Waffles
FailProducts sell for $3.08 on average, outside the sweet spot, so Waffles is a Fail.
- Flapen Score
- 42 / 100Ranks 2,003 of 2,976 Grocery niches · −4 vs the category median of 4642
- 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.
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.
Top sellers
by estimated 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
Trending
estimated 90-day click momentum
Morrisons Classic Waffles 250g
- Price
- £2.05
- Rating
- 5.0/5
- Reviews
- 2
- Age
- 4mo ago

Morrisons Filled Waffles 272g
- Price
- £2.06
- Rating
- 4.3/5
- Reviews
- 9
- Age
- 4mo ago

Iceland 12 Potato Waffles 680g
- Price
- £1.69
- Rating
- 4.0/5
- Reviews
- 14
- Age
- 1y ago

Griddle Original Wholegrain Waffles 6 x 32g (Frozen)
- Price
- £2.69
- Rating
- 4.3/5
- Reviews
- 143
- Age
- 5y ago

Morrisons Mini Hash Brown Waffles 454g
- Price
- £1.65
- Rating
- 4.7/5
- Reviews
- 382
- Age
- 2y 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
Competition: brands, sellers & click share
The top 5 products take an estimated 73% of clicks. A locked shelf that new listings rarely crack.
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.
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.
“Quite expensive”
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
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
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









