thorntons toffee
Worth a lookShows low returns (0.1%), but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Quality gap
Great4.0★avg incumbent rating — lower means beatable quality
Review moat
Great152.37avg incumbent reviews — the moat a new listing must climb
Conversion
Good5.5%search→purchase rate — share of searches ending in a sale
Avg price
Good£12.83avg listing price — sweet spot $15–$100
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Price range
Okay£2.18–£23.39cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£112K£112K/yr · 160K searches
Growth
Bad-8.2%90-day search growth — must beat 0% to launch
Brand share
Bad94%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, thorntons toffee is a £112K/yr Amazon United Kingdom market (160K searches/yr). The top 5 brands hold 94% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
thorntons toffee market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- £77K–£103K
- units × avg price
- Conversion rate
- 5.5%
- Avg BSR
- #3
- Page quality
- 0%
- Prime
- 42%
- Sponsored
- 11%
- Out of stock
- 15.6%
- Avg brand age
- 39 months
- Avg seller age
- 157 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
41
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
58%
Top 20: 100%
Open market
3%
- Thorntons69%
- TNZ8%
- SHANZA DEPARTMENTAL'S8%
- Generic6%
- Walkers Nonsuch3%
- Experts Supplies3%
- Open — no brand owns it (1 brand, 3%)
Demand & seasonality
Weekly Amazon search volume, last 87 weeks — -8.2% search growth over the last 90 days.Peak months: Nov, Dec · busiest ÷ quietest = 8.4×
Top thorntons toffee search terms
- thorntons toffee115K/yr
- thorntons special toffee13K/yr
- thorntons toffee original11K/yr
- thorntons chocolate covered toffee9K/yr
- thornton toffee7K/yr
- thorntons toffee box4K/yr
Top thorntons toffee 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.
All 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Thorntons Original Special Toffee Box 500g Pack of 2
Thorntons£23.395.0★4 rev
Thorntons Original Special Toffee 160g
Thorntons£9.494.3★332 rev
Thorntons Special Toffee (Chocolate Smothered 500g Box)
Thorntons£19.313.9★81 rev
Thorntons Original Special Toffee Bag 200g
Thorntons£8.833.8★16 rev
Thorntons Toffee Bag 85g
Thorntons£2.184.1★12 rev
Newest
by launch date
Thorntons Original Special Toffee 200g Pack of 4
Thorntons£23.190 rev
Thorntons Original Special Toffee Box 500g Pack of 2
Thorntons£23.394 rev
Thorntons Chocolate Coated Special Toffee Box 500g Pack of 2
Thorntons£23.132 rev
Thorntonns Original Chewy Toffee 4 x 85g | Rich Buttery Chewy Candy Bags | Classic Sweet Special Toffee Multipack
SHANZA DEPARTMENTAL'S£7.491 rev
Thornton Special Toffee & Vanilla Fudge 85g x3 Bags Soft Chewy Creamy British Toffee Sweets & Vanilla Fudge Candy Treats
Generic£13.040 rev
Trending
90-day click momentumThorntons Original Special Toffee 200g Pack of 4
Thorntons£23.190.0★
Thorntonns Original Chewy Toffee 4 x 85g | Rich Buttery Chewy Candy Bags | Classic Sweet Special Toffee Multipack
SHANZA DEPARTMENTAL'S£7.491.0★
Thorntons Chocolate Coated Special Toffee Box 500g Pack of 2
Thorntons£23.133.5★
Thornton Special Toffee & Vanilla Fudge 85g x3 Bags Soft Chewy Creamy British Toffee Sweets & Vanilla Fudge Candy Treats
Generic£13.040.0★
Thorntons Original Special Toffee Box 500g Pack of 2
Thorntons£23.395.0★
What buyers say about thorntons toffee
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious toffee”
“Very good for price”
“Good quality”
“Gift well received”
“Creamy Toffees”
“Good toffees creamy to”
“Creamy buttery flavour”
“are a delight to eat”
“very nice go easy”
“Would continue to order as perfect size bags”
What buyers complain about
“Takes me back to when I was a kid in the late 1940 same creamy taste when I get low i order another two trays nothing can touch them”
“too soft normally hard and chewy”
“Cheap”
“Poor value for money £21.99p”
“said it didn't last long”
“not like the Thorntons toffee I remember which required a good set of molars to chew”
“However there were 2 or 3 cubes in each package where the toffee was similar to fudge and very sugary”
“they took ages to melt”
“Old toffees”
“Not as expected”
Top return reasons
Common questions
- Is thorntons toffee profitable to sell on Amazon United Kingdom?
- The niche generates £112K/yr across 19 tracked products. 2 of 10 products launched in the last 360 days are still selling. 90-day search growth is -8.2%. Flapen's verdict: Worth a look (50/100).
- How competitive is the thorntons toffee niche?
- 7 brands and 41 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in thorntons toffee?
- Top complaints mined from reviews: Taste-Overall, Hard Feel, Quality-Overall. The return rate is 0.1%.
- When does demand for thorntons toffee peak?
- Demand peaks in Nov–Dec; the busiest month runs 8.4× the quietest.
- What does it cost to enter the thorntons toffee niche?
- Listings span £2.18–£23.39; the average listing price is £12.83 (sweet spot $15–$100). The average incumbent carries 152 reviews — the moat a new listing must climb.