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English Breakfast Tea

Fail

Prices span $2.25–$14.39, mostly outside the sweet spot, so English Breakfast Tea is a Fail.

Flapen Score
42
42 / 100
Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 46
Market size
£78K/yr103K searches / yr
90-day growth
-21.8%search demand this quarter
Competition
57%top-5 click share · 12 brands · 126 sellers

Flapen Score

English Breakfast Tea against its category

The dotted line is the Grocery average. Past it, English Breakfast Tea is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The English Breakfast Tea market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for English Breakfast Tea 103K times last year and spent an estimated £78K. The top 5 brands take 86% of clicks. Demand peaks in Jan–Feb–Oct–Nov–Dec. Flapen scores it 42 out of 100, a Fail.

01 · Demand

10.7% of searches ended in a purchase last week.

Shoppers searched for this 103K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.7% of those searches ended in a purchase. Searches in the last 90 days moved -21.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £78K a year.

Searches, last 12 months
103K
Growth, 90 days vs prior 90
-21.8%
Conversion, latest week
10.7%
Market size, estimated
£78Ka year
Peak month
December5.7× the quietest month
Top search term
english breakfast tea51K searches a year

02 · Price

A sale here is worth £7.08.

Listings sell for £7.08 on average, from £2.25 to £14.39. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £7.08 that is £2K to £4K a year per listing.

Average price
£7.08under the $15 to $100 sweet spot
Price range
£2.25–£14.39
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£2K–£4K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

55% of listings pay for placement with sponsored ads. 91% ship with Prime. On an average day, 4.1% of listings are out of stock. The average listing ranks #407 within Tea. It carries 685 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
55%
Prime listings
91%
Out of stock, average day
4.1%
Average rank
#407in Tea
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
685per listing
Listings tracked
22

04 · Newcomers

Amazon counts 0 of last year's 2 launches as successful.

2 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 84 months on average, so the names here are established.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
84 months

Products

Top English Breakfast Tea 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 57% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£16K£23K£31K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 rising

Sellers

126

Top-5 brand share

86%

Top 20: 100%

Top-5 click share

57%

Top 20: 97%

Open market

11%

  • Twinings56%
  • Ringtons11%
  • Clipper Natural, Fair & Delicious9%
  • Brightdale5%
  • New English Teas5%
  • teapigs3%
  • Open — no brand owns it (6 brands, 11%)

Demand

English Breakfast Tea search demand

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

23K18KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Feb, Oct, Nov, Dec · busiest ÷ quietest = 5.7×

Search terms

Top English Breakfast Tea search terms shoppers use

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

  • english breakfast tea51K/yr
  • ringtons tea bags16K/yr
  • breakfast tea14K/yr
  • ringtons tea8K/yr
  • english breakfast tea bags7K/yr
  • breakfast tea bags5K/yr
  • english breakfast2K/yr

Reviews and returns

What reviews say buyers love and hate about English Breakfast Tea

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

Complain

Taste-Overall24%−0.11

Strange taste

I thought the taste was too sharp

dont like the taste

Strength13%−0.06

not as strong

It was a little weak

I was continually disappointed at how weak our tea was getting

Value For Money10%+1.30

overpriced

A bit pricey

expensive

Quality-Overall7%+0.16

the tea itself isn't very good

It was cheap

Quality declining

Advertised Vs Actual Product5%−0.02

Misleading image

just misleading showings bags as round when they are square

Disappointed that the tea bags sent arent round as advertised

Love

Taste-Overall42%−0.11

Great tasting tea

Great taste

Great Tasting Tea

Quality-Overall13%+0.16

the bags were really good quality

Good quality tea

Great quality

Value For Money13%+1.30

Great value

Good for the price

Well worth it

Flavor12%+1.44

Rich in flavour

Best flavour

They have a great, robust flavour

Advertised Vs Actual Product3%−0.02

Just as expected

AS YOU WOULD EXPECT - PERFECT

Just what I was looking for

FAQ

Common English Breakfast Tea questions

Answered from the same tracked data.