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Wafers

Fail

Products sell for $5.03 on average, outside the sweet spot, so Wafers is a Fail.

Flapen Score
49
49 / 100
Top 36% of 2,976 Grocery niches · +3 vs the category median of 46
Market size
£92K/yr201K searches / yr
90-day growth
-0.6%search demand this quarter
Competition
37%top-5 click share · 16 brands · 103 sellers

Flapen Score

Wafers against its category

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

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

Market

The Wafers market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Wafers 201K times last year and spent an estimated £92K. The top 5 brands take 90% of clicks. Flapen scores it 49 out of 100, a Fail.

01 · Demand

An estimated 9.1% of those searches ended in a purchase.

Shoppers searched for this 201K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 9.1% of those searches ended in a purchase. Searches in the last 90 days moved -0.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £92K a year.

Searches, last 12 months
201K
Growth, 90 days vs prior 90
-0.6%
Conversion, latest week
9.1%
Market size, estimated
£92Ka year
Peak month
December1.5× the quietest month
Top search term
wafers43K searches a year

02 · Price

A sale here is worth £5.03.

Listings sell for £5.03 on average, from £0.93 to £18.87. Amazon reports units sold in ranges. This niche sold 25K to 30K a year. The average listing sells 500 to 750 of them. At £5.03 that is £3K to £4K a year per listing.

Average price
£5.03under the $15 to $100 sweet spot
Price range
£0.93–£18.87
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
25K–30K
Units per listing a year
500–750
Revenue per listing a year
£3K–£4K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

5% of listings pay for placement with sponsored ads. 89% ship with Prime. On an average day, 0.3% of listings are out of stock. The average listing ranks #178 within Bakery. It carries 551 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
5%
Prime listings
89%
Out of stock, average day
0.3%
Average rank
#178in Bakery
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
551per listing
Listings tracked
38

04 · Newcomers

1 of last year's 4 launches cleared the first-year sales bar.

4 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 54 months on average, so the names here are settling in.

Launched, last 12 months
4
Successful launches
1Amazon's first-year sales bar
Average brand age
54 months

Products

Top Wafers products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 37% of clicks, no more. An open shelf where new products get seen.

£0£3K£6K£8K£11K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

16 rising

Sellers

103

Est. top-5 brand share

90%

Top 20: 100%

Est. top-5 click share

37%

Top 20: 84%

Open market

8%

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

Demand

Wafers search demand

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

6K4KSpike '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Wafers search terms shoppers use

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

  • wafers43K/yr
  • wafer25K/yr
  • wafer biscuits23K/yr
  • loacker wafers17K/yr
  • loacker22K/yr
  • time out15K/yr
  • chocolate wafers15K/yr
  • time out chocolate bars12K/yr
  • timeout8K/yr
  • timeout chocolate bar6K/yr

Reviews and returns

What reviews say buyers love and hate about Wafers

We read the reviews and the return reasons for every product selling here.

47%of positive reviews mention “Taste-Overall”
25%of negative reviews mention “Taste-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“Tasted different from the other sizes”
A buyer, on “Taste-Overall”25% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

15 topics

NegativePositive

FAQ

Common Wafers questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data