How competitive is the Wings niche on Amazon United Kingdom?

9 brands and 27 sellers compete in Wings on Amazon United Kingdom. The top 5 Wings products take 62% of clicks and its top 5 brands hold 85% of demand.

What do buyers complain about in Wings?

Wings buyers on Amazon United Kingdom complain most about Smell, Oily/Greasy, Texture/Consistency-Overall, the themes mined from the niche's reviews. Its return rate is 0.2%.

What does it cost to enter the Wings niche?

Wings sells for £6.69 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.35–£24.01. The average incumbent carries 216 reviews — the moat a new listing must climb.

Wings

soft demand (-19.6% this quarter) — Wings doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Wings profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Wings is a £64K/yr Amazon United Kingdom market (162K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 45/100.

Wings: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -19.6% over the last 90 days and 5.9% of searches end in a purchase.

£64K

revenue / yr

Units sold / yr10K

Search volume / yr-19.6%162K

Conversion rate5.9%

Avg price£6.69

Who owns the niche?

The top 5 brands hold 85% of demand, so 15% of the market is open.

15%

open market share

Brands · sellers9 · 27

Top-5 product click share62%

Open market15%

Avg brand age37 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.

0/100

page quality · 17 products

Top Wings 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

Morrisons British Chicken Wings 1kg

Price: £2.24
Rating: 4.6/5
Reviews: 2,185
Age: 5y ago

HENBRANDT 1 x White Feather Wings 44cm x 34cm White Angel Wings Cosplay Halloween and Nativity Costume Accessory Fairy Wings with White Feathers Fancy Dress Costume Accessories for Adults

Price: £4.87
Rating: 3.6/5
Reviews: 40
Age: 3y ago

Fairy Wings for Adult Adults Butterfly Wings for Girls Women Halloween Christmas Costume Sparkle Angel Wings Dress Up Party Favor (white)

Price: £8.50
Rating: 4.5/5
Reviews: 14
Age: 1y ago

dinghaole White Glitter Fairy Wings for Adults Big Kids Angel Wings for Adults Adults Tooth Fairy Costume Fairy Wings Halloween Christmas Party Butterfly Wings

Price: £5.54
Rating: 3.9/5
Reviews: 42
Age: 1y ago

Morrisons The Best Corn Fed Wings 500g

Price: £1.79
Rating: 4.5/5
Reviews: 26
Age: 10mo ago

Newest

by launch date

MUNAFIE Butterfly Isis Wings Belly Dance Costume Worship Angel Fairy Wings for Carnival Stage Halloween Party Celebration Performance White-Blue

Price: £17.25
Rating: 4.4/5
Reviews: 225
Age: 2mo ago

Iceland Lemon Pepper Chicken Wings 750g (Frozen)

Price: £3.69
Rating: 5.0/5
Reviews: 3
Age: 5mo ago

MUNAFIE Butterfly Isis Wings Belly Dance Costume Worship Angel Fairy Wings for Carnival Stage Halloween Party Celebration Performance Silver

Price: £14.19
Rating: 4.4/5
Reviews: 225
Age: 5mo ago

Iceland 600g Hot Honey Coated Chicken Wings with Hot Honey Sauce (Frozen)

Price: £3.66
Rating: 3.7/5
Reviews: 3
Age: 7mo ago

Morrisons The Best Corn Fed Wings 500g

Price: £1.79
Rating: 4.5/5
Reviews: 26
Age: 10mo ago

Competition: brands, sellers & click share

The top 5 products take 62% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

9 falling

Sellers

Top-5 brand share

85%

Top 20: 100%

Top-5 click share

62%

Top 20: 100%

Open market

10%

Morrisons61%
Iceland8%
MUNAFIE6%
HENBRANDT5%
Tanganan5%
dinghaole5%
Open — no brand owns it (3 brands, 10%)

Wings demand & seasonality

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

Volume162KCVR5.9%Products17Brands9Top 5 Brands85%OOS Rate25.9%Rating4.3★Reviews216Avg BSR#78

Peak months: Oct, Nov · busiest ÷ quietest = 5.4×

Top Wings search terms shoppers use

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

wings138K/yr -20.2%4.7% conv.
wing16K/yr -17.9%0.8% conv.
wings costume7K/yr -11.7%0.5% conv.

What reviews say buyers love and hate about Wings

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

What buyers love

89% of reviews

Taste-Overall40%

“Amazing chicken”

Quality-Overall16%

“which were quite well made”

Value For Money6%

“value for money”

Cooking Instructions6%

“Cheap and easy to cook”

Size-Overall5%

“Good size & value”

What buyers complain about

81% of reviews

Smell22%

“Bad smell”

Oily/Greasy11%

“Fatty”

Texture/Consistency-Overall11%

“didnt even have texture of chicken”

Taste-Overall11%

“What expecting it to taste better than normal wings like when you spend more to get a better steak”

Value For Money9%

“Ever increasing prices since 2019”

Wings return rate & reasons

Why buyers send it back, as a share of all return requests.

0.2%

Return rate

54%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

47%

2Strap/String Quality

18%

3Quality-Overall

4Material Quality

5Advertised Vs Actual Product

Common Wings questions

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

Flapen scores Wings 45/100 on Amazon United Kingdom — Skip it. The niche generates £64K/yr across 17 tracked products. 1 of 5 products launched in the last 360 days are still selling. Search demand moved -19.6% over the last 90 days.