---
title: "Cakes and Desserts — £117K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/cakes-and-desserts"
last_updated: "2026-07-31T16:20:29.312Z"
locale: en
meta:
description: "Niche score 42/100 · £117K/yr market · 188K searches/yr · £2.59 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £117K/yr market · 188K searches/yr · £2.59 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Cakes and Desserts — £117K/yr Amazon UK Niche (2026) - Flapen"
---
# **cakes and desserts**
**Skip it**
Pricing outside the sweet spot ($2.59 avg) — this niche doesn't clear our bar today.
Market size 27Growth 20Conversion 100Competition 36Returns 100Price range 12Avg price 7Brand share 8Review moat 73Quality gap 37
**Conversion**
**Incredible****24.1%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****573.57**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****63%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£117K**
£117K/yr · 188K searches
**Growth**
**Bad****-10.2%**
90-day search growth — must beat 0% to launch
**Price range**
**Bad****£0.86–£16.85**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£2.59**
avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, cakes and desserts is a £117K/yr Amazon United Kingdom market (188K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Sep–Nov–Dec. Verdict: Skip it — 42/100.
Data updated Jul 23, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **cakes and desserts market data**
- **Units sold / yr**
- **40K–50K**
- avg 2,000–2,500/product
- **Revenue / yr**
- **£104K–£130K**
- units × avg price
- **Conversion rate**
- **24.1%**
- **Avg BSR**
- **#29**
- **Page quality**
- **0%**
- **Prime**
- **96%**
- **Sponsored**
- **0%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **56 months**
- **Avg seller age**
- **171 days**
## **Competition & brand share**
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**7 **▼falling
**Sellers**
**42**
**Top-5 brand share**
**97%**
Top 20: 100%
**Top-5 click share**
**63%**
Top 20: 97%
**Open market**
**1%**
- Morrisons59% - Warburtons21% - Hovis13% - Sheldons Family Bakers2% - GreHom2% - Bonne Maman2% - Open — no brand owns it (1 brand, 1%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -10.2% search growth over the last 90 days.
25K15KSpike '24Black Friday '24 seasonSepDecMarJunAugNovMarMay
Peak months: Sep, Nov, Dec · busiest ÷ quietest = 4.0×
[**Open Trend **](https://flapen.com/research/uk/grocery/cakes-and-desserts/trend)
## **Top cakes and desserts search terms**
- **muffins**121K/yr-8.3%21.0% conv. - **muffin**37K/yr-7.5%15.0% conv. - **english muffins**14K/yr-34.0%26.2% conv. - **chocolate muffins**8K/yr-7.6%16.5% conv. - **breakfast muffins**6K/yr-11.0%24.3% conv. - **english muffin**3K/yr+8.3%24.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/cakes-and-desserts/search-terms)
## **Top cakes and desserts 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%5%£6K10%£12K15%£18K20%£23K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 23 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Warburtons 4 Breakfast Muffins**Warburtons**£1.28**4.6★841 rev](https://www.amazon.co.uk/dp/B00RXGBEI6) [2**Morrisons Cake Shop Triple Chocolate Muffins 4 Pack**Morrisons**£1.88**4.5★1,261 rev](https://www.amazon.co.uk/dp/B01LF1QV3W) [3**Hovis Soft White Muffins 4 pack**Hovis**£1.07**4.5★146 rev](https://www.amazon.co.uk/dp/B0DDQKQ7FN) [4**Morrisons All Butter Muffins 4 pack**Morrisons**£0.94**4.4★1,583 rev](https://www.amazon.co.uk/dp/B01AUIFGJ6) [5**Morrisons Cake Shop