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Marks and Spencer Biscuits

Fail

Shoppers spend only $22K a year here, so Marks and Spencer Biscuits is a Fail.

Flapen Score
49
49 / 100
Top 36% of 2,976 Grocery niches · +3 vs the category median of 46
Market size
£22K/yr128K searches / yr
90-day growth
-8.6%search demand this quarter
Competition
34%top-5 click share · 20 brands · 39 sellers

Flapen Score

Marks and Spencer Biscuits against its category

The dotted line is the Grocery average. Past it, Marks and Spencer Biscuits is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Marks and Spencer Biscuits market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Marks and Spencer Biscuits 128K times last year and spent an estimated £22K. The top 5 brands take 66% of clicks. Demand peaks in Nov–Dec. Flapen scores it 49 out of 100, a Fail.

01 · Demand

1.1% of searches ended in a purchase last week.

Shoppers searched for this 128K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.1% of those searches ended in a purchase. Searches in the last 90 days moved -8.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £22K a year.

Searches, last 12 months
128K
Growth, 90 days vs prior 90
-8.6%
Conversion, latest week
1.1%
Market size, estimated
£22Ka year
Peak month
December8.8× the quietest month
Top search term
m&s49K searches a year

02 · Price

A sale here is worth £14.65.

Listings sell for £14.65 on average, from £5.62 to £27.60. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 0 to 100 of them. At £14.65 that is £0 to £1K a year per listing.

Average price
£14.65under the $15 to $100 sweet spot
Price range
£5.62–£27.60
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£1K
Returns
0.2%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

37% of listings pay for placement with sponsored ads. 46% ship with Prime. On an average day, 16.6% of listings are out of stock. The average listing ranks #268 within Bakery. It carries 2,736 reviews at 4.32 stars, so a new listing needs social proof before a better product.

Sponsored listings
37%
Prime listings
46%
Out of stock, average day
16.6%
Average rank
#268in Bakery
Average rating
4.32 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,736per listing
Listings tracked
52

04 · Newcomers

Amazon counts 1 of last year's 7 launches as successful.

7 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 44 months on average, so the names here are settling in.

Launched, last 12 months
7
Successful launches
1Amazon's first-year sales bar
Average brand age
44 months

Products

Top Marks and Spencer 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 only 34% of clicks. An open shelf where new products get seen.

£0£432£865£1K£2K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

20 rising

Sellers

39

Top-5 brand share

66%

Top 20: 100%

Top-5 click share

34%

Top 20: 76%

Open market

28%

  • Generic34%
  • Premier Life Store9%
  • Chums8%
  • Black Nore Gifts7%
  • Leafigure7%
  • Oerich6%

Demand

Marks and Spencer Biscuits search demand

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

10K6KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 8.8×

Search terms

Top Marks and Spencer Biscuits search terms shoppers use

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

  • m&s49K/yr
  • m&s biscuits18K/yr
  • m and s14K/yr
  • m&s chocolate13K/yr
  • marks and spencer biscuits13K/yr
  • m&s food6K/yr
  • m&s biscuits tins9K/yr
  • m & s3K/yr
  • m and s biscuits5K/yr

Reviews and returns

What reviews say buyers love and hate about Marks and Spencer Biscuits

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

Complain

Size-Overall24%−0.14

Poor Fit

Its small

Too long

Value For Money15%−0.10

Overpriced

A little expensive

Overpriced

Taste-Overall14%+0.43

Taste is not good

Not for everyones taste

Not tasted by me

Advertised Vs Actual Product9%−0.10

Looks can be deceiving

the picture is very misleading

False advertising

Storage Temperature4%−0.04

Melted lump

the chocolate had melted

They were completely melted

Love

Taste-Overall25%+0.43

Absolutely delicious

Delicious chocolates

Amazing tasting chocolates

Comfort-Overall12%+1.07

Super comfortable

Really comfortable all day

His feedback that they are very comfortable to wear and fit well

Quality-Overall10%+0.77

good quality M&S Tea Bags

Excellent product

Good variety

Gifting Purpose7%+0.81

Great for a gift

Great gift

Tasty gift

Size-Overall7%−0.14

I was very happy that the petite size is a lovely fit

Fit well

A really good pair of well sized pants that provide a truly good fit that doesn't slide down

Return

0.2% Return rate 38% Fixable by listing

Size-Overall27%▁▅▅▅▂█

Poor Fit

Its small

Too long

Length15%▁▁▃▃█▅
Transparency14%▆▁▅█▁▁
Thin10%█▆▄▁▃▄
Material Quality7%█▁▃▄▃▁

FAQ

Common Marks and Spencer Biscuits questions

Answered from the same tracked data.