Wafers
FailProducts sell for $5.03 on average, outside the sweet spot, so Wafers is a Fail.
- Flapen Score
- 49 / 100Top 36% of 2,976 Grocery niches · +3 vs the category median of 4649
- 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.
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.
Top sellers
by estimated 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
Trending
estimated 90-day click momentum
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 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

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

Loacker Dark Chocolate Quadratini Wafer Biscuits 125 g
- Price
- £1.92
- Rating
- 4.3/5
- Reviews
- 190
- Age
- 13y ago

Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)
- Price
- £1.87
- Rating
- 4.6/5
- Reviews
- 835
- Age
- 1y 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
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.
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.
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.
“Tasted different from the other sizes”
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
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
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









