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Decaf Coffee

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -22.3% this quarter, so Decaf Coffee is a Maybe.

Flapen Score
51
51 / 100
Top 27% of 2,976 Grocery niches · +5 vs the category median of 46
Market size
£778K/yr647K searches / yr
90-day growth
-22.3%search demand this quarter
Competition
59%top-5 click share · 8 brands · 219 sellers

Flapen Score

Decaf Coffee against its category

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

51Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Decaf Coffee market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Decaf Coffee 647K times last year and spent an estimated £778K. The top 5 brands take 93% of clicks. Flapen scores it 51 out of 100, a Maybe.

01 · Demand

12.6% of searches ended in a purchase last week.

Shoppers searched for this 647K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.6% of those searches ended in a purchase. Searches in the last 90 days moved -22.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £778K a year.

Searches, last 12 months
647K
Growth, 90 days vs prior 90
-22.3%
Conversion, latest week
12.6%
Market size, estimated
£778Ka year
Peak month
February1.6× the quietest month
Top search term
decaf coffee354K searches a year

02 · Price

A sale here is worth £9.55.

Listings sell for £9.55 on average, from £1.69 to £26.98. Amazon reports units sold in ranges. This niche sold 80K to 100K a year. The average listing sells 3,000 to 4,000 of them. At £9.55 that is £29K to £38K a year per listing.

Average price
£9.55under the $15 to $100 sweet spot
Price range
£1.69–£26.98
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
80K–100K
Units per listing a year
3,000–4,000
Revenue per listing a year
£29K–£38K
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. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #202 within Coffee. It carries 783 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#202in Coffee
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
783per listing
Listings tracked
25

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 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 64 months on average, so the names here are established.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
64 months

Products

Top Decaf Coffee 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 59% of clicks. Leaders hold, but buyers still shop past them.

£0£39K£78K£117K£156K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Decaf Coffee search demand

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

15K10KSpike '24Holiday '24Prime Day '25Spike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.6×

Search terms

Top Decaf Coffee search terms shoppers use

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

  • 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

Reviews and returns

What reviews say buyers love and hate about Decaf Coffee

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

Complain

Taste-Overall38%−0.19

Awful taste

Unpleasant taste

Tastes cheap

Value For Money6%+2.74

Over priced

Why double the price

bit costly

Smell6%−0.04

it smells weird

Aroma is mild

Not a strong aroma

Caffeine Content6%+1.66

not sure how decaffeinated it is - it feels caffeinated to me

the afternoon caffeine was disrupting my sleep

don't like the caffeine

Strength5%−0.03

No strength really

Not very strong

yet is still somehow weirdly weak

Love

Taste-Overall33%−0.19

Absolutely delicious

The taste is perfectly smooth

Tasty coffee

Value For Money26%+2.74

Excellent value for money

Great deal

great value

Caffeine Content13%+1.66

Tastes as good as full caffeine coffee

Caffeine free coffee

No different from caffeinated coffee - nice change

Quality-Overall6%−0.02

Good item and quality decaf coffee

This coffee is excellent quality

Excellent quality

Flavor5%−0.01

rich with the full coffee flavour coming through

a good strong flavour

Great flavour

FAQ

Common Decaf Coffee questions

Answered from the same tracked data.