Is individually wrapped biscuits profitable to sell on Amazon United Kingdom?

The niche generates £1.1M/yr across 18 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is -6.0%. Flapen's verdict: Worth a look (53/100).

How competitive is the individually wrapped biscuits niche?

9 brands and 60 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 90% of demand.

What do buyers complain about in individually wrapped biscuits?

Top complaints mined from reviews: Value For Money, Quality-Overall, Powdered/Crumbled. The return rate is 0.0%.

When does demand for individually wrapped biscuits peak?

Demand peaks in Nov–Dec; the busiest month runs 3.1× the quietest.

What does it cost to enter the individually wrapped biscuits niche?

Listings span £4.46–£27.88; the average listing price is £16.21 (sweet spot $15–$100). The average incumbent carries 690 reviews — the moat a new listing must climb.

individually wrapped biscuits

Worth a look

Shows low returns (0.0%), but soft demand (-6.0% this quarter) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Market size

Great£1.1M

£1.1M/yr · 816K searches

Conversion

Great8.0%

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

Avg price

Great£16.21

avg listing price — sweet spot $15–$100

Review moat

Good689.83

avg incumbent reviews — the moat a new listing must climb

Price range

Good£4.46–£27.88

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

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Competition

Okay67%

top-5 click share — leaders hold, buyers still browse

Brand share

Bad90%

top-5 brand share — brand-locked demand

Growth

Bad-6.0%

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

According to Flapen's Amazon United Kingdom niche tracking, individually wrapped biscuits is a £1.1M/yr Amazon United Kingdom market (816K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 53/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

individually wrapped biscuits market data

Units sold / yr: 60K–80K; avg 3,000–4,000/product
Revenue / yr: £973K–£1.3M; units × avg price
Conversion rate: 8.0%
Avg BSR: #59
Page quality: 0%
Prime: 39%
Sponsored: 67%
Out of stock: 0.0%
Avg brand age: 43 months
Avg seller age: 170 days

Competition & brand share

The top 5 products take 67% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

67%

Top 20: 100%

Open market

Border59%
Generic16%
Crawford's6%
Hill Biscuits5%
E.U. Xtores4%
Stormbrew4%
Open — no brand owns it (3 brands, 6%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -6.0% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.1×

Open Trend

Top individually wrapped biscuits search terms

border biscuits344K/yr +10.9%7.5% conv.
individually wrapped biscuits87K/yr +9.2%4.2% conv.
biscuits individually wrapped62K/yr +12.9%5.1% conv.
borders biscuits61K/yr +13.8%9.2% conv.
border81K/yr -66.6%0.9% conv.
borders biscuits mini packs 10033K/yr -26.2%9.5% conv.
crawfords biscuits17K/yr -9.5%6.7% conv.
border biscuits 100 packs17K/yr +0.9%10.4% conv.
individual biscuits wrapped16K/yr -9.3%3.7% conv.
borders14K/yr -16.0%4.1% conv.

All search terms

Top individually wrapped biscuits 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 18 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Border Biscuits 100 Packs Multipacks Box 5 Flavour Variety 2 per pack Individually Wrapped Cookies Gift Set Hotels B&Bs Conference Office Meeting Room School Lunch Box Uni College Cafe

Border£26.544.7★1,542 rev

Border Multipack Biscuits - Individually Wrapped - Treat Customers Guests or Yourself to the Ideal Biscuits Gift Set - 48 Twin Packs

Border£15.584.7★6,819 rev

Border Mini Pack Biscuits Assorted Luxury Biscuit Collection (48 Snack Packs) | Individually Wrapped | Ideal for Sharing Gifting & Office Snacks | Vegetarian Friendly

Generic£16.834.6★134 rev

Border Biscuits Variety Bundle Hamper Set of 15 x 2 pack Biscuits (3 Packs of 5 Different Varieties Individually Wrapped) (15 Packs Total)

Border£8.294.5★109 rev

Crawfords Assorted Mini Biscuit Packs 6 Classic Varieties Individually Wrapped 30 g (Pack of 100)

Crawford's£18.444.6★1,913 rev

Newest

by launch date

Border Biscuit Classic Sharing Pack 400g with 6 Selection Flavours Biscuits Gift Chocolates Biscuits Available for Hamper on Mothers & Fathers Day Christmas and Easter

Snackify£7.4411 rev

5mo ago

Harrissen Select Brontë Biscuits 100 Mini Packs Variety Box (20 Packs of Five Flavours 1 Biscuit Per Pack) | Individually Wrapped Biscuits for Coffee Tea Office Lunch Boxes & Hospitality

Generic£20.449 rev

7mo ago

Biscuits Gift Set |40x Individually Wrapped Luxury Biscuits Hamper |Grandma Wilds Ginger Shortbread Foxes Biscotti Italian | Food Hamper| Birthday Christmas Gifts for Women Men Kids Family New Home

BAYTRADE£25.4465 rev

8mo ago

Border Biscuits Classic Collection Box 2×400 g | Assorted Biscuit Selection with Chocolate Viennese Butterscotch Crunch Shortbread Rings & More | Suitable for Vegetarians | Perfect for Sharing

Border£9.16109 rev

9mo ago

15 x Borders Biscuits Mini Mixed Flavour Variety Packs - (30 Biscuits in Total) Contains 5 Flavours Cookies Assortment

E.U. Xtores£7.6115 rev

11mo ago

What buyers say about individually wrapped biscuits

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

What buyers love

Baking30%

“Great gift for biscuit lovers”

Taste-Overall23%

“Absolutely delicious”

Quality-Overall14%

“Good variety”

Value For Money10%

“Worth every penny”

Gifting Purpose4%

“a family gift they loved it”

Freshness3%

“really fresh”

Flavor3%

“Great variety and great flavours”

Ease Of Use2%

“Convenient”

Crispiness2%

“Fresh and crunchy,”

Advertised Vs Actual Product1%

“As advertised and arrived on time”

What buyers complain about

Value For Money31%

“Expensive”

Quality-Overall9%

“however I was very disappointed with the quality this time as the majority of the biscuits were broken”

Powdered/Crumbled7%

“were absolutely crushed”

Advertised Vs Actual Product6%

“well packed however the description was a little misleading”

Chunk/Clump/Collection4%

“the rest were smashed to inedible chunks”

Size-Overall4%

“I was a little disappointed as I thought they came in a smaller box”

Crispiness4%

“Just wish there was more caramel crunch”

Durability4%

“ending up broken”

Flavor2%

“They are chocolate custard creams which aren't quite the same as bourbons”

Taste-Overall2%

“the taste is not meant for kids alone”

Common questions

Is individually wrapped biscuits profitable to sell on Amazon United Kingdom?: The niche generates £1.1M/yr across 18 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is -6.0%. Flapen's verdict: Worth a look (53/100).
How competitive is the individually wrapped biscuits niche?: 9 brands and 60 sellers compete. The top 5 products take 67% of clicks and top 5 brands hold 90% of demand.
What do buyers complain about in individually wrapped biscuits?: Top complaints mined from reviews: Value For Money, Quality-Overall, Powdered/Crumbled. The return rate is 0.0%.
When does demand for individually wrapped biscuits peak?: Demand peaks in Nov–Dec; the busiest month runs 3.1× the quietest.
What does it cost to enter the individually wrapped biscuits niche?: Listings span £4.46–£27.88; the average listing price is £16.21 (sweet spot $15–$100). The average incumbent carries 690 reviews — the moat a new listing must climb.