How competitive is the Thorntons Toffee niche on Amazon United Kingdom?

7 brands and 41 sellers compete in Thorntons Toffee on Amazon United Kingdom. The top 5 Thorntons Toffee products take 58% of clicks and its top 5 brands hold 94% of demand.

What do buyers complain about in Thorntons Toffee?

Thorntons Toffee buyers on Amazon United Kingdom complain most about Taste-Overall, Hard Feel, Quality-Overall, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Thorntons Toffee niche?

Thorntons Toffee sells for £12.83 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.18–£23.39. The average incumbent carries 152 reviews — the moat a new listing must climb.

Thorntons Toffee

Thorntons Toffee shows low returns (0.1%), but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.

Signals Out of Stock

Flapen Score

Worth a look

This niche Category average

Is Thorntons Toffee profitable on Amazon?

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.

Thorntons Toffee: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -8.2% over the last 90 days and 5.5% of searches end in a purchase.

£112K

revenue / yr

Units sold / yr8K

Search volume / yr-8.2%160K

Conversion rate5.5%

Avg price£12.83

Who owns the niche?

The top 5 brands hold 94% of demand, so 6% of the market is open.

open market share

Brands · sellers7 · 41

Top-5 product click share58%

Open market6%

Avg brand age39 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.0★ — the gap to enter on.

0/100

page quality · 19 products

Top Thorntons Toffee 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

Thorntons Original Special Toffee Box 500g Pack of 2

Price: £23.39
Rating: 5.0/5
Reviews: 4
Age: 2mo ago

Thorntons Original Special Toffee 160g

Price: £9.49
Rating: 4.3/5
Reviews: 332
Age: 12y ago

Thorntons Special Toffee (Chocolate Smothered 500g Box)

Price: £19.31
Rating: 3.9/5
Reviews: 81
Age: 9y ago

Thorntons Original Special Toffee Bag 200g

Price: £8.83
Rating: 3.8/5
Reviews: 16
Age: 1y ago

Thorntons Toffee Bag 85g

Price: £2.18
Rating: 4.1/5
Reviews: 12
Age: 8mo ago

Newest

by launch date

Thorntons Original Special Toffee 200g Pack of 4

Price: £23.19
Rating: 0.0/5
Reviews: 0
Age: 1mo ago

Thorntons Original Special Toffee Box 500g Pack of 2

Price: £23.39
Rating: 5.0/5
Reviews: 4
Age: 2mo ago

Thorntons Chocolate Coated Special Toffee Box 500g Pack of 2

Price: £23.13
Rating: 3.5/5
Reviews: 2
Age: 2mo ago

Thorntonns Original Chewy Toffee 4 x 85g | Rich Buttery Chewy Candy Bags | Classic Sweet Special Toffee Multipack

Price: £7.49
Rating: 1.0/5
Reviews: 1
Age: 2mo ago

Thornton Special Toffee & Vanilla Fudge 85g x3 Bags Soft Chewy Creamy British Toffee Sweets & Vanilla Fudge Candy Treats

Price: £13.04
Rating: 0.0/5
Reviews: 0
Age: 4mo ago

Competition: brands, sellers & click share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)4 products missing review or click data not plotted

Brands

7 falling

Sellers

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

58%

Top 20: 100%

Open market

Thorntons69%
TNZ8%
SHANZA DEPARTMENTAL'S8%
Generic6%
Walkers Nonsuch3%
Experts Supplies3%
Open — no brand owns it (1 brand, 3%)

Thorntons Toffee demand & seasonality

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

Volume160KCVR5.5%Products19Brands7Top 5 Brands94%OOS Rate15.6%Rating4.0★Reviews152Avg BSR#3

Peak months: Nov, Dec · busiest ÷ quietest = 8.4×

Top Thorntons Toffee search terms shoppers use

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

thorntons toffee115K/yr -7.8%3.3% conv.
thorntons special toffee13K/yr +16.0%3.7% conv.
thorntons toffee original11K/yr -20.2%4.3% conv.
thorntons chocolate covered toffee9K/yr -15.0%2.5% conv.
thornton toffee7K/yr -17.8%5.1% conv.
thorntons toffee box4K/yr -44.0%3.3% conv.

What reviews say buyers love and hate about Thorntons Toffee

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

What buyers love

93% of reviews

Taste-Overall53%

“Delicious toffee”

Value For Money11%

“Very good for price”

Quality-Overall8%

“Good quality”

Gifting Purpose6%

“Gift well received”

Texture/Consistency-Overall4%

“Creamy Toffees”

What buyers complain about

91% of reviews

Taste-Overall26%

“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”

Hard Feel15%

“too soft normally hard and chewy”

Quality-Overall12%

“Cheap”

Value For Money12%

“Poor value for money £21.99p”

Durability6%

“said it didn't last long”

Thorntons Toffee return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

100%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Advertised Vs Actual Product

100%

Common Thorntons Toffee questions

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

Flapen scores Thorntons Toffee 50/100 on Amazon United Kingdom — Worth a look. The niche generates £112K/yr across 19 tracked products. 2 of 10 products launched in the last 360 days are still selling. Search demand moved -8.2% over the last 90 days.