How competitive is the Waffles niche on Amazon United Kingdom?

8 brands and 44 sellers compete in Waffles on Amazon United Kingdom. The top 5 Waffles products take 73% of clicks and its top 5 brands hold 94% of demand.

What do buyers complain about in Waffles?

Waffles buyers on Amazon United Kingdom complain most about Value For Money, Crispiness, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Waffles niche?

Waffles sells for £3.08 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.62–£16.65. The average incumbent carries 389 reviews — the moat a new listing must climb.

Waffles

pricing outside the sweet spot ($3.08 avg) — Waffles doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Waffles profitable on Amazon?

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.

Waffles: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -9.0% over the last 90 days and 25.6% of searches end in a purchase.

£162K

revenue / yr

Units sold / yr80K

Search volume / yr-9.0%205K

Conversion rate25.6%

Avg price£3.08

Who owns the niche?

The top 5 brands hold 94% of demand, so 6% of the market is open.

open market share

Brands · sellers8 · 44

Top-5 product click share73%

Open market6%

Avg brand age56 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 15 products

Top Waffles products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

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

Price: £1.62
Rating: 4.4/5
Reviews: 644
Age: 16y ago

Morrisons Potato Waffles 680g (Frozen)

Price: £1.63
Rating: 4.5/5
Reviews: 812
Age: 7y ago

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

Price: £2.29
Rating: 4.6/5
Reviews: 2,672
Age: 10y ago

Morrisons Filled Waffles 272g

Price: £2.06
Rating: 4.3/5
Reviews: 9
Age: 4mo ago

Birds Eye Potato Waffles 1.02kg

Price: £3.47
Rating: 4.6/5
Reviews: 324
Age: 10y ago

Newest

by launch date

Morrisons Filled Waffles 272g

Price: £2.06
Rating: 4.3/5
Reviews: 9
Age: 4mo ago

Morrisons Classic Waffles 250g

Price: £2.05
Rating: 5.0/5
Reviews: 2
Age: 4mo ago

Iceland 12 Potato Waffles 680g

Price: £1.69
Rating: 4.0/5
Reviews: 14
Age: 1y ago

Morrisons Mini Hash Brown Waffles 454g

Price: £1.65
Rating: 4.7/5
Reviews: 382
Age: 2y ago

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

Price: £16.65
Rating: 4.6/5
Reviews: 79
Age: 2y ago

Competition: brands, sellers & click share

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

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

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%)

Waffles demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume205KCVR25.6%Products15Brands8Top 5 Brands94%OOS Rate0.0%Rating4.5★Reviews389Avg BSR#10

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Waffles search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

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.

What reviews say buyers love and hate about Waffles

What buyers mention most, as a share of all reviews.

What buyers love

98% of reviews

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”

What buyers complain about

75% of reviews

Value For Money50%

“Quite expensive”

Crispiness25%

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

Common Waffles questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Waffles 42/100 on Amazon United Kingdom — Skip it. The niche generates £162K/yr across 15 tracked products. 0 of 2 products launched in the last 360 days are still selling. Search demand moved -9.0% over the last 90 days.