How competitive is the Wraps niche on Amazon United Kingdom?

12 brands and 43 sellers compete in Wraps on Amazon United Kingdom. The top 5 Wraps products take 50% of clicks and its top 5 brands hold 81% of demand.

What do buyers complain about in Wraps?

Wraps buyers on Amazon United Kingdom complain most about Taste-Overall, Flavor, Moist/Dry, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Wraps niche?

Wraps sells for £3.55 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.87–£10.42. The average incumbent carries 548 reviews — the moat a new listing must climb.

Wraps

Wraps shows searches that convert (30.0% search→purchase), but prices mostly outside the sweet spot ($0.87–$10.42) keeps it on the watch list.

Signals Low Review Barrier

Flapen Score

Worth a look

This niche Category average

Is Wraps profitable on Amazon?

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.

Wraps: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved +1.2% over the last 90 days and 30.0% of searches end in a purchase.

£747K

revenue / yr

Units sold / yr250K

Search volume / yr+1.2%702K

Conversion rate30.0%

Avg price£3.55

Who owns the niche?

The top 5 brands hold 81% of demand, so 19% of the market is open.

19%

open market share

Brands · sellers12 · 43

Top-5 product click share50%

Open market19%

Avg brand age52 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 · 30 products

Top Wraps 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

Mission Protein Tortilla Wraps Pack of 6 367g

Price: £1.89
Rating: 4.5/5
Reviews: 89
Age: 1y ago

Crosta Mollica Durum Wheat Piadina 300g

Price: £1.96
Rating: 4.6/5
Reviews: 107
Age: 5y ago

Old El Paso Regular Flour Tortillas Super Soft Pack of 8

Price: £1.84
Rating: 4.5/5
Reviews: 1,207
Age: 15y ago

MISSION 6 Wraps Chargrilled 367g

Price: £1.71
Rating: 4.5/5
Reviews: 345
Age: 4y ago

Iceland 8 Tortilla Wraps 496g

Price: £1.20
Rating: 4.7/5
Reviews: 58
Age: 1y ago

Newest

by launch date

Morrisons 8 Wholemeal Tortillas 488g

Price: £1.47
Rating: 5.0/5
Reviews: 2
Age: 2mo ago

Mission Carb Balance Tortilla Wraps 4pk 200g

Price: £1.99
Rating: 4.9/5
Reviews: 15
Age: 8mo ago

Crosta Mollica Salami Napoli Pizza 413g (Frozen)

Price: £5.31
Rating: 4.7/5
Reviews: 11
Age: 8mo ago

Morrisons Market Street Deli Spanish Style Potato & Onion Tortilla 500g

Price: £3.19
Rating: 4.0/5
Reviews: 29
Age: 1y ago

Mission Protein Tortilla Wraps Pack of 6 367g

Price: £1.89
Rating: 4.5/5
Reviews: 89
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

12 rising

Sellers

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%)

Wraps demand & seasonality

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

Volume702KCVR30.0%Products30Brands12Top 5 Brands81%OOS Rate2.6%Rating4.5★Reviews548Avg BSR#71

No pronounced peak months · busiest ÷ quietest = 1.4×

Top Wraps search terms shoppers use

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

wraps280K/yr -0.3%7.7% conv.
tortilla wraps98K/yr +2.8%5.5% conv.
wrap76K/yr +0.9%5.3% conv.
wraps tortilla65K/yr +11.1%8.7% conv.
tortilla59K/yr -6.3%8.6% conv.
crosta and mollica47K/yr +0.1%13.9% conv.
tortillas21K/yr -0.8%8.3% conv.
protein wraps17K/yr +1.1%14.5% conv.
crosta8K/yr +34.7%16.1% conv.
sourdough pizza7K/yr -3.8%7.8% conv.

What reviews say buyers love and hate about Wraps

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

What buyers love

74% of reviews

Taste-Overall25%

“Tastes pretty good - though there are better duck wraps around”

Nutritional Content13%

“As I am on a low carb diet they are a god send”

Value For Money11%

“Cheap for sure”

Flavor7%

“It adds flavour without overpowering”

Advertised Vs Actual Product3%

“Just like normal ones”

What buyers complain about

74% of reviews

Taste-Overall20%

“a bit bland in taste”

Flavor19%

“It really has no flavour”

Moist/Dry9%

“Unlike any other corn tortilla - these were EXTREMELY dry”

Value For Money7%

“Yes you can get cheaper”

Color5%

“Wrong colour”

Wraps return rate & reasons

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

0.1%

Return rate

78%

Fixable by listing

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

1Color

50%

2Size-Overall

20%

3Material Quality

4Quality-Overall

5Value For Money

Common Wraps questions

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

Flapen scores Wraps 55/100 on Amazon United Kingdom — Worth a look. The niche generates £747K/yr across 30 tracked products. 2 of 3 products launched in the last 360 days are still selling. Search demand moved +1.2% over the last 90 days.