and lily decor**51K/yr+21.3%0.4% conv. - **preppy goods amazon storefront home decor**46K/yr-4.5%0.2% conv. - **kinsey walsh storefront**19K/yr+9.6%0.1% conv. - **serena and lily dupes**172K/yr-95.0%0.1% conv. - **serena and lily dupe**9K/yr+5.0%0.3% conv. [**All search terms **](https://flapen.com/research/us/home-kitchen/serena-and-lily/search-terms)
## **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.
0%2%$3K4%$6K6%$9K8%$12K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**$34.29**4.8★236 rev](https://www.amazon.com/dp/B0DC4J4QHR) [2**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**$76.07**4.6★330 rev](https://www.amazon.com/dp/B0CMTKGWHP) [3**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**$31.75**4.8★254 rev](https://www.amazon.com/dp/B0D9KZFWBV) [4**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**$23.46**4.4★456 rev](https://www.amazon.com/dp/B0CN8Y32HG) [5**Weaving Village Wave Scalloped Natural Jute Runner Sky Blue (3x5)**Weaving Village**$79.75**4.4★267 rev](https://www.amazon.com/dp/B0CHK2JFTQ)
**~~View all top sellers →~~**
### **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**$22.65**90 rev8mo ago](https://www.amazon.com/dp/B0G4944HW4) [**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**$19.22**275 rev8mo ago](https://www.amazon.com/dp/B0G2M8L1B8) [**WondRg 8x10 Blue Cream Neutral Area Rug**WondRg**$104.54**209 rev8mo ago](https://www.amazon.com/dp/B0G1Y8QGYM) [**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**$134.76**5,164 rev1y ago](https://www.amazon.com/dp/B0DY1M83SL) [**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**$36.29**357 rev1y ago](https://www.amazon.com/dp/B0DX1QGZZ7)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**WondRg 8x10 Blue Cream Neutral Area Rug**WondRg**$104.54**4.7★**▲ 388%**](https://www.amazon.com/dp/B0G1Y8QGYM) [**Weaving Village Wave Scalloped Natural Jute Runner Sky Blue (3x5)**Weaving Village**$79.75**4.4★**▲ 351%**](https://www.amazon.com/dp/B0CHK2JFTQ) [**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**$22.65**4.7★**▲ 277%**](https://www.amazon.com/dp/B0G4944HW4) [**CubesLand Scalloped Toilet Paper Storage Basket W/Handle for Home Decor**CubesLand**$18.88**4.9★**▲ 213%**](https://www.amazon.com/dp/B0DQP9K8CD) [**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**$36.29**4.7★**▲ 167%**](https://www.amazon.com/dp/B0DX1QGZZ7)
**~~View all trending →~~**
## **What buyers say about serena and lily**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**22%
*“Hardware are nice quality”*
**Soft Feel**8%
*“Love fabric soft”*
**Color**7%
*“Bright colors”*
**Design-Overall**6%
*“I love the pattern”*
**Value For Money**6%
*“Great deal”*
**Brightness/Shine/Glow**6%
*“brightness is good”*
**Size-Overall**5%
*“They fit well, look great and are easy to change out”*
**Advertised Vs Actual Product**4%
*“As described”*
**Assembly/Installation**3%
*“Ease to install”*
**Strength**2%
*“The Basket is sturdy”*
### **What buyers complain about **
**Size-Overall**9%
*“Too Small”*
**Quality-Overall**9%
*“Cheap quality”*
**Thickness**6%
*“I was expecting a little more thickness”*
**Durability**6%
*“Doesn't last”*
**Value For Money**5%
*“looks more expensive than it is”*
**Color**5%
*“Colors are off”*
**Advertised Vs Actual Product**4%
*“Inaccurate description”*
**Charging**3%
*“Lamp will not take a charge”*
**Material Quality**2%
*“poor material”*
**Smell**2%
*“Smells like chemicals”*
### **Top return reasons **
**Size-Overall**31%
**Color**29%
**Advertised Vs Actual Product**7%
**Material Quality**5%
**Quality-Overall**5%
**Thin**2%
**Value For Money**2%
**Display Colors**2%
**Defective Material/Parts**2%
**Functionality-Overall**1%
## **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.
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