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Plain Biscuits

Fail

The top 5 brands take 100% of clicks, so Plain Biscuits 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
£136K/yr141K searches / yr
90-day growth
-10.4%search demand this quarter
Competition
81%top-5 click share · 3 brands · 46 sellers

Flapen Score

Plain Biscuits against its category

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

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

Market

The Plain Biscuits market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Plain Biscuits 141K times last year and spent an estimated £136K. All 3 brands take every click. Flapen scores it 39 out of 100, a Fail.

01 · Demand

23.6% of searches ended in a purchase last week.

Shoppers searched for this 141K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 23.6% of those searches ended in a purchase. Searches in the last 90 days moved -10.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £136K a year.

Searches, last 12 months
141K
Growth, 90 days vs prior 90
-10.4%
Conversion, latest week
23.6%
Market size, estimated
£136Ka year
Peak month
November1.4× the quietest month
Top search term
rich tea biscuits70K searches a year

02 · Price

A sale here is worth £4.08.

Listings sell for £4.08 on average, from £0.67 to £27.92. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 2,500 to 3,000 of them. At £4.08 that is £10K to £12K a year per listing.

Average price
£4.08under the $15 to $100 sweet spot
Price range
£0.67–£27.92
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
2,500–3,000
Revenue per listing a year
£10K–£12K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

8% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.7% of listings are out of stock. The average listing ranks #791 within Bakery. It carries 662 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
8%
Prime listings
100%
Out of stock, average day
4.7%
Average rank
#791in Bakery
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
662per listing
Listings tracked
13

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 54 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
54 months

Products

Top Plain Biscuits 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 81% of clicks. A locked shelf that new listings rarely crack.

£0£7K£14K£20K£27K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

3 falling

Sellers

46

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

81%

Top 20: 100%

Open market

0%

  • McVitie's80%
  • Morrisons15%
  • Bahlsen5%

Demand

Plain Biscuits search demand

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

4K3KSpike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Plain Biscuits search terms shoppers use

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

  • rich tea biscuits70K/yr
  • rich tea18K/yr
  • tea biscuits10K/yr
  • choc biscuits8K/yr
  • plain biscuits7K/yr
  • bahlsen biscuits6K/yr
  • leibniz biscuit6K/yr
  • bahlsen5K/yr
  • leibniz4K/yr
  • choco leibniz3K/yr

Reviews and returns

What reviews say buyers love and hate about Plain Biscuits

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

Complain

Taste-Overall12%+1.59

Not rich tea taste

there's a strange orange taste to them

Durability10%

they always seem to be broken

Broken Biscuits

All gone in a few days

Value For Money10%+1.21

costly

They are a bit expensive

Not enough, bit pricey

Color8%+0.16

not my favourite in orange

Sweetness8%−0.03

these reduced sugar biscuits are horrible

now I know less sugar is better for you

Love

Taste-Overall30%+1.59

Delicious treat

Lovely taste

very nice chocolate

Baking20%−0.20

Great biscuits

Yummy biscuits at a yummy price

Mam loves rich tea biscuits

Quality-Overall14%+0.52

Best quality

Definitely top tier

very well done

Value For Money10%+1.21

Great value

Fair price

Good value for money

Crispiness4%+0.22

Lovely biscuits with a nice crunch

They still have that nice crunch

The biscuit stayed crunchy

FAQ

Common Plain Biscuits questions

Answered from the same tracked data.