Is smarties profitable to sell on Amazon United Kingdom?

The niche generates £171K/yr across 6 tracked products. 90-day search growth is -12.4%. Flapen's verdict: Skip it (37/100).

How competitive is the smarties niche?

2 brands and 60 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in smarties?

Top complaints mined from reviews: Taste-Overall, Advertised Vs Actual Product, Color Fading/Discoloration. The return rate is 0.0%.

When does demand for smarties peak?

Demand peaks in Nov–Dec; the busiest month runs 3.0× the quietest.

What does it cost to enter the smarties niche?

Listings span £1.49–£16.72; the average listing price is £6.79 (sweet spot $15–$100). The average incumbent carries 444 reviews — the moat a new listing must climb.

smarties

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible14.5%

search→purchase rate — share of searches ending in a sale

Review moat

Great443.83

avg incumbent reviews — the moat a new listing must climb

Market size

Okay£171K

£171K/yr · 173K searches

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-12.4%

90-day search growth — must beat 0% to launch

Avg price

Bad£6.79

avg listing price — sweet spot $15–$100

Price range

Bad£1.49–£16.72

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Bad96%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, smarties is a £171K/yr Amazon United Kingdom market (173K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov–Dec. Verdict: Skip it — 37/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

smarties market data

Units sold / yr: 30K–40K; avg 3,000–4,000/product
Revenue / yr: £204K–£272K; units × avg price
Conversion rate: 14.5%
Avg BSR: #522
Page quality: 0%
Prime: 83%
Sponsored: 0%
Out of stock: 0.0%
Avg brand age: 41 months
Avg seller age: 173 days

Competition & brand share

The top 5 products capture 96% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

96%

Top 20: 100%

Open market

Smarties96%
Reese's4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -12.4% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 3.0×

Open Trend

Top smarties search terms

smarties144K/yr -5.8%13.4% conv.
smarties tube17K/yr -62.0%10.3% conv.
chocolate tubes6K/yr -27.5%0.0% conv.

All search terms

Top smarties products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

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

All 6 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Smarties Milk Chocolate Tubes Multipack - Smooth Milk Chocolate Covered in Colourful Crisp Sugar Shells - 4 x 38g Resealable Tubes

Smarties£1.494.7★472 rev

Smarties Hexatube 4x38g 152g

Smarties£1.994.7★88 rev

Smarties Milk Chocolate Sharing Bag 8 x 105 g

Smarties£9.484.6★426 rev

Smarties Milk Chocolate Sharing Pouch 118g

Smarties£1.794.6★426 rev

Smarties Milk Chocolate Tubes Multipack Colourful Chocolate Sweets 24 x 38g

Smarties£16.724.4★340 rev

Newest

by launch date

Smarties Milk Chocolate Sharing Bag 8 x 105 g

Smarties£9.48426 rev

4y ago

Smarties Hexatube 4x38g 152g

Smarties£1.9988 rev

4y ago

Smarties Milk Chocolate Sharing Pouch 118g

Smarties£1.79426 rev

8y ago

Smarties Milk Chocolate Tubes Multipack Colourful Chocolate Sweets 24 x 38g

Smarties£16.72340 rev

12y ago

Smarties Milk Chocolate Tubes Multipack - Smooth Milk Chocolate Covered in Colourful Crisp Sugar Shells - 4 x 38g Resealable Tubes

Smarties£1.49472 rev

14y ago

What buyers say about smarties

What buyers praise and complain about, mined from review topics.

What buyers love

Value For Money46%

“Good Value”

Taste-Overall13%

“Delicious”

Advertised Vs Actual Product13%

“As expected”

Sweetness10%

“Classic sweets with the classic taste”

Crispiness4%

“Smarties... Great taste, great crunch”

Quality-Overall4%

“Great product”

Gifting Purpose2%

“A gift and has gone down well”

What buyers complain about

Taste-Overall32%

“They taste wrong”

Advertised Vs Actual Product15%

“Dont trust the description”

Color Fading/Discoloration10%

“Stale and discoloured”

Ethical Trade/Fair Trade10%

“This is a scam”

Allergies5%

“Allergic reaction”

Color5%

“Seems I am allergic to the colourings”

Quality-Overall3%

“Not the best”

Size-Overall3%

“Larger than smarties”

Hard Feel3%

“hard as nails”

Common questions

Is smarties profitable to sell on Amazon United Kingdom?: The niche generates £171K/yr across 6 tracked products. 90-day search growth is -12.4%. Flapen's verdict: Skip it (37/100).
How competitive is the smarties niche?: 2 brands and 60 sellers compete. The top 5 products take 96% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in smarties?: Top complaints mined from reviews: Taste-Overall, Advertised Vs Actual Product, Color Fading/Discoloration. The return rate is 0.0%.
When does demand for smarties peak?: Demand peaks in Nov–Dec; the busiest month runs 3.0× the quietest.
What does it cost to enter the smarties niche?: Listings span £1.49–£16.72; the average listing price is £6.79 (sweet spot $15–$100). The average incumbent carries 444 reviews — the moat a new listing must climb.