EXPECT AMAZING LTD

What EXPECT AMAZING LTD does

Expect Amazing Ltd. is a UK-based online retailer and distributor of discounted children's books and educational collections, operating as a private limited company founded in 2018 and headquartered at 9 Woodman Mews, Richmond. The company runs a Shopify-based e-commerce storefront selling fiction (board books, picture books, character books, KS1/KS2/KS3 fiction, young adult, poetry, joke books), non-fiction (biographies, history, STEM, space, nature, human body, dinosaurs, sports, reference works, self-help), and activity books (stickers, colouring, puzzles, LEGO, search-and-find), with a dedicated School Bundles and Class Sets division organized by UK year group from Reception through Year 6.

The business operates a direct-to-consumer model with an embedded B2B channel: schools and Parent Teacher Associations access a login portal to view part-funded institutional pricing on bulk workbook packs and class sets, with bulk pack examples priced up to £389.70 (discounted to £288.38 for schools). Pricing is unit-based across both segments, with sale discounts typically 20–30% off retail. The company is VAT-registered (No. 346635875), reports 1–10 employees, and serves only the UK market, with Ireland recently added as a secondary geography in the storefront selector.

Customer-facing brand activities include the Right to Read school library strengthening initiative, the Gift a Read book gifting program, and alignment with the National Year of Reading 2026. Marketing is concentrated in organic channels — Facebook, Instagram, email newsletter, and Shopify SEO — with no disclosed paid acquisition, marketplace listings, or institutional salesforce. The company has no disclosed funding rounds, acquisitions, leadership hires, AI/ML capabilities, or third-party integrations in the available data.

Name

EXPECT AMAZING LTD

Legal name

Expect Amazing Ltd.

Website

https://www.expectamazing.co.uk/

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Expect Amazing Ltd. is a UK-based Shopify e-commerce retailer selling discounted children's books and educational collections directly to parents and families, and via part-funded institutional pricing to schools and PTAs.

Ownership category

akta.pro rank

Product category

Children's Book Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Educational Supplies & Learning Toys Retail (CRALAIAL)

akta.pro secondary industries

Educational & Learning Toys Retail (CRALAFAB), Dollar Stationery, Craft & School/Office Value Stores (CRAEAAAL)

Keywords

• Children's book retail
• Educational books
• School book bundles
• Children's literature
• Online book store

Headquarters

HQ city

Richmond

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Book Retail Sales: One-time product sales of children's books through e-commerce storefront. Products sold individually and in bundles/sets. School bundles and class sets offered at educational pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Expect Amazing is an online retailer of discounted and curated children's books covering fiction, non-fiction, activity, and educational titles for ages 0-12+. It operates a Shopify storefront selling directly to parents and families, and additionally offers part-funded pricing, school bundles, and class sets to UK schools and PTAs through a dedicated login portal.

Product overview

EXPECT AMAZING LTD is a UK-based online children's book retailer specializing in curated books for schools, PTAs, and families. The company operates a Shopify e-commerce platform offering a comprehensive portfolio organized into two main divisions: Fiction and Non-Fiction. Fiction products span Board Books, Picture Books, Character Books (featuring licensed properties like Disney and Peppa Pig), and age-targeted fiction for KS1 (5-7 years), KS2 (7-11 years), and Young Adult readers (12+). Non-Fiction categories include Biographies (notably the Little People BIG DREAMS series), Early Learning, History, STEM, Space, Nature/Environment, Human Body, Dinosaurs, Sports, Reference materials (Dictionaries, Atlases, Thesauruses), and Self Help/Motivational titles. Activity products encompass Sticker/Activity Books, Colouring, Puzzles, LEGO-themed books, and Search & Find titles. The company serves the educational market through dedicated School Bundles and Class Sets organized by year group from Reception through Year 6. A significant differentiator is the part-funded pricing available to Schools and PTAs through customer login accounts, supporting the company's charitable initiatives including Right to Read (strengthening school libraries) and Gift a Read (providing books to children).

