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Fortnum and Mason Tea

Fail

The top 5 brands take 99% of clicks, so Fortnum and Mason Tea is a Fail.

Flapen Score
42
42 / 100
Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 46
Market size
£49K/yr52K searches / yr
90-day growth
-9.1%search demand this quarter
Competition
75%top-5 click share · 6 brands · 70 sellers

Flapen Score

Fortnum and Mason Tea against its category

The dotted line is the Grocery average. Past it, Fortnum and Mason Tea is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fortnum and Mason Tea market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fortnum and Mason Tea 52K times last year and spent an estimated £49K. The top 5 brands take 99% of clicks. Demand peaks in Nov–Dec. Flapen scores it 42 out of 100, a Fail.

01 · Demand

4.2% of searches ended in a purchase last week.

Shoppers searched for this 52K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.2% of those searches ended in a purchase. Searches in the last 90 days moved -9.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £49K a year.

Searches, last 12 months
52K
Growth, 90 days vs prior 90
-9.1%
Conversion, latest week
4.2%
Market size, estimated
£49Ka year
Peak month
December4.2× the quietest month
Top search term
fortnum and mason tea42K searches a year

02 · Price

A sale here is worth £22.17.

Listings sell for £22.17 on average, from £12.96 to £32.06. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 100 to 250 of them. At £22.17 that is £2K to £6K a year per listing.

Average price
£22.17inside the $15 to $100 sweet spot
Price range
£12.96–£32.06
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–3K
Units per listing a year
100–250
Revenue per listing a year
£2K–£6K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

62% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #436 within Tea. It carries 119 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
62%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#436in Tea
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
119per listing
Listings tracked
13

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 72 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
72 months

Products

Top Fortnum and Mason Tea 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 75% of clicks. A locked shelf that new listings rarely crack.

£0£5K£10K£15K£20K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

70

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

0%

  • Fortnum & Mason60%
  • Unknown21%
  • MG Living8%
  • Fourth Estate7%
  • FORTNUM & MASON - Breakfast Blend - Lata 250gr3%
  • HUOMU1%

Demand

Fortnum and Mason Tea search demand

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

3K2KSpike '25Prime Day '25Holiday '25JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov, Dec · busiest ÷ quietest = 4.2×

Search terms

Top Fortnum and Mason Tea search terms shoppers use

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

  • fortnum and mason tea42K/yr
  • fortnum and mason tea bags5K/yr
  • fortune and mason tea5K/yr

Reviews and returns

What reviews say buyers love and hate about Fortnum and Mason Tea

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

Complain

Value For Money67%−0.17

But it's cheaper to buy direct

Yes they are expensive

Overpriced

Love

Gifting Purpose34%−0.10

Great present, arrived promptly

Gift

Lovely gift

Flavor18%+2.75

Superb flavour

More flavoursome than Supermarket bought tea types

A very robust flavour

Taste-Overall15%−0.06

Nice tea

It does taste very smooth & I will definitely be treating myself and buying again

Great taste

Quality-Overall13%+1.96

Really good quality tea

Good tea, high quality, happy mum

A good variety

Value For Money13%−0.17

Worth the price tag

Looks great and is at a good price point

Worth it

Return

0.1% Return rate 0% Fixable by listing

Cover Quality100%▁▁▁▁▁█

FAQ

Common Fortnum and Mason Tea questions

Answered from the same tracked data.