---
title: "Brie — £440K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/brie"
last_updated: "2026-07-31T15:55:31.153Z"
locale: en
meta:
description: "Niche score 51/100 · £440K/yr market · 197K searches/yr · £9.18 avg price. Soft demand (-14.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £440K/yr market · 197K searches/yr · £9.18 avg price. Soft demand (-14.1% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Brie — £440K/yr Amazon UK Niche (2026) - Flapen"
---
# **brie**
**Worth a look**
Shows searches that convert (24.3% search→purchase), but soft demand (-14.1% this quarter) keeps it on the watch list.
Market size 57Growth 18Conversion 100Competition 37Returns 100Price range 57Avg price 26Brand share 42Review moat 78Quality gap 21
**Conversion**
**Incredible****24.3%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****444.25**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£440K**
£440K/yr · 197K searches
**Price range**
**Good****£2.49–£31.35**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****80%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****63%**
top-5 click share — leaders hold, buyers still browse
**Avg price**
**Okay****£9.18**
avg listing price — sweet spot $15–$100
**Quality gap**
**Bad****4.7★**
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KHoliday '24Spike '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 9.9×
[**Open Trend **](https://flapen.com/research/uk/grocery/brie/trend)
## **Top brie search terms**
- **cheese selection**88K/yr-5.9%5.4% conv. - **boursin**30K/yr-16.1%28.6% conv. - **stilton**19K/yr+18.6%26.3% conv. - **cheeses**19K/yr+1.5%1.8% conv. - **stilton cheese**23K/yr-60.0%6.5% conv. - **garlic cheese**6K/yr-16.2%7.8% conv. - **boursin cheese**5K/yr-28.9%7.4% conv. - **christmas cheese**9K/yr-86.6%0.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/brie/search-terms)
## **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.
0%10%£44K20%£88K30%£132K40%£176K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 20 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Boursin Garlic and Herb Cheese 150g**Boursin**£3.00**4.8★2,005 rev](https://www.amazon.co.uk/dp/B004WI1H6W) [2**Morrisons Blue Stilton 220g**Morrisons**£3.19**4.5★20 rev](https://www.amazon.co.uk/dp/B0GKQ7VMGF) [3**BEL Boursin Velvety Cream Cheese 125 g**Boursin**£2.51**4.6★287 rev](https://www.amazon.co.uk/dp/B07J38MYFC) [4**Boursin Garlic and Herb Mini Portions 96g**Boursin**£2.49**4.7★95 rev](https://www.amazon.co.uk/dp/B004WI1E6U) [5**Bradburys Isle of Man Cheese Selection Pack 320g**BRADBURYS**£4.24**5.0★7 rev](https://www.amazon.co.uk/dp/B0G4QG1D3W)
**~~View all top sellers →~~**
### **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.**£24.20**17 rev3mo ago](https://www.amazon.co.uk/dp/B0GVL1DWX1) [**Morrisons Blue Stilton 220g**Morrisons**£3.19**20 rev5mo ago](https://www.amazon.co.uk/dp/B0GKQ7VMGF) [**Morrisons The Best Stilton 210g**Morrisons**£3.87**1 rev5mo ago](https://www.amazon.co.uk/dp/B0GKQ2G79N) [**Bradburys Isle of Man Cheese Selection Pack 320g**BRADBURYS**£4.24**7 rev7mo ago](https://www.amazon.co.uk/dp/B0G4QG1D3W) [**Silly Cow Full Moon Selection Wheel - Classic Variety Cheese 800g**Silly Cow**£17.93**60 rev8mo ago](https://www.amazon.co.uk/dp/B0FZKDK9KS)
**~~View all new products →~~**
### **Trending**
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**The Cheese Wedge Co.**£24.20**4.6★**▲ 369%**](https://www.amazon.co.uk/dp/B0GVL1DWX1) [**Morrisons Double Pepperoni And Cheese Selection 120g**Morrisons**£3.17**4.7★**▲ 239%**](https://www.amazon.co.uk/dp/B0F7RVQVWF) [**Booths Premium Blue Stilton Cheese 200g**Booths**£2.73**4.5★**▲ 173%**](https://www.amazon.co.uk/dp/B075XNS83L) [**Morrisons The Best Stilton 210g**Morrisons**£3.87**5.0★**▲ 165%**](https://www.amazon.co.uk/dp/B0GKQ2G79N) [**Morrisons Blue Stilton 220g**Morrisons**£3.19**4.5★**▲ 150%**](https://www.amazon.co.uk/dp/B0GKQ7VMGF)
**~~View all trending →~~**
## **What buyers say about brie**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**39%
*“Great present and taste really nice”*
**Gifting Purpose**25%
*“enjoyed as a gift”*
**Quality-Overall**10%
*“The cheeses feel proper quality”*
**Value For Money**8%
*“Good value for money”*
**Flavor**7%
*“Great flavours”*
**Freshness**3%
*“Fresh”*
**Advertised Vs Actual Product**1%
*“As advertised”*
**Size-Overall**1%
*“Nice size”*
**Baking**1%
*“Great cheese”*
**Locally Manufactured**1%
*“Great product from Snowdonia, as always”*
### **What buyers complain about **
**Taste-Overall**22%
*“This tasted disgusting”*
**Value For Money**19%
*“Could have bought them a lot cheaper at supermarket”*
**Storage Temperature**11%
*“Went moldy in fridge while still sealed”*
**Salt Content**6%
*“too salty to even cook with”*
**Size-Overall**6%
*“Diced up tiny”*
**Spiciness**6%
*“I found the chilli one a bit hot”*
**Quality-Overall**6%
*“Some of cheeses not very good quality”*
**Ease Of Use**4%
*“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.
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