Brie
MaybeBuyers convert on 24.3% of searches. But demand is soft, at -14.1% this quarter, so Brie is a Maybe.
- Flapen Score
- 51 / 100Top 27% of 2,976 Grocery niches · +5 vs the category median of 4651
- 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.
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
An estimated 24.3% of those searches ended in a purchase.
Shoppers searched for this 197K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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
2 of last year's 5 launches cleared the first-year sales bar.
5 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. 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
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Boursin Garlic and Herb Cheese 150g
- Price
- £3.00
- Rating
- 4.8/5
- Reviews
- 2,005
- Age
- 12y ago

Morrisons Blue Stilton 220g
- Price
- £3.19
- Rating
- 4.5/5
- Reviews
- 20
- Age
- 5mo ago

BEL Boursin Velvety Cream Cheese 125 g
- Price
- £2.51
- Rating
- 4.6/5
- Reviews
- 287
- Age
- 7y ago

Boursin Garlic and Herb Mini Portions 96g
- Price
- £2.49
- Rating
- 4.7/5
- Reviews
- 95
- Age
- 12y ago

Bradburys Isle of Man Cheese Selection Pack 320g
- Price
- £4.24
- Rating
- 5.0/5
- Reviews
- 7
- Age
- 7mo ago
Trending
estimated 90-day click momentum
Luxury Artisan Cheese Hamper Gift Set | 6 Gourmet Items Including Smoked Garlic & Herb and Vintage Cheddar Sourdough Crackers & 2 Chutneys | Perfect Foodie Gift for Men & Women
- Price
- £24.20
- Rating
- 4.6/5
- Reviews
- 17
- Age
- 3mo ago

Morrisons Double Pepperoni And Cheese Selection 120g
- Price
- £3.17
- Rating
- 4.7/5
- Reviews
- 45
- Age
- 1y ago

Booths Premium Blue Stilton Cheese 200g
- Price
- £2.73
- Rating
- 4.5/5
- Reviews
- 146
- Age
- 9y ago

Morrisons The Best Stilton 210g
- Price
- £3.87
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 5mo ago

Morrisons Blue Stilton 220g
- Price
- £3.19
- Rating
- 4.5/5
- Reviews
- 20
- Age
- 5mo ago
Newest
by launch date
Luxury Artisan Cheese Hamper Gift Set | 6 Gourmet Items Including Smoked Garlic & Herb and Vintage Cheddar Sourdough Crackers & 2 Chutneys | Perfect Foodie Gift for Men & Women
- Price
- £24.20
- Rating
- 4.6/5
- Reviews
- 17
- Age
- 3mo ago

Morrisons Blue Stilton 220g
- Price
- £3.19
- Rating
- 4.5/5
- Reviews
- 20
- Age
- 5mo ago

Morrisons The Best Stilton 210g
- Price
- £3.87
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 5mo ago

Bradburys Isle of Man Cheese Selection Pack 320g
- Price
- £4.24
- Rating
- 5.0/5
- Reviews
- 7
- Age
- 7mo ago

Silly Cow Full Moon Selection Wheel - Classic Variety Cheese 800g
- Price
- £17.93
- Rating
- 4.5/5
- Reviews
- 60
- Age
- 8mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 63% of clicks. Leaders hold, but buyers still shop past them.
Brands
13 rising
Sellers
42
Est. top-5 brand share
80%
Top 20: 100%
Est. 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.
Peak months: Nov, Dec · busiest ÷ quietest = 9.9×
Search terms
Top Brie search terms shoppers use
The exact words shoppers type, with estimated 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
We read the reviews and the return reasons for every product selling here.
“This tasted disgusting”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
14 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Brie questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









