How competitive is the Wafers niche on Amazon United Kingdom?

16 brands and 103 sellers compete in Wafers on Amazon United Kingdom. The top 5 Wafers products take 37% of clicks and its top 5 brands hold 90% of demand.

What do buyers complain about in Wafers?

Wafers buyers on Amazon United Kingdom complain most about Taste-Overall, Value For Money, Powdered/Crumbled, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Wafers niche?

Wafers sells for £5.03 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.93–£18.87. The average incumbent carries 551 reviews — the moat a new listing must climb.

Wafers

pricing outside the sweet spot ($5.03 avg) — Wafers doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Wafers profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Wafers is a £92K/yr Amazon United Kingdom market (201K searches/yr). The top 5 brands hold 90% of demand. Verdict: Skip it — 49/100.

Wafers: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -0.6% over the last 90 days and 9.1% of searches end in a purchase.

£92K

revenue / yr

Units sold / yr30K

Search volume / yr-0.6%201K

Conversion rate9.1%

Avg price£5.03

Who owns the niche?

The top 5 brands hold 90% of demand, so 10% of the market is open.

10%

open market share

Brands · sellers16 · 103

Top-5 product click share37%

Open market10%

Avg brand age54 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 · 38 products

Top Wafers 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

Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)

Price: £1.87
Rating: 4.6/5
Reviews: 835
Age: 1y ago

Loacker Napolitaner Crispy Wafers Italian Hazelnut Cream Wafers Hazelnut Flavour Original Wafer Biscuits 90 g

Price: £0.99
Rating: 4.5/5
Reviews: 4,015
Age: 13y ago

Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)

Price: £1.14
Rating: 4.6/5
Reviews: 35
Age: 5mo ago

McVities Tasties Pink Wafer Biscuits 100 g (Pack of 1)

Price: £0.99
Rating: 4.6/5
Reviews: 2,227
Age: 4y ago

Cadbury Timeout Orange Chocolate Wafer Bars 6 x 18 g (Pack of 1)

Price: £1.03
Rating: 4.6/5
Reviews: 835
Age: 2y ago

Newest

by launch date

Cadbury Timeout Orange Multipack 5 Bars x 18 g 90 g Total (Pack of 1)

Price: £1.16
Rating: 5.0/5
Reviews: 1
Age: 4mo ago

Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)

Price: £1.14
Rating: 4.6/5
Reviews: 35
Age: 5mo ago

McVities Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)

Price: £1.47
Rating: 3.4/5
Reviews: 5
Age: 6mo ago

Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)

Price: £1.87
Rating: 4.6/5
Reviews: 835
Age: 1y ago

Cadbury Timeout Milk Chocolate Covered Wafer Bars 12 x 18g (216g)

Price: £2.52
Rating: 4.3/5
Reviews: 14
Age: 1y ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.

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

Brands

16 rising

Sellers

103

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

37%

Top 20: 84%

Open market

Loacker43%
Cadbury36%
McVitie's7%
Family's2%
Morrisons2%
Tunnock's2%
Open — no brand owns it (10 brands, 8%)

Wafers demand & seasonality

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

Volume201KCVR9.1%Products38Brands16Top 5 Brands90%OOS Rate0.3%Rating4.5★Reviews551Avg BSR#178

No pronounced peak months · busiest ÷ quietest = 1.5×

Top Wafers search terms shoppers use

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

wafers43K/yr +8.5%7.2% conv.
wafer25K/yr +2.8%7.1% conv.
wafer biscuits23K/yr -6.5%5.9% conv.
loacker wafers17K/yr -5.2%6.8% conv.
loacker22K/yr -12.9%5.6% conv.
time out15K/yr -9.7%17.5% conv.
chocolate wafers15K/yr -5.9%3.6% conv.
time out chocolate bars12K/yr -0.9%8.9% conv.
timeout8K/yr +24.4%23.3% conv.
timeout chocolate bar6K/yr +15.6%9.6% conv.

What reviews say buyers love and hate about Wafers

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

What buyers love

90% of reviews

Taste-Overall47%

“Enjoyable treat”

Value For Money17%

“Worth it”

Quality-Overall6%

“Great quality chocolate”

Flavor4%

“Nice flavours”

Crispiness4%

“Excellent crispy and sweet snack”

What buyers complain about

72% of reviews

Taste-Overall25%

“Tasted different from the other sizes”

Value For Money9%

“hate how they nearly double in price when Easter”

Powdered/Crumbled8%

“Arrived with every single one either broke or crushed”

Ingredients-Overall5%

“Ingredients show no palm oil”

Moist/Dry5%

“I bought these expecting the narrow bars with rippled chocolate in the centre and got a dry, tasteless wafer”

Common Wafers questions

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

Flapen scores Wafers 49/100 on Amazon United Kingdom — Skip it. The niche generates £92K/yr across 38 tracked products. 1 of 4 products launched in the last 360 days are still selling. Search demand moved -0.6% over the last 90 days.