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Biltong

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -9.1% this quarter, so Biltong is a Maybe.

Flapen Score
61
61 / 100
Top 4% of 2,976 Grocery niches · +15 vs the category median of 46
Market size
£479K/yr346K searches / yr
90-day growth
-9.1%search demand this quarter
Competition
54%top-5 click share · 12 brands · 15 sellers

Flapen Score

Biltong against its category

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

61Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Biltong market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Biltong 346K times last year and spent an estimated £479K. The top 5 brands take 79% of clicks. Demand peaks in Dec. Flapen scores it 61 out of 100, a Maybe.

01 · Demand

5.9% of searches ended in a purchase last week.

Shoppers searched for this 346K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.9% of those searches ended in a purchase. Searches in the last 90 days moved -9.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £479K a year.

Searches, last 12 months
346K
Growth, 90 days vs prior 90
-9.1%
Conversion, latest week
5.9%
Market size, estimated
£479Ka year
Peak month
December1.7× the quietest month
Top search term
biltong275K searches a year

02 · Price

A sale here is worth £23.37.

Listings sell for £23.37 on average, from £6.96 to £52.31. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 500 to 750 of them. At £23.37 that is £12K to £18K a year per listing.

Average price
£23.37inside the $15 to $100 sweet spot
Price range
£6.96–£52.31
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
500–750
Revenue per listing a year
£12K–£18K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

88% of listings pay for placement with sponsored ads. 88% ship with Prime. On an average day, 6.3% of listings are out of stock. The average listing ranks #21 within Snack Foods. It carries 524 reviews at 4.16 stars, so a new listing needs social proof before a better product.

Sponsored listings
88%
Prime listings
88%
Out of stock, average day
6.3%
Average rank
#21in Snack Foods
Average rating
4.16 starsAmazon United Kingdom average 4.36 stars
Average reviews
524per listing
Listings tracked
24

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 55 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
55 months

Products

Top Biltong 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 54% of clicks. Leaders hold, but buyers still shop past them.

£0£24K£48K£72K£96K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 flat

Sellers

15

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

Biltong search demand

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

10K6KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 1.7×

Search terms

Top Biltong search terms shoppers use

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

  • biltong275K/yr
  • biltong 1kg30K/yr
  • beef biltong18K/yr
  • billtong8K/yr
  • halal biltong5K/yr
  • south african biltong3K/yr
  • bilton3K/yr
  • beefit biltong2K/yr

Reviews and returns

What reviews say buyers love and hate about Biltong

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

Complain

Taste-Overall14%+3.46

Bad aftertaste

and 2 of them tasted like they were spoiled

synthetic and colour and taste

Oily/Greasy9%−0.14

Terrible product really greasy

Oily

Really oily and just not eatable

Value For Money9%−0.06

expensive product

Expensive

the price increased

Quality-Overall8%+0.48

Poor quality, very unpleasant after taste

Not worth the premium price

very poor quality and expensive product

Ease Of Chewing/Swallowing7%−0.11

Far too chewy

couldnt chew it

every packet of mine I had trouble swallowing

Love

Taste-Overall43%+3.46

taste of home

Absolutely delicious

Great snack

Quality-Overall13%+0.48

Great quality meat

Quality beef snack

Good quality

Flavor10%+0.09

Flavour is great

This traditional beef offering gives correct balance between taste

the flavors are brilliant especially the smoky ghost flavor

Nutritional Content6%+0.35

Good healthy snack

Packed full of protein

Great product for snacking and protein

Value For Money4%−0.06

Decent value

The price is also reasonable

Good value

FAQ

Common Biltong questions

Answered from the same tracked data.