How competitive is the Sultanas niche on Amazon United Kingdom?

15 brands and 44 sellers compete in Sultanas on Amazon United Kingdom. The top 5 Sultanas products take 59% of clicks and its top 5 brands hold 83% of demand.

What do buyers complain about in Sultanas?

Sultanas buyers on Amazon United Kingdom complain most about Taste-Overall, Ingredients-Overall, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Sultanas niche?

Sultanas sells for £5.86 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.82–£13.25. The average incumbent carries 221 reviews — the moat a new listing must climb.

Sultanas

prices mostly outside the sweet spot ($0.82–$13.25) — Sultanas doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Sultanas profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Sultanas is a £79K/yr Amazon United Kingdom market (62K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Nov. Verdict: Skip it — 45/100.

Sultanas: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -9.3% over the last 90 days and 21.6% of searches end in a purchase.

£79K

revenue / yr

Units sold / yr15K

Search volume / yr-9.3%62K

Conversion rate21.6%

Avg price£5.86

Who owns the niche?

The top 5 brands hold 83% of demand, so 17% of the market is open.

17%

open market share

Brands · sellers15 · 44

Top-5 product click share59%

Open market17%

Avg brand age61 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 25 products

Top Sultanas 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

Morrisons Sultanas 500g

Price: £2.26
Rating: 4.6/5
Reviews: 814
Age: 6y ago

Morrisons Sultanas 1kg

Price: £4.05
Rating: 4.8/5
Reviews: 108
Age: 10y ago

by Amazon Raisins 500g

Price: £2.90
Rating: 4.6/5
Reviews: 832
Age: 1y ago

Morrisons Sultanas 200g

Price: £1.12
Rating: 4.6/5
Reviews: 18
Age: 12mo ago

Booths Sultanas 500g

Price: £1.89
Rating: 4.4/5
Reviews: 233
Age: 9y ago

Newest

by launch date

Morrisons Sultanas 200g

Price: £1.12
Rating: 4.6/5
Reviews: 18
Age: 12mo ago

by Amazon Raisins 500g

Price: £2.90
Rating: 4.6/5
Reviews: 832
Age: 1y ago

Golden Raisins 1KG - South African Golden Sultanas - Yellow Raisins 1KG - Premium Dried Fruit - Blue Forest Foods

Price: £9.24
Rating: 4.8/5
Reviews: 82
Age: 1y ago

Golden Raisins 1kg Naturally Sweet Dried Fruit Gluten-Free Rich in Fibre and Iron Ideal for Snacking and Baking Sultanas

Price: £9.09
Rating: 3.7/5
Reviews: 24
Age: 1y ago

Anthap Turkish Brown Sultana Raisins Without Seed Sun Dried Naturally Sweet Rich in Fiber No Added Sugar or Preservatives Perfect for Snacking & Baking Rich in Nutrients 1kg

Price: £9.03
Rating: 4.6/5
Reviews: 9
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 59% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

15 rising

Sellers

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%)

Sultanas demand & seasonality

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

Volume62KCVR21.6%Products25Brands15Top 5 Brands83%OOS Rate4.8%Rating4.5★Reviews221Avg BSR#921

Peak months: Nov · busiest ÷ quietest = 1.6×

Top Sultanas search terms shoppers use

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

sultanas49K/yr -7.8%19.0% conv.
sultanas 1kg8K/yr -15.8%10.7% conv.
sultana2K/yr +2.2%13.2% conv.
sultanas 500g3K/yr -26.7%12.3% conv.

What reviews say buyers love and hate about Sultanas

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

What buyers love

85% of reviews

Taste-Overall26%

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

Quality-Overall22%

“good quality raisins”

Value For Money12%

“Good value”

Nutritional Content5%

“Tasty and not expensive source of fibre and carbs”

Sweetness5%

“One of the things I appreciated most was their natural sweetness”

What buyers complain about

73% of reviews

Taste-Overall11%

“Just sugary, no taste”

Ingredients-Overall11%

“As I needed raisins it was an issue”

Size-Overall11%

“they are large”

Moist/Dry9%

“I know raisins are dried”

Value For Money8%

“Taste good, price is a bit too high for this”

Common Sultanas questions

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

Flapen scores Sultanas 45/100 on Amazon United Kingdom — Skip it. The niche generates £79K/yr across 25 tracked products. 1 of 1 products launched in the last 360 days are still selling. Search demand moved -9.3% over the last 90 days.