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Biscuits and Cookies

Maybe

Returns run at only 0.0% of orders. But the top 5 brands take 95% of clicks, so Biscuits and Cookies is a Maybe.

Flapen Score
50
50 / 100
Top 31% of 2,976 Grocery niches · +4 vs the category median of 46
Market size
£665K/yr515K searches / yr
90-day growth
-10.6%search demand this quarter
Competition
73%top-5 click share · 8 brands · 51 sellers

Flapen Score

Biscuits and Cookies against its category

The dotted line is the Grocery average. Past it, Biscuits and Cookies is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Biscuits and Cookies market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Biscuits and Cookies 515K times last year and spent an estimated £665K. The top 5 brands take 95% of clicks. Demand peaks in Nov–Dec. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

7.9% of searches ended in a purchase last week.

Shoppers searched for this 515K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 7.9% of those searches ended in a purchase. Searches in the last 90 days moved -10.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £665K a year.

Searches, last 12 months
515K
Growth, 90 days vs prior 90
-10.6%
Conversion, latest week
7.9%
Market size, estimated
£665Ka year
Peak month
December2.2× the quietest month
Top search term
border biscuits344K searches a year

02 · Price

A sale here is worth £16.29.

Listings sell for £16.29 on average, from £4.46 to £40.20. Amazon reports units sold in ranges. This niche sold 40K to 50K a year. The average listing sells 2,000 to 2,500 of them. At £16.29 that is £33K to £41K a year per listing.

Average price
£16.29inside the $15 to $100 sweet spot
Price range
£4.46–£40.20
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
40K–50K
Units per listing a year
2,000–2,500
Revenue per listing a year
£33K–£41K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

63% of listings pay for placement with sponsored ads. 44% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #80 within Bakery. It carries 613 reviews at 4.55 stars, so a new listing needs social proof before a better product.

Sponsored listings
63%
Prime listings
44%
Out of stock, average day
0.0%
Average rank
#80in Bakery
Average rating
4.55 starsAmazon United Kingdom average 4.36 stars
Average reviews
613per listing
Listings tracked
16

04 · Newcomers

Amazon counts 2 of last year's 6 launches as successful.

6 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 39 months on average, so the names here are settling in.

Launched, last 12 months
6
Successful launches
2Amazon's first-year sales bar
Average brand age
39 months

Products

Top Biscuits and Cookies 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 73% of clicks. A locked shelf that new listings rarely crack.

£0£66K£133K£199K£266K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

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

Biscuits and Cookies search demand

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

20K15KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 2.2×

Search terms

Top Biscuits and Cookies search terms shoppers use

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

  • 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

Reviews and returns

What reviews say buyers love and hate about Biscuits and Cookies

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

Complain

Value For Money36%−0.17

Expensive

Very expensive

Expensive for what they are

Quality-Overall7%−0.03

however I was very disappointed with the quality this time as the majority of the biscuits were broken

Okay, wouldnt buy again, used to be better quality

Advertised Vs Actual Product5%−0.03

well packed however the description was a little misleading

Crispiness5%+0.12

Just wish there was more caramel crunch

Size-Overall5%−0.05

I was a little disappointed as I thought they came in a smaller box

unfortunately they ate now smaller and thinner

Love

Baking31%+2.02

Great gift for biscuit lovers

Excellent cookies good for childrens pack lunch an afternoon I love them

Quality biscuits

Taste-Overall26%+0.89

Absolutely delicious

Yummy Biscuits

Great tasting selection

Quality-Overall13%−0.03

Good quality biscuits

They really are good quality I would definitely recommend these hampers

Best quality

Value For Money8%−0.17

Worth every penny

Good value for money

Good Value

Gifting Purpose4%+0.54

These made a very welcome end of term gift for my childrens schools

Great gift

Great for adding to gift boxes during the festive period

FAQ

Common Biscuits and Cookies questions

Answered from the same tracked data.