How competitive is the Icing niche on Amazon United Kingdom?

8 brands and 82 sellers compete in Icing on Amazon United Kingdom. The top 5 Icing products take 74% of clicks and its top 5 brands hold 92% of demand.

What do buyers complain about in Icing?

Icing buyers on Amazon United Kingdom complain most about Taste-Overall, Quality-Overall, Storage Capacity, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Icing niche?

Icing sells for £5.70 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.53–£14.56. The average incumbent carries 451 reviews — the moat a new listing must climb.

Icing

prices mostly outside the sweet spot ($1.53–$14.56) — Icing doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Icing profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Icing is a £179K/yr Amazon United Kingdom market (295K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Oct. Verdict: Skip it — 40/100.

Icing: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -18.9% over the last 90 days and 10.6% of searches end in a purchase.

£179K

revenue / yr

Units sold / yr40K

Search volume / yr-18.9%295K

Conversion rate10.6%

Avg price£5.70

Who owns the niche?

The top 5 brands hold 92% of demand, so 8% of the market is open.

open market share

Brands · sellers8 · 82

Top-5 product click share74%

Open market8%

Avg brand age48 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 16 products

Top Icing products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Tate & Lyle Fairtrade Cane Sugar Icing Sugar 500g

Price: £1.53
Rating: 4.7/5
Reviews: 218
Age: 10y ago

Tate & Lyle Fairtrade Icing Sugar 1 kg

Price: £2.63
Rating: 4.7/5
Reviews: 87
Age: 15y ago

Icing Sugar 3kg Bag | Vegan Halal & Kosher Friendly | Ultra-Fine Powdered Sugar | Perfect for Cakes Frosting Royal Icing and desserts | Packed by Saras Foods UK

Price: £8.28
Rating: 4.6/5
Reviews: 53
Age: 11mo ago

Renshaw Vegan Buttercream Style Soft Icing - Vanilla 400 g (Pack of 1)

Price: £3.98
Rating: 4.2/5
Reviews: 302
Age: 10y ago

FunCakes Icing Sugar Refined Icing Sugar of Confectioners Quality Ultrafine Texture Perfect for Making Icing Buttercream or to roll Out Fondant Halal 900g.

Price: £6.24
Rating: 4.4/5
Reviews: 300
Age: 5y ago

Newest

by launch date

Icing Sugar 3kg Bag | Vegan Halal & Kosher Friendly | Ultra-Fine Powdered Sugar | Perfect for Cakes Frosting Royal Icing and desserts | Packed by Saras Foods UK

Price: £8.28
Rating: 4.6/5
Reviews: 53
Age: 11mo ago

Tala Originals Metal Pink and Cream Nostalgic Design Storage Tin 18.5x18.5x19 cm | Holds a Full Bag of Icing Sugar | Stylish Kitchen Storage

Price: £6.08
Rating: 4.4/5
Reviews: 2,376
Age: 4y ago

FunCakes Icing Sugar Refined Icing Sugar of Confectioners Quality Ultrafine Texture Perfect for Making Icing Buttercream or to roll Out Fondant Halal 900g.

Price: £6.24
Rating: 4.4/5
Reviews: 300
Age: 5y ago

Whitworths Icing Sugar 500g

Price: £6.56
Rating: 4.8/5
Reviews: 16
Age: 6y ago

Renshaw White Royal Icing Soft Icing for Cakes 400 g (Pack of 1)

Price: £2.23
Rating: 4.2/5
Reviews: 155
Age: 6y ago

Competition: brands, sellers & click share

The top 5 products capture 74% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

74%

Top 20: 100%

Open market

Tate & Lyle61%
Betty Crocker9%
Renshaw9%
Saras Flavours of Asia7%
Morrisons5%
FunCakes4%
Open — no brand owns it (2 brands, 4%)

Icing demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume295KCVR10.6%Products16Brands8Top 5 Brands92%OOS Rate5.6%Rating4.5★Reviews451Avg BSR#55

Peak months: Oct · busiest ÷ quietest = 2.0×

Top Icing search terms shoppers use

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

icing sugar141K/yr -17.7%12.6% conv.
icing81K/yr -23.1%2.9% conv.
cake icing23K/yr -19.5%1.8% conv.
frosting19K/yr -15.5%3.5% conv.
cake frosting12K/yr -13.2%2.9% conv.
powdered sugar11K/yr -22.8%4.4% conv.
icing sugar 3kg3K/yr +17.7%5.1% conv.
cupcake icing3K/yr -17.4%1.8% conv.
powder sugar3K/yr -31.6%5.7% conv.

What reviews say buyers love and hate about Icing

What buyers mention most, as a share of all reviews.

What buyers love

95% of reviews

Taste-Overall22%

“easy to use tastes amazing”

Quality-Overall19%

“Good quality”

Value For Money14%

“Great value”

Ease Of Use11%

“Easy to use”

Baking10%

“perfect for all different type of baking”

What buyers complain about

93% of reviews

Taste-Overall29%

“Not the best I have tasted”

Quality-Overall19%

“Poor quality, arrived with a dent in it and the lid doesnt close, dont waste your money”

Storage Capacity14%

“Stored badly”

Size-Overall14%

“very small”

Value For Money12%

“Expensive and though”

Icing return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

81%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

75%

2Drop/Impact Protection

3Scratch Resistance

4Shape/Style

5Value For Money

Common Icing questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Icing 40/100 on Amazon United Kingdom — Skip it. The niche generates £179K/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -18.9% over the last 90 days.