How competitive is the Fig niche on Amazon United Kingdom?

10 brands and 19 sellers compete in Fig on Amazon United Kingdom. The top 5 Fig products take 69% of clicks and its top 5 brands hold 87% of demand.

What do buyers complain about in Fig?

Fig buyers on Amazon United Kingdom complain most about Moist/Dry, Quality-Overall, Taste-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Fig niche?

Fig sells for £8.23 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.97–£18.23. The average incumbent carries 368 reviews — the moat a new listing must climb.

Fig

soft demand (-14.9% this quarter) — Fig doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Fig profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Fig is a £185K/yr Amazon United Kingdom market (220K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 48/100.

Fig: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -14.9% over the last 90 days and 10.2% of searches end in a purchase.

£185K

revenue / yr

Units sold / yr25K

Search volume / yr-14.9%220K

Conversion rate10.2%

Avg price£8.23

Who owns the niche?

The top 5 brands hold 87% of demand, so 13% of the market is open.

13%

open market share

Brands · sellers10 · 19

Top-5 product click share69%

Open market13%

Avg brand age54 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.2★ — the gap to enter on.

0/100

page quality · 15 products

Top Fig products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

by Amazon Dried Figs 200 g

Price: £2.04
Rating: 4.2/5
Reviews: 1,488
Age: 2y ago

by Amazon Dried Figs 200 g Pack of 6

Price: £11.39
Rating: 4.2/5
Reviews: 1,488
Age: 2y ago

Morrisons Figs 140 g

Price: £2.20
Rating: 4.3/5
Reviews: 319
Age: 9y ago

by Amazon Figs 140g

Price: £2.06
Rating: 4.1/5
Reviews: 251
Age: 3y ago

Old India Figs Dried 1kg

Price: £11.16
Rating: 3.9/5
Reviews: 144
Age: 5y ago

Newest

by launch date

PREMIUM SUNDRIED KALAMATA FIGS 400GR

Price: £8.62
Rating: 3.8/5
Reviews: 45
Age: 9mo ago

Minton & Donello - Organic Figs 250g Pack

Price: £4.05
Rating: 3.5/5
Reviews: 41
Age: 2y ago

by Amazon Dried Figs 200 g Pack of 6

Price: £11.39
Rating: 4.2/5
Reviews: 1,488
Age: 2y ago

by Amazon Dried Figs 200 g

Price: £2.04
Rating: 4.2/5
Reviews: 1,488
Age: 2y ago

Organic Dried Figs 1kg (BWFO)

Price: £14.33
Rating: 4.2/5
Reviews: 36
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

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

Fig demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume220KCVR10.2%Products15Brands10Top 5 Brands87%OOS Rate11.0%Rating4.2★Reviews368Avg BSR#821

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

Top Fig search terms shoppers use

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

figs63K/yr -8.6%11.2% conv.
dried figs43K/yr -12.8%9.3% conv.
fig74K/yr -13.8%2.6% conv.
figs dried fruit13K/yr -40.2%8.5% conv.
dried figs ready to eat4K/yr -5.4%13.0% conv.
dry figs7K/yr -29.9%6.0% conv.
anjeer dry fruit5K/yr -30.9%3.4% conv.
fresh figs4K/yr -10.8%6.6% conv.
dried fig3K/yr -26.2%5.7% conv.
anjeer3K/yr -22.0%2.4% conv.

What reviews say buyers love and hate about Fig

What buyers mention most, as a share of all reviews.

What buyers love

91% of reviews

Taste-Overall32%

“Tastes as good as any I have tasted”

Quality-Overall21%

“Excellent product”

Sweetness11%

“not over sweet”

Value For Money9%

“The value for money is excellent”

Nutritional Content5%

“an easy way to increase fibre into your diet”

What buyers complain about

84% of reviews

Moist/Dry27%

“dry and shrivelled”

Quality-Overall11%

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

Taste-Overall9%

“they taste weird”

Hard Feel9%

“They were very hard dry”

Ease Of Chewing/Swallowing5%

“rubbery to chew”

Common Fig questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Fig 48/100 on Amazon United Kingdom — Skip it. The niche generates £185K/yr across 15 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -14.9% over the last 90 days.