Is custard profitable to sell on Amazon United Kingdom?

The niche generates £160K/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -26.4%. Flapen's verdict: Skip it (42/100).

How competitive is the custard niche?

6 brands and 53 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in custard?

Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.

When does demand for custard peak?

Demand peaks in Nov–Dec; the busiest month runs 2.5× the quietest.

What does it cost to enter the custard niche?

Listings span £0.68–£13.86; the average listing price is £2.90 (sweet spot $15–$100). The average incumbent carries 1,298 reviews — the moat a new listing must climb.

custard

Skip it

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

Conversion

Incredible22.3%

search→purchase rate — share of searches ending in a sale

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Competition

Good51%

top-5 click share — leaders hold, buyers still browse

Review moat

Good1,297.75

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£160K

£160K/yr · 248K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-26.4%

90-day search growth — must beat 0% to launch

Avg price

Bad£2.90

avg listing price — sweet spot $15–$100

Brand share

Bad99%

top-5 brand share — brand-locked demand

Price range

Bad£0.68–£13.86

cheapest to priciest tracked listing — scored on the share inside $15–$100

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.

Data updated Jul 24, 2026 · scored weekly · How we score niches

custard market data

Units sold / yr: 80K–100K; avg 3,000–4,000/product
Revenue / yr: £232K–£290K; units × avg price
Conversion rate: 22.3%
Avg BSR: #57
Page quality: 0%
Prime: 100%
Sponsored: 21%
Out of stock: 0.0%
Avg brand age: 65 months
Avg seller age: 157 days

Competition & brand share

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

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%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -26.4% search growth over the last 90 days.

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

Open Trend

Top custard 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

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)

Ambrosia£1.484.7★4,678 rev

Morrisons Custard 500g

CUSTIC£0.994.5★662 rev

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

Ambrosia£2.124.7★4,678 rev

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

Ambrosia£1.304.7★4,678 rev

Morrisons Eat Smart Ready to Serve UHT Custard 500g

Morrisons£0.954.2★316 rev

Newest

by launch date

by Amazon Custard 400g

by Amazon£1.1296 rev

6mo ago

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

Ambrosia£2.9420 rev

1y ago

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

Ambrosia£2.8976 rev

1y ago

Morrisons Vanilla Custard 500g

Morrisons£2.475 rev

2y ago

Ambrosia Deluxe Custard Madagascan Vanilla 2 x 120g

Ambrosia£1.59154 rev

3y ago

What buyers say about custard

What buyers praise and complain about, mined from review topics.

What buyers love

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”

Sweetness5%

“it is certainly not too sweet”

Texture/Consistency-Overall5%

“The texture is nice”

Size-Overall4%

“Good size”

Crispiness3%

“Lovely and creamy”

Thickness2%

“quite thick coming out of the tin”

What buyers complain about

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”

Durability5%

“crumbled easy”

Nutritional Content2%

“more protein than I was expecting with 10.8g per tin”

Thickness2%

“not as thick as I would like”

Quality-Overall2%

“I expected better quality to be honest”

Chunk/Clump/Collection2%

“do about 30-45 seconds lesser than the instructions say otherwise it's very easy to have it go lumpy”

Common questions

Is custard profitable to sell on Amazon United Kingdom?: The niche generates £160K/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -26.4%. Flapen's verdict: Skip it (42/100).
How competitive is the custard niche?: 6 brands and 53 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in custard?: Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.
When does demand for custard peak?: Demand peaks in Nov–Dec; the busiest month runs 2.5× the quietest.
What does it cost to enter the custard niche?: Listings span £0.68–£13.86; the average listing price is £2.90 (sweet spot $15–$100). The average incumbent carries 1,298 reviews — the moat a new listing must climb.