How competitive is the Custard Creams niche on Amazon United Kingdom?

4 brands and 11 sellers compete in Custard Creams on Amazon United Kingdom. The top 5 Custard Creams products take 100% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Custard Creams?

Custard Creams buyers on Amazon United Kingdom complain most about Moist/Dry, Quality-Overall, 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 Creams niche?

Custard Creams sells for £4.88 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.73–£11.03. The average incumbent carries 1,484 reviews — the moat a new listing must climb.

Custard Creams

a concentrated shelf (top 5 take 100% of clicks) — Custard Creams doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Custard Creams profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Custard Creams is a £136K/yr Amazon United Kingdom market (108K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 34/100.

Custard Creams: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -3.4% over the last 90 days and 25.8% of searches end in a purchase.

£136K

revenue / yr

Units sold / yr40K

Search volume / yr-3.4%108K

Conversion rate25.8%

Avg price£4.88

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers4 · 11

Top-5 product click share100%

Open market0%

Avg brand age50 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 · 5 products

Top Custard Creams 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

McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)

Price: £0.99
Rating: 4.6/5
Reviews: 2,227
Age: 6y ago

Morrisons Custard Creams 400g

Price: £0.73
Rating: 4.6/5
Reviews: 4,211
Age: 10y ago

Giant Custard Cream Biscuits Gift Set - Novelty Biscuit Tin Family Treat Box with Luxury Selection for Sharing - British Gifts Thank You Teacher Biscuits Gift Ideas for Birthday Hamper Tins 450g

Price: £11.03
Rating: 4.5/5
Reviews: 967
Age: 5y ago

Morrisons The Best Chocolate Covered Custard Creams 162g

Price: £2.67
Rating: 5.0/5
Reviews: 2
Age: 4mo ago

Extra Cream Custard Creams Vanilla Custard Flavoured Biscuits Bundle 165g (4 Packs) - By Oerich Gift

Price: £9.00
Rating: 4.2/5
Reviews: 11
Age: 1y ago

Newest

by launch date

Morrisons The Best Chocolate Covered Custard Creams 162g

Price: £2.67
Rating: 5.0/5
Reviews: 2
Age: 4mo ago

Extra Cream Custard Creams Vanilla Custard Flavoured Biscuits Bundle 165g (4 Packs) - By Oerich Gift

Price: £9.00
Rating: 4.2/5
Reviews: 11
Age: 1y ago

Giant Custard Cream Biscuits Gift Set - Novelty Biscuit Tin Family Treat Box with Luxury Selection for Sharing - British Gifts Thank You Teacher Biscuits Gift Ideas for Birthday Hamper Tins 450g

Price: £11.03
Rating: 4.5/5
Reviews: 967
Age: 5y ago

McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)

Price: £0.99
Rating: 4.6/5
Reviews: 2,227
Age: 6y ago

Morrisons Custard Creams 400g

Price: £0.73
Rating: 4.6/5
Reviews: 4,211
Age: 10y ago

Competition: brands, sellers & click share

The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

4 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

Morrisons46%
McVitie's44%
The Silver Crane co.8%
Oerich3%

Custard Creams demand & seasonality

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

Volume108KCVR25.8%Products5Brands4Top 5 Brands100%OOS Rate0.0%Rating4.6★Reviews1,484Avg BSR#35

Peak months: Nov, Dec · busiest ÷ quietest = 1.7×

Top Custard Creams search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

custard creams76K/yr -2.5%24.9% conv.
custard cream9K/yr +13.2%11.4% conv.
custard creams biscuits8K/yr -0.6%9.6% conv.
tasties4K/yr +0.4%3.4% conv.
tasties biscuits4K/yr -21.9%2.7% conv.
biscuits custard cream3K/yr -24.4%12.7% conv.
custard cream biscuits4K/yr -11.8%10.0% conv.

What reviews say buyers love and hate about Custard Creams

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

What buyers love

91% of reviews

Gifting Purpose27%

“Lovely gift idea”

Taste-Overall16%

“Very tasty”

Baking15%

“Decent biscuit”

Quality-Overall12%

“Better than shop own brand”

Value For Money11%

“Cheap”

What buyers complain about

79% of reviews

Moist/Dry21%

“biscuits dry & powdery”

Quality-Overall13%

“Cheap”

Value For Money13%

“Waste of money”

Stale/Rotten/Spoiled11%

“Not giant and biscuits stale”

Taste-Overall7%

“Biscuits don't taste like custard creams”

Common Custard Creams questions

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

Flapen scores Custard Creams 34/100 on Amazon United Kingdom — Skip it. The niche generates £136K/yr across 5 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -3.4% over the last 90 days.