Is biltong profitable to sell on Amazon United Kingdom?

The niche generates £479K/yr across 24 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -9.1%. Flapen's verdict: Worth a look (61/100).

How competitive is the biltong niche?

12 brands and 15 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in biltong?

Top complaints mined from reviews: Taste-Overall, Oily/Greasy, Value For Money. The return rate is 0.0%.

When does demand for biltong peak?

Demand peaks in Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the biltong niche?

Listings span £6.96–£52.31; the average listing price is £23.37 (sweet spot $15–$100). The average incumbent carries 524 reviews — the moat a new listing must climb.

biltong

Worth a look

Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Incredible£23.37

avg listing price — sweet spot $15–$100

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Price range

Great£6.96–£52.31

cheapest to priciest tracked listing — scored on the share inside $15–$100

Review moat

Good523.75

avg incumbent reviews — the moat a new listing must climb

Conversion

Good5.9%

search→purchase rate — share of searches ending in a sale

Market size

Good£479K

£479K/yr · 346K searches

Competition

Good54%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay79%

top-5 brand share — brands hold most of the demand

Growth

Bad-9.1%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, biltong is a £479K/yr Amazon United Kingdom market (346K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Dec. Verdict: Worth a look — 61/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

biltong market data

Units sold / yr: 20K–25K; avg 500–750/product
Revenue / yr: £467K–£584K; units × avg price
Conversion rate: 5.9%
Avg BSR: #21
Page quality: 0%
Prime: 88%
Sponsored: 88%
Out of stock: 6.3%
Avg brand age: 55 months
Avg seller age: 173 days

Competition & brand share

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

Brands

12 flat

Sellers

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

54%

Top 20: 95%

Open market

16%

Biltong Boss35%
Smally's Biltong20%
EMBER12%
Cruga6%
The Biltong Man6%
Jack Link's5%
Open — no brand owns it (6 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -9.1% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 1.7×

Open Trend

Top biltong search terms

biltong275K/yr -4.7%4.8% conv.
biltong 1kg30K/yr -37.0%3.0% conv.
beef biltong18K/yr +15.5%3.9% conv.
billtong8K/yr -36.9%5.1% conv.
halal biltong5K/yr +12.9%0.1% conv.
south african biltong3K/yr +2.0%2.3% conv.
bilton3K/yr -12.4%4.9% conv.
beefit biltong2K/yr -90.8%1.9% conv.

All search terms

Top biltong 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.

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

Biltong Boss - Traditional Boss Beef 200g

Biltong Boss£13.094.2★151 rev

Ember Beef Biltong Original 250g Box - High Protein Meat Jerky Snack - Ready to Eat Low Fat No Added Sugar Keto No Artificial Colours or Flavours from a Family-Run UK Business

EMBER£22.354.3★3,923 rev

Smallys Biltong Original - High Protein Beef Snack Ready to Eat Gluten Free Low Fat No Added Sugar No Artificial Colours or Flavours - 500g Pack

Smally's Biltong£29.004.3★1,281 rev

Cruga Original Beef Biltong Flavour 12 × 25g Snack Packs High Protein Gluten Free Spicy Snack Low Sugar No Added MSG Ideal for Gym Travel Hiking & Everyday Energy

Cruga£17.424.2★89 rev

Smallys Biltong Original - High Protein Beef Snack Ready to Eat Gluten Free Low Fat No Added Sugar No Artificial Colours or Flavours - 250g Pack

Smally's Biltong£17.404.3★1,281 rev

Newest

by launch date

COAN Beef Biltong | 3 x 25g - High Protein Low Carb Savoury Snack - 15g Protein Per Bag - Made With British Beef (PAck of 3 Mix Bundle)

Coan£6.966 rev

8mo ago

Beast Pharm Biltong Box - 12 Pack Beef High Protein Snacks 24g Protein per 40g Bag of Biltong - Low Calorie Keto Meat Snacks - Assorted Flavours

Beast Pharm£32.7948 rev

1y ago

High Protein Chilli Beef Sticks 100g - Authentic South African Biltong - Beef Bites - High Protein Healthy Snacking for Pre or post work out - Low Sugar & Low Carb - Suitable for Keto Diets

Hunters Biltong£7.9117 rev

1y ago

Kings - Wagyu Beef Biltong - Gold Standard Indulgent Range - High Protein Meat Snack - Box of 12 x 25 g Packs

Kings£25.2421 rev

2y ago

Kings - Beef Biltong - Rib Eye Flavour - High Protein Snacks Marinated and Cooked Meat - Bulk Box of 12 x 25 g Packs

Kings£19.7931 rev

2y ago

What buyers say about biltong

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall43%

“taste of home”

Quality-Overall13%

“Great quality meat”

Flavor10%

“Flavour is great”

Nutritional Content6%

“Good healthy snack”

Value For Money4%

“Decent value”

Ease Of Chewing/Swallowing4%

“Very chewy”

Texture/Consistency-Overall3%

“Nice texture”

Spiciness2%

“Nice and spicy”

Locally Manufactured1%

“Best biltong in the uk”

Crispiness1%

“much better than crisps/chocolate”

What buyers complain about

Taste-Overall14%

“Bad aftertaste”

Oily/Greasy9%

“Terrible product really greasy”

Value For Money9%

“expensive product”

Quality-Overall8%

“Poor quality, very unpleasant after taste”

Ease Of Chewing/Swallowing7%

“Far too chewy”

Moist/Dry6%

“not ur standard dry biltong dry”

Flavor5%

“Husband said not much flavour”

Spiciness4%

“If possible I wish they would make a less spicy flavour”

Texture/Consistency-Overall3%

“texture or or taste”

Nutritional Content3%

“Not as much protein”

Common questions

Is biltong profitable to sell on Amazon United Kingdom?: The niche generates £479K/yr across 24 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -9.1%. Flapen's verdict: Worth a look (61/100).
How competitive is the biltong niche?: 12 brands and 15 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in biltong?: Top complaints mined from reviews: Taste-Overall, Oily/Greasy, Value For Money. The return rate is 0.0%.
When does demand for biltong peak?: Demand peaks in Dec; the busiest month runs 1.7× the quietest.
What does it cost to enter the biltong niche?: Listings span £6.96–£52.31; the average listing price is £23.37 (sweet spot $15–$100). The average incumbent carries 524 reviews — the moat a new listing must climb.