How competitive is the Custard niche on Amazon United Kingdom?

6 brands and 53 sellers compete in Custard on Amazon United Kingdom. The top 5 Custard products take 51% of clicks and its top 5 brands hold 99% of demand.

What do buyers complain about in Custard?

Custard buyers on Amazon United Kingdom complain most about Taste-Overall, Flavor, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Custard niche?

Custard sells for £2.90 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.68–£13.86. The average incumbent carries 1,298 reviews — the moat a new listing must climb.

Custard

prices mostly outside the sweet spot ($0.68–$13.86) — Custard doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Custard profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Custard is a £160K/yr Amazon United Kingdom market (248K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 42/100.

Custard: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -26.4% over the last 90 days and 22.3% of searches end in a purchase.

£160K

revenue / yr

Units sold / yr100K

Search volume / yr-26.4%248K

Conversion rate22.3%

Avg price£2.90

Who owns the niche?

The top 5 brands hold 99% of demand, so 1% of the market is open.

open market share

Brands · sellers6 · 53

Top-5 product click share51%

Open market1%

Avg brand age65 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 28 products

Top Custard products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Ambrosia Devon Custard Creamy & Delicious Ready-to-Eat Dessert Traditional British Favourite 500 g Carton (Pack of 1)

Price: £1.48
Rating: 4.7/5
Reviews: 4,678
Age: 11y ago

Morrisons Custard 500g

Price: £0.99
Rating: 4.5/5
Reviews: 662
Age: 6y ago

Ambrosia Devon Custard Creamy Ready-to-Eat Dessert 1 kg (1-Pack)

Price: £2.12
Rating: 4.7/5
Reviews: 4,678
Age: 4y ago

Ambrosia Devon Custard Creamy Ready-to-Eat Dessert 400 g Can (1-Pack)

Price: £1.30
Rating: 4.7/5
Reviews: 4,678
Age: 8y ago

Morrisons Eat Smart Ready to Serve UHT Custard 500g

Price: £0.95
Rating: 4.2/5
Reviews: 316
Age: 9y ago

Newest

by launch date

by Amazon Custard 400g

Price: £1.12
Rating: 4.6/5
Reviews: 96
Age: 6mo ago

Ambrosia Light Custard Dessert Pots 30% Less Sugar & Fat Creamy Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)

Price: £2.94
Rating: 4.8/5
Reviews: 20
Age: 1y ago

Ambrosia Custard Dessert Pots Creamy Traditional Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)

Price: £2.89
Rating: 4.8/5
Reviews: 76
Age: 1y ago

Morrisons Vanilla Custard 500g

Price: £2.47
Rating: 4.1/5
Reviews: 5
Age: 2y ago

Ambrosia Deluxe Custard Madagascan Vanilla 2 x 120g

Price: £1.59
Rating: 4.6/5
Reviews: 154
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

51%

Top 20: 91%

Open market

Ambrosia59%
Morrisons21%
CUSTIC11%
by Amazon6%
Bird's3%
CO OP1%

Custard demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume248KCVR22.3%Products28Brands6Top 5 Brands99%OOS Rate0.0%Rating4.6★Reviews1,298Avg BSR#57

Peak months: Nov, Dec · busiest ÷ quietest = 2.5×

What reviews say buyers love and hate about Custard

What buyers mention most, as a share of all reviews.

What buyers love

87% of reviews

Taste-Overall32%

“The taste is smooth and creamy”

Baking11%

“Heavenly Custard”

Value For Money11%

“Excellent value for money”

Quality-Overall8%

“its reliable and does the job without any fuss”

Flavor6%

“The vanilla flavor is rich and creamy, just like homemade”

What buyers complain about

64% of reviews

Taste-Overall17%

“Tasteless and horrible, couldnt taste any vanilla, very bland”

Flavor13%

“I was curious what it would taste like because canned desserts can sometimes have a very artificial flavour”

Value For Money9%

“a fair bit cheaper”

Size-Overall9%

“very large”

Sweetness5%

“Taste wise its not the sweetest of custards”

Common Custard questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Custard 42/100 on Amazon United Kingdom — Skip it. The niche generates £160K/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. Search demand moved -26.4% over the last 90 days.