---
title: "Biscuits and Cookies — £665K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/biscuits-and-cookies"
last_updated: "2026-07-31T08:46:26.041Z"
locale: en
meta:
description: "Niche score 50/100 · £665K/yr market. Brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £665K/yr market. Brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Biscuits and Cookies — £665K/yr Amazon UK Niche (2026) - Flapen"
---
# **biscuits and cookies**
**Worth a look**
Shows low returns (0.0%), but brand-locked demand (top 5 brands take 95% of clicks) keeps it on the watch list.
Market size 67Growth 20Conversion 79Competition 22Returns 100Price range 71Avg price 78Brand share 12Review moat 72Quality gap 33
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****7.9%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****£16.29**
avg listing price — sweet spot $15–$100
**Review moat**
**Good****613.13**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****£4.46–£40.20**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£665K**
£665K/yr · 515K searches
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-10.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
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 ~~](https://flapen.com/research/methodology)
## **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.
20K15KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.2×
[**Open Trend **](https://flapen.com/research/uk/grocery/biscuits-and-cookies/trend)
## **Top biscuits and cookies search terms**
- **border biscuits**344K/yr+10.9%7.5% conv. - **borders biscuits**61K/yr+13.8%9.2% conv. - **border**81K/yr-66.6%0.9% conv. - **borders**14K/yr-16.0%4.1% conv. - **biscuits border**4K/yr+4.4%7.9% conv. - **border biscuit**4K/yr+47.0%6.8% conv. - **border biscuits 48 packs**4K/yr+25.9%11.3% conv. - **borders biscuits mini packs 48**2K/yr-17.7%13.6% conv. [**All search terms **](https://flapen.com/research/uk/grocery/biscuits-and-cookies/search-terms)
## **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.
0%10%£66K20%£133K30%£199K40%£266K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 16 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£26.54**4.7★1,542 rev](https://www.amazon.co.uk/dp/B003Z6XE3Q) [2**Border Multipack Biscuits - Individually Wrapped - Treat Customers Guests or Yourself to the Ideal Biscuits Gift Set - 48 Twin Packs**Border**£15.58**4.7★6,819 rev](https://www.amazon.co.uk/dp/B00F6YL0S6) [3**Border Mini Pack Biscuits Assorted Luxury Biscuit Collection (48 Snack Packs) | Individually Wrapped | Ideal for Sharing Gifting & Office Snacks | Vegetarian Friendly**Generic**£16.83**4.6★134 rev](https://www.amazon.co.uk/dp/B0FJ2SNTM2) [4**Border Biscuits Variety Bundle Hamper Set of 15 x 2 pack Biscuits (3 Packs of 5 Different Varieties Individually Wrapped) (15 Packs Total)**Border**£8.29**4.5★109 rev](https://www.amazon.co.uk/dp/B0FM423JGC) [5**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**£9.16**4.6★109 rev](https://www.amazon.co.uk/dp/B0FV8WH8WR)
**~~View all top sellers →~~**
### **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**£40.20**0 rev3mo ago](https://www.amazon.co.uk/dp/B0GW967Q62) [**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**£7.44**11 rev5mo ago](https://www.amazon.co.uk/dp/B0GLKKLWB6) [**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**£9.16**109 rev9mo ago](https://www.amazon.co.uk/dp/B0FV8WH8WR) [**15 x Borders Biscuits Mini Mixed Flavour Variety Packs - (30 Biscuits in Total) Contains 5 Flavours Cookies Assortment**E.U. Xtores**£7.61**15 rev11mo ago](https://www.amazon.co.uk/dp/B0FMRZDCFW) [**Borders Biscuits 48 x Mini Mixed Flavour Contains 4 Flavours Cookies Assortment**Generic**£15.90**51 rev11mo ago](https://www.amazon.co.uk/dp/B0FM7YHDM2)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£40.20**0.0★**▲ 294%**](https://www.amazon.co.uk/dp/B0GW967Q62) [**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**£27.33**4.5★**▲ 230%**](https://www.amazon.co.uk/dp/B09MG42FG8) [**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**£7.44**3.9★**▲ 114%**](https://www.amazon.co.uk/dp/B0GLKKLWB6) [**Borders Biscuit Hamper | Nibula Treats | Luxury Gift Box with 30 biscuits from Border Biscuits | Family Favourites for Gifting Sharing & Tea Time**Nibula**£15.04**4.1★**▲ 72%**](https://www.amazon.co.uk/dp/B0FP2ZWSMR) [**15 x Borders Biscuits Mini Mixed Flavour Variety Packs - (30 Biscuits in Total) Contains 5 Flavours Cookies Assortment**E.U. Xtores**£7.61**4.7★**▲ 18%**](https://www.amazon.co.uk/dp/B0FMRZDCFW)
**~~View all trending →~~**
## **What buyers say about biscuits and cookies**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Baking**31%
*“Great gift for biscuit lovers”*
**Taste-Overall**26%
*“Absolutely delicious”*
**Quality-Overall**13%
*“Good quality biscuits”*
**Value For Money**8%
*“Worth every penny”*
**Gifting Purpose**4%
*“These made a very welcome end of term gift for my childrens schools”*
**Flavor**3%
*“Great variety and great flavours”*
**Freshness**3%
*“really fresh”*
**Crispiness**2%
*“Fresh and crunchy,”*
**Ease Of Use**2%
*“Convenient”*
**Advertised Vs Actual Product**1%
*“As advertised and arrived on time”*
### **What buyers complain about **
**Value For Money**36%
*“Expensive”*
**Quality-Overall**7%
*“however I was very disappointed with the quality this time as the majority of the biscuits were broken”*
**Advertised Vs Actual Product**5%
*“well packed however the description was a little misleading”*
**Crispiness**5%
*“Just wish there was more caramel crunch”*
**Size-Overall**5%
*“I was a little disappointed as I thought they came in a smaller box”*
**Chunk/Clump/Collection**5%
*“the rest were smashed to inedible chunks”*
**Powdered/Crumbled**5%
*“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”*
**Durability**5%
*“ending up broken”*
**Taste-Overall**2%
*“the taste is not meant for kids alone”*
**Sweetness**2%
*“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.
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