How competitive is the Wholemeal Bread niche on Amazon United Kingdom?

6 brands and 35 sellers compete in Wholemeal Bread on Amazon United Kingdom. The top 5 Wholemeal Bread products take 56% of clicks and its top 5 brands hold 98% of demand.

What do buyers complain about in Wholemeal Bread?

Wholemeal Bread buyers on Amazon United Kingdom complain most about Size-Overall, Taste-Overall, Sour, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Wholemeal Bread niche?

Wholemeal Bread sells for £1.45 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.80–£2.27. The average incumbent carries 1,170 reviews — the moat a new listing must climb.

Wholemeal Bread

prices mostly outside the sweet spot ($0.80–$2.27) — Wholemeal Bread doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Wholemeal Bread profitable on Amazon?

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.

Wholemeal Bread: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved +1.0% over the last 90 days and 28.1% of searches end in a purchase.

£97K

revenue / yr

Units sold / yr80K

Search volume / yr+1.0%238K

Conversion rate28.1%

Avg price£1.45

Who owns the niche?

The top 5 brands hold 98% of demand, so 2% of the market is open.

open market share

Brands · sellers6 · 35

Top-5 product click share56%

Open market2%

Avg brand age78 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 · 20 products

Top Wholemeal Bread 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

Warburtons Wholemeal Medium Bread 400g

Price: £1.01
Rating: 4.6/5
Reviews: 1,999
Age: 12y ago

Morrisons Wholemeal Medium Sliced Bread Loaf 800g Healthy Bread

Price: £0.99
Rating: 4.4/5
Reviews: 2,686
Age: 9y ago

Morrisons Wholemeal Toastie 800g

Price: £0.92
Rating: 4.4/5
Reviews: 1,400
Age: 7y ago

Warburtons Wholemeal Medium Sliced 800g

Price: £1.42
Rating: 4.6/5
Reviews: 993
Age: 10y ago

Hovis Wholemeal Thick Loaf Bread 800 g

Price: £1.58
Rating: 4.6/5
Reviews: 1,546
Age: 12y ago

Newest

by launch date

Hovis Sourdough Seeded 450g

Price: £1.82
Rating: 4.4/5
Reviews: 147
Age: 9mo ago

Jasons Sourdough Wholemeal Ciabattin 580g

Price: £2.27
Rating: 4.4/5
Reviews: 95
Age: 1y ago

Allinsons The Champion Batch Baked Wholemeal 650g

Price: £1.61
Rating: 4.0/5
Reviews: 7
Age: 1y ago

Morrisons Market Street Sliced Wholemeal Bread 800g

Price: £1.59
Rating: 4.6/5
Reviews: 8
Age: 4y ago

Morrisons Wholemeal Toastie 800g

Price: £0.92
Rating: 4.4/5
Reviews: 1,400
Age: 7y ago

Competition: brands, sellers & click share

The top 5 products take 56% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

6 flat

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

56%

Top 20: 100%

Open market

Warburtons33%
Hovis31%
Morrisons28%
Jason's3%
Generic2%
Allinson's2%
Open — no brand owns it (0%)

Wholemeal Bread demand & seasonality

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

Volume238KCVR28.1%Products20Brands6Top 5 Brands98%OOS Rate0.0%Rating4.5★Reviews1,170Avg BSR#19

No pronounced peak months · busiest ÷ quietest = 1.4×

Top Wholemeal Bread search terms shoppers use

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

wholemeal bread102K/yr +5.4%23.8% conv.
brown bread89K/yr -0.2%25.8% conv.
wholemeal13K/yr -2.2%7.4% conv.
wheat bread8K/yr +5.3%2.1% conv.
bread brown7K/yr -20.0%24.1% conv.
wholegrain bread6K/yr -24.5%12.9% conv.
bread wholemeal6K/yr -10.9%25.1% conv.
whole grain bread4K/yr +7.2%6.6% conv.
whole wheat bread2K/yr -4.2%7.4% conv.

What reviews say buyers love and hate about Wholemeal Bread

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

What buyers love

89% of reviews

Taste-Overall22%

“Much more satisfying taste”

Baking21%

“Enjoyable bread”

Quality-Overall11%

“Good quality bread”

Freshness10%

“Delivered so fresh, recommended”

Flavor8%

“lovely flavour”

What buyers complain about

80% of reviews

Size-Overall19%

“Tiny”

Taste-Overall16%

“Awful taste”

Sour8%

“Didnt like this sourdough bread”

Stale/Rotten/Spoiled7%

“Was stale”

Moist/Dry7%

“this was stale, dry”

Common Wholemeal Bread questions

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

Flapen scores Wholemeal Bread 43/100 on Amazon United Kingdom — Skip it. The niche generates £97K/yr across 20 tracked products. 1 of 1 products launched in the last 360 days are still selling. Search demand moved +1.0% over the last 90 days.