Is milky bar profitable to sell on Amazon United Kingdom?

The niche generates £167K/yr across 38 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -21.1%. Flapen's verdict: Skip it (49/100).

How competitive is the milky bar niche?

11 brands and 122 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 93% of demand.

What do buyers complain about in milky bar?

Top complaints mined from reviews: Advertised Vs Actual Product, Taste-Overall, Storage Temperature. The return rate is 0.1%.

When does demand for milky bar peak?

Demand peaks in Mar–Oct; the busiest month runs 1.7× the quietest.

What does it cost to enter the milky bar niche?

Listings span £0.78–£27.56; the average listing price is £8.98 (sweet spot $15–$100). The average incumbent carries 1,534 reviews — the moat a new listing must climb.

milky bar

Skip it

Soft demand (-21.1% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Competition

Great37%

top-5 click share — an open shelf

Conversion

Great7.4%

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

Review moat

Okay1,533.84

avg incumbent reviews — the moat a new listing must climb

Price range

Okay£0.78–£27.56

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£167K

£167K/yr · 251K searches

Avg price

Okay£8.98

avg listing price — sweet spot $15–$100

Brand share

Bad93%

top-5 brand share — brand-locked demand

Growth

Bad-21.1%

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

According to Flapen's Amazon United Kingdom niche tracking, milky bar is a £167K/yr Amazon United Kingdom market (251K searches/yr). The top 5 brands hold 93% of demand. Demand peaks in Mar–Oct. Verdict: Skip it — 49/100.

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

milky bar market data

Units sold / yr: 20K–25K; avg 500–750/product
Revenue / yr: £180K–£225K; units × avg price
Conversion rate: 7.4%
Avg BSR: #611
Page quality: 0%
Prime: 84%
Sponsored: 21%
Out of stock: 0.5%
Avg brand age: 49 months
Avg seller age: 170 days

Competition & brand share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

Brands

11 rising

Sellers

122

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

37%

Top 20: 82%

Open market

Milky Way59%
Kinder17%
Nestle Milkybar11%
Nestlé3%
ESSENTIAL PRODUCTS3%
Nutella2%
Open — no brand owns it (5 brands, 5%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -21.1% search growth over the last 90 days.

Peak months: Mar, Oct · busiest ÷ quietest = 1.7×

Open Trend

Top milky bar search terms

milky way73K/yr -4.3%8.9% conv.
milky bar80K/yr -39.4%3.8% conv.
kinder bars34K/yr -20.9%5.6% conv.
milkyway17K/yr -10.2%1.5% conv.
kinder chocolate bars12K/yr -28.5%3.2% conv.
milky way bars6K/yr +66.6%4.0% conv.
milky bar chocolate13K/yr -46.9%1.1% conv.
milky bars5K/yr -4.4%5.0% conv.
kinder bar5K/yr -24.4%5.4% conv.
milkyway bars3K/yr +14.1%1.4% conv.

All search terms

Top milky bar 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Milky Way Womens Multi Pocket Casual Nylon Cross Body Bag Messenger Handbag for Ladies Girls Shopping Hiking Daily Use (Gray)

Milky Way£10.304.4★105 rev

Milky Way Chocolate Bars 5 Pack Chocolate Multipack Light & Fluffy Whipped Nougat Snack wrapped in Chocolate Milk Chocolate Treat Ideal for Party Bags Hampers & Daily Snacks

Milky Way£2.074.0★46 rev

Milky Way Milk Chocolate Funsize Sweets Multipack 14 Pieces 227g

Milky Way£2.434.6★261 rev

Kinder Chocolate Small Bars Bulk Chocolate Gift Box Fine Milk Chocolate Bar with a Milky Filling Pack of 10 x 100g

Kinder£13.454.7★4,315 rev

Milky Way Chocolate Multipack Bar Nougat and Chocolate 10 Bars of 21.5g

Milky Way£2.953.0★2 rev

Newest

by launch date

Milkybar White Chocolate Bar 90g | Creamy White Chocolate Easter Chocolate Gifts Easter Basket Fillers Kids Party Treats Birthday & Christmas Sweet Gift Treats (White Chocolate Bar 90g-Pack 10)

shopior£20.820 rev

4mo ago

Milky Way Chocolate Multipack Bar Nougat and Chocolate 10 Bars of 21.5g

Milky Way£2.952 rev

4mo ago

Milky Way Chocolate Bars 5 Pack Chocolate Multipack Light & Fluffy Whipped Nougat Snack wrapped in Chocolate Milk Chocolate Treat Ideal for Party Bags Hampers & Daily Snacks

Milky Way£2.0746 rev

6mo ago

Milky Way Crispy Rolls Milk Chocolate Biscuit Snack Bar Multipack 5 x 22.5g

Milky Way£1.8795 rev

1y ago

Milky Way Milk Chocolate & Nougat Bars Bulk Box 28 Bars of 43g | Original Boxed | MilkWay Launch Your Breaktime Wrapped Around a Light Whipped Nougat Centre | Sold by ESSENTIAL PRODUCTS

ESSENTIAL PRODUCTS£26.405 rev

2y ago

What buyers say about milky bar

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

What buyers love

Taste-Overall35%

“Very tasty”

Value For Money17%

“Good price”

Quality-Overall8%

“The chocolate quality is excellent”

Sweetness6%

“Wow these are extra yummy”

Soft Feel4%

“Delights soft nougat”

Size-Overall4%

“Or perfect size for lunchbox”

Advertised Vs Actual Product3%

“Product as described”

Flavor3%

“A lovely little find, ideal for that little treat, they taste lovely soft chewy nougat center in milk chocolate, satisfying”

Gifting Purpose2%

“Great value gift was greatly received”

Ease Of Chewing/Swallowing2%

“A lovely little find, ideal for that little treat, they taste lovely soft chewy nougat center in milk chocolate, satisfying”

What buyers complain about

Advertised Vs Actual Product11%

“Good product just misdescribed”

Taste-Overall10%

“Stale tasting”

Storage Temperature10%

“It arrived completely melted”

Size-Overall10%

“Very small too”

Quality-Overall8%

“Pleasant enough, just not top notch”

Value For Money5%

“poor not worth the money”

Sweetness4%

“not as nice as other cadbury sweets”

Smell4%

“smelled like weird rotten egg and fish”

Stale/Rotten/Spoiled4%

“Gross”

Durability4%

“So difficult to keep them for long”

Top return reasons

Size-Overall49%

Zipper Quality16%

Color9%

Strap/String Quality9%

Advertised Vs Actual Product6%

Quality-Overall4%

Stitch/Finish/Polish3%

Lining Quality3%

Defective Material/Parts1%

Common questions

Is milky bar profitable to sell on Amazon United Kingdom?: The niche generates £167K/yr across 38 tracked products. 1 of 3 products launched in the last 360 days are still selling. 90-day search growth is -21.1%. Flapen's verdict: Skip it (49/100).
How competitive is the milky bar niche?: 11 brands and 122 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 93% of demand.
What do buyers complain about in milky bar?: Top complaints mined from reviews: Advertised Vs Actual Product, Taste-Overall, Storage Temperature. The return rate is 0.1%.
When does demand for milky bar peak?: Demand peaks in Mar–Oct; the busiest month runs 1.7× the quietest.
What does it cost to enter the milky bar niche?: Listings span £0.78–£27.56; the average listing price is £8.98 (sweet spot $15–$100). The average incumbent carries 1,534 reviews — the moat a new listing must climb.