Differentiator

Problem solved

Functional benefit

Products and services

• Class Sets Class-sized book sets organized by UK year group (Reception, Year 1, Year 2, Year 3, Year 4, Year 5, Year 6) intended for whole-class classroom use.
• Early Reading Books (Board Books & Picture Books) Board books for toddlers/infants and illustrated picture books for young readers, designed for early literacy development in children aged 0-5.
• Character Books Books featuring licensed children's characters including Disney, Disney Princess, Peppa Pig, Thomas & Friends, Mr Men/Little Miss, Fireman Sam, and Winnie the Pooh.
• Fiction Collections (KS1, KS2, Young Adult) Age-targeted UK curriculum-aligned fiction books covering general fiction, early readers, picture books, history, thriller/mystery, graphic novels, sci-fi/fantasy, classics, collection packs, joke books, rhymes/poetry, and multicultural titles.
• Non-Fiction Books Educational non-fiction children's books including biographies/autobiographies, early learning toddler books, history, STEM, space, nature and environment, human body, dinosaurs, sports, atlases/dictionaries/thesauruses, and the Little People BIG DREAMS series.
• Activity Books Interactive activity and sticker books, colouring books, puzzles, LEGO-themed books and idea guides, character-themed activity books (Disney, LEGO, Marvel), and search & find titles.
• School Bundles Curated school book collections including recommended reads, multicultural/diversity selections, autism awareness titles, and book protectors, targeted at UK schools for library strengthening and shared reading spaces.
• School/PTA Part-Funded Pricing Programme An institutional pricing programme offering part-funded book pricing, school-exclusive deals, and bulk discounts on educational workbooks (e.g., packs of 30 dictionaries and thesauruses) to registered UK schools and Parent Teacher Associations via a dedicated login portal.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Schools and PTAscoreChannel Partner/ Reseller/ DistributorLong-term partnership with UK schools and Parent Teacher Associations for book sales. Schools can login to access part-funded pricing. The company supports school library strengthening and reading space development through its Right to Read initiative, positioning schools as key distribution and impact partners.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Books2Door: UK-based online discount children's book retailer selling curated bundles and multipacks to families and schools at value prices. Highly comparable model to Expect Amazing's discount book bundles and school channel.
• Scholastic UK: UK arm of Scholastic, the leading children's book publisher and school book club/retailer operating direct-to-school channels. Directly comparable target customer (schools and families) and product category (children's books).
• The Book People: UK multi-category book retailer known for discounted children's books and family bundles. Closely comparable assortment, customer base, and value-pricing approach despite a much larger historical footprint.

Emerging players

• Letterbox Library: UK specialist children's book retailer focused on multicultural, LGBTQ+, and inclusive titles for schools and libraries. Comparable niche positioning and institutional channel, though smaller and more curator-driven than Expect Amazing.

Broad incumbents

• World of Books: Large UK-based online book retailer and circular-economy platform selling new and used books. Overlaps with Expect Amazing in online book retail and education market adjacency.
• Bookshop.org UK: Online book marketplace with a mission-driven ethos (supporting independent bookstores). Comparable e-commerce-first children's book retail with social-mission branding akin to Expect Amazing's literacy initiatives.
• Waterstones: UK's largest specialist high-street bookstore chain with a substantial children's section and online store. Competes for the same parent/family buyer across children's fiction, non-fiction, and activity books.
• WHSmith: Major UK multi-category retailer with extensive children's book and stationery ranges in-store and online. Overlaps with Expect Amazing on price-competitive children's books and school/educational supplies.
• Book Depository: Amazon-owned global online book retailer historically strong on children's titles with free worldwide delivery. Competes on selection, price, and delivery speed in the UK children's book market.
• Amazon UK (Books): Dominant UK online retailer of books including a deep children's book catalog at highly competitive prices and delivery speeds. Sets the price-discovery baseline that all UK children's book retailers must compete against.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/people/Expect-Amazing/100064678691484
• Instagraminstagram.com/expect.amazing
• LinkedInlinkedin.com/company/expectamazingltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about EXPECT AMAZING LTD