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Fig

Fail

Demand is soft, at -14.9% this quarter, so Fig is a Fail.

Flapen Score
48
48 / 100
Top 40% of 2,976 Grocery niches · +2 vs the category median of 46
Market size
£185K/yr220K searches / yr
90-day growth
-14.9%search demand this quarter
Competition
69%top-5 click share · 10 brands · 19 sellers

Flapen Score

Fig against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fig market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fig 220K times last year and spent an estimated £185K. The top 5 brands take 87% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

10.2% of searches ended in a purchase last week.

Shoppers searched for this 220K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.2% of those searches ended in a purchase. Searches in the last 90 days moved -14.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £185K a year.

Searches, last 12 months
220K
Growth, 90 days vs prior 90
-14.9%
Conversion, latest week
10.2%
Market size, estimated
£185Ka year
Peak month
December1.7× the quietest month
Top search term
figs63K searches a year

02 · Price

A sale here is worth £8.23.

Listings sell for £8.23 on average, from £1.97 to £18.23. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 750 to 1,000 of them. At £8.23 that is £6K to £8K a year per listing.

Average price
£8.23under the $15 to $100 sweet spot
Price range
£1.97–£18.23
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
750–1,000
Revenue per listing a year
£6K–£8K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

47% of listings pay for placement with sponsored ads. 93% ship with Prime. On an average day, 11.0% of listings are out of stock. The average listing ranks #821 within Dried Fruits, Nuts & Vegetables. It carries 368 reviews at 4.20 stars, so a new listing needs social proof before a better product.

Sponsored listings
47%
Prime listings
93%
Out of stock, average day
11.0%
Average rank
#821in Dried Fruits, Nuts & Vegetables
Average rating
4.20 starsAmazon United Kingdom average 4.36 stars
Average reviews
368per listing
Listings tracked
15

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 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 54 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
54 months

Competition

Competition: brands, sellers & click share

The top 5 products take 69% of clicks. Leaders hold, but buyers still shop past them.

£0£18K£37K£55K£74K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

19

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

9%

  • by Amazon55%
  • Morrisons14%
  • Old India6%
  • Wholefood Earth6%
  • Whitworths5%
  • Biopocket4%
  • Open — no brand owns it (4 brands, 9%)

Demand

Fig search demand

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

6K4KSpike '24Spike '25Prime Day '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 1.7×

Search terms

Top Fig search terms shoppers use

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

  • figs63K/yr
  • dried figs43K/yr
  • fig74K/yr
  • figs dried fruit13K/yr
  • dried figs ready to eat4K/yr
  • dry figs7K/yr
  • anjeer dry fruit5K/yr
  • fresh figs4K/yr
  • dried fig3K/yr
  • anjeer3K/yr

Reviews and returns

What reviews say buyers love and hate about Fig

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

Complain

Moist/Dry27%−0.27

dry and shrivelled

Was completely over dried

They were dry

Quality-Overall11%+1.00

The supplier needs better quality control if it wants to build up a stable customer base

Quality is not good

Expensive product and the quality is not consistent

Taste-Overall9%+1.90

they taste weird

Tasteless

- tasteless

Hard Feel9%−0.12

They were very hard dry

Hard figs

Awful, they are hard and mouldy looking so I threw them in the bin

Ease Of Chewing/Swallowing5%−0.03

rubbery to chew

Just remember to remove the tiny bit of stem before eating as it's not very chewable

These are extremely difficult to chew, totally dry, and just horrible

Love

Taste-Overall32%+1.90

Tastes as good as any I have tasted

Good taste

Perfect little snack

Quality-Overall21%+1.00

Excellent product

Good Quality

Perfect item

Sweetness11%+0.67

not over sweet

Good product less sweeter

The taste is naturally sweet

Value For Money9%+0.34

The value for money is excellent

Good value for the price

Good value for money

Nutritional Content5%

an easy way to increase fibre into your diet

If you like extra protein with your figs then this is the product for you

Delicious and nutritious

FAQ

Common Fig questions

Answered from the same tracked data.