Is waffle mix profitable to sell on Amazon United Kingdom?

The niche generates £93K/yr across 13 tracked products. 90-day search growth is -11.1%. Flapen's verdict: Skip it (46/100).

How competitive is the waffle mix niche?

11 brands and 28 sellers compete. The top 5 products take 75% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in waffle mix?

Top complaints mined from reviews: Taste-Overall, Blend/Ratio, Durability. The return rate is 0.0%.

When does demand for waffle mix peak?

Demand peaks in Dec; the busiest month runs 2.9× the quietest.

What does it cost to enter the waffle mix niche?

Listings span £1.26–£27.79; the average listing price is £10.67 (sweet spot $15–$100). The average incumbent carries 732 reviews — the moat a new listing must climb.

waffle mix

Skip it

Soft demand (-11.1% this quarter) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Great9.9%

search→purchase rate — share of searches ending in a sale

Review moat

Good731.85

avg incumbent reviews — the moat a new listing must climb

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Okay£1.26–£27.79

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Okay81%

top-5 brand share — brands hold most of the demand

Avg price

Okay£10.67

avg listing price — sweet spot $15–$100

Market size

Bad£93K

£93K/yr · 88K searches

Competition

Bad75%

top-5 click share — a locked-up shelf

Growth

Bad-11.1%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, waffle mix is a £93K/yr Amazon United Kingdom market (88K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Dec. Verdict: Skip it — 46/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

waffle mix market data

Units sold / yr: 8K–10K; avg 500–750/product
Revenue / yr: £85K–£107K; units × avg price
Conversion rate: 9.9%
Avg BSR: #29
Page quality: 0%
Prime: 92%
Sponsored: 54%
Out of stock: 2.8%
Avg brand age: 65 months
Avg seller age: 177 days

Competition & brand share

The top 5 products capture 75% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 falling

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

75%

Top 20: 100%

Open market

15%

Global Gourmet Est. 201331%
JM Posner25%
Sephra11%
Quick Crepes7%
Sweet Things7%
TIRAS4%
Open — no brand owns it (5 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -11.1% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.9×

Open Trend

Top waffle mix search terms

waffle mix78K/yr -8.8%6.4% conv.
waffle mix for waffle maker6K/yr -31.7%11.1% conv.
belgian waffle mix4K/yr -21.8%10.7% conv.

All search terms

Top waffle mix 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.

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

All 13 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Global Gourmet Luxury Belgian Style Waffle & Pancake Mix 1KG For Belgian & Liege Waffles Quick & Delicious Value Size

Global Gourmet Est. 2013£8.944.4★1,698 rev

JM Posner Belgian Style Waffle Mix for Waffle Makers Simple Preparation with Water Oil Makes Approximately 11 Waffles Vegetarian Belgian Cuisine 1 kg Pack

JM Posner£9.514.6★3,563 rev

Sephra Luxury Waffle and Pancake Mix 3kg Bag Add Water Only Mixture

Sephra£19.124.2★513 rev

Aunt Bessiess American Style Pancake & Waffle Mix 2 Pack Bundle

Sweet Things£6.944.3★144 rev

Award-Winning Luxury Waffle & Pancake Mix - bulk 3.5kg bag. Just add Water to Make Malty Belgian Style Waffles or Fluffy American Buttermilk Pancakes

Quick Crepes£27.794.4★388 rev

Newest

by launch date

Harry Harvey Waffle Mix 1kg | Luxury Belgian-Style & Crispy Edges Fluffy Interior | Dessert Shop Taste in Every Waffle | Just Add Water & Oil - Big Value Bag

HARRY HARVEY£10.9115 rev

1y ago

Sephra Luxury Waffle and Pancake Mix 375g Bag Add Water Only Mixture

Sephra£8.33513 rev

3y ago

Award-Winning Luxury Waffle & Pancake Mix - 1kg Resealable Bag - just add Water to make crispy Belgian-style Waffles and fluffy American Buttermilk Pancakes

Quick Crepes£13.84388 rev

4y ago

Award-Winning Luxury Waffle & Pancake Mix - bulk 3.5kg bag. Just add Water to Make Malty Belgian Style Waffles or Fluffy American Buttermilk Pancakes

Quick Crepes£27.79388 rev

4y ago

FunCakes Mix for Waffles Easily Bake Robust Sweet Belgian Waffles Sweet & Crispy Add Sugar Crystals! 1 kg

FunCakes£7.99128 rev

5y ago

What buyers say about waffle mix

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall32%

“Great taste”

Blend/Ratio19%

“Very nice mix”

Value For Money8%

“save a heap of money”

Smell6%

“The vanilla scent fills the house”

Baking6%

“Pancakes were great”

Ease Of Use5%

“so easy to use”

Flavor4%

“Loved the flavour and texture”

Nutritional Content3%

“Great gluten free pancake mix”

Instructions/User Manual/Troubleshooting3%

“Good instructions on packet for different ways to make the mixture”

Correct Contents2%

“Good amount of servings”

What buyers complain about

Taste-Overall29%

“that is down to personal tastes”

Blend/Ratio13%

“Imho needs a little sugar adding to the mix”

Durability8%

“fall apart”

Flavor8%

“these are pretty dense, overly sweet and not particularly flavourful”

Sweetness8%

“overly sweet”

Value For Money6%

“rather expensive for what you get”

Artificial Sweeteners4%