Cake
PassCake scores 65 out of 100, a Pass. Shoppers spend an estimated $1.0M a year here, demand is soft, at -6.6% this quarter, and an estimated 0.0% of orders come back.
- Flapen Score
- 65 / 100Top 2% of 2,976 Grocery niches · +19 vs the category median of 4665
- Market size
- £1.0M/yr2.8M searches / yr
- 90-day growth
- -6.6%search demand this quarter
- Competition
- 18%top-5 click share · 23 brands · 77 sellers
Flapen Score
Cake against its category
The dotted line is the Grocery average. Past it, Cake is stronger. Inside it, weaker.
Market
The Cake market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Cake 2.8M times last year and spent an estimated £1.0M. The top 5 brands take 88% of clicks. Flapen scores it 65 out of 100, a Pass.
01 · Demand
An estimated 14.0% of those searches ended in a purchase.
Shoppers searched for this 2.8M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 14.0% of those searches ended in a purchase. Searches in the last 90 days moved -6.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.0M a year.
- Searches, last 12 months
- 2.8M
- Growth, 90 days vs prior 90
- -6.6%
- Conversion, latest week
- 14.0%
- Market size, estimated
- £1.0Ma year
- Peak month
- December1.3× the quietest month
- Top search term
- cake1.3M searches a year
02 · Price
A sale here is worth £2.69.
Listings sell for £2.69 on average, from £1.01 to £22.46. Amazon reports units sold in ranges. This niche sold 300K to 400K a year. The average listing sells 1,500 to 2,000 of them. At £2.69 that is £4K to £5K a year per listing.
- Average price
- £2.69under the $15 to $100 sweet spot
- Price range
- £1.01–£22.46
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 300K–400K
- Units per listing a year
- 1,500–2,000
- Revenue per listing a year
- £4K–£5K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
1% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 5.6% of listings are out of stock. The average listing ranks #96 within Bakery. It carries 412 reviews at 4.34 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 1%
- Prime listings
- 100%
- Out of stock, average day
- 5.6%
- Average rank
- #96in Bakery
- Average rating
- 4.34 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 412per listing
- Listings tracked
- 100
04 · Newcomers
3 of last year's 13 launches cleared the first-year sales bar.
13 products launched here in the last 12 months. 3 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 47 months on average, so the names here are settling in.
- Launched, last 12 months
- 13
- Successful launches
- 3Amazon's first-year sales bar
- Average brand age
- 47 months
Products
Top Cake 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 23, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Morrisons Jam & Cream Doughnut 2 Pack Sweet Treat
- Price
- £1.82
- Rating
- 4.5/5
- Reviews
- 880
- Age
- 3y ago

Morrisons Cake Shop Fresh Cream Iced Fingers 2 Pack
- Price
- £2.03
- Rating
- 4.4/5
- Reviews
- 372
- Age
- 2y ago

Mr Kipling Angel Cake Slices 8 Treats Perfect For Snacking On-the-Go (Pack of 1)
- Price
- £2.19
- Rating
- 4.6/5
- Reviews
- 642
- Age
- 7y ago

Morrisons Jam & Cream Slice 2 Pack Snack Cake
- Price
- £1.97
- Rating
- 4.4/5
- Reviews
- 475
- Age
- 1y ago

Morrisons Cake Shop Iced Ring Doughnuts 4 Pack
- Price
- £1.35
- Rating
- 4.3/5
- Reviews
- 502
- Age
- 9y ago
Trending
estimated 90-day click momentum
Morrisons Cake Shop Mini Chocolate & Raspberry Ring Doughnut 15 Pack
- Price
- £1.46
- Rating
- 3.8/5
- Reviews
- 24
- Age
- 8y ago

Morrisons Jam & Cream Slice 2 Pack Snack Cake
- Price
- £1.97
- Rating
- 4.4/5
- Reviews
- 475
- Age
- 1y ago

Morrisons Cake Shop Fresh Cream Apple Turnovers 2 Pack
- Price
- £2.00
- Rating
- 4.3/5
- Reviews
- 359
- Age
- 1y ago

Morrisons Cake Shop Yum Yums 4 Pack
- Price
- £1.81
- Rating
- 4.3/5
- Reviews
- 369
- Age
- 1y ago

Morrisons Jam & Cream Doughnut 2 Pack Sweet Treat
- Price
- £1.82
- Rating
- 4.5/5
- Reviews
- 880
- Age
- 3y ago
Newest
by launch date
Morrisons Cake Shop Fresh Cream Apple Turnovers 2 Pack
- Price
- £2.00
- Rating
- 4.3/5
- Reviews
- 359
- Age
- 1y ago

Morrisons Cake Shop Yum Yums 4 Pack
- Price
- £1.81
- Rating
- 4.3/5
- Reviews
- 369
- Age
- 1y ago

Morrisons Cake Shop Glazed Ring Doughnuts 4 Pack
- Price
- £1.25
- Rating
- 3.9/5
- Reviews
- 112
- Age
- 1y ago

Morrisons Jam & Cream Slice 2 Pack Snack Cake
- Price
- £1.97
- Rating
- 4.4/5
- Reviews
- 475
- Age
- 1y ago

Morrisons Cherry Bakewells Pack of 6 Snack Cakes
- Price
- £1.37
- Rating
- 4.6/5
- Reviews
- 350
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 18% of clicks, no more. An open shelf where new products get seen.
Brands
23 falling
Sellers
77
Est. top-5 brand share
88%
Top 20: 99%
Est. top-5 click share
18%
Top 20: 50%
Open market
10%
- Morrisons63%
- Mr Kipling14%
- McVitie's7%
- Generic2%
- GreHom2%
- Cadbury2%
- Open — no brand owns it (17 brands, 10%)
Demand
Cake search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.3×
Search terms
Top Cake search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- cake1.3M/yr
- cakes597K/yr
- fresh cream cakes101K/yr
- doughnuts118K/yr
- chocolate cake119K/yr
- cream cake84K/yr
- mr kipling84K/yr
- donuts92K/yr
- cake shop82K/yr
- cream cakes51K/yr
Reviews and returns
What reviews say buyers love and hate about Cake
We read the reviews and the return reasons for every product selling here.
“So dry”
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 Cake 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









