How competitive is the Smarties niche on Amazon United Kingdom?

2 brands and 60 sellers compete in Smarties on Amazon United Kingdom. The top 5 Smarties products take 96% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Smarties?

Smarties buyers on Amazon United Kingdom complain most about Taste-Overall, Advertised Vs Actual Product, Color Fading/Discoloration, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Smarties niche?

Smarties sells for £6.79 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.49–£16.72. The average incumbent carries 444 reviews — the moat a new listing must climb.

Smarties

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

Flapen Score

Skip it

This niche Category average

Is Smarties profitable on Amazon?

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.

Smarties: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -12.4% over the last 90 days and 14.5% of searches end in a purchase.

£171K

revenue / yr

Units sold / yr40K

Search volume / yr-12.4%173K

Conversion rate14.5%

Avg price£6.79

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers2 · 60

Top-5 product click share96%

Open market0%

Avg brand age41 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 6 products

Top Smarties products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

Price: £1.49
Rating: 4.7/5
Reviews: 472
Age: 14y ago

Smarties Hexatube 4x38g 152g

Price: £1.99
Rating: 4.7/5
Reviews: 88
Age: 4y ago

Smarties Milk Chocolate Sharing Bag 8 x 105 g

Price: £9.48
Rating: 4.6/5
Reviews: 426
Age: 4y ago

Smarties Milk Chocolate Sharing Pouch 118g

Price: £1.79
Rating: 4.6/5
Reviews: 426
Age: 8y ago

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

Price: £16.72
Rating: 4.4/5
Reviews: 340
Age: 12y ago

Newest

by launch date

Smarties Milk Chocolate Sharing Bag 8 x 105 g

Price: £9.48
Rating: 4.6/5
Reviews: 426
Age: 4y ago

Smarties Hexatube 4x38g 152g

Price: £1.99
Rating: 4.7/5
Reviews: 88
Age: 4y ago

Smarties Milk Chocolate Sharing Pouch 118g

Price: £1.79
Rating: 4.6/5
Reviews: 426
Age: 8y ago

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

Price: £16.72
Rating: 4.4/5
Reviews: 340
Age: 12y ago

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

Price: £1.49
Rating: 4.7/5
Reviews: 472
Age: 14y ago

Competition: brands, sellers & click share

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

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

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%

Smarties demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume173KCVR14.5%Products6Brands2Top 5 Brands100%OOS Rate0.0%Rating4.6★Reviews444Avg BSR#522

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

Top Smarties search terms shoppers use

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

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

What reviews say buyers love and hate about Smarties

What buyers mention most, as a share of all reviews.

What buyers love

93% of reviews

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”

What buyers complain about

87% of reviews

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”

Common Smarties questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Smarties 37/100 on Amazon United Kingdom — Skip it. The niche generates £171K/yr across 6 tracked products. Search demand moved -12.4% over the last 90 days.