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Brie

Maybe

Buyers convert on 24.3% of searches. But demand is soft, at -14.1% this quarter, so Brie is a Maybe.

Flapen Score
51
51 / 100
Top 27% of 2,976 Grocery niches · +5 vs the category median of 46
Market size
£440K/yr197K searches / yr
90-day growth
-14.1%search demand this quarter
Competition
63%top-5 click share · 13 brands · 42 sellers

Flapen Score

Brie against its category

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

51Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Brie market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Brie 197K times last year and spent an estimated £440K. The top 5 brands take 80% of clicks. Demand peaks in Nov–Dec. Flapen scores it 51 out of 100, a Maybe.

01 · Demand

24.3% of searches ended in a purchase last week.

Shoppers searched for this 197K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 24.3% of those searches ended in a purchase. Searches in the last 90 days moved -14.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £440K a year.

Searches, last 12 months
197K
Growth, 90 days vs prior 90
-14.1%
Conversion, latest week
24.3%
Market size, estimated
£440Ka year
Peak month
December9.9× the quietest month
Top search term
cheese selection88K searches a year

02 · Price

A sale here is worth £9.18.

Listings sell for £9.18 on average, from £2.49 to £31.35. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 750 to 1,000 of them. At £9.18 that is £7K to £9K a year per listing.

Average price
£9.18under the $15 to $100 sweet spot
Price range
£2.49–£31.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
750–1,000
Revenue per listing a year
£7K–£9K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

30% of listings pay for placement with sponsored ads. 70% ship with Prime. On an average day, 24.6% of listings are out of stock. The average listing ranks #8 within Fresh & Chilled. It carries 444 reviews at 4.66 stars, so a new listing needs social proof before a better product.

Sponsored listings
30%
Prime listings
70%
Out of stock, average day
24.6%
Average rank
#8in Fresh & Chilled
Average rating
4.66 starsAmazon United Kingdom average 4.36 stars
Average reviews
444per listing
Listings tracked
20

04 · Newcomers

Amazon counts 2 of last year's 5 launches as successful.

5 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 72 months on average, so the names here are established.

Launched, last 12 months
5
Successful launches
2Amazon's first-year sales bar
Average brand age
72 months

Products

Top Brie 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 63% of clicks. Leaders hold, but buyers still shop past them.

£0£44K£88K£132K£176K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 rising

Sellers

42

Top-5 brand share

80%

Top 20: 100%

Top-5 click share

63%

Top 20: 100%

Open market

16%

  • Boursin47%
  • Morrisons20%
  • The Cheese Wedge Co.5%
  • BRADBURYS4%
  • Topline4%
  • Booths4%
  • Open — no brand owns it (7 brands, 16%)

Demand

Brie search demand

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

25K15KHoliday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 9.9×

Search terms

Top Brie search terms shoppers use

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

  • cheese selection88K/yr
  • boursin30K/yr
  • stilton19K/yr
  • cheeses19K/yr
  • stilton cheese23K/yr
  • garlic cheese6K/yr
  • boursin cheese5K/yr
  • christmas cheese9K/yr

Reviews and returns

What reviews say buyers love and hate about Brie

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

Complain

Taste-Overall22%−0.05

This tasted disgusting

The taste is not nice with the main taste being wax

Value For Money19%−0.01

Could have bought them a lot cheaper at supermarket

Overpriced

Not worth it

Storage Temperature11%−0.04

Went moldy in fridge while still sealed

Salt Content6%−0.02

too salty to even cook with

Salty, salty, salty

Too salty to eat with crackers

Size-Overall6%−0.01

Diced up tiny

Love

Taste-Overall39%−0.05

Great present and taste really nice

Just tastes like it

Really tasty

Gifting Purpose25%+2.19

enjoyed as a gift

Amazing gift

Wonderful gift idea

Quality-Overall10%+0.50

The cheeses feel proper quality

Excellent Product

Good variety

Value For Money8%−0.01

Good value for money

Excellent value

Good value

Flavor7%+1.17

Great flavours

a rich flavour

Some really unique flavours

FAQ

Common Brie questions

Answered from the same tracked data.