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Crawfords Biscuits

Fail

The top 5 products take 100% of clicks, so Crawfords Biscuits is a Fail.

Flapen Score
34
34 / 100
Ranks 2,777 of 2,976 Grocery niches · −12 vs the category median of 46
Market size
£40K/yr31K searches / yr
90-day growth
-4.9%search demand this quarter
Competition
100%top-5 click share · 2 brands · 19 sellers

Flapen Score

Crawfords Biscuits against its category

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

34Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Crawfords Biscuits market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Crawfords Biscuits 31K times last year and spent an estimated £40K. All 2 brands take every click. Flapen scores it 34 out of 100, a Fail.

01 · Demand

An estimated 11.4% of those searches ended in a purchase.

Shoppers searched for this 31K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 11.4% of those searches ended in a purchase. Searches in the last 90 days moved -4.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £40K a year.

Searches, last 12 months
31K
Growth, 90 days vs prior 90
-4.9%
Conversion, latest week
11.4%
Market size, estimated
£40Ka year
Peak month
March1.3× the quietest month
Top search term
crawfords biscuits17K searches a year

02 · Price

A sale here is worth £11.20.

Listings sell for £11.20 on average, from £1.15 to £18.44. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 500 to 750 of them. At £11.20 that is £6K to £8K a year per listing.

Average price
£11.20under the $15 to $100 sweet spot
Price range
£1.15–£18.44
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
500–750
Revenue per listing a year
£6K–£8K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

20% of listings pay for placement with sponsored ads. 40% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #41 within Bakery. It carries 476 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
20%
Prime listings
40%
Out of stock, average day
0.0%
Average rank
#41in Bakery
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
476per listing
Listings tracked
5

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 38 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
38 months

Products

Top Crawfords Biscuits products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 100% of clicks. A locked shelf that new listings rarely crack.

£0£8K£16K£24K£32K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

19

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

100%

Top 20: 100%

Open market

0%

  • Crawford's96%
  • Generic4%
  • Open — no brand owns it (0%)

Demand

Crawfords Biscuits search demand

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

700500Spike '24Spike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Crawfords Biscuits search terms shoppers use

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

  • crawfords biscuits17K/yr
  • crawfords biscuits assorted mini packs10K/yr
  • crawfords4K/yr

Reviews and returns

What reviews say buyers love and hate about Crawfords Biscuits

We read the reviews and the return reasons for every product selling here.

26%of positive reviews mention “Baking”
26%of negative reviews mention “Value For Money”
<0.1%of orders come back, a rate Amazon rounds to zero
“Expensive biscuits”
A buyer, on “Value For Money”26% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

14 topics

NegativePositive

FAQ

Common Crawfords Biscuits questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data