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Chicken Legs

Fail

The top 5 brands take 100% of clicks, so Chicken Legs is a Fail.

Flapen Score
38
38 / 100
Ranks 2,496 of 2,976 Grocery niches · −8 vs the category median of 46
Market size
£88K/yr158K searches / yr
90-day growth
+3.6%search demand this quarter
Competition
90%top-5 click share · 1 brands · 4 sellers

Flapen Score

Chicken Legs against its category

The dotted line is the Grocery average. Past it, Chicken Legs is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Chicken Legs market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Chicken Legs 158K times last year and spent an estimated £88K. One brand takes every click. Flapen scores it 38 out of 100, a Fail.

01 · Demand

25.0% of searches ended in a purchase last week.

Shoppers searched for this 158K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 25.0% of those searches ended in a purchase. Searches in the last 90 days moved +3.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £88K a year.

Searches, last 12 months
158K
Growth, 90 days vs prior 90
+3.6%
Conversion, latest week
25.0%
Market size, estimated
£88Ka year
Peak month
January1.2× the quietest month
Top search term
chicken wings150K searches a year

02 · Price

A sale here is worth £2.24.

Listings sell for £2.24 on average, from £1.35 to £2.73. Amazon reports units sold in ranges. This niche sold 50K to 60K a year. The average listing sells 6,000 to 8,000 of them. At £2.24 that is £13K to £18K a year per listing.

Average price
£2.24under the $15 to $100 sweet spot
Price range
£1.35–£2.73
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
50K–60K
Units per listing a year
6,000–8,000
Revenue per listing a year
£13K–£18K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 12.5% of listings are out of stock. The average listing ranks #4 within Fresh & Chilled. It carries 704 reviews at 4.43 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
100%
Out of stock, average day
12.5%
Average rank
#4in Fresh & Chilled
Average rating
4.43 starsAmazon United Kingdom average 4.36 stars
Average reviews
704per listing
Listings tracked
7

04 · Newcomers

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

1 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 50 months on average, so the names here are settling in.

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

Competition

Competition: brands, sellers & click share

The top 5 products take 90% of clicks. A locked shelf that new listings rarely crack.

£0£18K£35K£53K£71K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

1 falling

Sellers

4

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

90%

Top 20: 100%

Open market

0%

  • Morrisons100%

Demand

Chicken Legs search demand

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

4K3KSpike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.2×

Search terms

Top Chicken Legs search terms shoppers use

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

  • chicken wings150K/yr
  • chicken wing6K/yr
  • chicken wings frozen1K/yr
  • chicken wings fresh611/yr

Reviews and returns

What reviews say buyers love and hate about Chicken Legs

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

Complain

Smell29%−0.14

Bad smell

Received this and had best before for the day I received and smelled rancid

had a bad smell when I opened the package

Taste-Overall14%+1.39

What expecting it to taste better than normal wings like when you spend more to get a better steak

Texture/Consistency-Overall14%−0.07

didnt even have texture of chicken

Oily/Greasy14%−0.07

Fatty

Value For Money7%+0.44

Ever increasing prices since 2019

Love

Taste-Overall38%+1.39

Amazing chicken

cooked lovely

Tastes good

Freshness15%+1.26

I love the freshness

Morrisons British Chicken Drumsticks was good, fresh and ok

Odor free taste freshness quality

Quality-Overall12%+0.27

Good quality

The quality of the chicken itself is a very high quality just the right size

You can taste the quality of this product

Value For Money10%+0.44

value for money

Great value

Good value

Size-Overall8%+0.24

Good size & value

Proper sized drumsticks full of meat

FAQ

Common Chicken Legs questions

Answered from the same tracked data.