How competitive is the Shortbread niche on Amazon Germany?

8 brands and 27 sellers compete in Shortbread on Amazon Germany. The top 5 Shortbread products take 57% of clicks and its top 5 brands hold 93% of demand.

What do buyers complain about in Shortbread?

Shortbread buyers on Amazon Germany complain most about Preis-Leistungs-Verhältnis, Pulverisiert/zerbröselt, Geschmack insgesamt, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Shortbread niche?

Shortbread sells for €12.66 on average on Amazon Germany, outside our $15–$100 sweet spot. Listings span €0.83–€31.90. The average incumbent carries 159 reviews — the moat a new listing must climb.

Shortbread

soft demand (-16.9% this quarter) — Shortbread doesn't clear our bar today.

Flapen Score

Skip it

Ranks 893 of 1,367 Lebensmittel & Getränke niches · −4 vs the category median of 46

This niche Category average · 1,367 niches

Is Shortbread profitable on Amazon?

According to Flapen's Amazon Germany niche tracking, Shortbread is a €72K/yr Amazon Germany market (127K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 42/100.

Shortbread: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -16.9% over the last 90 days and 4.5% of searches end in a purchase.

€72K

revenue / yr

Units sold / yr20K

Search volume / yr-16.9%127K

Conversion rate4.5%

Avg price€12.66

Who owns the niche?

The top 5 brands hold 93% of demand, so 7% of the market is open.

open market share

Brands · sellers8 · 27

Top-5 product click share57%

Open market7%

Avg brand age55 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 21 products

Top Shortbread products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Walkers Shortbread 40 g

Price: €0.83
Rating: 4.4/5
Reviews: 100
Age: 4y ago

Walkers Shortbread Ltd. Mini Shortbread Fingers Union Jack 100 g Dose

Price: €9.33
Rating: 5.0/5
Reviews: 6
Age: 4mo ago

Walkers Shortbread Assorted Shortbread 1er Pack (1 x 160 g Karton)

Price: €7.58
Rating: 4.5/5
Reviews: 260
Age: 15y ago

Shortbread Fingers klassisches schottisches Buttergebäck2x 300g importiert von Shestore24

Price: €11.34
Rating: 4.4/5
Reviews: 22
Age: 1y ago

Walkers Shortbread Fingers 150 g Traditionelle schottische Butterkekse

Price: €6.56
Rating: 4.9/5
Reviews: 17
Age: 11mo ago

Newest

by launch date

Walkers Shortbread Ltd. Mini Shortbread Fingers Union Jack 100 g Dose

Price: €9.33
Rating: 5.0/5
Reviews: 6
Age: 4mo ago

Walkers Shortbread Ltd. Mini Shortbread Fingers Tartan 100 g Dose

Price: €9.39
Rating: 4.6/5
Reviews: 3
Age: 4mo ago

Walkers Shortbread Fingers 150 g Traditionelle schottische Butterkekse

Price: €6.56
Rating: 4.9/5
Reviews: 17
Age: 11mo ago

Walkers Gluten free Shortbread chocolat chip 140 g Kekse mit Schokoladenstückchen

Price: €8.46
Rating: 5.0/5
Reviews: 1
Age: 11mo ago

The Irish Shortbread Company Irisches Shortbread Original (6x 150g) | Butterkeks mit 30% irischer Butter & echter Vanille | Traditionelles Irish Short Bread

Price: €21.94
Rating: 4.8/5
Reviews: 8
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

57%

Top 20: 99%

Open market

Walkers60%
Walkers Nonsuch11%
Generisch8%
SHESTORE247%
The Irish Shortbread Company7%
Dean's4%
Open — no brand owns it (2 brands, 3%)

Shortbread demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume127KCVR4.5%Products21Brands8Top 5 Brands93%OOS Rate19.9%Rating4.6★Reviews159Avg BSR#538

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

Top Shortbread search terms shoppers use

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

walkers shortbread40K/yr -16.7%1.1% conv.
shortbread40K/yr -26.5%1.4% conv.
walkers16K/yr -19.4%0.8% conv.
shortbread walkers11K/yr +11.3%1.3% conv.
walkers kekse8K/yr -24.1%1.3% conv.
englische kekse5K/yr +8.2%0.8% conv.
short bread4K/yr +23.6%1.1% conv.
shortbread fingers4K/yr -21.6%1.1% conv.

What reviews say buyers love and hate about Shortbread

What buyers mention most, as a share of all reviews.

What buyers love

88% of reviews

Geschmack insgesamt48%

“Leckerei”

Backen15%

“Super leckere Kekse”

Süße8%

“Sehr süße und sehr hübsche kleine Dose, die man danach noch auf alle Fälle weiter verwenden kann und die Kekse schmecken natürlich”

Qualität insgesamt8%

“bieten beste Qualität”

Kochanleitung5%

“Und man wird von einem Plätzchen recht gut satt”

What buyers complain about

69% of reviews

Preis-Leistungs-Verhältnis31%

“Könnte preiswerter sein”

Pulverisiert/zerbröselt13%

“Kekse kommen zerbröselt an”

Geschmack insgesamt6%

“Keine Ahnung wie es schmeckt”

Geschmack6%

“Für mein Geschmack auch zuviel Schokolade für zu wenig Keks”

Lagertemperatur6%

“Leider kamen die Kekse hier völlig verklebt und verschmiert durch die Temperaturen an”

Common Shortbread questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Shortbread 42/100 on Amazon Germany — Skip it. The niche generates €72K/yr across 21 tracked products. 0 of 4 products launched in the last 360 days are still selling. Search demand moved -16.9% over the last 90 days.