Is marks and spencer biscuits profitable to sell on Amazon United Kingdom?

The niche generates £22K/yr across 52 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -8.6%. Flapen's verdict: Skip it (49/100).

How competitive is the marks and spencer biscuits niche?

20 brands and 39 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 66% of demand.

What do buyers complain about in marks and spencer biscuits?

Top complaints mined from reviews: Size-Overall, Value For Money, Taste-Overall. The return rate is 0.2%.

When does demand for marks and spencer biscuits peak?

Demand peaks in Nov–Dec; the busiest month runs 8.8× the quietest.

What does it cost to enter the marks and spencer biscuits niche?

Listings span £5.62–£27.60; the average listing price is £14.65 (sweet spot $15–$100). The average incumbent carries 2,736 reviews — the moat a new listing must climb.

marks and spencer biscuits

Skip it

A small market ($22K/yr) — this niche doesn't clear our bar today.

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Competition

Great34%

top-5 click share — an open shelf

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Avg price

Good£14.65

avg listing price — sweet spot $15–$100

Brand share

Good66%

top-5 brand share — brands hold most of the demand

Price range

Good£5.62–£27.60

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

Review moat

Okay2,735.67

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-8.6%

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

Conversion

Bad1.1%

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

Market size

Bad£22K

£22K/yr · 128K searches

Signals Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, marks and spencer biscuits is a £22K/yr Amazon United Kingdom market (128K searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 49/100.

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

marks and spencer biscuits market data

Units sold / yr: 2K–2K; avg 0–100/product
Revenue / yr: £22K–£29K; units × avg price
Conversion rate: 1.1%
Avg BSR: #268
Page quality: 0%
Prime: 46%
Sponsored: 37%
Out of stock: 16.6%
Avg brand age: 44 months
Avg seller age: 168 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Brands

20 rising

Sellers

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 & seasonality

Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.

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

Open Trend

Top marks and spencer biscuits search terms

m&s49K/yr -8.8%0.1% conv.
m&s biscuits18K/yr -0.9%2.6% conv.
m and s14K/yr +0.8%0.0% conv.
m&s chocolate13K/yr -38.7%0.3% conv.
marks and spencer biscuits13K/yr -11.7%1.7% conv.
m&s food6K/yr +4.6%0.3% conv.
m&s biscuits tins9K/yr -10.8%0.7% conv.
m & s3K/yr +6.5%0.1% conv.
m and s biscuits5K/yr +15.3%1.8% conv.

All search terms

Top marks and spencer 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Chums Mens Easy Care Smart Trousers Regular Fit Formal Pants with Roomy Comfort Cut 3 Pocket Design & Zip Fly Lovat 36W / 33L

Chums£19.034.0★4,228 rev

M&S All Butter Biscuits Light & Melt in Mouth 200g - 3 Pack M&S Foods in a Premier Life Store Box

Generic£11.614.1★13 rev

Leafigure Gym Leggings Womens High Waist Black Leggings for Women Workout S-M

Leafigure£5.624.4★3,809 rev

M&S Biscuits Variety Pack - Indulge in Extra Cream Custard Creams Jam Sandwich Creams and Extra Cream Bourbon Creams (Set of 3 Packs) - Bundled by Black Nore Gifts

Black Nore Gifts£7.554.6★12 rev

M&S All Butter Biscuits 200g Pack Of 2 M&S Foods

Mark & Spencers£9.094.1★8 rev

Newest

by launch date

M&S The Big Daddy Pistachio Chocolate Bar with Caramel Pistachio Creme & Pistachio Pieces 280g Random Design Fathers day Sweet Treat Gift for Dad

Generic£14.081 rev

4mo ago

EX M&S Womens Elasticated High Waist Wide Leg Denim Trousers Soft Stretch Pull On Casual Pants Size Blue 16 Regular

MYT£15.5316 rev

5mo ago

EX M&S Womens Elasticated High Waist Wide Leg Denim Trousers Soft Stretch Pull On Casual Pants Size Blue 14 Short

MYT£15.6216 rev

5mo ago

ALPIDEX Mens T-Shirt 4XL Big & Tall Multipack 5 Short Sleeve Cotton Desert

ALPIDEX£23.3514,661 rev

11mo ago

M&S Extra Cream Bourbon Cream Chocolate Biscuits Hamper Bundle (4 Pack) All Occasion By Oerich Gift

Oerich£9.0810 rev

1y ago

What buyers say about marks and spencer biscuits

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

What buyers love

Taste-Overall25%

“Absolutely delicious”

Comfort-Overall12%

“Super comfortable”

Quality-Overall10%

“good quality M&S Tea Bags”

Gifting Purpose7%

“Great for a gift”

Size-Overall7%

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

Vegan/Organic6%

“The best vegan treat”

Value For Money4%

“Excellent value”

Baking4%

“Versatile as cake and pudding toppings too”

Sweetness3%

“Lovely chocolate”

Soft Feel2%

“the cotton is very soft”

What buyers complain about

Size-Overall24%

“Poor Fit”

Value For Money15%

“Overpriced”

Taste-Overall14%

“Taste is not good”

Advertised Vs Actual Product9%

“Looks can be deceiving”

Storage Temperature4%

“Melted lump”

Quality-Overall3%

“Cheap quality”

Flavor2%

“The overall flavour was the crispy kunafa which tastes like wafer”

Comfort-Overall2%

“Uncomfortable in all the wrong ways”

Thickness2%

“its nowhere near as thick as the pictures”

Texture/Consistency-Overall1%

“The texture is weirdly too soft and the chocolate is not very good, it's waxy”

Top return reasons

Size-Overall27%

Length15%

Transparency14%

Thin10%

Material Quality7%

Waist Fit6%

Width6%