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Sleep Tea

Fail

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

Flapen Score
35
35 / 100
Ranks 2,727 of 2,976 Grocery niches · −11 vs the category median of 46
Market size
£179K/yr303K searches / yr
90-day growth
-26.8%search demand this quarter
Competition
75%top-5 click share · 4 brands · 75 sellers

Flapen Score

Sleep Tea against its category

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

35Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sleep Tea market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sleep Tea 303K times last year and spent an estimated £179K. All 4 brands take every click. Demand peaks in Feb. Flapen scores it 35 out of 100, a Fail.

01 · Demand

9.5% of searches ended in a purchase last week.

Shoppers searched for this 303K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 9.5% of those searches ended in a purchase. Searches in the last 90 days moved -26.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £179K a year.

Searches, last 12 months
303K
Growth, 90 days vs prior 90
-26.8%
Conversion, latest week
9.5%
Market size, estimated
£179Ka year
Peak month
February1.9× the quietest month
Top search term
sleep tea92K searches a year

02 · Price

A sale here is worth £6.22.

Listings sell for £6.22 on average, from £2.29 to £12.16. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,000 to 1,250 of them. At £6.22 that is £6K to £8K a year per listing.

Average price
£6.22under the $15 to $100 sweet spot
Price range
£2.29–£12.16
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
1,000–1,250
Revenue per listing a year
£6K–£8K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

57% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #512 within Tea. It carries 975 reviews at 4.62 stars, so a new listing needs social proof before a better product.

Sponsored listings
57%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#512in Tea
Average rating
4.62 starsAmazon United Kingdom average 4.36 stars
Average reviews
975per listing
Listings tracked
14

04 · Newcomers

Amazon counts 1 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 41 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
1Amazon's first-year sales bar
Average brand age
41 months

Products

Top Sleep Tea 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 75% of clicks. A locked shelf that new listings rarely crack.

£0£18K£36K£54K£72K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

75

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

0%

  • Twinings79%
  • Pukka Herbs7%
  • Yorkshire Tea7%
  • Clipper Natural, Fair & Delicious6%

Demand

Sleep Tea search demand

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

6K4KSpike '24Spike '25Black Friday '25DecMarJunAugNovMarMay

Peak months: Feb · busiest ÷ quietest = 1.9×

Search terms

Top Sleep Tea search terms shoppers use

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

  • sleep tea92K/yr
  • relax35K/yr
  • twinings sleep tea bags23K/yr
  • relaxation29K/yr
  • sleepy tea22K/yr
  • bedtime tea12K/yr
  • sleep tea bags14K/yr
  • night time tea9K/yr
  • calm tea8K/yr
  • calming gifts for women13K/yr

Reviews and returns

What reviews say buyers love and hate about Sleep Tea

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

Complain

Taste-Overall24%−0.13

Does not taste one bit like apple

they tasted foul

No taste

Flavor10%

Lacks flavour

It overpowered all the other flavours for me

overwhelming flavour of mint which is not listed as an ingredient on the front of the box

Strength6%−0.03

much more flimsy

seems weaker in effect to many others I've tried

I wish the box was a little more sturdy though

Ingredients-Overall6%−0.05

The ingredients are slightly different

I would not have ordered this if the ingredient on the front packaging were more accurate

I missed that rooibos is an ingredient

Smell4%−0.13

Smells

it was really unpleasant for me

Without a strong aroma

Love

Taste-Overall34%−0.13

Good Taste

Absolutely Delicious Tea

Delicious teas

Flavor14%

with the flavours perfectly in balance

Nice flavour

Nice flavour selection

Value For Money12%+1.76

value for money

Good value for money

Good price

Quality-Overall10%+0.63

Good variety

Good quality

Quality tea

Smell5%−0.13

Smells nice

Lovely vanilla taste

give a calming aroma which I find relaxing

FAQ

Common Sleep Tea questions

Answered from the same tracked data.