How competitive is the Oat Biscuits niche on Amazon United Kingdom?

7 brands and 87 sellers compete in Oat Biscuits on Amazon United Kingdom. The top 5 Oat Biscuits products take 44% of clicks and its top 5 brands hold 99% of demand.

What does it cost to enter the Oat Biscuits niche?

Oat Biscuits sells for £6.31 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.59–£23.62. The average incumbent carries 185 reviews — the moat a new listing must climb.

Oat Biscuits

brand-locked demand (top 5 brands take 99% of clicks) — Oat Biscuits doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Oat Biscuits profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Oat Biscuits is a £159K/yr Amazon United Kingdom market (203K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 49/100.

Oat Biscuits: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -4.4% over the last 90 days and 12.4% of searches end in a purchase.

£159K

revenue / yr

Units sold / yr40K

Search volume / yr-4.4%203K

Conversion rate12.4%

Avg price£6.31

Who owns the niche?

The top 5 brands hold 99% of demand, so 1% of the market is open.

open market share

Brands · sellers7 · 87

Top-5 product click share44%

Open market1%

Avg brand age48 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 · 42 products

Top Oat Biscuits 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

McVities Hobnobs Biscuits The Oaty One 255 g (Pack of 1)

Price: £1.51
Rating: 4.6/5
Reviews: 361
Age: 3y ago

McVities Hobnobs The Oaty One Milk Chocolate Biscuits Twin Pack 2 x 262 g 524 g Total

Price: £2.95
Rating: 4.7/5
Reviews: 454
Age: 3y ago

McVities Hobnobs Milk Chocolate Biscuits Twin Pack 636 g (Pack of 1)

Price: £2.97
Rating: 4.7/5
Reviews: 533
Age: 6y ago

McVities Milk Chocolate Hobnobs Biscuits 262g

Price: £1.51
Rating: 4.7/5
Reviews: 52
Age: 11y ago

Nairns Oat Biscuit Breaks - Gluten Free Variety Pack - Healthy Snacks - Biscuits Chunky Oat Bisc.: Choc Chip Stem Ginger Fruit Caramelised Bisc. Dark Choc Coconut Blueberry & Raspberry - 6 Pack

Price: £13.83
Rating: 4.7/5
Reviews: 205
Age: 3y ago

Newest

by launch date

McVities Hobnobs Oaty Crunch Creams Chocolate Flavour 100 g (Pack of 1)

Price: £0.70
Rating: 3.8/5
Reviews: 18
Age: 4mo ago

Mcvities Hobnobs Biscuits Oaty Cookies Milk Chocolate 155g

Price: £1.53
Rating: 4.6/5
Reviews: 42
Age: 8mo ago

Nairns Gluten Free Variety Pack Oat Biscuit Breaks Flavors inc. Chocolate Chip Fruit Caramelised Biscuit Moments. Pack of 16 (3 Biscuits Per Pack)

Price: £12.91
Rating: 4.7/5
Reviews: 119
Age: 2y ago

Nairns Gluten Free Chocolate Chip Oat Biscuit Breaks Pack of 48 (3 Biscuits Per Pack)

Price: £23.62
Rating: 4.4/5
Reviews: 54
Age: 3y ago

Nairns Oat Biscuit Breaks - Gluten Free Variety Pack - Healthy Snacks - Biscuits Chunky Oat Bisc.: Choc Chip Stem Ginger Fruit Caramelised Bisc. Dark Choc Coconut Blueberry & Raspberry - 6 Pack

Price: £13.83
Rating: 4.7/5
Reviews: 205
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

7 rising

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

44%

Top 20: 80%

Open market

McVitie's51%
Nairn's45%
Eric Bur1%
Morrisons1%
FARMHOUSE BISCUITS1%
SuperfoodUK1%
Open — no brand owns it (1 brand, 1%)

Oat Biscuits demand & seasonality

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

Volume203KCVR12.4%Products42Brands7Top 5 Brands99%OOS Rate0.0%Rating4.5★Reviews185Avg BSR#53

Top Oat Biscuits search terms shoppers use

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

hobnobs44K/yr +15.9%21.6% conv.
nairns34K/yr +4.5%15.5% conv.
nairns oat biscuits28K/yr -24.6%4.0% conv.
oat biscuits25K/yr -10.9%6.0% conv.
nairns gluten free biscuits17K/yr -32.9%3.7% conv.
hobnobs biscuits chocolate6K/yr +101.8%11.3% conv.
chocolate hobnobs9K/yr +3.0%18.2% conv.
hobnob5K/yr +26.6%18.0% conv.
nairns gluten free6K/yr -2.2%5.7% conv.
hob nobs5K/yr +11.5%23.9% conv.

What reviews say buyers love and hate about Oat Biscuits

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

What buyers love

95% of reviews

Taste-Overall33%

“Good taste”

Baking14%

“These oat biscuits pack are great”

Value For Money14%

“Worth the money”

Flavor9%

“Very consistent with their flavours and texture too”

Nutritional Content8%

“they are all gluten free”

What buyers complain about

74% of reviews

Taste-Overall18%

“the chocolate wasn't that tasty”

Size-Overall12%

“seem to be a lot smaller than I remember although the box remains the same size”

Quality-Overall9%

“Not the best”

Powdered/Crumbled6%

“Bags of crumbs”

Hard Feel6%

“Too hard”

Common Oat Biscuits questions

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

Flapen scores Oat Biscuits 49/100 on Amazon United Kingdom — Skip it. The niche generates £159K/yr across 42 tracked products. 3 of 4 products launched in the last 360 days are still selling. Search demand moved -4.4% over the last 90 days.

Oat Biscuits buyers on Amazon United Kingdom complain most about Taste-Overall, Size-Overall, Quality-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.