---
title: "Brioche — £110K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/brioche"
last_updated: "2026-07-31T16:49:40.845Z"
locale: en
meta:
description: "Niche score 45/100 · £110K/yr market · 174K searches/yr · £2.14 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £110K/yr market · 174K searches/yr · £2.14 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Brioche — £110K/yr Amazon UK Niche (2026) - Flapen"
---
# **brioche**
**Skip it**
Prices mostly outside the sweet spot ($1.42–$3.93) — this niche doesn't clear our bar today.
Market size 26Growth 27Conversion 100Competition 51Returns 100Price range 0Avg price 6Brand share 19Review moat 68Quality gap 42
**Conversion**
**Incredible****29.4%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****782.86**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****54%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
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**
**Bad****92%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£2.14**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.42–£3.93**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KSpike '24Holiday '24Spike '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/brioche/trend)
## **Top brioche search terms**
- **brioche**114K/yr-3.2%31.1% conv. - **st pierre**14K/yr+31.9%10.2% conv. - **brioche rolls**17K/yr+5.0%20.1% conv. - **brioche loaf**13K/yr+7.4%9.8% conv. - **brioche bread**9K/yr-6.7%2.2% conv. - **chocolate brioche**4K/yr+11.5%33.9% conv. - **pierre**4K/yr-6.5%1.1% conv. [**All search terms **](https://flapen.com/research/uk/grocery/brioche/search-terms)
## **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.
0%4%£4K8%£9K12%£13K16%£18K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Chocolate Chip Brioche Rolls 8 Pack**Accpo**£1.77**4.6★2,090 rev](https://www.amazon.co.uk/dp/B07VNTCL5J) [2**Carrs Cakes St Pierre Brioche Loaf 500g**St Pierre**£3.73**4.6★473 rev](https://www.amazon.co.uk/dp/B012NOUY7O) [3**Butter Brioche Rolls 8 pack**Morrisons**£1.79**4.5★1,159 rev](https://www.amazon.co.uk/dp/B01AWH7KJY) [4**by Amazon 8 Butter Brioche Rolls 256g**by Amazon**£1.66**4.6★624 rev](https://www.amazon.co.uk/dp/B085NLTSFQ) [5**Morrisons The Best 4 Sliced Brioche Buns**Morrisons**£1.51**4.5★2,726 rev](https://www.amazon.co.uk/dp/B073RFXGVH)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Warburtons 4 Sliced Brioche Burger Buns**Warburtons**£2.42**126 rev1y ago](https://www.amazon.co.uk/dp/B0F1FY33RS) [**La Boulangère 8 Brioche Rolls Chocolate Chips 280g**LA BOULANGERE**£1.58**15 rev1y ago](https://www.amazon.co.uk/dp/B0CFQXY2F7) [**The Daily Bakery 4 Sliced Brioche Rolls**Iceland**£1.44**57 rev1y ago](https://www.amazon.co.uk/dp/B0CFF83WWC) [**La Boulangère Sliced Brioche 500g**LA BOULANGERE**£1.96**7 rev2y ago](https://www.amazon.co.uk/dp/B0D98GTYNL) [**ST PIERRE BRIOCHE BURGER BUNS 4PK**St Pierre**£2.28**79 rev3y ago](https://www.amazon.co.uk/dp/B0C59KX323)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**The Daily Bakery 4 Sliced Brioche Rolls**Iceland**£1.44**4.7★**▲ 78%**](https://www.amazon.co.uk/dp/B0CFF83WWC) [**St Pierre Seeded Brioche Burger Bun 250 g**St Pierre**£2.69**4.5★**▲ 64%**](https://www.amazon.co.uk/dp/B07BHBZS2P) [**La Boulangère 8 Brioche Rolls Chocolate Chips 280g**LA BOULANGERE**£1.58**4.2★**▲ 60%**](https://www.amazon.co.uk/dp/B0CFQXY2F7) [**St Pierre Brioche Swirls 6 Pack**St Pierre**£2.53**4.6★**▲ 58%**](https://www.amazon.co.uk/dp/B012NOUEZG) [**ST PIERRE BRIOCHE BURGER BUNS 4PK**St Pierre**£2.28**4.5★**▲ 52%**](https://www.amazon.co.uk/dp/B0C59KX323)
**~~View all trending →~~**
## **What buyers say about brioche**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**31%
*“Tastes as it should”*
**Value For Money**14%
*“Excellent value for money”*
**Quality-Overall**9%
*“Good quality product”*
**Sweetness**9%
*“have a very gentle sweet taste”*
**Soft Feel**7%
*“Soft, good”*
**Texture/Consistency-Overall**5%
*“they were perfect — fluffy”*
**Freshness**5%
*“Freshness”*
**Flavor**5%
*“Nice taste and flavour, perfect for breakfast and perfect texture”*
**Baking**4%
*“love these, proper brioche”*
**Crispiness**2%
*“These brioche buns are lovely with crispy bacon inside”*
### **What buyers complain about **
**Moist/Dry**22%
*“Dryish”*
**Taste-Overall**17%
*“unlike cheapo pancakes don't taste like sawdust to me”*
**Sweetness**8%
*“They're not as sweet as the aforementioned”*
**Quality-Overall**6%
*“albeit not AS good as the more expensive St. Pierre ones”*
**Size-Overall**6%
*“can be a little bit more big”*
**Ingredients-Overall**4%
*“from the ingredients list it would seem there would be”*
**Cooking Instructions**3%
*“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.
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