flapjack
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great318.91avg incumbent reviews — the moat a new listing must climb
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Avg price
Good£14.14avg listing price — sweet spot $15–$100
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Market size
Good£298K£298K/yr · 264K searches
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£1.19–£24.12cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+2.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, flapjack is a £298K/yr Amazon United Kingdom market (264K searches/yr). The top 5 brands hold 76% of demand. Verdict: Worth a look — 57/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
flapjack market data
- Units sold / yr
- 20K–25K
- avg 500–750/product
- Revenue / yr
- £283K–£354K
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #40
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 43%
- Out of stock
- 1.7%
- Avg brand age
- 61 months
- Avg seller age
- 160 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
80
Top-5 brand share
76%
Top 20: 100%
Top-5 click share
50%
Top 20: 96%
Open market
18%
- Food Connections28%
- Higates21%
- Morrisons13%
- OLYKE9%
- Pearl's6%
- JB's TREK6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +2.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.7×
Top flapjack search terms
- flapjacks152K/yr
- flapjack69K/yr
- flapjacks multipack20K/yr
- flapjack bars9K/yr
- flap jacks7K/yr
- flapjax4K/yr
- flap jack4K/yr
Top flapjack products on Amazon
Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.
All 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Higates Vegetarian Flapjacks Mixed Case 120g (Box of 30)
Higates£18.884.6★726 rev
Food Connections Luxury Mix Flapjack Bars (Box of 30x 100g Bars)
Food Connections£21.184.5★608 rev
Food Connections Classic Mix Flapjack Bars (30x 100g Bars)
Food Connections£21.214.5★780 rev
Olyke Original Oat Flapjacks 95g (Box of 24)
OLYKE£24.084.5★162 rev
Food Connections Better For You* Flapjack Bars (Box of 30x 80g Bars)
Food Connections£19.313.8★312 rev
Newest
by launch date
Food Connections Bakewell Flapjack (Pack of 30) Handmade Oat Bar Flapjacks
Food Connections£20.1127 rev
PEARLS ASSORTED FLAPJACKS MIX A (Pack of 24) - Cherry & Coconut White Chocolate Sultana Chocolate Original Syrup & Oats | Snack Bars Variety Pack Oat Bars | Cereal Bars Multipack Bulk Fibre Bars
Pearl's£18.9514 rev
PEARLS ASSORTED FLAPJACKS MIX B (Pack of 24) - Cappuccino Honey Bake Cranberry Burst Yoghurt & Strawberry Coconut Cocoa | Snack Bars Variety Pack Oat Bars | Cereal Bars Multipack Bulk Fibre Bars
Pearl's£18.9818 rev
RJ ORIGINAL FLAVOUR FLAPJACK BARS (24 x 125g) - Soft Oat Bars Flapjacks Multipack | Fibre Snack Bars Bulk Cereal Bar For Picnic Snacks | Individually Wrapped Flapjacks For Kids
Pearl's£18.9518 rev
JBs TREK Protein Flapjack - Biscoff - Plant-based protein - Vegan - Source of fibre - 16 x 50g - 0 8kg
JB's TREK£11.36348 rev
Trending
90-day click momentum
Brynmor Flapjack Caramel Fudge 20 x 80g | Gluten Free | Wheat Free | Source of Fibre
Brynmor Flapjack£18.704.6★
Food Connections Bakewell Flapjack (Pack of 30) Handmade Oat Bar Flapjacks
Food Connections£20.114.8★
JBs TREK Protein Flapjack - Biscoff - Plant-based protein - Vegan - Source of fibre - 16 x 50g - 0 8kg
JB's TREK£11.364.6★
Brynmor Gluten Free Flapjacks Mixed Case Selection (20 x 80g)
Free From Direct£20.364.6★
Go Ahead FibreJacks Raspberry Flapjacks 118.9 g (1 Pack of 4 Flapjacks)
Go Ahead£1.504.2★
What buyers say about flapjack
What buyers praise and complain about, mined from review topics.What buyers love
“Stunning snack”
“Worth every penny”
“Great flavour”
“Very good quality flapjacks well presented”
“The best tasting protein snack”
“They have a rich cocoa flavour that's satisfying without being overly sweet”
“A good size”
“Love these, Tasty & Healthy”
“good energy boost”
“very moist in the mouth the size is pretty good”
What buyers complain about
“Dry and crumbly”
“Not the best tasting”
“Way too sweet for me”
“nearly 500 calories is a bit ridiculous”
“Too expensive”
“Had artificial sweet taste”
“it somewhat detracts from the flavours labelled on the packs”
“I didn't bother to check the size of the flapjacks”
“Quality control issue”
“Cheaper ingredients are being used”
Common questions
- Is flapjack profitable to sell on Amazon United Kingdom?
- The niche generates £298K/yr across 23 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is +2.0%. Flapen's verdict: Worth a look (57/100).
- How competitive is the flapjack niche?
- 13 brands and 80 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in flapjack?
- Top complaints mined from reviews: Moist/Dry, Taste-Overall, Sweetness. The return rate is 0.0%.
- When does demand for flapjack peak?
- Demand is steady year-round — the busiest month runs 1.7× the quietest.
- What does it cost to enter the flapjack niche?
- Listings span £1.19–£24.12; the average listing price is £14.14 (sweet spot $15–$100). The average incumbent carries 319 reviews — the moat a new listing must climb.