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Pez

Fail

The top 5 brands take 96% of clicks, so Pez is a Fail.

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£117K/yr234K searches / yr
90-day growth
+1.1%search demand this quarter
Competition
67%top-5 click share · 7 brands · 20 sellers

Flapen Score

Pez against its category

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

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Pez market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Pez 234K times last year and spent an estimated £117K. The top 5 brands take 96% of clicks. Demand peaks in Dec. Flapen scores it 39 out of 100, a Fail.

01 · Demand

5.5% of searches ended in a purchase last week.

Shoppers searched for this 234K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 5.5% of those searches ended in a purchase. Searches in the last 90 days moved +1.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £117K a year.

Searches, last 12 months
234K
Growth, 90 days vs prior 90
+1.1%
Conversion, latest week
5.5%
Market size, estimated
£117Ka year
Peak month
December2.0× the quietest month
Top search term
pez dispenser68K searches a year

02 · Price

A sale here is worth £9.10.

Listings sell for £9.10 on average, from £0.51 to £19.52. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 250 to 500 of them. At £9.10 that is £2K to £5K a year per listing.

Average price
£9.10under the $15 to $100 sweet spot
Price range
£0.51–£19.52
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
250–500
Revenue per listing a year
£2K–£5K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

10% of listings pay for placement with sponsored ads. 90% ship with Prime. On an average day, 2.6% of listings are out of stock. The average listing ranks #97 within Confectionery. It carries 172 reviews at 4.67 stars, so a new listing needs social proof before a better product.

Sponsored listings
10%
Prime listings
90%
Out of stock, average day
2.6%
Average rank
#97in Confectionery
Average rating
4.67 starsAmazon United Kingdom average 4.36 stars
Average reviews
172per listing
Listings tracked
20

04 · Newcomers

Amazon counts 0 of last year's 4 launches as successful.

4 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 46 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
0Amazon's first-year sales bar
Average brand age
46 months

Products

Top Pez 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 67% of clicks. Leaders hold, but buyers still shop past them.

£0£12K£23K£35K£47K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)2 products missing review or click data not plotted

Brands

7 falling

Sellers

20

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

67%

Top 20: 100%

Open market

1%

  • PEZ49%
  • 2-U-CARDS22%
  • Generic17%
  • Baking Friends5%
  • Taos3%
  • Albert3%
  • Open — no brand owns it (1 brand, 1%)

Demand

Pez search demand

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

9K7KSpike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Dec · busiest ÷ quietest = 2.0×

Search terms

Top Pez search terms shoppers use

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

  • pez dispenser68K/yr
  • pez70K/yr
  • pez sweets refills54K/yr
  • pez sweets17K/yr
  • pez refills12K/yr
  • pez dispensers7K/yr
  • pez sweets dispenser6K/yr

Reviews and returns

What reviews say buyers love and hate about Pez

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

Complain

Advertised Vs Actual Product30%−0.29

False advertising

Flavor17%−0.01

Wish it had more with cherry flavour. or that it would at least be equal.

Not much flavour variety - 10 orange and 2 raspberry

it's my daughters least favourite flavour

Sweetness10%−0.07

Not Hello Kitty shaped sweets

Value For Money10%+1.33

They are already way overpriced

Allergies7%−0.08

as my son is allergic to orange

Love

Value For Money22%+1.33

Good value for money too as there is loads of packs in there

Great value

Amazing price

Taste-Overall19%+2.20

Delicious

Tastes as good as always

Tasty

Flavor19%−0.01

Flavours ok

The refill box contains plenty of mixed fruit flavours

Good selection of flavours

Advertised Vs Actual Product11%−0.29

As described, came on time

Exactly as advertised (100 pez packs)

Exactly as described

Gifting Purpose7%+0.79

Perfect as a fun treat or a little gift for any Hello Kitty fan

Gift for neice

FAQ

Common Pez questions

Answered from the same tracked data.