---
title: "Biscuits Morrisons — £128K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/biscuits-morrisons"
last_updated: "2026-07-31T15:57:10.346Z"
locale: en
meta:
description: "Niche score 37/100 · £128K/yr market · 325K searches/yr · £1.64 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 37/100 · £128K/yr market · 325K searches/yr · £1.64 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Biscuits Morrisons — £128K/yr Amazon UK Niche (2026) - Flapen"
---
# **biscuits morrisons**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 29Growth 21Conversion 100Competition 27Returns 100Price range 0Avg price 5Brand share 0Review moat 59Quality gap 27
**Conversion**
**Incredible****24.1%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****1,146.5**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£128K**
£128K/yr · 325K searches
**Competition**
**Okay****69%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-8.2%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£1.64**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£0.67–£3.34**
cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, biscuits morrisons is a £128K/yr Amazon United Kingdom market (325K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 37/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **biscuits morrisons market data**
- **Units sold / yr**
- **80K–100K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **£131K–£164K**
- units × avg price
- **Conversion rate**
- **24.1%**
- **Avg BSR**
- **#786**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **8%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **48 months**
- **Avg seller age**
- **161 days**
## **Competition & brand share**
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -8.2% search growth over the last 90 days.
9K7KSpike '24Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/grocery/biscuits-morrisons/trend)
## **Top biscuits morrisons search terms**
- **rich tea biscuits**70K/yr-6.6%24.4% conv. - **ritz**53K/yr+7.4%28.8% conv. - **ritz cracker**50K/yr-25.0%23.2% conv. - **morrisons biscuits**33K/yr+2.2%4.7% conv. - **jammy dodgers**33K/yr-17.6%0.1% conv. - **rich tea**18K/yr-6.8%27.0% conv. - **ritz crackers**10K/yr-9.7%19.3% conv. - **tea biscuits**10K/yr-22.5%7.5% conv. - **choc biscuits**8K/yr-1.9%0.2% conv. - **plain biscuits**7K/yr-13.3%4.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/biscuits-morrisons/search-terms)
## **Top biscuits morrisons 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%£13K20%£26K30%£38K40%£51K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 12 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Ritz Original Crackers Classic Savoury Biscuits 150 g (1-Pack)**RITZ**£1.13**4.6★1,659 rev](https://www.amazon.co.uk/dp/B0CZ795NH5) [2**Ritz Breaks Original Crackers Savoury Biscuits Perfect for Snacking 190 g**RITZ**£1.30**4.6★1,801 rev](https://www.amazon.co.uk/dp/B00L529BAC) [3**McVities Rich Tea Classic Biscuits Twin Pack 600 g (Pack of 1)**McVitie's**£2.73**4.7★804 rev](https://www.amazon.co.uk/dp/B01DPAMEDW) [4**McVities Rich Tea Biscuits The Light One 30% Less Sugar 300 g (Pack of 1)**McVitie's**£1.55**4.6★1,354 rev](https://www.amazon.co.uk/dp/B004AV8ZUM) [5**Morrisons Rich Tea 300g**Morrisons**£0.67**4.6★227 rev](https://www.amazon.co.uk/dp/B0F99TP9QK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Rich Tea 300g**Morrisons**£0.67**227 rev1y ago](https://www.amazon.co.uk/dp/B0F99TP9QK) [**Ritz Cheese Flavoured Crackers Classic Savoury Snack 140 g (1-Pack)**RITZ**£1.21**612 rev2y ago](https://www.amazon.co.uk/dp/B0D1GG987S) [**Ritz Original Crackers Classic Savoury Biscuits 150 g (1-Pack)**RITZ**£1.13**1,659 rev2y ago](https://www.amazon.co.uk/dp/B0CZ795NH5) [**Morrisons Mid Tier Biscuit Assortment 550G**Morrisons**£1.59**1,312 rev2y ago](https://www.amazon.co.uk/dp/B0CQKC85VV) [**McVities Tasties Rich Tea Finger Biscuits 250 g (Pack of 1)**McVitie's**£1.10**2,227 rev4y ago](https://www.amazon.co.uk/dp/B09VPY5S2N)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**McVities Rich Tea Biscuits The Light One 30% Less Sugar 300 g (Pack of 1)**McVitie's**£1.55**4.6★**▲ 43%**](https://www.amazon.co.uk/dp/B004AV8ZUM) [**Ritz Original Crackers Classic Savoury Biscuits 150 g (1-Pack)**RITZ**£1.13**4.6★**▲ 16%**](https://www.amazon.co.uk/dp/B0CZ795NH5) [**McVities Tasties Rich Tea Finger Biscuits 250 g (Pack of 1)**McVitie's**£1.10**4.6★**— 10%**](https://www.amazon.co.uk/dp/B09VPY5S2N) [**Ritz Mini Original Crackers Classic Crisp Savoury Crackers Perfect For Any Snacking Occasion (6 x 25 g)**RITZ**£1.38**4.6★**— 5%**](https://www.amazon.co.uk/dp/B01BTKX448) [**McVities Twin Pack Classic Rich Tea Biscuits 600g**McVitie's**£3.34**4.6★**— 2%**](https://www.amazon.co.uk/dp/B003H7560W)
**~~View all trending →~~**
## **What buyers say about biscuits morrisons**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**37%
*“Good taste”*
**Baking**15%
*“Great to have a biscuit selection in”*
**Value For Money**14%
*“Great value”*
**Quality-Overall**11%
*“Ritz quality snack”*
**Flavor**3%
*“Great flavour,”*
**Sweetness**3%
*“Lovely biscuits you dont notice they are low sugar would buy again”*
**Crispiness**3%
*“Lovely biscuits with a nice crunch”*
**Health Benefits-Overall**2%
*“A lot healthier new ingredients”*
**Salt Content**2%
*“Crunchy salty very cheesy”*
**Size-Overall**2%
*“Normal size for what product is”*
### **What buyers complain about **
**Taste-Overall**28%
*“Not rich tea taste”*
**Durability**11%
*“they always seem to be broken”*
**Stale/Rotten/Spoiled**9%
*“These were stale”*
**Size-Overall**9%
*“the size seems shrinked quite a bit”*
**Sweetness**6%
*“these reduced sugar biscuits are horrible”*
**Powdered/Crumbled**6%
*“all 4 boxes have about half the crackers smashed”*
**Thickness**5%
*“They break very easily as they are very thin”*
**Value For Money**3%
*“costly”*
**Smell**3%
*“when opening the packet i was greeted by the familiar smell of the original ritz cracker in its purest dust form”*
## **Common questions**
- **Is biscuits morrisons profitable to sell on Amazon United Kingdom?**
- The niche generates £128K/yr across 12 tracked products. 90-day search growth is -8.2%. Flapen's verdict: Skip it (37/100).
- **How competitive is the biscuits morrisons niche?**
- 3 brands and 40 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 100% of demand.
- **What do buyers complain about in biscuits morrisons?**
- Top complaints mined from reviews: Taste-Overall, Durability, Stale/Rotten/Spoiled. The return rate is 0.0%.
- **When does demand for biscuits morrisons peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the biscuits morrisons niche?**
- Listings span £0.67–£3.34; the average listing price is £1.64 (sweet spot $15–$100). The average incumbent carries 1,147 reviews — the moat a new listing must climb.
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