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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

An estimated 2.9% of those searches ended in a purchase.

Shoppers searched for this 70K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 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

0 of last year's 8 launches cleared the first-year sales bar.

8 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 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 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

Est. top-5 brand share

78%

Top 20: 100%

Est. 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 estimated 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

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

49%of positive reviews mention “Taste-Overall”
17%of negative reviews mention “Value For Money”
<0.1%of orders come back, a rate Amazon rounds to zero
“it is way too expensive for the small tin size”
A buyer, on “Value For Money”17% 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.

11 topics

NegativePositive

FAQ

Common Florentines 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