How competitive is the Milo niche on Amazon United Kingdom?

6 brands and 73 sellers compete in Milo on Amazon United Kingdom. The top 5 Milo products take 89% of clicks and its top 5 brands hold 97% of demand.

What do buyers complain about in Milo?

Milo buyers on Amazon United Kingdom complain most about Taste-Overall, Flavor, Nutritional Content, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Milo niche?

Milo sells for £12.78 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £7.24–£21.68. The average incumbent carries 1,829 reviews — the moat a new listing must climb.

Milo

soft demand (-50.4% this quarter) — Milo doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Milo profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Milo is a £56K/yr Amazon United Kingdom market (28K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Sep–Oct–Nov–Dec. Verdict: Skip it — 35/100.

Milo: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -50.4% over the last 90 days and 15.7% of searches end in a purchase.

£56K

revenue / yr

Units sold / yr4K

Search volume / yr-50.4%28K

Conversion rate15.7%

Avg price£12.78

Who owns the niche?

The top 5 brands hold 97% of demand, so 3% of the market is open.

open market share

Brands · sellers6 · 73

Top-5 product click share89%

Open market3%

Avg brand age60 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 8 products

Top Milo products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Clipper Instant Hot Chocolate Powder 1kg Hot Chocolate

Price: £10.83
Rating: 4.6/5
Reviews: 2,325
Age: 16y ago

Cadbury Hot Chocolate 1 kg (Packaging may vary)

Price: £7.24
Rating: 4.7/5
Reviews: 3,914
Age: 16y ago

Clipper Fairtrade Instant Hot Chocolate 350 g

Price: £7.40
Rating: 4.3/5
Reviews: 83
Age: 13y ago

Clipper Instant Hot Chocolate 6X 350g Tubs (2.1kg) | Bulk Buy for Home & Office | Eco-Conscious Fairtrade | Add Water Hot Chocolate | Luxury Drinking Chocolate

Price: £21.68
Rating: 4.6/5
Reviews: 2,325
Age: 13y ago

Clipper Super Cosy Drinking Hot Chocolate Powder 6 x 250g Tubs (1.5kg)

Price: £21.51
Rating: 4.6/5
Reviews: 2,325
Age: 12y ago

Newest

by launch date

Clipper Super Cosy Fairtrade Drinking Chocolate 250g Organic Hot Chocolate Powder Natural Ingredients Vegan & Gluten Free Rich & Luxurious Cocoa Drink (Pack of 2) from SuperfoodUK

Price: £11.64
Rating: 4.2/5
Reviews: 3
Age: 5mo ago

Clipper Fairtrade Hot Chocolate Sachets 28 g Pack of 20

Price: £12.54
Rating: 4.5/5
Reviews: 8
Age: 1y ago

Clipper Super Cosy Drinking Hot Chocolate Powder 6 x 250g Tubs (1.5kg)

Price: £21.51
Rating: 4.6/5
Reviews: 2,325
Age: 12y ago

Clipper Fairtrade Instant Hot Chocolate 350 g

Price: £7.40
Rating: 4.3/5
Reviews: 83
Age: 13y ago

Clipper Instant Hot Chocolate 6X 350g Tubs (2.1kg) | Bulk Buy for Home & Office | Eco-Conscious Fairtrade | Add Water Hot Chocolate | Luxury Drinking Chocolate

Price: £21.68
Rating: 4.6/5
Reviews: 2,325
Age: 13y ago

Competition: brands, sellers & click share

The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

89%

Top 20: 100%

Open market

Clipper Natural, Fair & Delicious71%
Cadbury10%
Blue Diamond Almonds8%
SuperfoodUK5%
Sachet n sticks4%
GALAXY3%

Milo demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume28KCVR15.7%Products8Brands6Top 5 Brands97%OOS Rate0.0%Rating4.5★Reviews1,829Avg BSR#79

Peak months: Sep, Oct, Nov, Dec · busiest ÷ quietest = 13.9×

Top Milo search terms shoppers use

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

clipper hot chocolate16K/yr -47.0%13.2% conv.
hot chocolate 1kg7K/yr -61.4%9.7% conv.
hot chocolate bulk4K/yr -47.0%0.9% conv.
clipper hot chocolate 1kg1K/yr -45.4%28.6% conv.

What reviews say buyers love and hate about Milo

What buyers mention most, as a share of all reviews.

What buyers love

95% of reviews

Taste-Overall36%

“tastes as good as any that do”

Value For Money25%

“Great deal”

Quality-Overall9%

“Really good quality, tasty hot chocolate, makes great drinks, milkshakes and good in cookies and cakes”

Sweetness4%

“Love this hot chocolate as its nice and creamy and as not too sweet”

Advertised Vs Actual Product4%

“exactly as described”

What buyers complain about

98% of reviews

Taste-Overall47%

“it's still rather tasteless”

Flavor11%

“Something has happened to this hot chocolate doesnt- it no longer tastes the same as it used to”

Nutritional Content8%

“I just learned how unhealthy this is, otherwise and if you do not care, it is a value for money”

Salt Content8%

“this tastes very salty”

Dilute/Watery8%

“Watery”

Common Milo questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Milo 35/100 on Amazon United Kingdom — Skip it. The niche generates £56K/yr across 8 tracked products. 0 of 1 products launched in the last 360 days are still selling. Search demand moved -50.4% over the last 90 days.