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Vanilla Extract

Fail

Demand is soft, at -16.7% this quarter, so Vanilla Extract is a Fail.

Flapen Score
49
49 / 100
Top 36% of 2,976 Grocery niches · +3 vs the category median of 46
Market size
£541K/yr566K searches / yr
90-day growth
-16.7%search demand this quarter
Competition
70%top-5 click share · 10 brands · 90 sellers

Flapen Score

Vanilla Extract against its category

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

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Vanilla Extract market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Vanilla Extract 566K times last year and spent an estimated £541K. The top 5 brands take 87% of clicks. Flapen scores it 49 out of 100, a Fail.

01 · Demand

12.2% of searches ended in a purchase last week.

Shoppers searched for this 566K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.2% of those searches ended in a purchase. Searches in the last 90 days moved -16.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £541K a year.

Searches, last 12 months
566K
Growth, 90 days vs prior 90
-16.7%
Conversion, latest week
12.2%
Market size, estimated
£541Ka year
Peak month
December1.5× the quietest month
Top search term
vanilla extract292K searches a year

02 · Price

A sale here is worth £7.82.

Listings sell for £7.82 on average, from £1.23 to £29.65. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 2,000 to 2,500 of them. At £7.82 that is £16K to £20K a year per listing.

Average price
£7.82under the $15 to $100 sweet spot
Price range
£1.23–£29.65
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
2,000–2,500
Revenue per listing a year
£16K–£20K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

56% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 4.0% of listings are out of stock. The average listing ranks #150 within Baking Supplies. It carries 1,037 reviews at 4.47 stars, so a new listing needs social proof before a better product.

Sponsored listings
56%
Prime listings
94%
Out of stock, average day
4.0%
Average rank
#150in Baking Supplies
Average rating
4.47 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,037per listing
Listings tracked
18

04 · Newcomers

Amazon counts 1 of last year's 2 launches as successful.

2 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 58 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
1Amazon's first-year sales bar
Average brand age
58 months

Products

Top Vanilla Extract 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 70% of clicks. Leaders hold, but buyers still shop past them.

£0£54K£108K£162K£216K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

90

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

8%

  • Taylor & Colledge34%
  • Dr. Oetker23%
  • Preema14%
  • Native Vanilla9%
  • Nielsen-Massey7%
  • KRISP5%
  • Open — no brand owns it (4 brands, 8%)

Demand

Vanilla Extract search demand

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

13K8KSpike '24Prime Day '25Spike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Vanilla Extract search terms shoppers use

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

  • vanilla extract292K/yr
  • vanilla142K/yr
  • vanilla essence43K/yr
  • pure vanilla extract13K/yr
  • vanilla extract pure7K/yr
  • vanilla essence baking11K/yr
  • vanill11K/yr
  • organic vanilla extract9K/yr
  • vanilla extract baking12K/yr
  • vanilla bean extract4K/yr

Reviews and returns

What reviews say buyers love and hate about Vanilla Extract

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

Complain

Taste-Overall14%−0.06

then it tastes like alcohol

Awful taste

It tastes like really strong alcohol

Value For Money12%+0.71

Expensive

A bit expensive

Waste of money

Dilute/Watery8%−0.13

thin watery by comparison to my usual brand

also watered down a bit

Watery

Flavor8%+0.92

Awful just caramel flavoured water

Flavour poor

No vanilla flavour at all

Smell7%−0.04

It does not give any taste or smell at all

smells like vanilla

Can't smell the essence

Love

Taste-Overall17%−0.06

natural vanilla taste

Great taste, natural as it gets

Excellent taste

Flavor15%+0.92

Good vanilla flavour

authentic vanilla taste

Great flavour

Quality-Overall13%+0.61

the quality is clear

Excellent product

Good quality vanilla easy close pack

Value For Money12%+0.71

Good value

Great value

Good value for money

Baking10%+1.22

Perfect for baking

Great for cake baking

Great baking ability

FAQ

Common Vanilla Extract questions

Answered from the same tracked data.