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Biscuits Morrisons

Fail

The top 5 brands take 100% of clicks, so Biscuits Morrisons is a Fail.

Flapen Score
37
37 / 100
Ranks 2,578 of 2,976 Grocery niches · −9 vs the category median of 46
Market size
£128K/yr325K searches / yr
90-day growth
-8.2%search demand this quarter
Competition
69%top-5 click share · 3 brands · 40 sellers

Flapen Score

Biscuits Morrisons against its category

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

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Biscuits Morrisons market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Biscuits Morrisons 325K times last year and spent an estimated £128K. All 3 brands take every click. Flapen scores it 37 out of 100, a Fail.

01 · Demand

24.1% of searches ended in a purchase last week.

Shoppers searched for this 325K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 24.1% of those searches ended in a purchase. Searches in the last 90 days moved -8.2% against the 90 days before. Searches, conversion and average price together put the market at an estimated £128K a year.

Searches, last 12 months
325K
Growth, 90 days vs prior 90
-8.2%
Conversion, latest week
24.1%
Market size, estimated
£128Ka year
Peak month
November1.5× the quietest month
Top search term
rich tea biscuits70K searches a year

02 · Price

A sale here is worth £1.64.

Listings sell for £1.64 on average, from £0.67 to £3.34. Amazon reports units sold in ranges. This niche sold 80K to 100K a year. The average listing sells 5,000 to 6,000 of them. At £1.64 that is £8K to £10K a year per listing.

Average price
£1.64under the $15 to $100 sweet spot
Price range
£0.67–£3.34
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
80K–100K
Units per listing a year
5,000–6,000
Revenue per listing a year
£8K–£10K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

8% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #786 within Bakery. It carries 1,147 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
8%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#786in Bakery
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,147per listing
Listings tracked
12

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
48 months

Products

Top Biscuits Morrisons 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£13K£26K£38K£51K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 falling

Sellers

40

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

0%

  • RITZ53%
  • McVitie's36%
  • Morrisons10%

Demand

Biscuits Morrisons search demand

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

9K7KSpike '24Prime Day '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Biscuits Morrisons search terms shoppers use

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

  • rich tea biscuits70K/yr
  • ritz53K/yr
  • ritz cracker50K/yr
  • morrisons biscuits33K/yr
  • jammy dodgers33K/yr
  • rich tea18K/yr
  • ritz crackers10K/yr
  • tea biscuits10K/yr
  • choc biscuits8K/yr
  • plain biscuits7K/yr

Reviews and returns

What reviews say buyers love and hate about Biscuits Morrisons

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

Complain

Taste-Overall28%+0.65

Not rich tea taste

Didn't taste very nice

there's a strange orange taste to them

Durability11%+0.10

they always seem to be broken

Broken Biscuits

All gone in a few days

Stale/Rotten/Spoiled9%−0.06

These were stale

Bland

Size-Overall9%−0.01

the size seems shrinked quite a bit

Very small pkt

Sweetness6%0.00

these reduced sugar biscuits are horrible

now I know less sugar is better for you

Love

Taste-Overall37%+0.65

Good taste

Cracker delicious

Lovely biscuits

Baking15%−0.11

Great to have a biscuit selection in

Great biscuits

Mam loves rich tea biscuits

Value For Money14%+1.90

Great value

Fair price

Good value for money

Quality-Overall11%+0.24

Ritz quality snack

Best quality

Outstanding

Flavor3%+0.59

Great flavour,

Great for dipping in tea, all flavours

Rich tea

FAQ

Common Biscuits Morrisons questions

Answered from the same tracked data.