buttercream
Skip itBrand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great8.8%search→purchase rate — share of searches ending in a sale
Review moat
Great394.52avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Okay£2.11–£26.04cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay62%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£8.29avg listing price — sweet spot $15–$100
Market size
Bad£78K£78K/yr · 108K searches
Growth
Bad-13.6%90-day search growth — must beat 0% to launch
Brand share
Bad97%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, buttercream is a £78K/yr Amazon United Kingdom market (108K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Jan–Dec. Verdict: Skip it — 43/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
buttercream market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- £83K–£104K
- units × avg price
- Conversion rate
- 8.8%
- Avg BSR
- #115
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 38%
- Out of stock
- 8.0%
- Avg brand age
- 38 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
63
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
62%
Top 20: 99%
Open market
1%
- Betty Crocker61%
- Renshaw22%
- FunCakes7%
- Colour Mill4%
- PME2%
- Linenvale2%
- Open — no brand owns it (1 brand, 1%)
Demand & seasonality
Weekly Amazon search volume, last 92 weeks — -13.6% search growth over the last 90 days.Peak months: Jan, Dec · busiest ÷ quietest = 2.9×
Top buttercream search terms
- buttercream27K/yr
- betty crocker icing29K/yr
- buttercream icing18K/yr
- butter cream icing for cakes8K/yr
- butter cream8K/yr
- vanilla buttercream4K/yr
- butter icing ready made3K/yr
- butter icing4K/yr
- betty crocker frosting4K/yr
- betty crocker buttercream3K/yr
Top buttercream 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 21 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Betty Crocker Vanilla Buttercream Style Icing 400g (Pack of 6)
Betty Crocker£13.464.7★1,549 rev
Renshaw Vegan Buttercream Style Soft Icing - Vanilla 400 g (Pack of 1)
Renshaw£3.984.2★302 rev
Betty Crocker Vanilla Buttercream Style Icing 400g Black
Betty Crocker£3.264.5★368 rev
Betty Crocker Velvety Vanilla Icing 400g (Pack of 6)
Betty Crocker£14.564.6★435 rev
FunCakes Mix for Buttercream Easy to Use Creamy Perfect for Cake Decorating Covering and Filling Topping on Cupcakes Halal 1kg
FunCakes£8.144.5★1,242 rev
Newest
by launch date
Renshaw Cake Frosting Vanilla Flavour 5 kg Large Tub (Pack of 1)
Renshaw£26.048 rev
PME Sweet Vanilla Buttercream Icing Mix (450g) No-fuss Frosting for Quick & Easy Cake Decorating
PME£5.700 rev
Cake Frosting Decoration Chocolate Fudge & Vanilla Whipped Cream Icing 400g (Pack of 2)
Linenvale£7.4329 rev
FunCakes Mix for Enchanted Cream Easy to Use Very Light and Fluffy Snow White Cream optimal for Filling and Covering Cakes or as a Topping on Cupcakes Halal 200 g
FunCakes£4.49116 rev
Colour Mill Gloss Frost White Buttercream in Swiss Meringue Style - 1 Liter
Colour Mill£10.27162 rev
Trending
90-day click momentumRenshaw Cake Frosting Vanilla Flavour 5 kg Large Tub (Pack of 1)
Renshaw£26.043.4★
Morrisons Vanilla Frosting 400g
Morrisons£2.114.4★
Betty Crocker Tempting Chocolate Icing 400g (Pack of 6)
Betty Crocker£14.644.8★
Renshaw Vegan Buttercream Style Soft Icing - Personalise Me! Unflavoured White Plain Icing 400 g (Pack of 1)
Renshaw£3.994.0★
FunCakes Mix for Buttercream Easy to Use Creamy Perfect for Cake Decorating Covering and Filling Topping on Cupcakes Halal 500 g.
FunCakes£5.754.5★
What buyers say about buttercream
What buyers praise and complain about, mined from review topics.What buyers love
“Wonderful, tasty, easy to use”
“Easy to use”
“it does what it says”
“Excellent product”
“Works out cheaper buying bulk”
“Perfect for cupcakes”
“The flavour is nice”
“The cream cheese was lovely a little bit sweet”
“It reached a stable texture quite quickly and spread nicely when decorating cakes and cupcakes”
“Produce inside is fresh buttercream”
What buyers complain about
“It tastes absolutely vile”
“There was nothing buttercream like to the texture at all”
“Instructions for quantity. No quantities on packaging”
“also has a grey cast to it was not happy with it”
“Its not as sweet”
“the Vanilla not so good”
“Synthetic waste of money”
“Pricey,”
Common questions
- Is buttercream profitable to sell on Amazon United Kingdom?
- The niche generates £78K/yr across 21 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -13.6%. Flapen's verdict: Skip it (43/100).
- How competitive is the buttercream niche?
- 7 brands and 63 sellers compete. The top 5 products take 62% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in buttercream?
- Top complaints mined from reviews: Taste-Overall, Texture/Consistency-Overall, Instructions/User Manual/Troubleshooting. The return rate is 0.0%.
- When does demand for buttercream peak?
- Demand peaks in Jan–Dec; the busiest month runs 2.9× the quietest.
- What does it cost to enter the buttercream niche?
- Listings span £2.11–£26.04; the average listing price is £8.29 (sweet spot $15–$100). The average incumbent carries 395 reviews — the moat a new listing must climb.