Is icing profitable to sell on Amazon United Kingdom?

The niche generates £179K/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -18.9%. Flapen's verdict: Skip it (40/100).

How competitive is the icing niche?

8 brands and 82 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in icing?

Top complaints mined from reviews: Taste-Overall, Quality-Overall, Storage Capacity. The return rate is 0.1%.

When does demand for icing peak?

Demand peaks in Oct; the busiest month runs 2.0× the quietest.

What does it cost to enter the icing niche?

Listings span £1.53–£14.56; the average listing price is £5.70 (sweet spot $15–$100). The average incumbent carries 451 reviews — the moat a new listing must climb.

icing

Skip it

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

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Conversion

Great10.6%

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

Review moat

Great451.25

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£179K

£179K/yr · 295K searches

Competition

Bad74%

top-5 click share — a locked-up shelf

Brand share

Bad92%

top-5 brand share — brand-locked demand

Growth

Bad-18.9%

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

Avg price

Bad£5.70

avg listing price — sweet spot $15–$100

Price range

Bad£1.53–£14.56

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

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.

Data updated Jul 24, 2026 · scored weekly · How we score niches

icing market data

Units sold / yr: 30K–40K; avg 1,250–1,500/product
Revenue / yr: £171K–£228K; units × avg price
Conversion rate: 10.6%
Avg BSR: #55
Page quality: 0%
Prime: 81%
Sponsored: 50%
Out of stock: 5.6%
Avg brand age: 48 months
Avg seller age: 173 days

Competition & brand share

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

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%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -18.9% search growth over the last 90 days.

Peak months: Oct · busiest ÷ quietest = 2.0×

Open Trend

Top icing search terms

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.

All search terms

Top icing 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★)

All 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Tate & Lyle Fairtrade Cane Sugar Icing Sugar 500g

Tate & Lyle£1.534.7★218 rev

Tate & Lyle Fairtrade Icing Sugar 1 kg

Tate & Lyle£2.634.7★87 rev

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

Saras Flavours of Asia£8.284.6★53 rev

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

Renshaw£3.984.2★302 rev

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

FunCakes£6.244.4★300 rev

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

Saras Flavours of Asia£8.2853 rev

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

Tala£6.082,376 rev

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.

FunCakes£6.24300 rev

5y ago

Whitworths Icing Sugar 500g

Whitworths£6.5616 rev

6y ago

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

Renshaw£2.23155 rev

6y ago

What buyers say about icing

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

What buyers love

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”

Sweetness7%

“Good icing sugar”

Advertised Vs Actual Product5%

“Does the job”

Size-Overall4%

“Perfect size”

Texture/Consistency-Overall2%

“Ideal texture and appearance”

Flavor1%

“guests comment on the flavour”

What buyers complain about

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”

Strength5%

“its very grainy”

Top return reasons

Size-Overall75%

Drop/Impact Protection6%

Scratch Resistance6%

Shape/Style6%

Value For Money6%

Common questions

Is icing profitable to sell on Amazon United Kingdom?: The niche generates £179K/yr across 16 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -18.9%. Flapen's verdict: Skip it (40/100).
How competitive is the icing niche?: 8 brands and 82 sellers compete. The top 5 products take 74% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in icing?: Top complaints mined from reviews: Taste-Overall, Quality-Overall, Storage Capacity. The return rate is 0.1%.
When does demand for icing peak?: Demand peaks in Oct; the busiest month runs 2.0× the quietest.
What does it cost to enter the icing niche?: Listings span £1.53–£14.56; the average listing price is £5.70 (sweet spot $15–$100). The average incumbent carries 451 reviews — the moat a new listing must climb.