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Choc

Fail

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

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£566K/yr1.3M searches / yr
90-day growth
-22.8%search demand this quarter
Competition
82%top-5 click share · 2 brands · 82 sellers

Flapen Score

Choc against its category

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

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Choc market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Choc 1.3M times last year and spent an estimated £566K. All 2 brands take every click. Demand peaks in Mar–Apr–May–Jun–Dec. Flapen scores it 39 out of 100, a Fail.

01 · Demand

5.9% of searches ended in a purchase last week.

Shoppers searched for this 1.3M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.9% of those searches ended in a purchase. Searches in the last 90 days moved -22.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £566K a year.

Searches, last 12 months
1.3M
Growth, 90 days vs prior 90
-22.8%
Conversion, latest week
5.9%
Market size, estimated
£566Ka year
Peak month
March7.6× the quietest month
Top search term
maltesers938K searches a year

02 · Price

A sale here is worth £7.18.

Listings sell for £7.18 on average, from £0.86 to £29.88. Amazon reports units sold in ranges. This niche sold 150K to 200K a year. The average listing sells 6,000 to 8,000 of them. At £7.18 that is £43K to £57K a year per listing.

Average price
£7.18under the $15 to $100 sweet spot
Price range
£0.86–£29.88
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
150K–200K
Units per listing a year
6,000–8,000
Revenue per listing a year
£43K–£57K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

8% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 14.7% of listings are out of stock. The average listing ranks #983 within Chocolate Candy. It carries 2,139 reviews at 4.59 stars, so a new listing needs social proof before a better product.

Sponsored listings
8%
Prime listings
92%
Out of stock, average day
14.7%
Average rank
#983in Chocolate Candy
Average rating
4.59 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,139per listing
Listings tracked
12

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 41 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
41 months

Products

Top Choc 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 82% of clicks. A locked shelf that new listings rarely crack.

£0£57K£113K£170K£226K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 flat

Sellers

82

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

0%

  • Maltesers98%
  • Sweetie Bouquets2%

Demand

Choc search demand

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

35K25KHoliday '24Spike '25Prime Day '25Holiday '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Mar, Apr, May, Jun, Dec · busiest ÷ quietest = 7.6×

Search terms

Top Choc search terms shoppers use

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

  • maltesers938K/yr
  • maltesers box63K/yr
  • maltesers gift box150K/yr
  • malteasers37K/yr
  • maltesers truffles40K/yr
  • malteser28K/yr
  • chocolate maltesers10K/yr
  • malteaser9K/yr
  • maltesers gift8K/yr
  • malteesers6K/yr

Reviews and returns

What reviews say buyers love and hate about Choc

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

Complain

Value For Money22%+2.07

not many in for the high price

Bit expensive,

Felt not worth the price

Taste-Overall14%+0.83

Not quite the same taste as usual

didnt taste good

Taste a little different

Quality-Overall10%−0.05

These are cheap low quality

Not the best

Disappointing Quality

Storage Temperature10%−0.03

obviously aren't stored properly by this merchant

They had probably been stored incorrectly

Melted

Size-Overall8%−0.02

Smaller box than expected

Smaller than expected

Small sized box of chocolates

Love

Taste-Overall31%+0.83

Delicious treat

Yummy chocolate

taste great

Value For Money29%+2.07

Fair price

value for money

Decent price

Quality-Overall10%−0.05

Good quality

Great product

Decent

Sweetness5%+0.58

Yummy chocolate

Yummy

Great sweets reasonable price

Gifting Purpose4%+0.44

Present and my guest Loved them

This is my go to present for people every year

Nice big box good for gifts

FAQ

Common Choc questions

Answered from the same tracked data.