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Aptamil Comfort

Fail

The top 5 products take 100% of clicks, so Aptamil Comfort is a Fail.

Flapen Score
38
38 / 100
Ranks 2,496 of 2,976 Grocery niches · −8 vs the category median of 46
Market size
£50K/yr19K searches / yr
90-day growth
-32.6%search demand this quarter
Competition
100%top-5 click share · 3 brands · 32 sellers

Flapen Score

Aptamil Comfort against its category

The dotted line is the Grocery average. Past it, Aptamil Comfort is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Aptamil Comfort market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Aptamil Comfort 19K times last year and spent an estimated £50K. All 3 brands take every click. Demand peaks in Jan–Feb–Apr. Flapen scores it 38 out of 100, a Fail.

01 · Demand

6.6% of searches ended in a purchase last week.

Shoppers searched for this 19K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.6% of those searches ended in a purchase. Searches in the last 90 days moved -32.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £50K a year.

Searches, last 12 months
19K
Growth, 90 days vs prior 90
-32.6%
Conversion, latest week
6.6%
Market size, estimated
£50Ka year
Peak month
January1.5× the quietest month
Top search term
aptamil comfort16K searches a year

02 · Price

A sale here is worth £38.96.

Listings sell for £38.96 on average, from £19.30 to £71.58. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 500 to 750 of them. At £38.96 that is £19K to £29K a year per listing.

Average price
£38.96inside the $15 to $100 sweet spot
Price range
£19.30–£71.58
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
500–750
Revenue per listing a year
£19K–£29K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 33% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #106 within Baby Foods. It carries 202 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
33%
Out of stock, average day
0.0%
Average rank
#106in Baby Foods
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
202per listing
Listings tracked
3

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 57 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
57 months

Competition

Competition: brands, sellers & click share

The top 5 products take 100% of clicks. A locked shelf that new listings rarely crack.

£0£7K£15K£22K£30K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 falling

Sellers

32

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

0%

  • Nutricia54%
  • Aptamil43%
  • APTAMIL3%

Demand

Aptamil Comfort search demand

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

450350Spike '26JunJulAugSepOctNovDecJanFebMarAprMayJunJul

Peak months: Jan, Feb, Apr · busiest ÷ quietest = 1.5×

FAQ

Common Aptamil Comfort questions

Answered from the same tracked data.