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Florentines

Fail

Demand is soft, at -40.4% this quarter, so Florentines is a Fail.

Flapen Score
40
40 / 100
Ranks 2,270 of 2,976 Grocery niches · −6 vs the category median of 46
Market size
£28K/yr70K searches / yr
90-day growth
-40.4%search demand this quarter
Competition
65%top-5 click share · 14 brands · 21 sellers

Flapen Score

Florentines against its category

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

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Florentines market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Florentines 70K times last year and spent an estimated £28K. The top 5 brands take 78% of clicks. Flapen scores it 40 out of 100, a Fail.

01 · Demand

2.9% of searches ended in a purchase last week.

Shoppers searched for this 70K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.9% of those searches ended in a purchase. Searches in the last 90 days moved -40.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £28K a year.

Searches, last 12 months
70K
Growth, 90 days vs prior 90
-40.4%
Conversion, latest week
2.9%
Market size, estimated
£28Ka year
Top search term
florentines47K searches a year

02 · Price

A sale here is worth £13.56.

Listings sell for £13.56 on average, from £3.28 to £32.48. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £13.56 that is £1K to £3K a year per listing.

Average price
£13.56under the $15 to $100 sweet spot
Price range
£3.28–£32.48
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£1K–£3K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

17% of listings pay for placement with sponsored ads. 52% ship with Prime. On an average day, 28.2% of listings are out of stock. The average listing ranks #1,233 within Bakery. It carries 45 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
17%
Prime listings
52%
Out of stock, average day
28.2%
Average rank
#1,233in Bakery
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
45per listing
Listings tracked
23

04 · Newcomers

Amazon counts 0 of last year's 8 launches as successful.

8 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 53 months on average, so the names here are settling in.

Launched, last 12 months
8
Successful launches
0Amazon's first-year sales bar
Average brand age
53 months

Products

Top Florentines 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 65% of clicks. Leaders hold, but buyers still shop past them.

£0£1K£2K£3K£4K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted

Brands

14 rising

Sellers

21

Top-5 brand share

78%

Top 20: 100%

Top-5 click share

65%

Top 20: 98%

Open market

17%

  • Thomas Fudge's26%
  • Cartwright & Butler16%
  • Cc1st Customers Come 1st15%
  • Taos14%
  • Morrisons7%
  • Generic5%
  • Open — no brand owns it (8 brands, 17%)

Demand

Florentines search demand

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

7K5KHoliday '25Spike '26DecJanFebMarAprMayJunJul

Peak months: Dec · busiest ÷ quietest = 12.2× · 8 of 12 months tracked

Search terms

Top Florentines search terms shoppers use

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

  • florentines47K/yr
  • florentines biscuits9K/yr
  • thomas fudge florentines6K/yr
  • thomas fudges florentines4K/yr
  • florentines milk chocolate4K/yr

Reviews and returns

What reviews say buyers love and hate about Florentines

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

Complain

Value For Money17%+0.58

it is way too expensive for the small tin size

TASTY BUT EXPENSIVE FOR SIZE OF TIN

Pricey

Advertised Vs Actual Product15%−0.23

the picture is very deceptive

It's so annoying because it's misleading

The photos are rather misleading

Size-Overall15%−0.18

Very small

Very small tin with small biscuits inside

very small

Quality-Overall9%−0.15

nothing outstanding on either positive or negative fronts

Although I appreciate they are for our information they do make the product look cheap

Taste-Overall5%+3.28

Don't taste very nice

Love

Taste-Overall49%+3.28

Delicious Biscuit Treat

The taste is very good

Taste wonderful and an ideal gift

Quality-Overall9%−0.15

Good quality

No quality problems. worthy of five stars

Seriously good though

Gifting Purpose7%+0.31

Ideal as a gift

Good gift

Gift idea

Baking5%+0.43

Delicious Biscuit Treat

Delicious little biscuits in cute tin

Nice cookies to eat

Size-Overall4%−0.18

perfect fit

FAQ

Common Florentines questions

Answered from the same tracked data.