brie
Worth a lookShows searches that convert (24.3% search→purchase), but soft demand (-14.1% this quarter) keeps it on the watch list.
Conversion
Incredible24.3%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great444.25avg incumbent reviews — the moat a new listing must climb
Market size
Good£440K£440K/yr · 197K searches
Price range
Good£2.49–£31.35cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Avg price
Okay£9.18avg listing price — sweet spot $15–$100
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-14.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, brie is a £440K/yr Amazon United Kingdom market (197K searches/yr). The top 5 brands hold 80% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 51/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
brie market data
- Units sold / yr
- 30K–40K
- avg 750–1,000/product
- Revenue / yr
- £275K–£367K
- units × avg price
- Conversion rate
- 24.3%
- Avg BSR
- #8
- Page quality
- 0%
- Prime
- 70%
- Sponsored
- 30%
- Out of stock
- 24.6%
- Avg brand age
- 72 months
- Avg seller age
- 178 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.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 & seasonality
Weekly Amazon search volume, last 104 weeks — -14.1% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 9.9×
Top brie search terms
- cheese selection88K/yr
- boursin30K/yr
- stilton19K/yr
- cheeses19K/yr
- stilton cheese23K/yr
- garlic cheese6K/yr
- boursin cheese5K/yr
- christmas cheese9K/yr
Top brie 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.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Boursin Garlic and Herb Cheese 150g
Boursin£3.004.8★2,005 rev
Morrisons Blue Stilton 220g
Morrisons£3.194.5★20 rev
BEL Boursin Velvety Cream Cheese 125 g
Boursin£2.514.6★287 rev
Boursin Garlic and Herb Mini Portions 96g
Boursin£2.494.7★95 rev
Bradburys Isle of Man Cheese Selection Pack 320g
BRADBURYS£4.245.0★7 rev
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
The Cheese Wedge Co.£24.2017 rev
Morrisons Blue Stilton 220g
Morrisons£3.1920 rev
Morrisons The Best Stilton 210g
Morrisons£3.871 rev
Bradburys Isle of Man Cheese Selection Pack 320g
BRADBURYS£4.247 rev
Silly Cow Full Moon Selection Wheel - Classic Variety Cheese 800g
Silly Cow£17.9360 rev
Trending
90-day click momentumLuxury 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
The Cheese Wedge Co.£24.204.6★
Morrisons Double Pepperoni And Cheese Selection 120g
Morrisons£3.174.7★
Booths Premium Blue Stilton Cheese 200g
Booths£2.734.5★
Morrisons The Best Stilton 210g
Morrisons£3.875.0★
Morrisons Blue Stilton 220g
Morrisons£3.194.5★
What buyers say about brie
What buyers praise and complain about, mined from review topics.What buyers love
“Great present and taste really nice”
“enjoyed as a gift”
“The cheeses feel proper quality”
“Good value for money”
“Great flavours”
“Fresh”
“As advertised”
“Nice size”
“Great cheese”
“Great product from Snowdonia, as always”
What buyers complain about
“This tasted disgusting”
“Could have bought them a lot cheaper at supermarket”
“Went moldy in fridge while still sealed”
“too salty to even cook with”
“Diced up tiny”
“I found the chilli one a bit hot”
“Some of cheeses not very good quality”
“Kinda difficult to remove them from the plastic packaging”
Common questions
- Is brie profitable to sell on Amazon United Kingdom?
- The niche generates £440K/yr across 20 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -14.1%. Flapen's verdict: Worth a look (51/100).
- How competitive is the brie niche?
- 13 brands and 42 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in brie?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Storage Temperature. The return rate is 0.0%.
- When does demand for brie peak?
- Demand peaks in Nov–Dec; the busiest month runs 9.9× the quietest.
- What does it cost to enter the brie niche?
- Listings span £2.49–£31.35; the average listing price is £9.18 (sweet spot $15–$100). The average incumbent carries 444 reviews — the moat a new listing must climb.