decaf coffee
Worth a lookShows low returns (0.0%), but soft demand (-22.3% this quarter) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.6%search→purchase rate — share of searches ending in a sale
Market size
Good£778K£778K/yr · 647K searches
Review moat
Good783.28avg incumbent reviews — the moat a new listing must climb
Price range
Okay£1.69–£26.98cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay59%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Avg price
Okay£9.55avg listing price — sweet spot $15–$100
Brand share
Bad93%top-5 brand share — brand-locked demand
Growth
Bad-22.3%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, decaf coffee is a £778K/yr Amazon United Kingdom market (647K searches/yr). The top 5 brands hold 93% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
decaf coffee market data
- Units sold / yr
- 80K–100K
- avg 3,000–4,000/product
- Revenue / yr
- £764K–£955K
- units × avg price
- Conversion rate
- 12.6%
- Avg BSR
- #202
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 56%
- Out of stock
- 0.0%
- Avg brand age
- 64 months
- Avg seller age
- 158 days
Competition & brand share
The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.Brands
8 falling
Sellers
219
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
59%
Top 20: 94%
Open market
4%
- NESCAFÉ40%
- Kenco24%
- by Amazon20%
- TRUESTART5%
- illy5%
- Morrisons3%
- Open — no brand owns it (2 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.3% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top decaf coffee search terms
- decaf coffee354K/yr
- decaffeinated coffee36K/yr
- kenco decaff coffee35K/yr
- decaf instant coffee28K/yr
- nescafe decaf coffee25K/yr
- coffee decaf21K/yr
- decaf19K/yr
- nescafe decaf14K/yr
- decaf coffee instant21K/yr
- nescafe gold blend decaf17K/yr
Top decaf coffee 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
NESCAFÉ Gold Blend Decaf Premium Instant Coffee Rich Aroma and Smooth Taste Gold Blend Decaf Coffee 190g (Pack of 1)
NESCAFÉ£5.904.8★529 rev
by Amazon Decaf Instant Gold Coffee 200g - Rainforest Alliance Certified
by Amazon£2.984.2★929 rev
Kenco Decaff Instant Coffee 200 g Packaging may vary
Kenco£6.024.8★1,167 rev
TrueStart Instant Coffee Decaf 100g 1 Pack 55 Cups
TRUESTART£4.144.1★544 rev
NESCAFÉ Azera Americano Decaff Instant Coffee 90g (Pack of 6) (Packing May Vary)
NESCAFÉ£20.384.8★672 rev
Newest
by launch date
by Amazon Decaff Ground Coffee 100% Arabica Strength No. 2 - Mild 250g
by Amazon£3.97367 rev
NESCAFÉ Original Decaf Instant Coffee 190g Rich Aroma Full and Bold Flavour (Pack of 1)
NESCAFÉ£6.1450 rev
NESCAFÉ Gold Blend Decaf Premium Instant Coffee Rich Aroma and Smooth Taste Gold Blend Decaf Coffee 190g (Pack of 1)
NESCAFÉ£5.90529 rev
Nescafe Gold Blend Decaf 95g
NESCAFÉ£4.3753 rev
Kenco Decaff Instant Coffee Refill 150G x 5 (750g Total)
Kenco£22.641,260 rev
Trending
90-day click momentum
Kenco Millicano Decaffeinated Instant Coffee 100g
Kenco£4.494.5★
Morrisons Gold Decaf Coffee 100g
Morrisons£2.284.4★
by Amazon Decaff Ground Coffee 100% Arabica Strength No. 2 - Mild 250g
by Amazon£3.974.3★
NESCAFÉ Original Decaf Instant Coffee 190g Rich Aroma Full and Bold Flavour (Pack of 1)
NESCAFÉ£6.144.5★
illy Coffee Decaffeinated Instant Coffee Medium Roast 100 Percent Arabica Coffee Beans 95g
illy£6.244.5★
What buyers say about decaf coffee
What buyers praise and complain about, mined from review topics.What buyers love
“Absolutely delicious”
“Excellent value for money”
“Tastes as good as full caffeine coffee”
“Good item and quality decaf coffee”
“rich with the full coffee flavour coming through”
“Not too strong aroma”
“As advertised”
“Smooth”
“Big size container”
“easy to use”
What buyers complain about
“Awful taste”
“Over priced”
“it smells weird”
“not sure how decaffeinated it is - it feels caffeinated to me”
“No strength really”
“No flavour”
“Quality Control is Poor”
“it is beyond bitter”
“Too big”
“Also, it's not a powder as advertised, it's granules”
Common questions
- Is decaf coffee profitable to sell on Amazon United Kingdom?
- The niche generates £778K/yr across 25 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -22.3%. Flapen's verdict: Worth a look (51/100).
- How competitive is the decaf coffee niche?
- 8 brands and 219 sellers compete. The top 5 products take 59% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in decaf coffee?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Smell. The return rate is 0.0%.
- When does demand for decaf coffee peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the decaf coffee niche?
- Listings span £1.69–£26.98; the average listing price is £9.55 (sweet spot $15–$100). The average incumbent carries 783 reviews — the moat a new listing must climb.