Buttercream
FailThe top 5 brands take 97% of clicks, so Buttercream is a Fail.
- Flapen Score
- 43 / 100Ranks 1,873 of 2,976 Grocery niches · −3 vs the category median of 4643
- Market size
- £78K/yr108K searches / yr
- 90-day growth
- -13.6%search demand this quarter
- Competition
- 62%top-5 click share · 7 brands · 63 sellers
Flapen Score
Buttercream against its category
The dotted line is the Grocery average. Past it, Buttercream is stronger. Inside it, weaker.
Market
The Buttercream market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Buttercream 108K times last year and spent an estimated £78K. The top 5 brands take 97% of clicks. Demand peaks in Jan–Dec. Flapen scores it 43 out of 100, a Fail.
01 · Demand
An estimated 8.8% of those searches ended in a purchase.
Shoppers searched for this 108K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 8.8% of those searches ended in a purchase. Searches in the last 90 days moved -13.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £78K a year.
- Searches, last 12 months
- 108K
- Growth, 90 days vs prior 90
- -13.6%
- Conversion, latest week
- 8.8%
- Market size, estimated
- £78Ka year
- Peak month
- December2.9× the quietest month
- Top search term
- buttercream27K searches a year
02 · Price
A sale here is worth £8.29.
Listings sell for £8.29 on average, from £2.11 to £26.04. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 250 to 500 of them. At £8.29 that is £2K to £4K a year per listing.
- Average price
- £8.29under the $15 to $100 sweet spot
- Price range
- £2.11–£26.04
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 10K–13K
- Units per listing a year
- 250–500
- Revenue per listing a year
- £2K–£4K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
38% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 8.0% of listings are out of stock. The average listing ranks #115 within Baking Supplies. It carries 395 reviews at 4.42 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 38%
- Prime listings
- 100%
- Out of stock, average day
- 8.0%
- Average rank
- #115in Baking Supplies
- Average rating
- 4.42 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 395per listing
- Listings tracked
- 21
04 · Newcomers
0 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 38 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 38 months
Products
Top Buttercream products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Betty Crocker Vanilla Buttercream Style Icing 400g (Pack of 6)
- Price
- £13.46
- Rating
- 4.7/5
- Reviews
- 1,549
- Age
- 9y ago

Renshaw Vegan Buttercream Style Soft Icing - Vanilla 400 g (Pack of 1)
- Price
- £3.98
- Rating
- 4.2/5
- Reviews
- 302
- Age
- 10y ago

Betty Crocker Vanilla Buttercream Style Icing 400g Black
- Price
- £3.26
- Rating
- 4.5/5
- Reviews
- 368
- Age
- 15y ago

Betty Crocker Velvety Vanilla Icing 400g (Pack of 6)
- Price
- £14.56
- Rating
- 4.6/5
- Reviews
- 435
- Age
- 8y ago

FunCakes Mix for Buttercream Easy to Use Creamy Perfect for Cake Decorating Covering and Filling Topping on Cupcakes Halal 1kg
- Price
- £8.14
- Rating
- 4.5/5
- Reviews
- 1,242
- Age
- 5y ago
Trending
estimated 90-day click momentum
Renshaw Cake Frosting Vanilla Flavour 5 kg Large Tub (Pack of 1)
- Price
- £26.04
- Rating
- 3.4/5
- Reviews
- 8
- Age
- 10mo ago

Morrisons Vanilla Frosting 400g
- Price
- £2.11
- Rating
- 4.4/5
- Reviews
- 227
- Age
- 7y ago

Betty Crocker Tempting Chocolate Icing 400g (Pack of 6)
- Price
- £14.64
- Rating
- 4.8/5
- Reviews
- 236
- Age
- 9y ago

Renshaw Vegan Buttercream Style Soft Icing - Personalise Me! Unflavoured White Plain Icing 400 g (Pack of 1)
- Price
- £3.99
- Rating
- 4.0/5
- Reviews
- 75
- Age
- 5y ago

FunCakes Mix for Buttercream Easy to Use Creamy Perfect for Cake Decorating Covering and Filling Topping on Cupcakes Halal 500 g.
- Price
- £5.75
- Rating
- 4.5/5
- Reviews
- 1,242
- Age
- 5y ago
Newest
by launch date
Renshaw Cake Frosting Vanilla Flavour 5 kg Large Tub (Pack of 1)
- Price
- £26.04
- Rating
- 3.4/5
- Reviews
- 8
- Age
- 10mo ago

PME Sweet Vanilla Buttercream Icing Mix (450g) No-fuss Frosting for Quick & Easy Cake Decorating
- Price
- £5.70
- Rating
- 0.0/5
- Reviews
- 0
- Age
- 1y ago

Cake Frosting Decoration Chocolate Fudge & Vanilla Whipped Cream Icing 400g (Pack of 2)
- Price
- £7.43
- Rating
- 4.6/5
- Reviews
- 29
- Age
- 1y ago

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
- Price
- £4.49
- Rating
- 4.5/5
- Reviews
- 116
- Age
- 1y ago

Colour Mill Gloss Frost White Buttercream in Swiss Meringue Style - 1 Liter
- Price
- £10.27
- Rating
- 3.6/5
- Reviews
- 162
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 62% of clicks. Leaders hold, but buyers still shop past them.
Brands
7 falling
Sellers
63
Est. top-5 brand share
97%
Top 20: 100%
Est. 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
Buttercream search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Dec · busiest ÷ quietest = 2.9×
Search terms
Top Buttercream search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Buttercream
We read the reviews and the return reasons for every product selling here.
“It tastes absolutely vile”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
13 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Buttercream questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









