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Cartwright and Butler

Fail

Products sell for $5.43 on average, outside the sweet spot, so Cartwright and Butler is a Fail.

Flapen Score
48
48 / 100
Top 40% of 2,976 Grocery niches · +2 vs the category median of 46
Market size
£96K/yr125K searches / yr
90-day growth
-8.8%search demand this quarter
Competition
67%top-5 click share · 13 brands · 55 sellers

Flapen Score

Cartwright and Butler against its category

The dotted line is the Grocery average. Past it, Cartwright and Butler is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Cartwright and Butler market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Cartwright and Butler 125K times last year and spent an estimated £96K. The top 5 brands take 82% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

14.2% of searches ended in a purchase last week.

Shoppers searched for this 125K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 14.2% of those searches ended in a purchase. Searches in the last 90 days moved -8.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £96K a year.

Searches, last 12 months
125K
Growth, 90 days vs prior 90
-8.8%
Conversion, latest week
14.2%
Market size, estimated
£96Ka year
Peak month
November2.9× the quietest month
Top search term
ginger biscuits100K searches a year

02 · Price

A sale here is worth £5.43.

Listings sell for £5.43 on average, from £0.98 to £20.26. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 500 to 750 of them. At £5.43 that is £3K to £4K a year per listing.

Average price
£5.43under the $15 to $100 sweet spot
Price range
£0.98–£20.26
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
500–750
Revenue per listing a year
£3K–£4K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

30% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.8% of listings are out of stock. The average listing ranks #98 within Bakery. It carries 468 reviews at 4.28 stars, so a new listing needs social proof before a better product.

Sponsored listings
30%
Prime listings
100%
Out of stock, average day
2.8%
Average rank
#98in Bakery
Average rating
4.28 starsAmazon United Kingdom average 4.36 stars
Average reviews
468per listing
Listings tracked
20

04 · Newcomers

Amazon counts 1 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 53 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
53 months

Products

Top Cartwright and Butler products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 67% of clicks. Leaders hold, but buyers still shop past them.

£0£10K£19K£29K£38K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 rising

Sellers

55

Top-5 brand share

82%

Top 20: 100%

Top-5 click share

67%

Top 20: 100%

Open market

15%

  • McVitie's48%
  • Cartwright & Butler14%
  • Lottie Shaw's9%
  • Bothams6%
  • Border5%
  • Zamfoods4%
  • Open — no brand owns it (7 brands, 15%)

Demand

Cartwright and Butler search demand

Weekly searches over the year, seasonality beneath. Pick a range.

8K6KSpike '24Black Friday '24Spike '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.9×

Search terms

Top Cartwright and Butler search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • ginger biscuits100K/yr
  • stem ginger biscuits9K/yr
  • ginger nuts biscuits9K/yr
  • ginger nut biscuits4K/yr
  • ginger biscuit3K/yr

Reviews and returns

What reviews say buyers love and hate about Cartwright and Butler

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Crispiness11%−0.04

They should be crisp

Very hard crispy biscuit

seem stale rather than snappy

Value For Money11%+0.12

A little expensive

Expensive

expensive

Stale/Rotten/Spoiled11%−0.06

The four pack of gingernuts were stale

Bad batch

seem stale rather than snappy

Strength7%−0.04

Inedible

Texture/Consistency-Overall4%−0.02

Hard, horrible texture

Love

Taste-Overall39%+1.51

Absolutely delicious

Delicious biscuits

The chocolate is also delicious

Baking14%+1.26

Very crisp biscuits

Fantastic biscuits

Great for dunking

Sweetness8%+0.59

The chocolate is also delicious

Nice chocolate ginger biscuits

Very very tasty and no sugar

Crispiness8%−0.04

Lovely biscuits with a nice crunch

Nice and crunchy though

a satisfying firm crunch

Quality-Overall6%+0.42

The biscuits are top quality

Good quality

Quality biscuits

FAQ

Common Cartwright and Butler questions

Answered from the same tracked data.