Is custard creams profitable to sell on Amazon United Kingdom?

The niche generates £136K/yr across 5 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -3.4%. Flapen's verdict: Skip it (34/100).

How competitive is the custard creams niche?

4 brands and 11 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in custard creams?

Top complaints mined from reviews: Moist/Dry, Quality-Overall, Value For Money. The return rate is 0.0%.

When does demand for custard creams peak?

Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the custard creams niche?

Listings span £0.73–£11.03; the average listing price is £4.88 (sweet spot $15–$100). The average incumbent carries 1,484 reviews — the moat a new listing must climb.

custard creams

Skip it

A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.

Conversion

Incredible25.8%

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

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Review moat

Good1,483.6

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£136K

£136K/yr · 108K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-3.4%

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

Avg price

Bad£4.88

avg listing price — sweet spot $15–$100

Competition

Bad100%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£0.73–£11.03

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

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.

Data updated Jul 23, 2026 · scored weekly · How we score niches

custard creams market data

Units sold / yr: 30K–40K; avg 8,000–10,000/product
Revenue / yr: £146K–£195K; units × avg price
Conversion rate: 25.8%
Avg BSR: #35
Page quality: 0%
Prime: 100%
Sponsored: 20%
Out of stock: 0.0%
Avg brand age: 50 months
Avg seller age: 167 days

Competition & brand share

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

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%

Demand & seasonality

Weekly Amazon search volume, last 81 weeks — -3.4% search growth over the last 90 days.

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

Open Trend

Top custard creams search terms

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.

All search terms

Top custard creams 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 5 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

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

McVitie's£0.994.6★2,227 rev

Morrisons Custard Creams 400g

Morrisons£0.734.6★4,211 rev

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

The Silver Crane co.£11.034.5★967 rev

Morrisons The Best Chocolate Covered Custard Creams 162g

Morrisons£2.675.0★2 rev

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

Oerich£9.004.2★11 rev

Newest

by launch date

Morrisons The Best Chocolate Covered Custard Creams 162g

Morrisons£2.672 rev

4mo ago

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

Oerich£9.0011 rev

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

The Silver Crane co.£11.03967 rev

5y ago

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

McVitie's£0.992,227 rev

6y ago

Morrisons Custard Creams 400g

Morrisons£0.734,211 rev

10y ago

What buyers say about custard creams

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

What buyers love

Gifting Purpose27%

“Lovely gift idea”

Taste-Overall16%

“Very tasty”

Baking15%

“Decent biscuit”

Quality-Overall12%

“Better than shop own brand”

Value For Money11%

“Cheap”

Color3%

“Lovely tin”

Crispiness3%

“creamy inside crunchy outside perfect little treat”

Advertised Vs Actual Product3%

“As expected”

Flavor2%

“Great flavour”

Soft Feel1%

“they go soft”

What buyers complain about

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”

Functionality-Overall4%

“Does not work as a biscuit tin”

Powdered/Crumbled4%

“Only gripe is that Amazon packing isn't great so some of them do arrive damaged, smashed and crumbly”

Size-Overall4%

“the top doesn't fit very well”