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Macarons

Fail

Shoppers spend only $47K a year here, so Macarons is a Fail.

Flapen Score
46
46 / 100
Ranks 1,444 of 2,976 Grocery niches · on the category median
Market size
£47K/yr93K searches / yr
90-day growth
-17.6%search demand this quarter
Competition
70%top-5 click share · 10 brands · 21 sellers

Flapen Score

Macarons against its category

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

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Macarons market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Macarons 93K times last year and spent an estimated £47K. The top 5 brands take 87% of clicks. Demand peaks in Dec. Flapen scores it 46 out of 100, a Fail.

01 · Demand

3.5% of searches ended in a purchase last week.

Shoppers searched for this 93K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.5% of those searches ended in a purchase. Searches in the last 90 days moved -17.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £47K a year.

Searches, last 12 months
93K
Growth, 90 days vs prior 90
-17.6%
Conversion, latest week
3.5%
Market size, estimated
£47Ka year
Peak month
December2.6× the quietest month
Top search term
macarons82K searches a year

02 · Price

A sale here is worth £14.45.

Listings sell for £14.45 on average, from £3.23 to £32.01. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £14.45 that is £1K to £4K a year per listing.

Average price
£14.45under the $15 to $100 sweet spot
Price range
£3.23–£32.01
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£1K–£4K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

44% of listings pay for placement with sponsored ads. 50% ship with Prime. On an average day, 10.5% of listings are out of stock. The average listing ranks #107 within Bakery. It carries 74 reviews at 4.08 stars, so a new listing needs social proof before a better product.

Sponsored listings
44%
Prime listings
50%
Out of stock, average day
10.5%
Average rank
#107in Bakery
Average rating
4.08 starsAmazon United Kingdom average 4.36 stars
Average reviews
74per listing
Listings tracked
18

04 · Newcomers

Amazon counts 0 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 38 months on average, so the names here are settling in.

Launched, last 12 months
5
Successful launches
0Amazon's first-year sales bar
Average brand age
38 months

Products

Top Macarons 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 70% of clicks. A locked shelf that new listings rarely crack.

£0£2K£5K£7K£9K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

10 falling

Sellers

21

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

7%

  • Macarons28%
  • Morrisons21%
  • Iceland14%
  • AHG Investment13%
  • Patisserie Valerie10%
  • PVL Trade6%
  • Open — no brand owns it (4 brands, 7%)

Demand

Macarons search demand

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

5K3KSpike '25Holiday '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Dec · busiest ÷ quietest = 2.6×

Reviews and returns

What reviews say buyers love and hate about Macarons

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

Complain

Moist/Dry13%−0.32

These macrons are very dry not what you would expect at these prices very disapointing

A bit dry in texture

Tasteless dry

Flavor11%+1.65

cheapest out there and still has much more filling and flavour compared to its extremely expensive counterparts such as M&S

Ingredients-Overall11%−0.30

Absolutely disgusting,cheap ingredients tastes nothing like macarons don't waste your money

Value For Money7%−0.02

however, for the cost. theyre expensive

Not cheap

Quality-Overall6%+0.34

Not at required quality

Love

Taste-Overall41%+1.43

They are delicious

Delish macarons

Absolutely delicious, used on birthday cake I made for granddaughter's 6th birthday

Quality-Overall13%+0.34

That said, the boxes themselves are good quality, made of solid card stock with clear scoring on them so you can theoretically easily fold them into shape

Great quality and presentation

Quality product

Baking10%+1.10

Nice cakes

Absolutely delicious, used on birthday cake I made for granddaughter's 6th birthday

Flavor8%+1.65

Lovely flavours

Delicious, strong flavours

Lots of lovely flavours

Value For Money4%−0.02

Decent value for money though

Good value for money

Return

0.1% Return rate 83% Fixable by listing

Advertised Vs Actual Product50%▁▁█▁▆▁
Size-Overall33%▁▁▁▁▅█
Assembly/Installation17%▁▁█▁▁▁

I struggled with assembling one at first as there were no instructions provided in the package

FAQ

Common Macarons questions

Answered from the same tracked data.