brioche
Skip itPrices mostly outside the sweet spot ($1.42–$3.93) — this niche doesn't clear our bar today.
Conversion
Incredible29.4%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good782.86avg incumbent reviews — the moat a new listing must climb
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.3%90-day search growth — must beat 0% to launch
Market size
Okay£110K£110K/yr · 174K searches
Brand share
Bad92%top-5 brand share — brand-locked demand
Avg price
Bad£2.14avg listing price — sweet spot $15–$100
Price range
Bad£1.42–£3.93cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, brioche is a £110K/yr Amazon United Kingdom market (174K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan. Verdict: Skip it — 45/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
brioche market data
- Units sold / yr
- 50K–60K
- avg 2,500–3,000/product
- Revenue / yr
- £107K–£128K
- units × avg price
- Conversion rate
- 29.4%
- Avg BSR
- #7
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 0.0%
- Avg brand age
- 62 months
- Avg seller age
- 187 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
9 rising
Sellers
37
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
54%
Top 20: 98%
Open market
5%
- St Pierre33%
- Morrisons22%
- Accpo17%
- by Amazon16%
- Brioche Pasquier4%
- LA BOULANGERE2%
- Open — no brand owns it (3 brands, 5%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.3% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.7×
Top brioche search terms
- brioche114K/yr
- st pierre14K/yr
- brioche rolls17K/yr
- brioche loaf13K/yr
- brioche bread9K/yr
- chocolate brioche4K/yr
- pierre4K/yr
Top brioche 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 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons Chocolate Chip Brioche Rolls 8 Pack
Accpo£1.774.6★2,090 rev
Carrs Cakes St Pierre Brioche Loaf 500g
St Pierre£3.734.6★473 rev
Butter Brioche Rolls 8 pack
Morrisons£1.794.5★1,159 rev
by Amazon 8 Butter Brioche Rolls 256g
by Amazon£1.664.6★624 rev
Morrisons The Best 4 Sliced Brioche Buns
Morrisons£1.514.5★2,726 rev
Newest
by launch date
Warburtons 4 Sliced Brioche Burger Buns
Warburtons£2.42126 rev
La Boulangère 8 Brioche Rolls Chocolate Chips 280g
LA BOULANGERE£1.5815 rev
The Daily Bakery 4 Sliced Brioche Rolls
Iceland£1.4457 rev
La Boulangère Sliced Brioche 500g
LA BOULANGERE£1.967 rev
ST PIERRE BRIOCHE BURGER BUNS 4PK
St Pierre£2.2879 rev
Trending
90-day click momentumThe Daily Bakery 4 Sliced Brioche Rolls
Iceland£1.444.7★
St Pierre Seeded Brioche Burger Bun 250 g
St Pierre£2.694.5★
La Boulangère 8 Brioche Rolls Chocolate Chips 280g
LA BOULANGERE£1.584.2★
St Pierre Brioche Swirls 6 Pack
St Pierre£2.534.6★
ST PIERRE BRIOCHE BURGER BUNS 4PK
St Pierre£2.284.5★
What buyers say about brioche
What buyers praise and complain about, mined from review topics.What buyers love
“Tastes as it should”
“Excellent value for money”
“Good quality product”
“have a very gentle sweet taste”
“Soft, good”
“they were perfect — fluffy”
“Freshness”
“Nice taste and flavour, perfect for breakfast and perfect texture”
“love these, proper brioche”
“These brioche buns are lovely with crispy bacon inside”
What buyers complain about
“Dryish”
“unlike cheapo pancakes don't taste like sawdust to me”
“They're not as sweet as the aforementioned”
“albeit not AS good as the more expensive St. Pierre ones”
“can be a little bit more big”
“from the ingredients list it would seem there would be”
“You definetly should heat then up because the butter comes out”
Common questions
- Is brioche profitable to sell on Amazon United Kingdom?
- The niche generates £110K/yr across 22 tracked products. 90-day search growth is +1.3%. Flapen's verdict: Skip it (45/100).
- How competitive is the brioche niche?
- 9 brands and 37 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in brioche?
- Top complaints mined from reviews: Moist/Dry, Taste-Overall, Sweetness. The return rate is 0.0%.
- When does demand for brioche peak?
- Demand peaks in Jan; the busiest month runs 1.7× the quietest.
- What does it cost to enter the brioche niche?
- Listings span £1.42–£3.93; the average listing price is £2.14 (sweet spot $15–$100). The average incumbent carries 783 reviews — the moat a new listing must climb.