---
title: "Waffles — £162K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/waffles"
last_updated: "2026-07-31T12:37:28.360Z"
locale: en
meta:
description: "Niche score 42/100 · £162K/yr market · 205K searches/yr · £3.08 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £162K/yr market · 205K searches/yr · £3.08 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Waffles — £162K/yr Amazon UK Niche (2026) - Flapen"
---
# **waffles**
**Skip it**
Pricing outside the sweet spot ($3.08 avg) — this niche doesn't clear our bar today.
Market size 34Growth 20Conversion 100Competition 22Returns 100Price range 11Avg price 9Brand share 16Review moat 81Quality gap 40
**Conversion**
**Incredible****25.6%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****388.67**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£162K**
£162K/yr · 205K searches
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-9.0%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****94%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**44**
**Top-5 brand share**
**94%**
Top 20: 100%
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -9.0% search growth over the last 90 days.
5K4KBlack Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/grocery/waffles/trend)
## **Top waffles search terms**
- **waffles**138K/yr-6.0%24.7% conv. - **waffle**36K/yr-19.2%9.0% conv. - **potato waffles**29K/yr-10.7%36.7% conv. - **frozen waffles**2K/yr-9.5%17.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/waffles/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.
0%10%£16K20%£32K30%£48K40%£65K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**McVities Toasting Waffles 8 x 28 g Waffles per Pack (Pack of 1)**McVitie's**£1.62**4.4★644 rev](https://www.amazon.co.uk/dp/B0026MJJ2U) [2**Morrisons Potato Waffles 680g (Frozen)**Morrisons**£1.63**4.5★812 rev](https://www.amazon.co.uk/dp/B07VLNVKMD) [3**Birds Eye 10 The Original Potato Waffles 567g (Frozen)**BIRDS EYE**£2.29**4.6★2,672 rev](https://www.amazon.co.uk/dp/B00F42AABI) [4**Morrisons Filled Waffles 272g**Morrisons**£2.06**4.3★9 rev](https://www.amazon.co.uk/dp/B0GRW27SL9) [5**Birds Eye Potato Waffles 1.02kg**BIRDS EYE**£3.47**4.6★324 rev](https://www.amazon.co.uk/dp/B015CER8R6)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Filled Waffles 272g**Morrisons**£2.06**9 rev4mo ago](https://www.amazon.co.uk/dp/B0GRW27SL9) [**Morrisons Classic Waffles 250g**Morrisons**£2.05**2 rev4mo ago](https://www.amazon.co.uk/dp/B0GRWGJ856) [**Iceland 12 Potato Waffles 680g**Iceland**£1.69**14 rev1y ago](https://www.amazon.co.uk/dp/B0D1KX7X4G) [**Morrisons Mini Hash Brown Waffles 454g**Morrisons**£1.65**382 rev2y ago](https://www.amazon.co.uk/dp/B0CV7F73HG) [**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**£16.65**79 rev2y ago](https://www.amazon.co.uk/dp/B0CQTQDXWV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Classic Waffles 250g**Morrisons**£2.05**5.0★**▲ 161%**](https://www.amazon.co.uk/dp/B0GRWGJ856) [**Morrisons Filled Waffles 272g**Morrisons**£2.06**4.3★**▲ 159%**](https://www.amazon.co.uk/dp/B0GRW27SL9) [**Iceland 12 Potato Waffles 680g**Iceland**£1.69**4.0★**▲ 54%**](https://www.amazon.co.uk/dp/B0D1KX7X4G) [**Griddle Original Wholegrain Waffles 6 x 32g (Frozen)**GRIDDLE**£2.69**4.3★**▲ 33%**](https://www.amazon.co.uk/dp/B08Y1GKKWL) [**Morrisons Mini Hash Brown Waffles 454g**Morrisons**£1.65**4.7★**▲ 13%**](https://www.amazon.co.uk/dp/B0CV7F73HG)
**~~View all trending →~~**
## **What buyers say about waffles**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**38%
*“Nice taste”*
**Ease Of Use**19%
*“Easily”*
**Value For Money**13%
*“they are so much cheaper than what is charged in school”*
**Freshness**8%
*“Amazon fresh qualities is good”*
**Sweetness**6%
*“Best sugar waffles”*
**Quality-Overall**6%
*“Great product”*
**Nutritional Content**4%
*“Plus wholeheartedly or high protein”*
**Size-Overall**2%
*“nice size taste good”*
**Cooking Instructions**2%
*“Easy to prepare”*
### **What buyers complain about **
**Value For Money**50%
*“Quite expensive”*
**Crispiness**25%
*“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.
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