wraps
Worth a lookShows searches that convert (30.0% search→purchase), but prices mostly outside the sweet spot ($0.87–$10.42) keeps it on the watch list.
Conversion
Incredible30.0%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Good547.5avg incumbent reviews — the moat a new listing must climb
Market size
Good£747K£747K/yr · 702K searches
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Growth
Okay+1.2%90-day search growth — must beat 0% to launch
Avg price
Bad£3.55avg listing price — sweet spot $15–$100
Price range
Bad£0.87–£10.42cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, wraps is a £747K/yr Amazon United Kingdom market (702K searches/yr). The top 5 brands hold 81% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
wraps market data
- Units sold / yr
- 200K–250K
- avg 6,000–8,000/product
- Revenue / yr
- £710K–£888K
- units × avg price
- Conversion rate
- 30.0%
- Avg BSR
- #71
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 13%
- Out of stock
- 2.6%
- Avg brand age
- 52 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
43
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
50%
Top 20: 89%
Open market
12%
- Mission31%
- Crosta & Mollica25%
- Morrisons10%
- Old El Paso9%
- MISSION8%
- Iceland7%
- Open — no brand owns it (6 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.2% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top wraps search terms
- wraps280K/yr
- tortilla wraps98K/yr
- wrap76K/yr
- wraps tortilla65K/yr
- tortilla59K/yr
- crosta and mollica47K/yr
- tortillas21K/yr
- protein wraps17K/yr
- crosta8K/yr
- sourdough pizza7K/yr
Top wraps 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Mission Protein Tortilla Wraps Pack of 6 367g
Mission£1.894.5★89 rev
Crosta Mollica Durum Wheat Piadina 300g
Crosta & Mollica£1.964.6★107 rev
Old El Paso Regular Flour Tortillas Super Soft Pack of 8
Old El Paso£1.844.5★1,207 rev
MISSION 6 Wraps Chargrilled 367g
MISSION£1.714.5★345 rev
Iceland 8 Tortilla Wraps 496g
Iceland£1.204.7★58 rev
Newest
by launch date
Morrisons 8 Wholemeal Tortillas 488g
Morrisons£1.472 rev
Mission Carb Balance Tortilla Wraps 4pk 200g
Mission£1.9915 rev
Crosta Mollica Salami Napoli Pizza 413g (Frozen)
Crosta Mollica£5.3111 rev
Morrisons Market Street Deli Spanish Style Potato & Onion Tortilla 500g
Morrisons£3.1929 rev
Mission Protein Tortilla Wraps Pack of 6 367g
Mission£1.8989 rev
Trending
90-day click momentumMorrisons 8 Wholemeal Tortillas 488g
Morrisons£1.475.0★
RDX Boxing Hand Wraps 4.5M / 180 Inches Mexican Style Semi-Elastic MMA Inner Gloves - Wrist Support for Muay Thai Kickboxing BJJ Karate - Thumb Loop & Hook and Loop Closure - Cotton & Nylon Blend
RDX£9.334.6★
Crosta Mollica Durum Wheat Piadina 300g
Crosta & Mollica£1.964.6★
Iceland 12 Mini Tortillas 372g
Iceland£1.445.0★
Crosta Mollica Salami Napoli Pizza 413g (Frozen)
Crosta Mollica£5.314.7★
What buyers say about wraps
What buyers praise and complain about, mined from review topics.What buyers love
“Tastes pretty good - though there are better duck wraps around”
“As I am on a low carb diet they are a god send”
“Cheap for sure”
“It adds flavour without overpowering”
“Just like normal ones”
“Big & tasty”
“They turned out really well”
“crispy they are”
“fresh”
“its long and comfortable”
What buyers complain about
“a bit bland in taste”
“It really has no flavour”
“Unlike any other corn tortilla - these were EXTREMELY dry”
“Yes you can get cheaper”
“Wrong colour”
“poor quality”
“Its not stretchy”
“They do t seem to cook no matter how you do them”
“Stale tasting”
“thats not enough to offset the fact that they are way too salty, and too thin and crumbly”
Top return reasons
Common questions
- Is wraps profitable to sell on Amazon United Kingdom?
- The niche generates £747K/yr across 30 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is +1.2%. Flapen's verdict: Worth a look (55/100).
- How competitive is the wraps niche?
- 12 brands and 43 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in wraps?
- Top complaints mined from reviews: Taste-Overall, Flavor, Moist/Dry. The return rate is 0.1%.
- When does demand for wraps peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the wraps niche?
- Listings span £0.87–£10.42; the average listing price is £3.55 (sweet spot $15–$100). The average incumbent carries 548 reviews — the moat a new listing must climb.