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Pastry

Fail

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

Flapen Score
33
33 / 100
Ranks 2,822 of 2,976 Grocery niches · −13 vs the category median of 46
Market size
£100K/yr324K searches / yr
90-day growth
-25.3%search demand this quarter
Competition
93%top-5 click share · 2 brands · 6 sellers

Flapen Score

Pastry against its category

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

33Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Pastry market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Pastry 324K times last year and spent an estimated £100K. All 2 brands take every click. Flapen scores it 33 out of 100, a Fail.

01 · Demand

16.8% of searches ended in a purchase last week.

Shoppers searched for this 324K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 16.8% of those searches ended in a purchase. Searches in the last 90 days moved -25.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £100K a year.

Searches, last 12 months
324K
Growth, 90 days vs prior 90
-25.3%
Conversion, latest week
16.8%
Market size, estimated
£100Ka year
Peak month
February1.8× the quietest month
Top search term
pastry130K searches a year

02 · Price

A sale here is worth £1.84.

Listings sell for £1.84 on average, from £1.45 to £2.96. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 6,000 to 8,000 of them. At £1.84 that is £11K to £15K a year per listing.

Average price
£1.84under the $15 to $100 sweet spot
Price range
£1.45–£2.96
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
6,000–8,000
Revenue per listing a year
£11K–£15K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 18.2% of listings are out of stock. The average listing ranks #13 within Baking Supplies. It carries 553 reviews at 4.56 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
100%
Out of stock, average day
18.2%
Average rank
#13in Baking Supplies
Average rating
4.56 starsAmazon United Kingdom average 4.36 stars
Average reviews
553per listing
Listings tracked
7

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 52 months on average, so the names here are settling in.

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

Competition

Competition: brands, sellers & click share

The top 5 products take 93% of clicks. A locked shelf that new listings rarely crack.

£0£15K£30K£45K£60K1001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 flat

Sellers

6

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

93%

Top 20: 100%

Open market

0%

  • Morrisons73%
  • Jus Rol27%
  • Open — no brand owns it (0%)

Demand

Pastry search demand

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

8K6KSpike '25Spike '26JanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

No pronounced peak months · busiest ÷ quietest = 1.8×

Search terms

Top Pastry search terms shoppers use

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

  • pastry130K/yr
  • puff pastry100K/yr
  • pastries37K/yr
  • filo pastry26K/yr
  • filo6K/yr
  • puff pastry sheets14K/yr
  • filo pastry sheets8K/yr
  • pastry sheets3K/yr

Reviews and returns

What reviews say buyers love and hate about Pastry

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

Complain

Ease Of Cleaning25%

messy flour cleanup in the kitchen

Love

Baking19%

So easy to make bakery-like savory treats for kids snacks and lunches

customers say it's nice pastry

Really impressed with the Morrisons Ready Roll Shortcrust Pastry

Ease Of Use19%

Easy Peasy

Much easier than making it from scratch

It saves so much time

Quality-Overall17%

The quality was good

Great product

Reliable Quality: Unlike some store-brand pastries that can be tough or doughy

Taste-Overall16%

taste pretty good too

Rolls out and tastes ok

This is got a great taste easy to use good quality

Value For Money15%

Great value for money

Good value for money rolled out well

FAQ

Common Pastry questions

Answered from the same tracked data.