Skip to content

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

An estimated 10.2% of those searches ended in a purchase.

Shoppers searched for this 220K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

0 of last year's 1 launches cleared the first-year sales bar.

1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. 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 an estimated 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

Est. top-5 brand share

87%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

32%of positive reviews mention “Taste-Overall”
27%of negative reviews mention “Moist/Dry”
<0.1%of orders come back, a rate Amazon rounds to zero
“dry and shrivelled”
A buyer, on “Moist/Dry”27% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

16 topics

NegativePositive

FAQ

Common Fig questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data