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Italian Biscuits

Fail

Shoppers spend only $77K a year here, so Italian Biscuits is a Fail.

Flapen Score
48
48 / 100
Top 40% of 2,976 Grocery niches · +2 vs the category median of 46
Market size
£77K/yr150K searches / yr
90-day growth
-5.0%search demand this quarter
Competition
47%top-5 click share · 11 brands · 48 sellers

Flapen Score

Italian Biscuits against its category

The dotted line is the Grocery average. Past it, Italian Biscuits is stronger. Inside it, weaker.

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Italian Biscuits market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Italian Biscuits 150K times last year and spent an estimated £77K. The top 5 brands take 88% of clicks. Demand peaks in Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

5.5% of searches ended in a purchase last week.

Shoppers searched for this 150K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.5% of those searches ended in a purchase. Searches in the last 90 days moved -5.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £77K a year.

Searches, last 12 months
150K
Growth, 90 days vs prior 90
-5.0%
Conversion, latest week
5.5%
Market size, estimated
£77Ka year
Peak month
December2.7× the quietest month
Top search term
italian biscuits75K searches a year

02 · Price

A sale here is worth £9.33.

Listings sell for £9.33 on average, from £2.15 to £25.44. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 100 to 250 of them. At £9.33 that is £933 to £2K a year per listing.

Average price
£9.33under the $15 to $100 sweet spot
Price range
£2.15–£25.44
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
100–250
Revenue per listing a year
£933–£2K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

73% of listings pay for placement with sponsored ads. 85% ship with Prime. On an average day, 7.2% of listings are out of stock. The average listing ranks #205 within Bakery. It carries 368 reviews at 4.40 stars, so a new listing needs social proof before a better product.

Sponsored listings
73%
Prime listings
85%
Out of stock, average day
7.2%
Average rank
#205in Bakery
Average rating
4.40 starsAmazon United Kingdom average 4.36 stars
Average reviews
368per listing
Listings tracked
26

04 · Newcomers

Amazon counts 1 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 55 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
55 months

Products

Top Italian Biscuits products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 47% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£15K£23K£31K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

48

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

47%

Top 20: 92%

Open market

8%

  • Mulino Bianco43%
  • Barilla21%
  • Topline13%
  • Loacker6%
  • PVL Trade5%
  • LA MOLE4%
  • Open — no brand owns it (5 brands, 8%)

Demand

Italian Biscuits search demand

Weekly searches over the year, seasonality beneath. Pick a range.

7K5KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 2.7×

Search terms

Top Italian Biscuits search terms shoppers use

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

  • italian biscuits75K/yr
  • mulino bianco44K/yr
  • mulino bianco biscuits15K/yr
  • italian snacks12K/yr
  • italian biscuits in tin5K/yr

Reviews and returns

What reviews say buyers love and hate about Italian Biscuits

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Value For Money17%−0.19

pricey

Very expensive

Waste of money

Sweetness7%−0.03

they can become overly sweet quite quickly

too much sugar

Too sweet

Size-Overall6%−0.05

This is a large

Smaller bags than I envisioned

such a small box

Powdered/Crumbled5%−0.10

more crumbly than giving the normally melty

Delivered all crushed up biscuit

basically a tin of crumbs

Taste-Overall4%+2.52

very bland taste the same :

taste lacks a bit

It's therefore kind of hard to distinguish between individual tastes

Love

Taste-Overall32%+2.52

Tastes great as usual

the overall taste is really satisfying

Amazing Taste

Quality-Overall13%+0.87

from good quality ingredients

You get a nice variety

Excellent product

Baking10%+0.59

Yum, lovely biscuets which i use for baking, definitely will re purchase

Nice puff pastry cookies

Great biscuits

Gifting Purpose10%+0.34

Perfect for Gifting

Yummy gift

Beautiful gift

Flavor5%−0.05

The variety of flavours is fantastic

I have thoroughly enjoyed all flavours

in a good variety of flavour options

FAQ

Common Italian Biscuits questions

Answered from the same tracked data.