Chocolate Chunk Muffins 4 Pack**Morrisons**£1.90**4.5★574 rev](https://www.amazon.co.uk/dp/B01DRA53SS)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons The Best Triple Chocolate Muffin 2 Pack**Morrisons**£2.44**2 rev10mo ago](https://www.amazon.co.uk/dp/B0FQWFMLG1) [**Morrisons Cake Shop Raspberry & White Chocolate Muffins 4 Pack**Morrisons**£2.00**16 rev1y ago](https://www.amazon.co.uk/dp/B0FQW4JJ9F) [**Hovis Soft White Muffins 4 pack**Hovis**£1.07**146 rev1y ago](https://www.amazon.co.uk/dp/B0DDQKQ7FN) [**Morrisons The Best Free from Sticky Toffee Muffins 200g**Morrisons**£2.94**74 rev2y ago](https://www.amazon.co.uk/dp/B0D8WTRPJ9) [**Morrisons Cake Shop Fresh Cream Vanilla Muffins 2 Pack**GreHom**£2.68**200 rev2y ago](https://www.amazon.co.uk/dp/B0D5MRVDPJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Warburtons Crumpets Pack of 9 330g**Warburtons**£1.26**4.7★**▲ 113%**](https://www.amazon.co.uk/dp/B007VP4JBS) [**Morrisons The Best Triple Chocolate Muffin 2 Pack**Morrisons**£2.44**5.0★**▲ 100%**](https://www.amazon.co.uk/dp/B0FQWFMLG1) [**Morrisons Cake Shop Raspberry & White Chocolate Muffins 4 Pack**Morrisons**£2.00**4.7★**▲ 76%**](https://www.amazon.co.uk/dp/B0FQW4JJ9F) [**Warburtons 4 Large Sandwich Rolls 353.2g**Warburtons**£1.74**4.5★**▲ 42%**](https://www.amazon.co.uk/dp/B0017RQ7EI) [**Morrisons Cake Shop Fresh Cream Lemon Muffins 2 Pack**Morrisons**£2.67**4.3★**▲ 19%**](https://www.amazon.co.uk/dp/B0DDQC4L6S)
**~~View all trending →~~**
## **What buyers say about cakes and desserts**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**36%
*“Nice with jam, marmalade and even cheese”*
**Baking**19%
*“Great for batch cooking”*
**Freshness**12%
*“Delivered fresh”*
**Quality-Overall**7%
*“Excellent product”*
**Value For Money**5%
*“Good value for money”*
**Soft Feel**3%
*“Soft and delicious and keep well”*
**Flavor**3%
*“really cheesy flavour”*
**Size-Overall**2%
*“Good size”*
**Sweetness**2%
*“Just the right amount of sweetness and gooines”*
**Crispiness**2%
*“Suddenly theyre warm, slightly crispy, and ready for butter like theyve trained for it”*
### **What buyers complain about **
**Moist/Dry**29%
*“Bit dry”*
**Taste-Overall**23%
*“Was a bit dry didnt taste cheesy a nit Dissapointed”*
**Size-Overall**12%
*“Larger and more cream than expected”*
**Value For Money**6%
*“A bit pricey”*
**Flavor**6%
*“lacked flavour”*
**Chunk/Clump/Collection**2%
*“More like chunks of brownie bites”*
**Powdered/Crumbled**2%
*“and very crumbly not that tasty either”*
**Crispiness**2%
*“small and crumbly”*
**Durability**2%
*“they only last a few days”*
## **Common questions**
- **Is cakes and desserts profitable to sell on Amazon United Kingdom?**
- The niche generates £117K/yr across 23 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -10.2%. Flapen's verdict: Skip it (42/100).
- **How competitive is the cakes and desserts niche?**
- 7 brands and 42 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 97% of demand.
- **What do buyers complain about in cakes and desserts?**
- Top complaints mined from reviews: Moist/Dry, Taste-Overall, Size-Overall. The return rate is 0.0%.
- **When does demand for cakes and desserts peak?**
- Demand peaks in Sep–Nov–Dec; the busiest month runs 4.0× the quietest.
- **What does it cost to enter the cakes and desserts niche?**
- Listings span £0.86–£16.85; the average listing price is £2.59 (sweet spot $15–$100). The average incumbent carries 574 reviews — the moat a new listing must climb.
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