---
title: "Custard Creams — £136K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/custard-creams"
last_updated: "2026-07-31T16:15:50.432Z"
locale: en
meta:
description: "Niche score 34/100 · £136K/yr market · 108K searches/yr · £4.88 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 34/100 · £136K/yr market · 108K searches/yr · £4.88 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Custard Creams — £136K/yr Amazon UK Niche (2026) - Flapen"
---
# **custard creams**
**Skip it**
A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.
Market size 30Growth 23Conversion 100Competition 0Returns 100Price range 0Avg price 14Brand share 0Review moat 50Quality gap 28
**Conversion**
**Incredible****25.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****1,483.6**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£136K**
£136K/yr · 108K searches
**Quality gap**
**Okay****4.6★**
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**
**Bad****100%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**11**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**100%**
Top 20: 100%
**Open market**
**0%**
- 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.
3K2KSpike '25 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Nov, Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/custard-creams/trend)
## **Top custard creams search terms**
- **custard creams**76K/yr-2.5%24.9% conv. - **custard cream**9K/yr+13.2%11.4% conv. - **custard creams biscuits**8K/yr-0.6%9.6% conv. - **tasties**4K/yr+0.4%3.4% conv. - **tasties biscuits**4K/yr-21.9%2.7% conv. - **biscuits custard cream**3K/yr-24.4%12.7% conv. - **custard cream biscuits**4K/yr-11.8%10.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/custard-creams/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.
0%15%£20K30%£41K45%£61K60%£82K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)**McVitie's**£0.99**4.6★2,227 rev](https://www.amazon.co.uk/dp/B06ZZPM8X1) [2**Morrisons Custard Creams 400g**Morrisons**£0.73**4.6★4,211 rev](https://www.amazon.co.uk/dp/B01DAPFUAQ) [3**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.**£11.03**4.5★967 rev](https://www.amazon.co.uk/dp/B08F7ZHVXZ) [4**Morrisons The Best Chocolate Covered Custard Creams 162g**Morrisons**£2.67**5.0★2 rev](https://www.amazon.co.uk/dp/B0GQJ6BGT6) [5**Extra Cream Custard Creams Vanilla Custard Flavoured Biscuits Bundle 165g (4 Packs) - By Oerich Gift**Oerich**£9.00**4.2★11 rev](https://www.amazon.co.uk/dp/B0FDKLB5L3)
### **Newest**
by launch date
[**Morrisons The Best Chocolate Covered Custard Creams 162g**Morrisons**£2.67**2 rev4mo ago](https://www.amazon.co.uk/dp/B0GQJ6BGT6) [**Extra Cream Custard Creams Vanilla Custard Flavoured Biscuits Bundle 165g (4 Packs) - By Oerich Gift**Oerich**£9.00**11 rev1y ago](https://www.amazon.co.uk/dp/B0FDKLB5L3) [**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.**£11.03**967 rev5y ago](https://www.amazon.co.uk/dp/B08F7ZHVXZ) [**McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)**McVitie's**£0.99**2,227 rev6y ago](https://www.amazon.co.uk/dp/B06ZZPM8X1) [**Morrisons Custard Creams 400g**Morrisons**£0.73**4,211 rev10y ago](https://www.amazon.co.uk/dp/B01DAPFUAQ)
### **Trending**
90-day click momentum
[**Morrisons The Best Chocolate Covered Custard Creams 162g**Morrisons**£2.67**5.0★**▲ 118%**](https://www.amazon.co.uk/dp/B0GQJ6BGT6) [**Extra Cream Custard Creams Vanilla Custard Flavoured Biscuits Bundle 165g (4 Packs) - By Oerich Gift**Oerich**£9.00**4.2★**▲ 24%**](https://www.amazon.co.uk/dp/B0FDKLB5L3) [**McVities Tasties Custard Creams Biscuits 300 g (Pack of 1)**McVitie's**£0.99**4.6★**— 9%**](https://www.amazon.co.uk/dp/B06ZZPM8X1) [**Morrisons Custard Creams 400g**Morrisons**£0.73**4.6★**— 0%**](https://www.amazon.co.uk/dp/B01DAPFUAQ) [**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.**£11.03**4.5★**▼ 41%**](https://www.amazon.co.uk/dp/B08F7ZHVXZ)
## **What buyers say about custard creams**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Gifting Purpose**27%
*“Lovely gift idea”*
**Taste-Overall**16%
*“Very tasty”*
**Baking**15%
*“Decent biscuit”*
**Quality-Overall**12%
*“Better than shop own brand”*
**Value For Money**11%
*“Cheap”*
**Color**3%
*“Lovely tin”*
**Crispiness**3%
*“creamy inside crunchy outside perfect little treat”*
**Advertised Vs Actual Product**3%
*“As expected”*
**Flavor**2%
*“Great flavour”*
**Soft Feel**1%
*“they go soft”*
### **What buyers complain about **
**Moist/Dry**21%
*“biscuits dry & powdery”*
**Quality-Overall**13%
*“Cheap”*
**Value For Money**13%
*“Waste of money”*
**Stale/Rotten/Spoiled**11%
*“Not giant and biscuits stale”*
**Taste-Overall**7%
*“Biscuits don't taste like custard creams”*
**Functionality-Overall**4%
*“Does not work as a biscuit tin”*
**Powdered/Crumbled**4%
*“Only gripe is that Amazon packing isn't great so some of them do arrive damaged, smashed and crumbly”*
**Size-Overall**4%
*“the top doesn't fit very well”*
**Crispiness**3%
*“And barely any custard in the middle”*
## **Common questions**
- **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.
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