Is waffles profitable to sell on Amazon United Kingdom?

The niche generates £162K/yr across 15 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -9.0%. Flapen's verdict: Skip it (42/100).

How competitive is the waffles niche?

8 brands and 44 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 94% of demand.

What do buyers complain about in waffles?

Top complaints mined from reviews: Value For Money, Crispiness. The return rate is 0.0%.

When does demand for waffles peak?

Demand is steady year-round — the busiest month runs 1.3× the quietest.

What does it cost to enter the waffles niche?

Listings span £1.62–£16.65; the average listing price is £3.08 (sweet spot $15–$100). The average incumbent carries 389 reviews — the moat a new listing must climb.

waffles

Skip it

Pricing outside the sweet spot ($3.08 avg) — this niche doesn't clear our bar today.

Conversion

Incredible25.6%

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

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Review moat

Great388.67

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£162K

£162K/yr · 205K searches

Competition

Bad73%

top-5 click share — a locked-up shelf

Growth

Bad-9.0%

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

Brand share

Bad94%

top-5 brand share — brand-locked demand

Price range

Bad£1.62–£16.65

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

Avg price

Bad£3.08

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, waffles is a £162K/yr Amazon United Kingdom market (205K searches/yr). The top 5 brands hold 94% of demand. Verdict: Skip it — 42/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

waffles market data

Units sold / yr: 60K–80K; avg 3,000–4,000/product
Revenue / yr: £185K–£246K; units × avg price
Conversion rate: 25.6%
Avg BSR: #10
Page quality: 0%
Prime: 93%
Sponsored: 7%
Out of stock: 0.0%
Avg brand age: 56 months
Avg seller age: 176 days

Competition & brand share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Brands

8 falling

Sellers

Top-5 brand share

94%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

McVitie's31%
Morrisons30%
BIRDS EYE24%
Waffle Amour6%
Gharana Swaad Ka Khazaana3%
GRIDDLE3%
Open — no brand owns it (2 brands, 4%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -9.0% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.3×

Open Trend

Top waffles search terms

waffles138K/yr -6.0%24.7% conv.
waffle36K/yr -19.2%9.0% conv.
potato waffles29K/yr -10.7%36.7% conv.
frozen waffles2K/yr -9.5%17.4% conv.

All search terms

Top waffles 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 15 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

McVities Toasting Waffles 8 x 28 g Waffles per Pack (Pack of 1)

McVitie's£1.624.4★644 rev

Morrisons Potato Waffles 680g (Frozen)

Morrisons£1.634.5★812 rev

Birds Eye 10 The Original Potato Waffles 567g (Frozen)

BIRDS EYE£2.294.6★2,672 rev

Morrisons Filled Waffles 272g

Morrisons£2.064.3★9 rev

Birds Eye Potato Waffles 1.02kg

BIRDS EYE£3.474.6★324 rev

Newest

by launch date

Morrisons Filled Waffles 272g

Morrisons£2.069 rev

4mo ago

Morrisons Classic Waffles 250g

Morrisons£2.052 rev

4mo ago

Iceland 12 Potato Waffles 680g

Iceland£1.6914 rev

1y ago

Morrisons Mini Hash Brown Waffles 454g

Morrisons£1.65382 rev

2y ago

Wafflemeister Belgian Sugar Pearls Waffles Packets - 28x90g (2.52kg) | Irresistible Gourmet Waffles | On-The-Go Indulgence | Satisfy Your Cravings Anytime | Irresistibly Delicious

Gharana Swaad Ka Khazaana£16.6579 rev

2y ago

What buyers say about waffles

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

What buyers love

Taste-Overall38%

“Nice taste”

Ease Of Use19%

“Easily”

Value For Money13%

“they are so much cheaper than what is charged in school”

Freshness8%

“Amazon fresh qualities is good”

Sweetness6%

“Best sugar waffles”

Quality-Overall6%

“Great product”

Nutritional Content4%

“Plus wholeheartedly or high protein”

Size-Overall2%

“nice size taste good”

Cooking Instructions2%

“Easy to prepare”

What buyers complain about

Value For Money50%

“Quite expensive”

Crispiness25%

“Defo cook longer than instructed in oven for max crispyness - like a hash brown should be”

Common questions

Is waffles profitable to sell on Amazon United Kingdom?: The niche generates £162K/yr across 15 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -9.0%. Flapen's verdict: Skip it (42/100).
How competitive is the waffles niche?: 8 brands and 44 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 94% of demand.
What do buyers complain about in waffles?: Top complaints mined from reviews: Value For Money, Crispiness. The return rate is 0.0%.
When does demand for waffles peak?: Demand is steady year-round — the busiest month runs 1.3× the quietest.
What does it cost to enter the waffles niche?: Listings span £1.62–£16.65; the average listing price is £3.08 (sweet spot $15–$100). The average incumbent carries 389 reviews — the moat a new listing must climb.