biscuits and cookies
Worth a lookShows low returns (0.0%), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great7.9%search→purchase rate — share of searches ending in a sale
Avg price
Great£16.29avg listing price — sweet spot $15–$100
Review moat
Good613.13avg incumbent reviews — the moat a new listing must climb
Price range
Good£4.46–£40.20cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£665K£665K/yr · 515K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Bad73%top-5 click share — a locked-up shelf
Growth
Bad-10.6%90-day search growth — must beat 0% to launch
Brand share
Bad95%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, biscuits and cookies is a £665K/yr Amazon United Kingdom market (515K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
biscuits and cookies market data
- Units sold / yr
- 40K–50K
- avg 2,000–2,500/product
- Revenue / yr
- £652K–£815K
- units × avg price
- Conversion rate
- 7.9%
- Avg BSR
- #80
- Page quality
- 0%
- Prime
- 44%
- Sponsored
- 63%
- Out of stock
- 0.0%
- Avg brand age
- 39 months
- Avg seller age
- 174 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 falling
Sellers
51
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
3%
- Border67%
- Generic16%
- E.U. Xtores5%
- Stormbrew3%
- Snackify3%
- Nibula2%
- Open — no brand owns it (2 brands, 3%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.6% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 2.2×
Top biscuits and cookies search terms
- border biscuits344K/yr
- borders biscuits61K/yr
- border81K/yr
- borders14K/yr
- biscuits border4K/yr
- border biscuit4K/yr
- border biscuits 48 packs4K/yr
- borders biscuits mini packs 482K/yr
Top biscuits and cookies 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 16 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Border Biscuits 100 Packs Multipacks Box 5 Flavour Variety 2 per pack Individually Wrapped Cookies Gift Set Hotels B&Bs Conference Office Meeting Room School Lunch Box Uni College Cafe
Border£26.544.7★1,542 rev
Border Multipack Biscuits - Individually Wrapped - Treat Customers Guests or Yourself to the Ideal Biscuits Gift Set - 48 Twin Packs
Border£15.584.7★6,819 rev
Border Mini Pack Biscuits Assorted Luxury Biscuit Collection (48 Snack Packs) | Individually Wrapped | Ideal for Sharing Gifting & Office Snacks | Vegetarian Friendly
Generic£16.834.6★134 rev
Border Biscuits Variety Bundle Hamper Set of 15 x 2 pack Biscuits (3 Packs of 5 Different Varieties Individually Wrapped) (15 Packs Total)
Border£8.294.5★109 rev
Border Biscuits Classic Collection Box 2×400 g | Assorted Biscuit Selection with Chocolate Viennese Butterscotch Crunch Shortbread Rings & More | Suitable for Vegetarians | Perfect for Sharing
Border£9.164.6★109 rev
Newest
by launch date
Assorted Biscuit Mini Packs in Plastic Box 5 Flavours (Viennese Whirls Shortbread Rings Butterscotch Chocolate Golden Oat) 40 Sachets (8 Each) | Compatible for Border Biscuits | Luxe Bitez
Luxe Bitez£40.200 rev
Border Biscuit Classic Sharing Pack 400g with 6 Selection Flavours Biscuits Gift Chocolates Biscuits Available for Hamper on Mothers & Fathers Day Christmas and Easter
Snackify£7.4411 rev
Border Biscuits Classic Collection Box 2×400 g | Assorted Biscuit Selection with Chocolate Viennese Butterscotch Crunch Shortbread Rings & More | Suitable for Vegetarians | Perfect for Sharing
Border£9.16109 rev
15 x Borders Biscuits Mini Mixed Flavour Variety Packs - (30 Biscuits in Total) Contains 5 Flavours Cookies Assortment
E.U. Xtores£7.6115 rev
Borders Biscuits 48 x Mini Mixed Flavour Contains 4 Flavours Cookies Assortment
Generic£15.9051 rev
Trending
90-day click momentumAssorted Biscuit Mini Packs in Plastic Box 5 Flavours (Viennese Whirls Shortbread Rings Butterscotch Chocolate Golden Oat) 40 Sachets (8 Each) | Compatible for Border Biscuits | Luxe Bitez
Luxe Bitez£40.200.0★
Border Biscuits 100 Packs Mini Multipacks Biscuits Box 3 Flavour Variety Luxury Biscuits 2 per pack Individually Wrapped Biscuits Bulk Biscuits and Cookies Biscuits Gift Set
Border£27.334.5★
Border Biscuit Classic Sharing Pack 400g with 6 Selection Flavours Biscuits Gift Chocolates Biscuits Available for Hamper on Mothers & Fathers Day Christmas and Easter
Snackify£7.443.9★
Borders Biscuit Hamper | Nibula Treats | Luxury Gift Box with 30 biscuits from Border Biscuits | Family Favourites for Gifting Sharing & Tea Time
Nibula£15.044.1★
15 x Borders Biscuits Mini Mixed Flavour Variety Packs - (30 Biscuits in Total) Contains 5 Flavours Cookies Assortment
E.U. Xtores£7.614.7★
What buyers say about biscuits and cookies
What buyers praise and complain about, mined from review topics.What buyers love
“Great gift for biscuit lovers”
“Absolutely delicious”
“Good quality biscuits”
“Worth every penny”
“These made a very welcome end of term gift for my childrens schools”
“Great variety and great flavours”
“really fresh”
“Fresh and crunchy,”
“Convenient”
“As advertised and arrived on time”
What buyers complain about
“Expensive”
“however I was very disappointed with the quality this time as the majority of the biscuits were broken”
“well packed however the description was a little misleading”
“Just wish there was more caramel crunch”
“I was a little disappointed as I thought they came in a smaller box”
“the rest were smashed to inedible chunks”
“at least 75% where broken so make you need to make sure they are wrapped better in future its kinda put me off them for a while some where just crumbs”
“ending up broken”
“the taste is not meant for kids alone”
“Nice biscuits however missing sugar”
Common questions
- Is biscuits and cookies profitable to sell on Amazon United Kingdom?
- The niche generates £665K/yr across 16 tracked products. 2 of 6 products launched in the last 360 days are still selling. 90-day search growth is -10.6%. Flapen's verdict: Worth a look (50/100).
- How competitive is the biscuits and cookies niche?
- 8 brands and 51 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in biscuits and cookies?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Advertised Vs Actual Product. The return rate is 0.0%.
- When does demand for biscuits and cookies peak?
- Demand peaks in Nov–Dec; the busiest month runs 2.2× the quietest.
- What does it cost to enter the biscuits and cookies niche?
- Listings span £4.46–£40.20; the average listing price is £16.29 (sweet spot $15–$100). The average incumbent carries 613 reviews — the moat a new listing must climb.