biscoff
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible13.7%search→purchase rate — share of searches ending in a sale
Market size
Good£446K£446K/yr · 489K searches
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Review moat
Okay2,905.35avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Avg price
Bad£6.65avg listing price — sweet spot $15–$100
Growth
Bad-27.0%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.52–£13.77cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, biscoff is a £446K/yr Amazon United Kingdom market (489K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Dec. Verdict: Skip it — 41/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
biscoff market data
- Units sold / yr
- 60K–80K
- avg 3,000–4,000/product
- Revenue / yr
- £399K–£532K
- units × avg price
- Conversion rate
- 13.7%
- Avg BSR
- #101
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 35%
- Out of stock
- 0.0%
- Avg brand age
- 44 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
5 falling
Sellers
87
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
62%
Top 20: 100%
Open market
0%
- Biscoff53%
- Lotus33%
- Cadbury7%
- Espresso Yourself3%
- Generic3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -27.0% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.9×
Top biscoff search terms
- biscoff262K/yr
- biscoff biscuits128K/yr
- lotus biscoff48K/yr
- lotus27K/yr
- lotus biscoff biscuits10K/yr
- lotus biscuits11K/yr
- biscuit biscoff3K/yr
Top biscoff 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.
All 17 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Biscoff Original Caramelised Single Biscuits (Pack of 300 - catering size)
Lotus£13.534.7★20,489 rev
Lotus Biscoff Caramelised Biscuit 150 Indivually Wrapped Biscuits Ingredients from Natural Origins Vegan Nut Free Recipe 937.5g
Biscoff£9.134.5★4,250 rev
Biscoff - Caramelised Biscuit - Ingredients from natural origin - Vegan - No colours or added flavours - 10x 250g - 2 5kg
Biscoff£13.774.7★829 rev
Biscoff - Sweet spread - Smooth - Caramelised biscuit flavour - Vegan - Nut free - No colours or added flavours - Plastic Jar - 720g
Biscoff£4.084.8★1,610 rev
Lotus Biscoff Caramelised Biscuit 64 Indivually Wrapped 2 Packs 128 Biscuits Ingredients from Natural Origins Vegan Nut Free Recipe 0.9kg
Biscoff£8.014.5★636 rev
Newest
by launch date
Cadbury Lotus Biscoff Chocolate Bar Milk Chocolate 195 g (Pack of 1)
Cadbury£2.5221 rev
Lotus Biscoff Sandwiches 320ml
Lotus£2.683 rev
Cadbury Dairy Milk Lotus Biscoff Chocolate Bar The Classic Creamy Taste with Caramelised Biscuit Pieces Perfect for Sharing 350 g (Pack of 1)
Cadbury£3.4380 rev
Lotus Biscoff Biscuits 50 Individually Wrapped Caramelised Cookies | Catering Pack for Coffee Shops Offices & Events | Vegan | Authentic Belgian Taste
Generic£5.48129 rev
Lotus Biscoff Caramelised Biscuit 64 Indivually Wrapped 2 Packs 128 Biscuits Ingredients from Natural Origins Vegan Nut Free Recipe 0.9kg
Biscoff£8.01636 rev
Trending
90-day click momentumCadbury Lotus Biscoff Chocolate Bar Milk Chocolate 195 g (Pack of 1)
Cadbury£2.524.7★
Lotus Biscoff Sandwiches 320ml
Lotus£2.685.0★
Biscoff - Caramelised Biscuit - Ingredients from natural origin - Vegan - No colours or added flavours - 10x 250g - 2 5kg
Biscoff£13.774.7★
30 x Lotus Biscoff Caramelised Single Biscuits Individually Wrapped by Espresso Yourself Vegan Biscuits Perfect for Coffee Convenient Multipacks of Individual Wrapped Biscuits Packs
Espresso Yourself£5.354.6★
Biscoff Original Caramelised Single Biscuits (Pack of 300 - catering size)
Lotus£13.534.7★
What buyers say about biscoff
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious and Addictive”
“Great value”
“Great on toast, pancakes, or even straight from the jar”
“no complaints here”
“As described”
“Sweet, creamy, and very enjoyable”
“Fresh and crunchy”
“I love the flavour”
“Fresh and crunchy”
“Smells amazing, it sake shake before use”
What buyers complain about
“it didnt change the taste”
“the bottle is huge”
“Think we are going to have a lot waste”
“Full of additives, preservatives and sugar”
“the flavour was not there”
“The texture of the chocolate is very biscuity”
“Too hard to squeeze”
“It's the spread and bits”
“Arrived melted as heatwave”
“Was disappointed that there was no lid on this item as picture shows one”
Common questions
- Is biscoff profitable to sell on Amazon United Kingdom?
- The niche generates £446K/yr across 17 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -27.0%. Flapen's verdict: Skip it (41/100).
- How competitive is the biscoff niche?
- 5 brands and 87 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in biscoff?
- Top complaints mined from reviews: Taste-Overall, Size-Overall, Natural Resource Wastage. The return rate is 0.0%.
- When does demand for biscoff peak?
- Demand peaks in Dec; the busiest month runs 1.9× the quietest.
- What does it cost to enter the biscoff niche?
- Listings span £1.52–£13.77; the average listing price is £6.65 (sweet spot $15–$100). The average incumbent carries 2,905 reviews — the moat a new listing must climb.