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Dates

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -36.3% this quarter, so Dates is a Maybe.

Flapen Score
56
56 / 100
Top 12% of 2,976 Grocery niches · +10 vs the category median of 46
Market size
£604K/yr675K searches / yr
90-day growth
-36.3%search demand this quarter
Competition
52%top-5 click share · 14 brands · 37 sellers

Flapen Score

Dates against its category

The dotted line is the Grocery average. Past it, Dates is stronger. Inside it, weaker.

56Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Dates market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Dates 675K times last year and spent an estimated £604K. The top 5 brands take 75% of clicks. Demand peaks in Feb–Mar. Flapen scores it 56 out of 100, a Maybe.

01 · Demand

11.6% of searches ended in a purchase last week.

Shoppers searched for this 675K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.6% of those searches ended in a purchase. Searches in the last 90 days moved -36.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £604K a year.

Searches, last 12 months
675K
Growth, 90 days vs prior 90
-36.3%
Conversion, latest week
11.6%
Market size, estimated
£604Ka year
Peak month
March2.2× the quietest month
Top search term
dates319K searches a year

02 · Price

A sale here is worth £7.69.

Listings sell for £7.69 on average, from £1.42 to £16.97. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 2,000 to 2,500 of them. At £7.69 that is £15K to £19K a year per listing.

Average price
£7.69under the $15 to $100 sweet spot
Price range
£1.42–£16.97
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
2,000–2,500
Revenue per listing a year
£15K–£19K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

56% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 5.0% of listings are out of stock. The average listing ranks #238 within Dried Fruits, Nuts & Vegetables. It carries 603 reviews at 4.27 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
92%
Out of stock, average day
5.0%
Average rank
#238in Dried Fruits, Nuts & Vegetables
Average rating
4.27 starsAmazon United Kingdom average 4.36 stars
Average reviews
603per listing
Listings tracked
25

04 · Newcomers

Amazon counts 1 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 55 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
55 months

Products

Top Dates products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 52% of clicks. Leaders hold, but buyers still shop past them.

£0£30K£60K£91K£121K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

37

Top-5 brand share

75%

Top 20: 100%

Top-5 click share

52%

Top 20: 95%

Open market

17%

  • by Amazon21%
  • Morrisons20%
  • Wholefood Earth13%
  • Yaffa11%
  • Medjool Plus10%
  • Raw Farm Organic Natural Fresh7%
  • Open — no brand owns it (8 brands, 17%)

Demand

Dates search demand

Weekly searches over the year, seasonality beneath. Pick a range.

30K20KHoliday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Feb, Mar · busiest ÷ quietest = 2.2×

Search terms

Top Dates search terms shoppers use

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

  • dates319K/yr
  • medjool dates117K/yr
  • dates medjool82K/yr
  • date34K/yr
  • dates pitted20K/yr
  • medjool dates 1kg20K/yr
  • pitted dates18K/yr
  • dates 1kg10K/yr
  • dried dates9K/yr
  • my subscribe and save orders account next delivery dates7K/yr

Reviews and returns

What reviews say buyers love and hate about Dates

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Moist/Dry26%−0.35

They are dry

Dried out

Not moist

Taste-Overall16%+1.44

got a weird taste like a chemical

Almost tasteless

had no taste

Quality-Overall13%+0.66

Bad quality

Bad quality, doesnt look fresh

The second bag was not good quality

Hard Feel6%−0.07

Old and hard batch from this seller

Rather small and quite hard

Hard and not easy to eat

Ease Of Chewing/Swallowing4%−0.05

Most of them are dry and chewy

they are hard to chew

Cant really eat them properly

Love

Taste-Overall30%+1.44

So delicious, big and lushious

Absolutely delicious

A healthy, tasty food

Quality-Overall17%+0.66

with a consistent quality

Best quality

Great product very pleased with purchase

Freshness8%+0.78

Nice and fresh

Fresh Dates

kept fresh thanks to packaging

Sweetness7%+0.53

naturally sweet

Sweet and wholesome taste

Very sweet

Value For Money7%+0.29

Good deal

Reasonably priced

Excellent value

FAQ

Common Dates questions

Answered from the same tracked data.