---
title: "Smarties — £171K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/smarties"
last_updated: "2026-07-31T12:34:12.091Z"
locale: en
meta:
description: "Niche score 37/100 · £171K/yr market · 173K searches/yr · £6.79 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 37/100 · £171K/yr market · 173K searches/yr · £6.79 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Smarties — £171K/yr Amazon UK Niche (2026) - Flapen"
---
# **smarties**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 35Growth 19Conversion 97Competition 4Returns 100Price range 11Avg price 19Brand share 0Review moat 78Quality gap 30
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****14.5%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****443.83**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£171K**
£171K/yr · 173K searches
**Quality gap**
**Okay****4.6★**
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**
**Bad****96%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**60**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**96%**
Top 20: 100%
**Open market**
**0%**
- Smarties96% - Reese's4%
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -12.4% search growth over the last 90 days.
10K6KSpike '24Holiday '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov, Dec · busiest ÷ quietest = 3.0×
[**Open Trend **](https://flapen.com/research/uk/grocery/smarties/trend)
## **Top smarties search terms**
- **smarties**144K/yr-5.8%13.4% conv. - **smarties tube**17K/yr-62.0%10.3% conv. - **chocolate tubes**6K/yr-27.5%0.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/smarties/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.
0%15%£26K30%£51K45%£77K60%£103K101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Smarties Milk Chocolate Tubes Multipack - Smooth Milk Chocolate Covered in Colourful Crisp Sugar Shells - 4 x 38g Resealable Tubes**Smarties**£1.49**4.7★472 rev](https://www.amazon.co.uk/dp/B007U5XSR0) [2**Smarties Hexatube 4x38g 152g**Smarties**£1.99**4.7★88 rev](https://www.amazon.co.uk/dp/B09HQYMFMB) [3**Smarties Milk Chocolate Sharing Bag 8 x 105 g**Smarties**£9.48**4.6★426 rev](https://www.amazon.co.uk/dp/B09S72P59J) [4**Smarties Milk Chocolate Sharing Pouch 118g**Smarties**£1.79**4.6★426 rev](https://www.amazon.co.uk/dp/B07BB3TCHN) [5**Smarties Milk Chocolate Tubes Multipack Colourful Chocolate Sweets 24 x 38g**Smarties**£16.72**4.4★340 rev](https://www.amazon.co.uk/dp/B00B03W158)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Smarties Milk Chocolate Sharing Bag 8 x 105 g**Smarties**£9.48**426 rev4y ago](https://www.amazon.co.uk/dp/B09S72P59J) [**Smarties Hexatube 4x38g 152g**Smarties**£1.99**88 rev4y ago](https://www.amazon.co.uk/dp/B09HQYMFMB) [**Smarties Milk Chocolate Sharing Pouch 118g**Smarties**£1.79**426 rev8y ago](https://www.amazon.co.uk/dp/B07BB3TCHN) [**Smarties Milk Chocolate Tubes Multipack Colourful Chocolate Sweets 24 x 38g**Smarties**£16.72**340 rev12y ago](https://www.amazon.co.uk/dp/B00B03W158) [**Smarties Milk Chocolate Tubes Multipack - Smooth Milk Chocolate Covered in Colourful Crisp Sugar Shells - 4 x 38g Resealable Tubes**Smarties**£1.49**472 rev14y ago](https://www.amazon.co.uk/dp/B007U5XSR0)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Chocolate Beans 1 Kilo Bag**Reese's**£9.29**4.4★**▲ 35%**](https://www.amazon.co.uk/dp/B004706SZA) [**Smarties Hexatube 4x38g 152g**Smarties**£1.99**4.7★**▲ 16%**](https://www.amazon.co.uk/dp/B09HQYMFMB) [**Smarties Milk Chocolate Tubes Multipack - Smooth Milk Chocolate Covered in Colourful Crisp Sugar Shells - 4 x 38g Resealable Tubes**Smarties**£1.49**4.7★**— 5%**](https://www.amazon.co.uk/dp/B007U5XSR0) [**Smarties Milk Chocolate Sharing Pouch 118g**Smarties**£1.79**4.6★**— 1%**](https://www.amazon.co.uk/dp/B07BB3TCHN) [**Smarties Milk Chocolate Sharing Bag 8 x 105 g**Smarties**£9.48**4.6★**▼ 16%**](https://www.amazon.co.uk/dp/B09S72P59J)
**~~View all trending →~~**
## **What buyers say about smarties**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**46%
*“Good Value”*
**Taste-Overall**13%
*“Delicious”*
**Advertised Vs Actual Product**13%
*“As expected”*
**Sweetness**10%
*“Classic sweets with the classic taste”*
**Crispiness**4%
*“Smarties... Great taste, great crunch”*
**Quality-Overall**4%
*“Great product”*
**Gifting Purpose**2%
*“A gift and has gone down well”*
### **What buyers complain about **
**Taste-Overall**32%
*“They taste wrong”*
**Advertised Vs Actual Product**15%
*“Dont trust the description”*
**Color Fading/Discoloration**10%
*“Stale and discoloured”*
**Ethical Trade/Fair Trade**10%
*“This is a scam”*
**Allergies**5%
*“Allergic reaction”*
**Color**5%
*“Seems I am allergic to the colourings”*
**Quality-Overall**3%
*“Not the best”*
**Size-Overall**3%
*“Larger than smarties”*
**Hard Feel**3%
*“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.
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