wholemeal bread
Skip itPrices mostly outside the sweet spot ($0.80–$2.27) — this niche doesn't clear our bar today.
Conversion
Incredible28.1%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good1,170.05avg incumbent reviews — the moat a new listing must climb
Competition
Okay56%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Okay+1.0%90-day search growth — must beat 0% to launch
Market size
Bad£97K£97K/yr · 238K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
Avg price
Bad£1.45avg listing price — sweet spot $15–$100
Price range
Bad£0.80–£2.27cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, wholemeal bread is a £97K/yr Amazon United Kingdom market (238K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 43/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
wholemeal bread market data
- Units sold / yr
- 60K–80K
- avg 3,000–4,000/product
- Revenue / yr
- £87K–£116K
- units × avg price
- Conversion rate
- 28.1%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 0.0%
- Avg brand age
- 78 months
- Avg seller age
- 184 days
Competition & brand share
The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.Brands
6 flat
Sellers
35
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
56%
Top 20: 100%
Open market
0%
- Warburtons33%
- Hovis31%
- Morrisons28%
- Jason's3%
- Generic2%
- Allinson's2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top wholemeal bread search terms
- wholemeal bread102K/yr
- brown bread89K/yr
- wholemeal13K/yr
- wheat bread8K/yr
- bread brown7K/yr
- wholegrain bread6K/yr
- bread wholemeal6K/yr
- whole grain bread4K/yr
- whole wheat bread2K/yr
Top wholemeal bread 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.
All 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Warburtons Wholemeal Medium Bread 400g
Warburtons£1.014.6★1,999 rev
Morrisons Wholemeal Medium Sliced Bread Loaf 800g Healthy Bread
Morrisons£0.994.4★2,686 rev
Morrisons Wholemeal Toastie 800g
Morrisons£0.924.4★1,400 rev
Warburtons Wholemeal Medium Sliced 800g
Warburtons£1.424.6★993 rev
Hovis Wholemeal Thick Loaf Bread 800 g
Hovis£1.584.6★1,546 rev
Newest
by launch date
Hovis Sourdough Seeded 450g
Hovis£1.82147 rev
Jasons Sourdough Wholemeal Ciabattin 580g
Jason's£2.2795 rev
Allinsons The Champion Batch Baked Wholemeal 650g
Allinson's£1.617 rev
Morrisons Market Street Sliced Wholemeal Bread 800g
Generic£1.598 rev
Morrisons Wholemeal Toastie 800g
Morrisons£0.921,400 rev
Trending
90-day click momentumAllinsons The Champion Batch Baked Wholemeal 650g
Allinson's£1.614.0★
Morrisons Market Street Sliced Wholemeal Bread 800g
Generic£1.594.6★
Morrisons Wholemeal Toastie 800g
Morrisons£0.924.4★
Jasons Sourdough Wholemeal Ciabattin 580g
Jason's£2.274.4★
Warburtons Wholemeal Medium Sliced 800g
Warburtons£1.424.6★
What buyers say about wholemeal bread
What buyers praise and complain about, mined from review topics.What buyers love
“Much more satisfying taste”
“Enjoyable bread”
“Good quality bread”
“Delivered so fresh, recommended”
“lovely flavour”
“This is the nicest sourdough I have tasted”
“Good price”
“Lovely size loaf”
“Healthy”
“Good for salad sandwiches”
What buyers complain about
“Tiny”
“Awful taste”
“Didnt like this sourdough bread”
“Was stale”
“this was stale, dry”
“the fact that it is full of holes it poor value for money”
“Too many additives not real food”
“Not bad its too dense for me”
“The texture doesn't really feel like sourdough”
“Actually smells like toast out of the toaster”
Common questions
- Is wholemeal bread profitable to sell on Amazon United Kingdom?
- The niche generates £97K/yr across 20 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +1.0%. Flapen's verdict: Skip it (43/100).
- How competitive is the wholemeal bread niche?
- 6 brands and 35 sellers compete. The top 5 products take 56% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in wholemeal bread?
- Top complaints mined from reviews: Size-Overall, Taste-Overall, Sour. The return rate is 0.0%.
- When does demand for wholemeal bread peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the wholemeal bread niche?
- Listings span £0.80–£2.27; the average listing price is £1.45 (sweet spot $15–$100). The average incumbent carries 1,170 reviews — the moat a new listing must climb.