---
title: "Crumpets — £153K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/crumpets"
last_updated: "2026-07-31T15:56:02.157Z"
locale: en
meta:
description: "Niche score 58/100 · £153K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 58/100 · £153K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Crumpets — £153K/yr Amazon UK Niche (2026) - Flapen"
---
# **crumpets**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 33Growth 18Conversion 79Competition 92Returns 100Price range 44Avg price 11Brand share 55Review moat 76Quality gap 67
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Great****23%**
top-5 click share — an open shelf
**Conversion**
**Great****8.0%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****479.12**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****72%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****£0.83–£26.21**
cheapest 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****£3.95**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KHoliday '24Spike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/grocery/crumpets/trend)
## **Top crumpets search terms**
- **bakery**399K/yr-11.5%3.9% conv. - **cinnamon roll**38K/yr-12.2%1.4% conv. - **fresh bakery**28K/yr-52.6%0.8% conv. - **morrisons bakery**13K/yr-2.6%2.6% conv. - **cinnamon rolls**9K/yr-34.0%2.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/crumpets/search-terms)
## **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.
0%2%£3K4%£6K6%£9K8%£12K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Cake Shop Cinnamon Buns 2 Pack**Morrisons**£2.42**4.1★265 rev](https://www.amazon.co.uk/dp/B09XC54GG8) [2**Morrisons Market Street Cheese Twist 2 Pack**Morrisons**£2.07**3.8★5 rev](https://www.amazon.co.uk/dp/B0FQPHFN5M) [3**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**£11.54**0.0★0 rev](https://www.amazon.co.uk/dp/B0FBFH1CBZ) [4**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**£18.06**4.5★4 rev](https://www.amazon.co.uk/dp/B0FQ5QSRV7) [5**Warburtons Crumpets Pack of 9 330g**Warburtons**£1.26**4.7★1,992 rev](https://www.amazon.co.uk/dp/B007VP4JBS)
**~~View all top sellers →~~**
### **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**£1.56**39 rev8mo ago](https://www.amazon.co.uk/dp/B0G1CHD2RK) [**Get Trend Cinnamoroll Sanrio Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessory (Purple Cinnamoroll)**Get Trend**£12.66**83 rev9mo ago](https://www.amazon.co.uk/dp/B0FWKNFYT6) [**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**£12.53**74 rev9mo ago](https://www.amazon.co.uk/dp/B0FW566GWZ) [**Morrisons Market Street Cheese Twist 2 Pack**Morrisons**£2.07**5 rev10mo ago](https://www.amazon.co.uk/dp/B0FQPHFN5M) [**Morrisons Cake Shop Strawberry Trifle**Morrisons**£2.45**26 rev10mo ago](https://www.amazon.co.uk/dp/B0FQW5JQ3D)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Get Trend Cinnamoroll Sanrio Girls Baseball Cap Sunglasses & Scrunchie Set Adjustable Hat 100% UV Shades Holiday Accessory (Purple Cinnamoroll)**Get Trend**£12.66**4.4★**▲ 173%**](https://www.amazon.co.uk/dp/B0FWKNFYT6) [**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**£12.53**4.8★**▲ 171%**](https://www.amazon.co.uk/dp/B0FW566GWZ) [**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**£18.06**4.5★**▲ 133%**](https://www.amazon.co.uk/dp/B0FQ5QSRV7) [**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**£11.54**0.0★**▲ 129%**](https://www.amazon.co.uk/dp/B0FBFH1CBZ) [**Morrisons Market Street Cheese Twist 2 Pack**Morrisons**£2.07**3.8★**▲ 100%**](https://www.amazon.co.uk/dp/B0FQPHFN5M)
**~~View all trending →~~**
## **What buyers say about crumpets**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**37%
*“Delicious as always”*
**Baking**15%
*“Enjoyable bread”*
**Value For Money**8%
*“Good value”*
**Quality-Overall**8%
*“Excellent quality and classic bakery at its best”*
**Freshness**7%
*“Sealed and kept fresh in bright and vibrant packaging, this product will keep in ambient condition for much duration”*
**Flavor**4%
*“Great flavour”*
**Soft Feel**2%
*“Soft crust and fresh”*
**Sweetness**2%
*“Sweet treats”*
**Crispiness**2%
*“Crunchy, flavourful and surprisingly moreish”*
**Size-Overall**1%
*“Perfect fit”*
### **What buyers complain about **
**Taste-Overall**13%
*“Awful taste”*
**Size-Overall**12%
*“tiny cake”*
**Value For Money**9%
*“Slightly more expensive than”*
**Moist/Dry**7%
*“very dry”*
**Stale/Rotten/Spoiled**5%
*“both arrived squashed”*
**Flavor**4%
*“Artificial unpleasant flavour”*
**Powdered/Crumbled**3%
*“Getting squashed”*
**Quality-Overall**3%
*“expect cheap quality spend a bit more”*
**Advertised Vs Actual Product**3%
*“Not teen size as advertised”*
**Storage Temperature**2%
*“bjt so squashed it had burst the wrapping”*
### **Top return reasons **
**Size-Overall**57%
**Thin**7%
**Durability**7%
**Quality-Overall**7%
**Advertised Vs Actual Product**7%
**Product Condition**7%
**Material Quality**7%
## **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.
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