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Flour

Fail

The top 5 brands take 100% of clicks, so Flour is a Fail.

Flapen Score
32
32 / 100
Ranks 2,867 of 2,976 Grocery niches · −14 vs the category median of 46
Market size
£98K/yr338K searches / yr
90-day growth
-28.5%search demand this quarter
Competition
87%top-5 click share · 3 brands · 31 sellers

Flapen Score

Flour against its category

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

32Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Flour market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Flour 338K times last year and spent an estimated £98K. All 3 brands take every click. Flapen scores it 32 out of 100, a Fail.

01 · Demand

23.8% of searches ended in a purchase last week.

Shoppers searched for this 338K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 23.8% of those searches ended in a purchase. Searches in the last 90 days moved -28.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £98K a year.

Searches, last 12 months
338K
Growth, 90 days vs prior 90
-28.5%
Conversion, latest week
23.8%
Market size, estimated
£98Ka year
Peak month
October1.9× the quietest month
Top search term
flour205K searches a year

02 · Price

A sale here is worth £1.21.

Listings sell for £1.21 on average, from £0.60 to £2.42. Amazon reports units sold in ranges. This niche sold 100K to 125K a year. The average listing sells 10,000 to 12,500 of them. At £1.21 that is £12K to £15K a year per listing.

Average price
£1.21under the $15 to $100 sweet spot
Price range
£0.60–£2.42
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
100K–125K
Units per listing a year
10,000–12,500
Revenue per listing a year
£12K–£15K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

33% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #388 within Baking Supplies. It carries 1,189 reviews at 4.64 stars, so a new listing needs social proof before a better product.

Sponsored listings
33%
Prime listings
89%
Out of stock, average day
0.0%
Average rank
#388in Baking Supplies
Average rating
4.64 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,189per listing
Listings tracked
9

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 69 months on average, so the names here are established.

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

Products

Top Flour 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 87% of clicks. A locked shelf that new listings rarely crack.

£0£10K£20K£29K£39K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 flat

Sellers

31

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

87%

Top 20: 100%

Open market

0%

  • by Amazon48%
  • Morrisons44%
  • McDougalls8%

Demand

Flour search demand

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

10K6KSpike '25Spike '26DecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.9×

Search terms

Top Flour search terms shoppers use

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

  • flour205K/yr
  • plain flour117K/yr
  • plain flour for baking8K/yr
  • white flour4K/yr
  • baking flour3K/yr

Reviews and returns

What reviews say buyers love and hate about Flour

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

Complain

Taste-Overall14%−0.05

taste disgusting

Funny taste

they tasted funny that at first I thought that was taste of soap

Quality-Overall12%−0.05

awful quality flour

it's not the best on the market

Bad quality

Smell11%−0.03

there is a strong chemical like smell

Can only assume that its been stored next to something smelly

the smell wouldn't dissipate

Ingredients-Overall9%−0.03

It's full of bleaching agents and other additives and no flour this cheap is worth using

The ingredients on the Amazon page has no folic acid

Thickness7%−0.03

is very dense

The paper is thinner than other brands

Love

Baking28%+2.61

Great for baking

Great for bread baking

Excellent for flatbreads, pancakes, and general baking

Value For Money23%+1.22

not too expensive

Excellent value

Fantastic price

Quality-Overall15%−0.05

This is as good as the more expensive brands

Decent quality

Good quality flour

Advertised Vs Actual Product5%

Does the job

As expected

Works as intended

Sour5%+0.37

Good flour I use for sourdough bread too

Great for sourdough

Good for sourdough bread

FAQ

Common Flour questions

Answered from the same tracked data.