wafers
Skip itPricing outside the sweet spot ($5.03 avg) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great9.1%search→purchase rate — share of searches ending in a sale
Competition
Great37%top-5 click share — an open shelf
Review moat
Good550.68avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-0.6%90-day search growth — must beat 0% to launch
Brand share
Bad90%top-5 brand share — brand-locked demand
Market size
Bad£92K£92K/yr · 201K searches
Price range
Bad£0.93–£18.87cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£5.03avg listing price — sweet spot $15–$100
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.
Data updated Jul 23, 2026 · scored weekly · How we score niches
wafers market data
- Units sold / yr
- 25K–30K
- avg 500–750/product
- Revenue / yr
- £126K–£151K
- units × avg price
- Conversion rate
- 9.1%
- Avg BSR
- #178
- Page quality
- 0%
- Prime
- 89%
- Sponsored
- 5%
- Out of stock
- 0.3%
- Avg brand age
- 54 months
- Avg seller age
- 173 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
16 rising
Sellers
103
Top-5 brand share
90%
Top 20: 100%
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 & seasonality
Weekly Amazon search volume, last 104 weeks — -0.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top wafers search terms
- 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
Top wafers 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)
Cadbury£1.874.6★835 rev
Loacker Napolitaner Crispy Wafers Italian Hazelnut Cream Wafers Hazelnut Flavour Original Wafer Biscuits 90 g
Loacker£0.994.5★4,015 rev
Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)
Cadbury£1.144.6★35 rev
McVities Tasties Pink Wafer Biscuits 100 g (Pack of 1)
McVitie's£0.994.6★2,227 rev
Cadbury Timeout Orange Chocolate Wafer Bars 6 x 18 g (Pack of 1)
Cadbury£1.034.6★835 rev
Newest
by launch date
Cadbury Timeout Orange Multipack 5 Bars x 18 g 90 g Total (Pack of 1)
Cadbury£1.161 rev
Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)
Cadbury£1.1435 rev
McVities Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)
McVitie's£1.475 rev
Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)
Cadbury£1.87835 rev
Cadbury Timeout Milk Chocolate Covered Wafer Bars 12 x 18g (216g)
Cadbury£2.5214 rev
Trending
90-day click momentumMcVities Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)
McVitie's£1.473.4★
Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)
Cadbury£1.144.6★
Cadbury Timeout Orange Multipack 5 Bars x 18 g 90 g Total (Pack of 1)
Cadbury£1.165.0★
Loacker Dark Chocolate Quadratini Wafer Biscuits 125 g
Loacker£1.924.3★
Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)
Cadbury£1.874.6★
What buyers say about wafers
What buyers praise and complain about, mined from review topics.What buyers love
“Enjoyable treat”
“Worth it”
“Great quality chocolate”
“Nice flavours”
“Excellent crispy and sweet snack”
“good size”
“Yummy chocolate biscuit circles”
“As expected”
“Good and yeasty”
“easy to keep in the bag when we go out”
What buyers complain about
“Tasted different from the other sizes”
“hate how they nearly double in price when Easter”
“Arrived with every single one either broke or crushed”
“Ingredients show no palm oil”
“I bought these expecting the narrow bars with rippled chocolate in the centre and got a dry, tasteless wafer”
“These are my weakness”
“Small size,”
“Very nice dont last long”
“Also, I didn't really feel much of the hazelnut flavour coming through”
“cost cutting has obviously taken precedent over producing quality products sadly”
Common questions
- Is wafers profitable to sell on Amazon United Kingdom?
- The niche generates £92K/yr across 38 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -0.6%. Flapen's verdict: Skip it (49/100).
- How competitive is the wafers niche?
- 16 brands and 103 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in wafers?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Powdered/Crumbled. The return rate is 0.0%.
- When does demand for wafers peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the wafers niche?
- Listings span £0.93–£18.87; the average listing price is £5.03 (sweet spot $15–$100). The average incumbent carries 551 reviews — the moat a new listing must climb.