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Smarties

Fail

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

Flapen Score
37
37 / 100
Ranks 2,578 of 2,976 Grocery niches · −9 vs the category median of 46
Market size
£171K/yr173K searches / yr
90-day growth
-12.4%search demand this quarter
Competition
96%top-5 click share · 2 brands · 60 sellers

Flapen Score

Smarties against its category

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

37Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Smarties market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Smarties 173K times last year and spent an estimated £171K. All 2 brands take every click. Demand peaks in Nov–Dec. Flapen scores it 37 out of 100, a Fail.

01 · Demand

An estimated 14.5% of those searches ended in a purchase.

Shoppers searched for this 173K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 14.5% of those searches ended in a purchase. Searches in the last 90 days moved -12.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £171K a year.

Searches, last 12 months
173K
Growth, 90 days vs prior 90
-12.4%
Conversion, latest week
14.5%
Market size, estimated
£171Ka year
Peak month
December3.0× the quietest month
Top search term
smarties144K searches a year

02 · Price

A sale here is worth £6.79.

Listings sell for £6.79 on average, from £1.49 to £16.72. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 3,000 to 4,000 of them. At £6.79 that is £20K to £27K a year per listing.

Average price
£6.79under the $15 to $100 sweet spot
Price range
£1.49–£16.72
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
3,000–4,000
Revenue per listing a year
£20K–£27K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

0% of listings pay for placement with sponsored ads. 83% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #522 within Chocolate Candy. It carries 444 reviews at 4.57 stars, so a new listing needs social proof before a better product.

Sponsored listings
0%
Prime listings
83%
Out of stock, average day
0.0%
Average rank
#522in Chocolate Candy
Average rating
4.57 starsAmazon United Kingdom average 4.36 stars
Average reviews
444per listing
Listings tracked
6

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 41 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
41 months

Products

Top Smarties products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 96% of clicks. A locked shelf that new listings rarely crack.

£0£26K£51K£77K£103K101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

2 falling

Sellers

60

Est. top-5 brand share

100%

Top 20: 100%

Est. top-5 click share

96%

Top 20: 100%

Open market

0%

  • Smarties96%
  • Reese's4%

Demand

Smarties search demand

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

10K6KSpike '24Holiday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

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

Search terms

Top Smarties search terms shoppers use

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

  • smarties144K/yr
  • smarties tube17K/yr
  • chocolate tubes6K/yr

Reviews and returns

What reviews say buyers love and hate about Smarties

We read the reviews and the return reasons for every product selling here.

46%of positive reviews mention “Value For Money”
32%of negative reviews mention “Taste-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“They taste wrong”
A buyer, on “Taste-Overall”32% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

13 topics

NegativePositive

FAQ

Common Smarties questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data