---
title: "Wafers — £92K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/wafers"
last_updated: "2026-07-31T14:09:33.467Z"
locale: en
meta:
description: "Niche score 49/100 · £92K/yr market · 201K searches/yr · £5.03 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £92K/yr market · 201K searches/yr · £5.03 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Wafers — £92K/yr Amazon UK Niche (2026) - Flapen"
---
# **wafers**
**Skip it**
Pricing outside the sweet spot ($5.03 avg) — this niche doesn't clear our bar today.
Market size 23Growth 25Conversion 84Competition 78Returns 100Price range 22Avg price 14Brand share 25Review moat 74Quality gap 43
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.1%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Review moat**
**Good****550.68**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-0.6%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****90%**
top-5 brand share — brand-locked demand
**Market size**
**Bad****£92K**
£92K/yr · 201K searches
**Price range**
**Bad****£0.93–£18.87**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Bad****£5.03**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KSpike '24Spike '25Holiday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/grocery/wafers/trend)
## **Top wafers search terms**
- **wafers**43K/yr+8.5%7.2% conv. - **wafer**25K/yr+2.8%7.1% conv. - **wafer biscuits**23K/yr-6.5%5.9% conv. - **loacker wafers**17K/yr-5.2%6.8% conv. - **loacker**22K/yr-12.9%5.6% conv. - **time out**15K/yr-9.7%17.5% conv. - **chocolate wafers**15K/yr-5.9%3.6% conv. - **time out chocolate bars**12K/yr-0.9%8.9% conv. - **timeout**8K/yr+24.4%23.3% conv. - **timeout chocolate bar**6K/yr+15.6%9.6% conv. [**All search terms **](https://flapen.com/research/uk/grocery/wafers/search-terms)
## **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.
0%3%£3K6%£6K9%£8K12%£11K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)**Cadbury**£1.87**4.6★835 rev](https://www.amazon.co.uk/dp/B0DPJ7BLRP) [2**Loacker Napolitaner Crispy Wafers Italian Hazelnut Cream Wafers Hazelnut Flavour Original Wafer Biscuits 90 g**Loacker**£0.99**4.5★4,015 rev](https://www.amazon.co.uk/dp/B00CNTWC5C) [3**Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)**Cadbury**£1.14**4.6★35 rev](https://www.amazon.co.uk/dp/B0GKPHD8PT) [4**McVities Tasties Pink Wafer Biscuits 100 g (Pack of 1)**McVitie's**£0.99**4.6★2,227 rev](https://www.amazon.co.uk/dp/B09VPW6M5V) [5**Cadbury Timeout Orange Chocolate Wafer Bars 6 x 18 g (Pack of 1)**Cadbury**£1.03**4.6★835 rev](https://www.amazon.co.uk/dp/B0D7WG2SDG)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Cadbury Timeout Orange Multipack 5 Bars x 18 g 90 g Total (Pack of 1)**Cadbury**£1.16**1 rev4mo ago](https://www.amazon.co.uk/dp/B0GRWK899S) [**Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)**Cadbury**£1.14**35 rev5mo ago](https://www.amazon.co.uk/dp/B0GKPHD8PT) [**McVities Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)**McVitie's**£1.47**5 rev6mo ago](https://www.amazon.co.uk/dp/B0GJ5RK4ZC) [**Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)**Cadbury**£1.87**835 rev1y ago](https://www.amazon.co.uk/dp/B0DPJ7BLRP) [**Cadbury Timeout Milk Chocolate Covered Wafer Bars 12 x 18g (216g)**Cadbury**£2.52**14 rev1y ago](https://www.amazon.co.uk/dp/B0DV9YFHRF)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**McVities Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)**McVitie's**£1.47**3.4★**▲ 314%**](https://www.amazon.co.uk/dp/B0GJ5RK4ZC) [**Cadbury Timeout Bars Multipack 5 Bars x 18 g 90 g Total (Pack of 1)**Cadbury**£1.14**4.6★**▲ 251%**](https://www.amazon.co.uk/dp/B0GKPHD8PT) [**Cadbury Timeout Orange Multipack 5 Bars x 18 g 90 g Total (Pack of 1)**Cadbury**£1.16**5.0★**▲ 165%**](https://www.amazon.co.uk/dp/B0GRWK899S) [**Loacker Dark Chocolate Quadratini Wafer Biscuits 125 g**Loacker**£1.92**4.3★**▲ 44%**](https://www.amazon.co.uk/dp/B003CJC3WO) [**Cadbury Timeout Milk Chocolate Wafer Bars 18 g (Pack of 12)**Cadbury**£1.87**4.6★**▲ 31%**](https://www.amazon.co.uk/dp/B0DPJ7BLRP)
**~~View all trending →~~**
## **What buyers say about wafers**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**47%
*“Enjoyable treat”*
**Value For Money**17%
*“Worth it”*
**Quality-Overall**6%
*“Great quality chocolate”*
**Flavor**4%
*“Nice flavours”*
**Crispiness**4%
*“Excellent crispy and sweet snack”*
**Size-Overall**3%
*“good size”*
**Baking**3%
*“Yummy chocolate biscuit circles”*
**Advertised Vs Actual Product**2%
*“As expected”*
**Sweetness**2%
*“Good and yeasty”*
**Ease Of Use**2%
*“easy to keep in the bag when we go out”*
### **What buyers complain about **
**Taste-Overall**25%
*“Tasted different from the other sizes”*
**Value For Money**9%
*“hate how they nearly double in price when Easter”*
**Powdered/Crumbled**8%
*“Arrived with every single one either broke or crushed”*
**Ingredients-Overall**5%
*“Ingredients show no palm oil”*
**Moist/Dry**5%
*“I bought these expecting the narrow bars with rippled chocolate in the centre and got a dry, tasteless wafer”*
**Strength**5%
*“These are my weakness”*
**Size-Overall**5%
*“Small size,”*
**Durability**5%
*“Very nice dont last long”*
**Flavor**3%
*“Also, I didn't really feel much of the hazelnut flavour coming through”*
**Quality-Overall**3%
*“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.
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