---
title: "Custard — £160K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/custard"
last_updated: "2026-07-31T14:57:36.347Z"
locale: en
meta:
description: "Niche score 42/100 · £160K/yr market · 248K searches/yr · £2.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £160K/yr market · 248K searches/yr · £2.90 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Custard — £160K/yr Amazon UK Niche (2026) - Flapen"
---
# **custard**
**Skip it**
Prices mostly outside the sweet spot ($0.68–$13.86) — this niche doesn't clear our bar today.
Market size 34Growth 12Conversion 100Competition 57Returns 100Price range 0Avg price 8Brand share 2Review moat 55Quality gap 30
**Conversion**
**Incredible****22.3%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****1,297.75**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£160K**
£160K/yr · 248K searches
**Quality gap**
**Okay****4.6★**
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**
**Bad****99%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**53**
**Top-5 brand share**
**99%**
Top 20: 100%
**Top-5 click share**
**51%**
Top 20: 91%
**Open market**
**0%**
- 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.
9K7KSpike '24Holiday '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 2.5×
[**Open Trend **](https://flapen.com/research/uk/grocery/custard/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.
0%5%£8K10%£16K15%£24K20%£32K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Ambrosia Devon Custard Creamy & Delicious Ready-to-Eat Dessert Traditional British Favourite 500 g Carton (Pack of 1)**Ambrosia**£1.48**4.7★4,678 rev](https://www.amazon.co.uk/dp/B00MWUDHSS) [2**Morrisons Custard 500g**CUSTIC**£0.99**4.5★662 rev](https://www.amazon.co.uk/dp/B0B1GFVLHV) [3**Ambrosia Devon Custard Creamy Ready-to-Eat Dessert 1 kg (1-Pack)**Ambrosia**£2.12**4.7★4,678 rev](https://www.amazon.co.uk/dp/B09QJ12DKN) [4**Ambrosia Devon Custard Creamy Ready-to-Eat Dessert 400 g Can (1-Pack)**Ambrosia**£1.30**4.7★4,678 rev](https://www.amazon.co.uk/dp/B017A0MKE6) [5**Morrisons Eat Smart Ready to Serve UHT Custard 500g**Morrisons**£0.95**4.2★316 rev](https://www.amazon.co.uk/dp/B01N1LKT5J)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**by Amazon Custard 400g**by Amazon**£1.12**96 rev6mo ago](https://www.amazon.co.uk/dp/B0FP6MLJTL) [**Ambrosia Light Custard Dessert Pots 30% Less Sugar & Fat Creamy Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)**Ambrosia**£2.94**20 rev1y ago](https://www.amazon.co.uk/dp/B0DLLBWVVF) [**Ambrosia Custard Dessert Pots Creamy Traditional Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)**Ambrosia**£2.89**76 rev1y ago](https://www.amazon.co.uk/dp/B0DLLGHGYQ) [**Morrisons Vanilla Custard 500g**Morrisons**£2.47**5 rev2y ago](https://www.amazon.co.uk/dp/B0D5YYSMNQ) [**Ambrosia Deluxe Custard Madagascan Vanilla 2 x 120g**Ambrosia**£1.59**154 rev3y ago](https://www.amazon.co.uk/dp/B0BD9617M5)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**by Amazon Custard 400g**by Amazon**£1.12**4.6★**▲ 194%**](https://www.amazon.co.uk/dp/B0FP6MLJTL) [**Ambrosia Ready-to-Eat Dessert Light Devon Custard Pot 150 g (1-Pack)**Ambrosia**£0.68**4.5★**▲ 108%**](https://www.amazon.co.uk/dp/B003BQBJ6Y) [**Ambrosia Custard Dessert Pots Creamy Traditional Ready-to-Eat Treat 4 Pots x 120 g (Pack of 1)**Ambrosia**£2.89**4.8★**▲ 65%**](https://www.amazon.co.uk/dp/B0DLLGHGYQ) [**Morrisons Egg Custard Tart Pack of 2 Pastry Tarts**Morrisons**£1.00**4.5★**▲ 56%**](https://www.amazon.co.uk/dp/B01LF1QPJC) [**Ambrosia Deluxe Custard 750g**Ambrosia**£2.83**4.6★**▲ 51%**](https://www.amazon.co.uk/dp/B09N3LWWK5)
**~~View all trending →~~**
## **What buyers say about custard**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**32%
*“The taste is smooth and creamy”*
**Baking**11%
*“Heavenly Custard”*
**Value For Money**11%
*“Excellent value for money”*
**Quality-Overall**8%
*“its reliable and does the job without any fuss”*
**Flavor**6%
*“The vanilla flavor is rich and creamy, just like homemade”*
**Sweetness**5%
*“it is certainly not too sweet”*
**Texture/Consistency-Overall**5%
*“The texture is nice”*
**Size-Overall**4%
*“Good size”*
**Crispiness**3%
*“Lovely and creamy”*
**Thickness**2%
*“quite thick coming out of the tin”*
### **What buyers complain about **
**Taste-Overall**17%
*“Tasteless and horrible, couldnt taste any vanilla, very bland”*
**Flavor**13%
*“I was curious what it would taste like because canned desserts can sometimes have a very artificial flavour”*
**Value For Money**9%
*“a fair bit cheaper”*
**Size-Overall**9%
*“very large”*
**Sweetness**5%
*“Taste wise its not the sweetest of custards”*
**Durability**5%
*“crumbled easy”*
**Nutritional Content**2%
*“more protein than I was expecting with 10.8g per tin”*
**Thickness**2%
*“not as thick as I would like”*
**Quality-Overall**2%
*“I expected better quality to be honest”*
**Chunk/Clump/Collection**2%
*“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.
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