herbal tea
Worth a lookShows low returns (0.0%), but soft demand (-33.6% this quarter) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Great34%top-5 click share — an open shelf
Conversion
Great7.6%search→purchase rate — share of searches ending in a sale
Market size
Good£633K£633K/yr · 1.1M searches
Price range
Good£1.40–£33.99cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good1,492.87avg incumbent reviews — the moat a new listing must climb
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£7.62avg listing price — sweet spot $15–$100
Growth
Bad-33.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, herbal tea is a £633K/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Jan–Mar–Nov–Dec. Verdict: Worth a look — 53/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
herbal tea market data
- Units sold / yr
- 80K–100K
- avg 1,000–1,250/product
- Revenue / yr
- £610K–£762K
- units × avg price
- Conversion rate
- 7.6%
- Avg BSR
- #117
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 78%
- Out of stock
- 2.3%
- Avg brand age
- 58 months
- Avg seller age
- 157 days
Competition & brand share
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.Brands
13 falling
Sellers
141
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
34%
Top 20: 73%
Open market
10%
- Twinings58%
- Tetley11%
- Pukka Herbs8%
- Clipper Natural, Fair & Delicious6%
- LONDON FRUIT & HERB COMPANY5%
- Creano3%
- Open — no brand owns it (7 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -33.6% search growth over the last 90 days.Peak months: Jan, Mar, Nov, Dec · busiest ÷ quietest = 2.9×
Top herbal tea search terms
- twinings tea bags220K/yr
- herbal tea244K/yr
- fruit tea94K/yr
- twinings75K/yr
- herbal tea selection59K/yr
- tea selection50K/yr
- twinings tea39K/yr
- twinings english breakfast tea bags19K/yr
- herbal teas22K/yr
- flavoured tea25K/yr
Top herbal tea 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Twinings Wind Down Collection Tea Selection for Relaxation Sleep Calm & Unwind 20 Tea Bags
Twinings£2.294.7★1,204 rev
Enveloped Variety Pack (90 Envelopes)
Tetley£12.024.7★2,197 rev
Twinings Superblends Wellbeing Collection - Defence Glow Digest Detox & Sleep Tea Bags 4 x boxes of 20 biodegradable tea bags 80 bags in total
Twinings£9.384.7★721 rev
Pukka Herbs Premium Herbal Tea Selection Gift Set Box Ideal Gifts For Women & Men Birthday Anniversary & Self-Care Eco-Friendly Selection 45 Tea Bags 9 Delicious Flavours
Pukka Herbs£16.534.8★7,896 rev
London Fruit & Herb Company Fruit Tea Selection Box and Gift Set. 80 Delicous Assorted Fruit Tea Bags Always Naturally Caffeine-Free (8 Flavours 80 Bags)
LONDON FRUIT & HERB COMPANY£9.574.7★250 rev
Newest
by launch date
Pukka Herbs | Gourmet Favourites Herbal Tea Selection Gift Set Box | Some Of The Best 100% Organic Infusions | Ideal Gifts For Women & Men Birthday Anniversary & Self-Care | 30 Teabags | 5 Flavours
Pukka Herbs£11.41975 rev
Clipper Tea Organic Herbal & Green Tea Selection Gift Box 45 Teabags
Clipper Natural, Fair & Delicious£13.54558 rev
Pukka Herbs Premium Herbal Tea Selection Gift Set Box Ideal Gifts For Women & Men Birthday Anniversary & Self-Care Eco-Friendly Selection 45 Tea Bags 9 Delicious Flavours
Pukka Herbs£16.537,896 rev
Twinings Superblends Feel Good Collection Gift Box | Ideal Gifts For Birthday & Valentines Gifts For Her| 20 Tea Bags | 4 Flavours of Premium Green & Herbal Infusion tea
Twinings£5.81134 rev
London Fruit & Herb Company Fruit Tea Selection Box and Gift Set. 80 Delicous Assorted Fruit Tea Bags Always Naturally Caffeine-Free (8 Flavours 80 Bags)
LONDON FRUIT & HERB COMPANY£9.57250 rev
Trending
90-day click momentum
Twinings English Breakfast Tea | Golden Well Rounded & Full Bodied Black Tea | 40 Biodegradable Tea Bags
Twinings£2.394.6★
Twinings Raspberry & Lemon Tea Bags 20 each
Twinings£2.354.6★
Twinings Peach & Orange Tea Bags 20 each
Twinings£2.374.6★
Twinings Wind Down Collection Tea Selection for Relaxation Sleep Calm & Unwind 20 Tea Bags
Twinings£2.294.7★
Twinings English Strong Breakfast Tea | Bold Lively & Full of Flavour Black Tea | Multipack Bulk Buy 320 (4 x 80) Biodegradable Tea Bags
Twinings£14.394.8★
What buyers say about herbal tea
What buyers praise and complain about, mined from review topics.What buyers love
“Absolutely delicious”
“Refreshing flavour”
“Overall, a reliable, high-quality tea assortment that always hits the spot”
“Good value for money”
“Cute gift”
“Very Refreshing”
“Smells amazing”
“Very enjoyable accurate description”
“Great lovely organic Herbal Box”
“Caffeine free”
What buyers complain about
“Taste not Good”
“It isn't strongly flavoured”
“a waste of money”
“Bags break too easily”
“Not what was advertised”
“However, the quality control is disappointing”
“Too sweet”
“I wish the ingredients are listed on the box or tea bags”
“Bitter”
“On opening the package up there was an awful strong smell of chemicals”
Top return reasons
Common questions
- Is herbal tea profitable to sell on Amazon United Kingdom?
- The niche generates £633K/yr across 54 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -33.6%. Flapen's verdict: Worth a look (53/100).
- How competitive is the herbal tea niche?
- 13 brands and 141 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in herbal tea?
- Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.
- When does demand for herbal tea peak?
- Demand peaks in Jan–Mar–Nov–Dec; the busiest month runs 2.9× the quietest.
- What does it cost to enter the herbal tea niche?
- Listings span £1.40–£33.99; the average listing price is £7.62 (sweet spot $15–$100). The average incumbent carries 1,493 reviews — the moat a new listing must climb.