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Sultanas

Fail

Prices span $0.82–$13.25, mostly outside the sweet spot, so Sultanas is a Fail.

Flapen Score
45
45 / 100
Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 46
Market size
£79K/yr62K searches / yr
90-day growth
-9.3%search demand this quarter
Competition
59%top-5 click share · 15 brands · 44 sellers

Flapen Score

Sultanas against its category

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

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Sultanas market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Sultanas 62K times last year and spent an estimated £79K. The top 5 brands take 83% of clicks. Demand peaks in Nov. Flapen scores it 45 out of 100, a Fail.

01 · Demand

21.6% of searches ended in a purchase last week.

Shoppers searched for this 62K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 21.6% of those searches ended in a purchase. Searches in the last 90 days moved -9.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £79K a year.

Searches, last 12 months
62K
Growth, 90 days vs prior 90
-9.3%
Conversion, latest week
21.6%
Market size, estimated
£79Ka year
Peak month
November1.6× the quietest month
Top search term
sultanas49K searches a year

02 · Price

A sale here is worth £5.86.

Listings sell for £5.86 on average, from £0.82 to £13.25. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 500 to 750 of them. At £5.86 that is £3K to £4K a year per listing.

Average price
£5.86under the $15 to $100 sweet spot
Price range
£0.82–£13.25
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
500–750
Revenue per listing a year
£3K–£4K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

52% of listings pay for placement with sponsored ads. 84% ship with Prime. On an average day, 4.8% of listings are out of stock. The average listing ranks #921 within Dried Fruits, Nuts & Vegetables. It carries 221 reviews at 4.54 stars, so a new listing needs social proof before a better product.

Sponsored listings
52%
Prime listings
84%
Out of stock, average day
4.8%
Average rank
#921in Dried Fruits, Nuts & Vegetables
Average rating
4.54 starsAmazon United Kingdom average 4.36 stars
Average reviews
221per listing
Listings tracked
25

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 61 months on average, so the names here are established.

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

Products

Top Sultanas 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 59% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£8K£12K£16K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 rising

Sellers

44

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

59%

Top 20: 95%

Open market

14%

  • Morrisons42%
  • by Amazon20%
  • Booths9%
  • Hides Fine Foods8%
  • Buy Whole Foods Online4%
  • Whitworths3%
  • Open — no brand owns it (9 brands, 14%)

Demand

Sultanas search demand

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

2K1KSpike '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Nov · busiest ÷ quietest = 1.6×

Search terms

Top Sultanas search terms shoppers use

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

  • sultanas49K/yr
  • sultanas 1kg8K/yr
  • sultana2K/yr
  • sultanas 500g3K/yr

Reviews and returns

What reviews say buyers love and hate about Sultanas

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

Complain

Taste-Overall11%+1.55

Just sugary, no taste

Taste horrible I can taste the bag they come in not nice at all taste of the plastic bag

Tastes a bit like plastic

Ingredients-Overall11%−0.08

As I needed raisins it was an issue

Unlisted ingredients

There was no mention of sunflower oil on the ingredients list

Size-Overall11%−0.02

they are large

Small

They're quite small too

Moist/Dry9%−0.04

I know raisins are dried

Quite dry and grainy

these were super dry

Value For Money8%+0.55

Taste good, price is a bit too high for this

pricey

The price is also a big higher of what you can get

Love

Taste-Overall26%+1.55

Fresh and juicy raisins that are a good size and taste lovely

Good taste

Very nice to snack on

Quality-Overall22%+1.57

good quality raisins

The whole range is good

Excellent quality

Value For Money12%+0.55

Good value

Good value for money

Worth the money

Nutritional Content5%−0.03

Tasty and not expensive source of fibre and carbs

A delicious healthy snack

Healthy, affordable treat

Sweetness5%−0.05

One of the things I appreciated most was their natural sweetness

They are naturally sweet

Sweet and tasty

FAQ

Common Sultanas questions

Answered from the same tracked data.