cracker
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible22.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good796.32avg incumbent reviews — the moat a new listing must climb
Market size
Good£407K£407K/yr · 1.1M searches
Competition
Good52%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-4.9%90-day search growth — must beat 0% to launch
Avg price
Bad£1.61avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£0.52–£5.04cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, cracker is a £407K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Dec. Verdict: Skip it — 47/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
cracker market data
- Units sold / yr
- 200K–250K
- avg 5,000–6,000/product
- Revenue / yr
- £322K–£403K
- units × avg price
- Conversion rate
- 22.8%
- Avg BSR
- #350
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 60%
- Out of stock
- 2.6%
- Avg brand age
- 60 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.Brands
5 falling
Sellers
53
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
52%
Top 20: 94%
Open market
0%
- JACOB'S35%
- RITZ34%
- Morrisons20%
- Carr's9%
- Peter's Yard2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.9% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 10.9×
Top cracker search terms
- crackers559K/yr
- jacobs crackers61K/yr
- ritz53K/yr
- cream crackers52K/yr
- cheese biscuits63K/yr
- ritz cracker50K/yr
- crackers for cheese77K/yr
- jacobs30K/yr
- cheese crackers35K/yr
- cracker30K/yr
Top cracker 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Ritz Original Crackers Classic Savoury Biscuits 150 g (1-Pack)
RITZ£1.134.6★1,659 rev
JACOBS Original Cream Crackers 200g (Pack of 1)
JACOB'S£1.384.7★865 rev
Morrisons Cream Crackers 300g
Morrisons£0.604.6★1,925 rev
Ritz Breaks Original Crackers Savoury Biscuits Perfect for Snacking 190 g
RITZ£1.304.6★1,801 rev
JACOBS Original Cream Crackers 300 g (Pack of 1)
JACOB'S£1.414.6★1,960 rev
Newest
by launch date
JACOBS Bites Red Leicester Crackers 125 g (Pack of 1)
JACOB'S£1.59113 rev
Carrs Melts Caramelised Red Onion Flavour Crackers 150 g (Pack of 1)
Carr's£1.40152 rev
Ritz Cheese Flavoured Crackers Classic Savoury Snack 140 g (1-Pack)
RITZ£1.21612 rev
Ritz Original Crackers Classic Savoury Biscuits 150 g (1-Pack)
RITZ£1.131,659 rev
Peters Yard Sourdough Crackers Selection Box for Cheese 3 Varieties Great Gift Premium Quality High Fibre All Natural Rosemary Charcoal 270 g
Peter's Yard£5.04519 rev
Trending
90-day click momentum
JACOBS Cream Cracker Multipack 8 Snack Packs 185 g (Pack of 1)
JACOB'S£2.134.4★
Morrisons Garlic Scalloped Crackers 185g
Morrisons£1.514.4★
Ritz Original Crackers Classic Savoury Biscuits 150 g (1-Pack)
RITZ£1.134.6★
JACOBS Crispbreads Mixed Grain Crackers 20 Crackers Per Pack 190 g (Pack of 1)
JACOB'S£1.084.5★
JACOBS Original Cream Crackers 300 g (Pack of 1)
JACOB'S£1.414.6★
What buyers say about cracker
What buyers praise and complain about, mined from review topics.What buyers love
“Crackers delicious”
“reasonably priced”
“Crispy and stay fresh for a good while”
“Great flavour”
“Reliable brand that never fails in quality and taste”
“Love the biscuit, its very soft and cheese and the taste is very delightful”
“Great value and fresh taste”
“Crunchy salty very cheesy”
“Convenient for regular use”
“As expected”
What buyers complain about
“So pale and tasteless 😥 Disappointed ☹️”
“These of course are bigger so I thought theyd be the same”
“As they're only a £1.00 a packet it's a habit I don't mind keeping”
“very crumbley you get a lot in the packet”
“Very Moreish”
“no flavour”
“Amazon sent in card pouch, lots damaged as they are fragile & crispy, no protection at all from knocks & bangs”
“A Pack of these do not last long”
“it was good until this latest purchase, the crackers are soggy and wet and plain”
“No sugar”
Common questions
- Is cracker profitable to sell on Amazon United Kingdom?
- The niche generates £407K/yr across 25 tracked products. 90-day search growth is -4.9%. Flapen's verdict: Skip it (47/100).
- How competitive is the cracker niche?
- 5 brands and 53 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in cracker?
- Top complaints mined from reviews: Taste-Overall, Size-Overall, Value For Money. The return rate is 0.0%.
- When does demand for cracker peak?
- Demand peaks in Dec; the busiest month runs 10.9× the quietest.
- What does it cost to enter the cracker niche?
- Listings span £0.52–£5.04; the average listing price is £1.61 (sweet spot $15–$100). The average incumbent carries 796 reviews — the moat a new listing must climb.