Skip to content

Curly Wurly

Fail

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

Flapen Score
36
36 / 100
Ranks 2,659 of 2,976 Grocery niches · −10 vs the category median of 46
Market size
£52K/yr56K searches / yr
90-day growth
-12.6%search demand this quarter
Competition
82%top-5 click share · 5 brands · 53 sellers

Flapen Score

Curly Wurly against its category

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

36Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Curly Wurly market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Curly Wurly 56K times last year and spent an estimated £52K. All 5 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 36 out of 100, a Fail.

01 · Demand

9.4% of searches ended in a purchase last week.

Shoppers searched for this 56K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.4% of those searches ended in a purchase. Searches in the last 90 days moved -12.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £52K a year.

Searches, last 12 months
56K
Growth, 90 days vs prior 90
-12.6%
Conversion, latest week
9.4%
Market size, estimated
£52Ka year
Peak month
December2.4× the quietest month
Top search term
curly wurly42K searches a year

02 · Price

A sale here is worth £9.79.

Listings sell for £9.79 on average, from £1.32 to £20.27. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 500 to 750 of them. At £9.79 that is £5K to £7K a year per listing.

Average price
£9.79under the $15 to $100 sweet spot
Price range
£1.32–£20.27
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
500–750
Revenue per listing a year
£5K–£7K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 44% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #647 within Chocolate Candy. It carries 516 reviews at 4.54 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
44%
Out of stock, average day
0.0%
Average rank
#647in Chocolate Candy
Average rating
4.54 starsAmazon United Kingdom average 4.36 stars
Average reviews
516per listing
Listings tracked
9

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 Curly Wurly 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£5K£10K£15K£21K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

5 rising

Sellers

53

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

0%

  • Cadbury51%
  • Khudadad28%
  • Baking Friends11%
  • Curly Wurly6%
  • SHANZA DEPARTMENTAL'S4%
  • Open — no brand owns it (0%)

Demand

Curly Wurly search demand

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

3K2KSpike '25Holiday '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 2.4×

Reviews and returns

What reviews say buyers love and hate about Curly Wurly

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

Complain

Size-Overall50%−0.17

smaller than used to be

Small version of the original

smaller and in pieces

Value For Money10%−0.07

Very sad especially as the price is more that double

Stale/Rotten/Spoiled10%+0.49

they are very morerish

Morerish

Love

Taste-Overall33%+2.43

loved loved Curly Wurly tasty bars

Yummy

Tastes like the original bigger bar

Value For Money20%−0.07

Well worth the money

Very good value for money

The price was good too

Flavor10%−0.05

Great deal for chocolates

Fabulous chocolate with great caramel

Size-Overall7%−0.17

Value for money just the right size for lunch boxes the quality is good

Nutritional Content7%−0.09

Good for gluten free

Tasty for gluten free

FAQ

Common Curly Wurly questions

Answered from the same tracked data.