biscuits
Worth a lookShows 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
Conversion
Incredible15.2%search→purchase rate — share of searches ending in a sale
Market size
Incredible£3.5M£3.5M/yr · 4.6M searches
Competition
Great22%top-5 click share — an open shelf
Review moat
Good1,188.07avg incumbent reviews — the moat a new listing must climb
Brand share
Okay75%top-5 brand share — brands hold most of the demand
Price range
Okay£0.55–£27.09cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-2.6%90-day search growth — must beat 0% to launch
Avg price
Bad£5.01avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, biscuits is a £3.5M/yr Amazon United Kingdom market (4.6M searches/yr). The top 5 brands hold 75% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 66/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
biscuits market data
- Units sold / yr
- 600K–800K
- avg 5,000–6,000/product
- Revenue / yr
- £3.0M–£4.0M
- units × avg price
- Conversion rate
- 15.2%
- Avg BSR
- #117
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 13%
- Out of stock
- 3.9%
- Avg brand age
- 57 months
- Avg seller age
- 159 days
Competition & brand share
Clicks spread well past the top 5 (22% combined) — an open shelf where new products get seen.Brands
33 falling
Sellers
197
Top-5 brand share
75%
Top 20: 95%
Top-5 click share
22%
Top 20: 54%
Open market
22%
- McVitie's54%
- Morrisons6%
- KitKat6%
- Border6%
- Cadbury4%
- Bahlsen2%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -2.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 1.7×
Top biscuits search terms
- biscuits2.9M/yr
- chocolate biscuits486K/yr
- digestive biscuits184K/yr
- biscuits multipacks225K/yr
- biscuit145K/yr
- mcvities50K/yr
- box of biscuits82K/yr
- bourbon biscuits63K/yr
- digestives47K/yr
- chocolate digestives42K/yr
Top biscuits 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
McVities Milk Chocolate Digestive Biscuits 266g
McVitie's£1.704.7★3,760 rev
McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)
McVitie's£0.994.6★2,227 rev
Cadbury Choco Sandwich Biscuit Chocolate Filled Biscuits for Snacking 260 g (Pack of 1)
Cadbury£1.234.4★1,695 rev
McVities Original Digestive Biscuit Twin Pack (2 x 360g)
McVitie's£2.744.8★543 rev
Morrisons Mid Tier Biscuit Assortment 550G
Morrisons£1.594.5★1,312 rev
Newest
by launch date
McVities Hobnobs Oaty Crunch Creams Chocolate Flavour 100 g (Pack of 1)
McVitie's£0.7018 rev
KitKat 2 Finger Milk Chocolate Biscuit Bars 8 Pack (8 x 20.7 g) | Crisp Wafer Fingers Coated in Smooth Milk Chocolate | Great for Sharing or Everyday Snacking
KitKat£1.97298 rev
Nestlé Kitkat and Friends Big Biscuit Box | 69 x Chocolate Biscuit Bars - KitKat Blue Riband Toffee Crisp | Bulk Chocolate Box 1.357kg
KitKat£15.202,030 rev
Morrisons Mid Tier Biscuit Assortment 550G
Morrisons£1.591,312 rev
McVities Jaffa Cakes Original Chocolate Biscuits Twin Pack 18 Cakes 198g
McVitie's£1.351,553 rev
Trending
90-day click momentumMcVities Hobnobs Oaty Crunch Creams Chocolate Flavour 100 g (Pack of 1)
McVitie's£0.703.8★
Foxs Party Rings Minis 6 x 21g
Fox's£1.284.7★
McVities Rich Tea Biscuits The Light One 30% Less Sugar 300 g (Pack of 1)
McVitie's£1.554.6★
McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)
McVitie's£0.994.6★
KitKat 2 Finger Milk Chocolate Biscuit Bars 8 Pack (8 x 20.7 g) | Crisp Wafer Fingers Coated in Smooth Milk Chocolate | Great for Sharing or Everyday Snacking
KitKat£1.974.7★
What buyers say about biscuits
What buyers praise and complain about, mined from review topics.What buyers love
“YUMMY BISCUITS”
“Amazing value”
“Quality biscuits”
“Best quality”
“The biscuits are really crisp”
“Great flavour”
“great for a gift”
“As described”
“not overly sugary”
“really fresh”
What buyers complain about
“Bit pricey”
“Tastes weird”
“Very small”
“Poor quality, arrived with biscuits all melted and fused together with the plain ones, and a large portion of the biscuits were just crumbs”
“loads of crumbs”
“misleading info”
“These tasted old”
“Box of crumbs”
“Nice biscuits however missing sugar”
“Broken Biscuits”
Common questions
- Is biscuits profitable to sell on Amazon United Kingdom?
- The niche generates £3.5M/yr across 91 tracked products. 8 of 10 products launched in the last 360 days are still selling. 90-day search growth is -2.6%. Flapen's verdict: Worth a look (66/100).
- How competitive is the biscuits niche?
- 33 brands and 197 sellers compete. The top 5 products take 22% of clicks and top 5 brands hold 75% of demand.
- What do buyers complain about in biscuits?
- Top complaints mined from reviews: Value For Money, Taste-Overall, Size-Overall. The return rate is 0.0%.
- When does demand for biscuits peak?
- Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the biscuits niche?
- Listings span £0.55–£27.09; the average listing price is £5.01 (sweet spot $15–$100). The average incumbent carries 1,188 reviews — the moat a new listing must climb.