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Milk Tray

Fail

The top 5 brands take 100% of clicks, so Milk Tray is a Fail.

Flapen Score
34
34 / 100
Ranks 2,777 of 2,976 Grocery niches · −12 vs the category median of 46
Market size
£68K/yr149K searches / yr
90-day growth
-40.6%search demand this quarter
Competition
97%top-5 click share · 2 brands · 84 sellers

Flapen Score

Milk Tray against its category

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

34Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Milk Tray market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Milk Tray 149K times last year and spent an estimated £68K. All 2 brands take every click. Demand peaks in Mar–Nov–Dec. Flapen scores it 34 out of 100, a Fail.

01 · Demand

10.0% of searches ended in a purchase last week.

Shoppers searched for this 149K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 10.0% of those searches ended in a purchase. Searches in the last 90 days moved -40.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £68K a year.

Searches, last 12 months
149K
Growth, 90 days vs prior 90
-40.6%
Conversion, latest week
10.0%
Market size, estimated
£68Ka year
Peak month
December6.2× the quietest month
Top search term
milk tray80K searches a year

02 · Price

A sale here is worth £4.59.

Listings sell for £4.59 on average, from £1.56 to £8.35. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 1,500 to 2,000 of them. At £4.59 that is £7K to £9K a year per listing.

Average price
£4.59under the $15 to $100 sweet spot
Price range
£1.56–£8.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
1,500–2,000
Revenue per listing a year
£7K–£9K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

17% of listings pay for placement with sponsored ads. 67% ship with Prime. On an average day, 4.6% of listings are out of stock. The average listing ranks #156 within Chocolate Candy. It carries 594 reviews at 4.23 stars, so a new listing needs social proof before a better product.

Sponsored listings
17%
Prime listings
67%
Out of stock, average day
4.6%
Average rank
#156in Chocolate Candy
Average rating
4.23 starsAmazon United Kingdom average 4.36 stars
Average reviews
594per listing
Listings tracked
6

04 · Newcomers

Brands here are young.

The brands on the shelf have sold for 30 months on average, so a newcomer is not facing entrenched names.

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

Products

Top Milk Tray 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 97% of clicks. A locked shelf that new listings rarely crack.

£0£10K£20K£31K£41K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 flat

Sellers

84

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

97%

Top 20: 100%

Open market

0%

  • Cadbury97%
  • Chocohugs3%
  • Open — no brand owns it (0%)

Demand

Milk Tray search demand

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

13K8KSpike '24Holiday '24Spike '25Prime Day '25Holiday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Mar, Nov, Dec · busiest ÷ quietest = 6.2×

Search terms

Top Milk Tray search terms shoppers use

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

  • milk tray80K/yr
  • milk tray chocolates28K/yr
  • cadbury milk tray9K/yr
  • box of chocolates cadbury5K/yr
  • cadbury box8K/yr
  • dairy milk gift6K/yr
  • dairy milk tray4K/yr
  • cadburys milk tray3K/yr
  • dairy milk selection box4K/yr

Reviews and returns

What reviews say buyers love and hate about Milk Tray

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

Complain

Value For Money26%+1.50

Waste of money

way overpriced

Too expensive

Size-Overall20%−0.22

was disappointed with the size

To small

Very small box

Taste-Overall16%+1.77

These tasted odd/ off

these chocolates dont taste like they used to

Tasted out of date

Quality-Overall13%−0.10

Sub quality

Now low Quality Chocolate, Never again

Quality wise not what it used to be

Sweetness3%+0.08

not lots of chocolate in there

Love

Taste-Overall36%+1.77

Delicious has always

Always yummy

It's chocolate delicious

Value For Money29%+1.50

Its cheap

Excellent value for money

Good price

Gifting Purpose13%+1.33

Good for gifting

Valentines gift

Perfect gift

Quality-Overall9%−0.10

Overall, good value for money, with great variety and appearance

Brilliant quality

Good product thanks

Sweetness3%+0.08

Nice chocolate

not too sweet or overpowering

It's chocolate yummy

Return

0.1% Return rate 80% Fixable by listing

Size-Overall80%█▁█▁██

was disappointed with the size

To small

Very small box

Value For Money20%

Waste of money

way overpriced

Too expensive

FAQ

Common Milk Tray questions

Answered from the same tracked data.