---
title: "Cake — £1.0M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/cake"
last_updated: "2026-07-31T06:29:53.895Z"
locale: en
meta:
description: "Niche score 65/100 · £1.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 65/100 · £1.0M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Cake — £1.0M/yr Amazon UK Niche (2026) - Flapen"
---
# **cake**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 78Growth 22Conversion 96Competition 95Returns 100Price range 35Avg price 7Brand share 28Review moat 79Quality gap 68
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.0%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Incredible****18%**
top-5 click share — an open shelf
**Review moat**
**Great****412.28**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Great****£1.0M**
£1.0M/yr · 2.8M searches
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£1.01–£22.46**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****88%**
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****£2.69**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
70K50KHoliday '24Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/grocery/cake/trend)
## **Top cake search terms**
- **cake**1.3M/yr-10.1%4.4% conv. - **cakes**597K/yr-6.1%8.2% conv. - **fresh cream cakes**101K/yr+19.7%16.0% conv. - **doughnuts**118K/yr-3.6%19.9% conv. - **chocolate cake**119K/yr-21.0%3.7% conv. - **cream cake**84K/yr+40.9%18.2% conv. - **mr kipling**84K/yr+22.7%13.4% conv. - **donuts**92K/yr-3.3%16.7% conv. - **cake shop**82K/yr-14.4%8.4% conv. - **cream cakes**51K/yr-37.5%16.6% conv. [**All search terms **](https://flapen.com/research/uk/grocery/cake/search-terms)
## **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.
0%2%£21K4%£42K6%£63K8%£84K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Jam & Cream Doughnut 2 Pack Sweet Treat**Morrisons**£1.82**4.5★880 rev](https://www.amazon.co.uk/dp/B0BXBB7XX6) [2**Morrisons Cake Shop Fresh Cream Iced Fingers 2 Pack**Morrisons**£2.03**4.4★372 rev](https://www.amazon.co.uk/dp/B0D5BSBXRH) [3**Mr Kipling Angel Cake Slices 8 Treats Perfect For Snacking On-the-Go (Pack of 1)**Mr Kipling**£2.19**4.6★642 rev](https://www.amazon.co.uk/dp/B07HDM8LX8) [4**Morrisons Jam & Cream Slice 2 Pack Snack Cake**Morrisons**£1.97**4.4★475 rev](https://www.amazon.co.uk/dp/B0DDL61QSK) [5**Morrisons Cake Shop Iced Ring Doughnuts 4 Pack**Morrisons**£1.35**4.3★502 rev](https://www.amazon.co.uk/dp/B01LF1SAH2)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Cake Shop Fresh Cream Apple Turnovers 2 Pack**Morrisons**£2.00**359 rev1y ago](https://www.amazon.co.uk/dp/B0DBR82SB7) [**Morrisons Cake Shop Yum Yums 4 Pack**Morrisons**£1.81**369 rev1y ago](https://www.amazon.co.uk/dp/B0D5MCTQ8S) [**Morrisons Cake Shop Glazed Ring Doughnuts 4 Pack**Generic**£1.25**112 rev1y ago](https://www.amazon.co.uk/dp/B0D5MDV1M5) [**Morrisons Jam & Cream Slice 2 Pack Snack Cake**Morrisons**£1.97**475 rev1y ago](https://www.amazon.co.uk/dp/B0DDL61QSK) [**Morrisons Cherry Bakewells Pack of 6 Snack Cakes**Morrisons**£1.37**350 rev2y ago](https://www.amazon.co.uk/dp/B0F5Y6RF34)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Cake Shop Mini Chocolate & Raspberry Ring Doughnut 15 Pack**Morrisons**£1.46**3.8★**▲ 76%**](https://www.amazon.co.uk/dp/B079ZBZZWS) [**Morrisons Jam & Cream Slice 2 Pack Snack Cake**Morrisons**£1.97**4.4★**▲ 60%**](https://www.amazon.co.uk/dp/B0DDL61QSK) [**Morrisons Cake Shop Fresh Cream Apple Turnovers 2 Pack**Morrisons**£2.00**4.3★**▲ 43%**](https://www.amazon.co.uk/dp/B0DBR82SB7) [**Morrisons Cake Shop Yum Yums 4 Pack**Morrisons**£1.81**4.3★**▲ 38%**](https://www.amazon.co.uk/dp/B0D5MCTQ8S) [**Morrisons Jam & Cream Doughnut 2 Pack Sweet Treat**Morrisons**£1.82**4.5★**▲ 38%**](https://www.amazon.co.uk/dp/B0BXBB7XX6)
**~~View all trending →~~**
## **What buyers say about cake**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**39%
*“Delicious caramel treat”*
**Baking**18%
*“Lovely tasting cake”*
**Quality-Overall**8%
*“Excellent product”*
**Value For Money**7%
*“Good price”*
**Freshness**7%
*“they weren't stale at all either which is good”*
**Flavor**3%
*“Great flavour”*
**Moist/Dry**2%
*“Best cakes, so soft and moist”*
**Sweetness**2%
*“Very sweet”*
**Size-Overall**1%
*“the perfect size”*
**Texture/Consistency-Overall**1%
*“a very satisfying texture”*
### **What buyers complain about **
**Moist/Dry**20%
*“So dry”*
**Taste-Overall**18%
*“Taste not good”*
**Size-Overall**9%
*“Large”*
**Sweetness**6%
*“Not sweet”*
**Stale/Rotten/Spoiled**6%
*“I had some on my last shop they tasted stale”*
**Value For Money**5%
*“Too expensive”*
**Quality-Overall**4%
*“Disappointing quality control”*
**Flavor**3%
*“Good taste not as strong flavoured as I remember”*
**Powdered/Crumbled**2%
*“a bit squashed”*
**Bitter**2%
*“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.
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