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Waffles

Fail

Products sell for $3.08 on average, outside the sweet spot, so Waffles is a Fail.

Flapen Score
42
42 / 100
Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 46
Market size
£162K/yr205K searches / yr
90-day growth
-9.0%search demand this quarter
Competition
73%top-5 click share · 8 brands · 44 sellers

Flapen Score

Waffles against its category

The dotted line is the Grocery average. Past it, Waffles is stronger. Inside it, weaker.

42Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Waffles market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Waffles 205K times last year and spent an estimated £162K. The top 5 brands take 94% of clicks. Flapen scores it 42 out of 100, a Fail.

01 · Demand

An estimated 25.6% of those searches ended in a purchase.

Shoppers searched for this 205K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 25.6% of those searches ended in a purchase. Searches in the last 90 days moved -9.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £162K a year.

Searches, last 12 months
205K
Growth, 90 days vs prior 90
-9.0%
Conversion, latest week
25.6%
Market size, estimated
£162Ka year
Peak month
November1.3× the quietest month
Top search term
waffles138K searches a year

02 · Price

A sale here is worth £3.08.

Listings sell for £3.08 on average, from £1.62 to £16.65. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 3,000 to 4,000 of them. At £3.08 that is £9K to £12K a year per listing.

Average price
£3.08under the $15 to $100 sweet spot
Price range
£1.62–£16.65
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
3,000–4,000
Revenue per listing a year
£9K–£12K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

7% of listings pay for placement with sponsored ads. 93% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #10 within Bakery. It carries 389 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
7%
Prime listings
93%
Out of stock, average day
0.0%
Average rank
#10in Bakery
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
389per listing
Listings tracked
15

04 · Newcomers

0 of last year's 2 launches cleared the first-year sales bar.

2 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 56 months on average, so the names here are settling in.

Launched, last 12 months
2
Successful launches
0Amazon's first-year sales bar
Average brand age
56 months

Products

Top Waffles 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.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 73% of clicks. A locked shelf that new listings rarely crack.

£0£16K£32K£48K£65K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 falling

Sellers

44

Est. top-5 brand share

94%

Top 20: 100%

Est. top-5 click share

73%

Top 20: 100%

Open market

4%

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

Demand

Waffles search demand

Weekly searches over the year, seasonality beneath. Pick a range.

5K4KBlack Friday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Waffles search terms shoppers use

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

  • waffles138K/yr
  • waffle36K/yr
  • potato waffles29K/yr
  • frozen waffles2K/yr

Reviews and returns

What reviews say buyers love and hate about Waffles

We read the reviews and the return reasons for every product selling here.

38%of positive reviews mention “Taste-Overall”
50%of negative reviews mention “Value For Money”
<0.1%of orders come back, a rate Amazon rounds to zero
“Quite expensive”
A buyer, on “Value For Money”50% of negative reviews mention the same topic

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.

10 topics

NegativePositive

FAQ

Common Waffles 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