Is fortnum and mason profitable to sell on Amazon United Kingdom?

The niche generates £147K/yr across 31 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Worth a look (55/100).

How competitive is the fortnum and mason niche?

15 brands and 82 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 84% of demand.

What do buyers complain about in fortnum and mason?

Top complaints mined from reviews: Value For Money, Quality-Overall, Size-Overall. The return rate is 0.1%.

When does demand for fortnum and mason peak?

Demand peaks in Nov–Dec; the busiest month runs 7.2× the quietest.

What does it cost to enter the fortnum and mason niche?

Listings span £12.96–£39.08; the average listing price is £25.14 (sweet spot $15–$100). The average incumbent carries 80 reviews — the moat a new listing must climb.

fortnum and mason

Worth a look

Shows low returns (0.1%), but soft demand (+0.8% this quarter) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Review moat

Incredible80.29

avg incumbent reviews — the moat a new listing must climb

Avg price

Incredible£25.14

avg listing price — sweet spot $15–$100

Price range

Great£12.96–£39.08

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Good50%

top-5 click share — leaders hold, buyers still browse

Conversion

Okay2.8%

search→purchase rate — share of searches ending in a sale

Brand share

Okay84%

top-5 brand share — brands hold most of the demand

Market size

Okay£147K

£147K/yr · 207K searches

Growth

Okay+0.8%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, fortnum and mason is a £147K/yr Amazon United Kingdom market (207K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 55/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

fortnum and mason market data

Units sold / yr: 4K–5K; avg 100–250/product
Revenue / yr: £101K–£126K; units × avg price
Conversion rate: 2.8%
Avg BSR: #263
Page quality: 0%
Prime: 87%
Sponsored: 35%
Out of stock: 3.5%
Avg brand age: 59 months
Avg seller age: 170 days

Competition & brand share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 falling

Sellers

Top-5 brand share

84%

Top 20: 100%

Top-5 click share

50%

Top 20: 92%

Open market

12%

Fortnum & Mason50%
Fourth Estate11%
Unknown11%
일반7%
Etholux5%
Fortnum and Mason4%
Open — no brand owns it (9 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +0.8% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 7.2×

Open Trend

Top fortnum and mason search terms

fortnum and mason119K/yr -4.4%1.5% conv.
fortnum and mason biscuits44K/yr +3.3%4.3% conv.
fortnum and mason gifts24K/yr +9.6%1.4% conv.
fortnum & mason10K/yr +36.8%1.3% conv.
fortnum mason6K/yr -27.8%1.0% conv.
fortnum3K/yr +25.1%2.2% conv.

All search terms

Top fortnum and mason 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Fortnum & Mason: Time for Tea: A 300-Year History and Afternoon Tea Recipe Book

Fourth Estate£16.664.8★415 rev

Fortnum & Mason Piccadilly Salted Caramel Biscuits 200g

Fortnum & Mason£19.244.3★104 rev

FORTNUM & MASON Fortnums Famous Tea Bag Selection (Famous Selection of Fortnum) Tea Bags 60 tea bags

Unknown£30.444.7★175 rev

FORTNUM & MASON Piccadilly Lemon Curd Biscuits 200g tin

Fortnum & Mason£19.894.3★127 rev

Fortnum & Mason British Tea Breakfast Blend 25 Teabags

Fortnum & Mason£12.964.6★176 rev

Newest

by launch date

Afternoon Tea and Biscuits Gift Set - Traditional English Tea Gift Set & Afternoon Tea Hamper for 2 - With Individually Wrapped Biscuits Gourmet Jam & Raspberry Preserves

Lordingtons£25.0814 rev

5mo ago

Tea Coffee & Biscuit Gift Hamper 51 Premium Selections Afternoon Tea Gift Set with Multipack & Individually Wrapped Biscuits Perfect Christmas Hamper

BUNDIQUE£29.1317 rev

8mo ago

Fortnum and Mason Toffolossus biscuits - thick chocolate biscuits in decorative tin 600G

Etholux£35.610 rev

10mo ago

Afternoon Tea Hamper for 2 English Tea Gift Set Bundle Contains Luxury Teabags Biscuits Jams & Preserves. Hamper Gifts for Women Men & Couples

Lordingtons£28.9248 rev

1y ago

New English Teas Traditional Tea & Biscuits Gift Set - 80 Fine English Breakfast Teabags & 200g Cornish Biscuits in Ornate Collectible Tins - Elegant Luxury Tea Gift Hamper

New English Teas£22.0655 rev

1y ago

What buyers say about fortnum and mason

What buyers praise and complain about, mined from review topics.

What buyers love

Gifting Purpose42%

“Lovely gift”

Value For Money22%

“Not expensive”

Taste-Overall16%

“Really tasty”

Quality-Overall7%

“are great quality”

Flavor4%

“Superb flavour”

Advertised Vs Actual Product2%

“as described”

Sweetness2%

“Teas great biscuits Im still dribbling lemon”

Crispiness1%

“It spans from classic buttery Walkers shortbread to crunchy oaties”

Color1%

“Tasty tea in lovely tins brilliant colours”

Blend/Ratio1%

“Perfect for gifting or trying different blends at home”

What buyers complain about

Value For Money35%

“not worth it”

Quality-Overall15%

“so not worth the money, small and cheap looking”

Size-Overall15%

“Smaller than picture”

Flavor12%

“Didn't enjoy the flavour”

Sweetness4%

“too sweet with an odd aftertaste”

Taste-Overall4%

“Damaged tin cheap tasting biscuits”

Crispiness4%

“.very bland crumbly biscuits”

Advertised Vs Actual Product4%

“Nothing like the pictures”

Top return reasons

Cover Quality100%

Common questions

Is fortnum and mason profitable to sell on Amazon United Kingdom?: The niche generates £147K/yr across 31 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is +0.8%. Flapen's verdict: Worth a look (55/100).
How competitive is the fortnum and mason niche?: 15 brands and 82 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 84% of demand.
What do buyers complain about in fortnum and mason?: Top complaints mined from reviews: Value For Money, Quality-Overall, Size-Overall. The return rate is 0.1%.
When does demand for fortnum and mason peak?: Demand peaks in Nov–Dec; the busiest month runs 7.2× the quietest.
What does it cost to enter the fortnum and mason niche?: Listings span £12.96–£39.08; the average listing price is £25.14 (sweet spot $15–$100). The average incumbent carries 80 reviews — the moat a new listing must climb.