crumpets
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Great23%top-5 click share — an open shelf
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Review moat
Great479.12avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Brand share
Good72%top-5 brand share — brands hold most of the demand
Price range
Okay£0.83–£26.21cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£153K£153K/yr · 486K searches
Growth
Bad-13.8%90-day search growth — must beat 0% to launch
Avg price
Bad£3.95avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, crumpets is a £153K/yr Amazon United Kingdom market (486K searches/yr). The top 5 brands hold 72% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Worth a look — 58/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
crumpets market data
- Units sold / yr
- 40K–50K
- avg 100–250/product
- Revenue / yr
- £158K–£198K
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #123
- Page quality
- 0%
- Prime
- 91%
- Sponsored
- 16%
- Out of stock
- 6.3%
- Avg brand age
- 51 months
- Avg seller age
- 173 days
Competition & brand share
Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.Brands
32 rising
Sellers
101
Top-5 brand share
72%
Top 20: 96%
Top-5 click share
23%
Top 20: 58%
Open market
24%
- Morrisons47%
- Warburtons11%
- Brand Threads5%
- Get Trend5%
- Generic4%
- CO OP4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.8% search growth over the last 90 days.Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.4×
Top crumpets search terms
- bakery399K/yr
- cinnamon roll38K/yr
- fresh bakery28K/yr
- morrisons bakery13K/yr
- cinnamon rolls9K/yr
Top crumpets 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
Morrisons Cake Shop Cinnamon Buns 2 Pack
Morrisons£2.424.1★265 rev
Morrisons Market Street Cheese Twist 2 Pack
Morrisons£2.073.8★5 rev
PYOUL 1 Pair Fluffy Cinnamon Roll Novelty Socks Bring Me Cinnamon Roll Crew Socks Breakfast Lovers Gift Sweet Treat Gift (UK Alpha One Size Regular Regular Cinnamon Roll 1 Pair)
Generic£11.540.0★0 rev
Cinnamoroll Girls Sweatshirt - Official Sanrio Cotton-Blend Long Sleeve Jumper with Crew Neck Ribbed Cuffs & Hem - Soft Breathable Pink Layer for Everyday Wear - Ages 1-13 Years Girls Loungewear
Brand Threads£18.064.5★4 rev
Warburtons Crumpets Pack of 9 330g
Warburtons£1.264.7★1,992 rev
Newest
by launch date
Mr Kipling Blueberry Breakfast Bakes High-Fibre Snack Cakes with Real Fruit & Honey-Toasted Oats 4 Individually Wrapped Bakes (Pack of 1)
Mr Kipling£1.5639 rev
Get Trend Cinnamoroll Sanrio Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessory (Purple Cinnamoroll)
Get Trend£12.6683 rev
Get Trend Cinnamoroll Sanrio Girls Pyjama Sets 7-14 Years Button-Down Half-Sleeve Loungewear Shirts & Pj Shorts Soft Comfy Nightwear (9-10 Years Pink Cinnamoroll)
Get Trend£12.5374 rev
Morrisons Market Street Cheese Twist 2 Pack
Morrisons£2.075 rev
Morrisons Cake Shop Strawberry Trifle
Morrisons£2.4526 rev
Trending
90-day click momentumGet Trend Cinnamoroll Sanrio Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessory (Purple Cinnamoroll)
Get Trend£12.664.4★
Get Trend Cinnamoroll Sanrio Girls Pyjama Sets 7-14 Years Button-Down Half-Sleeve Loungewear Shirts & Pj Shorts Soft Comfy Nightwear (9-10 Years Pink Cinnamoroll)
Get Trend£12.534.8★
Cinnamoroll Girls Sweatshirt - Official Sanrio Cotton-Blend Long Sleeve Jumper with Crew Neck Ribbed Cuffs & Hem - Soft Breathable Pink Layer for Everyday Wear - Ages 1-13 Years Girls Loungewear
Brand Threads£18.064.5★
PYOUL 1 Pair Fluffy Cinnamon Roll Novelty Socks Bring Me Cinnamon Roll Crew Socks Breakfast Lovers Gift Sweet Treat Gift (UK Alpha One Size Regular Regular Cinnamon Roll 1 Pair)
Generic£11.540.0★
Morrisons Market Street Cheese Twist 2 Pack
Morrisons£2.073.8★
What buyers say about crumpets
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious as always”
“Enjoyable bread”
“Good value”
“Excellent quality and classic bakery at its best”
“Sealed and kept fresh in bright and vibrant packaging, this product will keep in ambient condition for much duration”
“Great flavour”
“Soft crust and fresh”
“Sweet treats”
“Crunchy, flavourful and surprisingly moreish”
“Perfect fit”
What buyers complain about
“Awful taste”
“tiny cake”
“Slightly more expensive than”
“very dry”
“both arrived squashed”
“Artificial unpleasant flavour”
“Getting squashed”
“expect cheap quality spend a bit more”
“Not teen size as advertised”
“bjt so squashed it had burst the wrapping”
Top return reasons
Common questions
- Is crumpets profitable to sell on Amazon United Kingdom?
- The niche generates £153K/yr across 90 tracked products. 4 of 19 products launched in the last 360 days are still selling. 90-day search growth is -13.8%. Flapen's verdict: Worth a look (58/100).
- How competitive is the crumpets niche?
- 32 brands and 101 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 72% of demand.
- What do buyers complain about in crumpets?
- Top complaints mined from reviews: Taste-Overall, Size-Overall, Value For Money. The return rate is 0.0%.
- When does demand for crumpets peak?
- Demand peaks in Jan–Feb–Dec; the busiest month runs 2.4× the quietest.
- What does it cost to enter the crumpets niche?
- Listings span £0.83–£26.21; the average listing price is £3.95 (sweet spot $15–$100). The average incumbent carries 479 reviews — the moat a new listing must climb.