cake
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible14.0%search→purchase rate — share of searches ending in a sale
Competition
Incredible18%top-5 click share — an open shelf
Review moat
Great412.28avg incumbent reviews — the moat a new listing must climb
Market size
Great£1.0M£1.0M/yr · 2.8M searches
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Price range
Okay£1.01–£22.46cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Growth
Bad-6.6%90-day search growth — must beat 0% to launch
Avg price
Bad£2.69avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, cake is a £1.0M/yr Amazon United Kingdom market (2.8M searches/yr). The top 5 brands hold 88% of demand. Verdict: Worth a look — 65/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
cake market data
- Units sold / yr
- 300K–400K
- avg 1,500–2,000/product
- Revenue / yr
- £807K–£1.1M
- units × avg price
- Conversion rate
- 14.0%
- Avg BSR
- #96
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 1%
- Out of stock
- 5.6%
- Avg brand age
- 47 months
- Avg seller age
- 171 days
Competition & brand share
Clicks spread well past the top 5 (18% combined) — an open shelf where new products get seen.Brands
23 falling
Sellers
77
Top-5 brand share
88%
Top 20: 99%
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 & seasonality
Weekly Amazon search volume, last 104 weeks — -6.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top cake search terms
- 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
Top cake 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons Jam & Cream Doughnut 2 Pack Sweet Treat
Morrisons£1.824.5★880 rev
Morrisons Cake Shop Fresh Cream Iced Fingers 2 Pack
Morrisons£2.034.4★372 rev
Mr Kipling Angel Cake Slices 8 Treats Perfect For Snacking On-the-Go (Pack of 1)
Mr Kipling£2.194.6★642 rev
Morrisons Jam & Cream Slice 2 Pack Snack Cake
Morrisons£1.974.4★475 rev
Morrisons Cake Shop Iced Ring Doughnuts 4 Pack
Morrisons£1.354.3★502 rev
Newest
by launch date
Morrisons Cake Shop Fresh Cream Apple Turnovers 2 Pack
Morrisons£2.00359 rev
Morrisons Cake Shop Yum Yums 4 Pack
Morrisons£1.81369 rev
Morrisons Cake Shop Glazed Ring Doughnuts 4 Pack
Generic£1.25112 rev
Morrisons Jam & Cream Slice 2 Pack Snack Cake
Morrisons£1.97475 rev
Morrisons Cherry Bakewells Pack of 6 Snack Cakes
Morrisons£1.37350 rev
Trending
90-day click momentum
Morrisons Cake Shop Mini Chocolate & Raspberry Ring Doughnut 15 Pack
Morrisons£1.463.8★
Morrisons Jam & Cream Slice 2 Pack Snack Cake
Morrisons£1.974.4★
Morrisons Cake Shop Fresh Cream Apple Turnovers 2 Pack
Morrisons£2.004.3★
Morrisons Cake Shop Yum Yums 4 Pack
Morrisons£1.814.3★
Morrisons Jam & Cream Doughnut 2 Pack Sweet Treat
Morrisons£1.824.5★
What buyers say about cake
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious caramel treat”
“Lovely tasting cake”
“Excellent product”
“Good price”
“they weren't stale at all either which is good”
“Great flavour”
“Best cakes, so soft and moist”
“Very sweet”
“the perfect size”
“a very satisfying texture”
What buyers complain about
“So dry”
“Taste not good”
“Large”
“Not sweet”
“I had some on my last shop they tasted stale”
“Too expensive”
“Disappointing quality control”
“Good taste not as strong flavoured as I remember”
“a bit squashed”
“Some fruit flavours are bitter”
Common questions
- Is cake profitable to sell on Amazon United Kingdom?
- The niche generates £1.0M/yr across 100 tracked products. 3 of 13 products launched in the last 360 days are still selling. 90-day search growth is -6.6%. Flapen's verdict: Worth a look (65/100).
- How competitive is the cake niche?
- 23 brands and 77 sellers compete. The top 5 products take 18% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in cake?
- Top complaints mined from reviews: Moist/Dry, Taste-Overall, Size-Overall. The return rate is 0.0%.
- When does demand for cake peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the cake niche?
- Listings span £1.01–£22.46; the average listing price is £2.69 (sweet spot $15–$100). The average incumbent carries 412 reviews — the moat a new listing must climb.