---
title: "Fortnum and Mason — £147K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/fortnum-and-mason"
last_updated: "2026-07-31T21:05:43.015Z"
locale: en
meta:
description: "Niche score 55/100 · £147K/yr market · 207K searches/yr · £25.14 avg price. Soft demand (+0.8% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £147K/yr market · 207K searches/yr · £25.14 avg price. Soft demand (+0.8% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Fortnum and Mason — £147K/yr Amazon UK Niche (2026) - Flapen"
---
# **fortnum and mason**
**Worth a look**
Shows low returns (0.1%), but soft demand (+0.8% this quarter) keeps it on the watch list.
Market size 32Growth 26Conversion 35Competition 58Returns 100Price range 89Avg price 95Brand share 35Review moat 96Quality gap 63
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Review moat**
**Incredible****80.29**
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**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Conversion**
**Okay****2.8%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Okay****84%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**82**
**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.
18K13KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 7.2×
[**Open Trend **](https://flapen.com/research/uk/grocery/fortnum-and-mason/trend)
## **Top fortnum and mason search terms**
- **fortnum and mason**119K/yr-4.4%1.5% conv. - **fortnum and mason biscuits**44K/yr+3.3%4.3% conv. - **fortnum and mason gifts**24K/yr+9.6%1.4% conv. - **fortnum & mason**10K/yr+36.8%1.3% conv. - **fortnum mason**6K/yr-27.8%1.0% conv. - **fortnum**3K/yr+25.1%2.2% conv. [**All search terms **](https://flapen.com/research/uk/grocery/fortnum-and-mason/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.
0%3%£4K6%£9K9%£13K12%£18K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Fortnum & Mason: Time for Tea: A 300-Year History and Afternoon Tea Recipe Book**Fourth Estate**£16.66**4.8★415 rev](https://www.amazon.co.uk/dp/0008387109) [2**Fortnum & Mason Piccadilly Salted Caramel Biscuits 200g**Fortnum & Mason**£19.24**4.3★104 rev](https://www.amazon.co.uk/dp/B06Y59L2LM) [3**FORTNUM & MASON Fortnums Famous Tea Bag Selection (Famous Selection of Fortnum) Tea Bags 60 tea bags**Unknown**£30.44**4.7★175 rev](https://www.amazon.co.uk/dp/B01N1641TB) [4**FORTNUM & MASON Piccadilly Lemon Curd Biscuits 200g tin**Fortnum & Mason**£19.89**4.3★127 rev](https://www.amazon.co.uk/dp/B07YCJXR3Y) [5**Fortnum & Mason British Tea Breakfast Blend 25 Teabags**Fortnum & Mason**£12.96**4.6★176 rev](https://www.amazon.co.uk/dp/B00HTTMW9W)
**~~View all top sellers →~~**
### **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**£25.08**14 rev5mo ago](https://www.amazon.co.uk/dp/B0GLH4MXLK) [**Tea Coffee & Biscuit Gift Hamper 51 Premium Selections Afternoon Tea Gift Set with Multipack & Individually Wrapped Biscuits Perfect Christmas Hamper**BUNDIQUE**£29.13**17 rev8mo ago](https://www.amazon.co.uk/dp/B0FYRJLQ1Q) [**Fortnum and Mason Toffolossus biscuits - thick chocolate biscuits in decorative tin 600G**Etholux**£35.61**0 rev10mo ago](https://www.amazon.co.uk/dp/B0FPMQPHQS) [**Afternoon Tea Hamper for 2 English Tea Gift Set Bundle Contains Luxury Teabags Biscuits Jams & Preserves. Hamper Gifts for Women Men & Couples**Lordingtons**£28.92**48 rev1y ago](https://www.amazon.co.uk/dp/B0FHR3VP3X) [**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**£22.06**55 rev1y ago](https://www.amazon.co.uk/dp/B0F2TJ3JDB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£25.08**4.4★**▲ 492%**](https://www.amazon.co.uk/dp/B0GLH4MXLK) [**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**£22.06**4.8★**▲ 238%**](https://www.amazon.co.uk/dp/B0F2TJ3JDB) [**Tea Coffee & Biscuit Gift Hamper 51 Premium Selections Afternoon Tea Gift Set with Multipack & Individually Wrapped Biscuits Perfect Christmas Hamper**BUNDIQUE**£29.13**4.6★**▲ 218%**](https://www.amazon.co.uk/dp/B0FYRJLQ1Q) [**Fortnum and Mason Toffolossus biscuits - thick chocolate biscuits in decorative tin 600G**Etholux**£35.61**0.0★**▲ 189%**](https://www.amazon.co.uk/dp/B0FPMQPHQS) [**Afternoon Tea Hamper for 2 English Tea Gift Set Bundle Contains Luxury Teabags Biscuits Jams & Preserves. Hamper Gifts for Women Men & Couples**Lordingtons**£28.92**4.6★**▲ 179%**](https://www.amazon.co.uk/dp/B0FHR3VP3X)
**~~View all trending →~~**
## **What buyers say about fortnum and mason**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Gifting Purpose**42%
*“Lovely gift”*
**Value For Money**22%
*“Not expensive”*
**Taste-Overall**16%
*“Really tasty”*
**Quality-Overall**7%
*“are great quality”*
**Flavor**4%
*“Superb flavour”*
**Advertised Vs Actual Product**2%
*“as described”*
**Sweetness**2%
*“Teas great biscuits Im still dribbling lemon”*
**Crispiness**1%
*“It spans from classic buttery Walkers shortbread to crunchy oaties”*
**Color**1%
*“Tasty tea in lovely tins brilliant colours”*
**Blend/Ratio**1%
*“Perfect for gifting or trying different blends at home”*
### **What buyers complain about **
**Value For Money**35%
*“not worth it”*
**Quality-Overall**15%
*“so not worth the money, small and cheap looking”*
**Size-Overall**15%
*“Smaller than picture”*
**Flavor**12%
*“Didn't enjoy the flavour”*
**Sweetness**4%
*“too sweet with an odd aftertaste”*
**Taste-Overall**4%
*“Damaged tin cheap tasting biscuits”*
**Crispiness**4%
*“.very bland crumbly biscuits”*
**Advertised Vs Actual Product**4%
*“Nothing like the pictures”*
### **Top return reasons **
**Cover Quality**100%
## **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.
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