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Afternoon Tea

Pass

Afternoon Tea scores 65 out of 100, a Pass. Shoppers spend $623K a year here, demand is soft, at -12.5% this quarter, and returns run at 0.2% of orders.

Flapen Score
65
65 / 100
Top 2% of 2,976 Grocery niches · +19 vs the category median of 46
Market size
£623K/yr958K searches / yr
90-day growth
-12.5%search demand this quarter
Competition
29%top-5 click share · 34 brands · 31 sellers

Flapen Score

Afternoon Tea against its category

The dotted line is the Grocery average. Past it, Afternoon Tea is stronger. Inside it, weaker.

65Pass
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Afternoon Tea market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Afternoon Tea 958K times last year and spent an estimated £623K. The top 5 brands take 49% of clicks. Demand peaks in Mar–Dec. Flapen scores it 65 out of 100, a Pass.

01 · Demand

2.8% of searches ended in a purchase last week.

Shoppers searched for this 958K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.8% of those searches ended in a purchase. Searches in the last 90 days moved -12.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £623K a year.

Searches, last 12 months
958K
Growth, 90 days vs prior 90
-12.5%
Conversion, latest week
2.8%
Market size, estimated
£623Ka year
Peak month
March5.5× the quietest month
Top search term
afternoon tea hamper194K searches a year

02 · Price

A sale here is worth £23.48.

Listings sell for £23.48 on average, from £8.45 to £57.82. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 100 to 250 of them. At £23.48 that is £2K to £6K a year per listing.

Average price
£23.48inside the $15 to $100 sweet spot
Price range
£8.45–£57.82
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
100–250
Revenue per listing a year
£2K–£6K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

86% of listings pay for placement with sponsored ads. 69% ship with Prime. On an average day, 9.0% of listings are out of stock. The average listing ranks #32 within Hampers & Gourmet Gifts. It carries 363 reviews at 4.50 stars, so a new listing needs social proof before a better product.

Sponsored listings
86%
Prime listings
69%
Out of stock, average day
9.0%
Average rank
#32in Hampers & Gourmet Gifts
Average rating
4.50 starsAmazon United Kingdom average 4.36 stars
Average reviews
363per listing
Listings tracked
58

04 · Newcomers

Amazon counts 10 of last year's 15 launches as successful.

15 products launched here in the last 12 months. Amazon counts 10 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 39 months on average, so the names here are settling in.

Launched, last 12 months
15
Successful launches
10Amazon's first-year sales bar
Average brand age
39 months

Products

Top Afternoon Tea 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 only 29% of clicks. An open shelf where new products get seen.

£0£19K£37K£56K£75K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

34 falling

Sellers

31

Top-5 brand share

49%

Top 20: 90%

Top-5 click share

29%

Top 20: 66%

Open market

46%

  • The Cheese Wedge Co.16%
  • Hattie's Gifts11%
  • Edmond & Charles8%
  • The Cornish Company7%
  • House of Gifts6%
  • Clearwater Hampers6%

Demand

Afternoon Tea search demand

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

45K35KSpike '24Holiday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Mar, Dec · busiest ÷ quietest = 5.5×

Search terms

Top Afternoon Tea search terms shoppers use

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

  • afternoon tea hamper194K/yr
  • hampers for men89K/yr
  • afternoon tea94K/yr
  • food gifts148K/yr
  • thank you hamper29K/yr
  • food gifts for men58K/yr
  • birthday hampers for men27K/yr
  • gift hampers for men32K/yr
  • mens hamper27K/yr
  • food gifts for women29K/yr

Reviews and returns

What reviews say buyers love and hate about Afternoon Tea

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

Complain

Value For Money29%−0.12

Expensive

Way too expensive

Overpriced

Size-Overall19%−0.10

The packets are quite small

bigger than I expected

Small

Quality-Overall6%+0.49

not as good as it sounds

Not the quality expected

Poor Quality

Stale/Rotten/Spoiled5%−0.03

cream was off

Rubbish

Product arrived and one of the packs of scones was open, completely stale, rock hard and inedible

Advertised Vs Actual Product5%−0.02

the description doesnt include them either

MISLEADING

Dont get exactly what is shown in the picture - just the equivalent

Love

Gifting Purpose42%+3.35

Prefect gift

Delightful gift

Ideal gift

Taste-Overall16%+0.61

Absolutely delicious

Great present and taste really nice

fresh tasted delicious

Quality-Overall16%+0.49

Great price for quality

Excellent Product

A nice little set of quality products

Value For Money12%−0.12

Good value

Excellent value for money

Good value for money

Freshness3%+0.21

Fresh

Scones were fresh

stayed fresh

FAQ

Common Afternoon Tea questions

Answered from the same tracked data.