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Breville Toaster

Fail

Demand is soft, at -29.0% this quarter, so Breville Toaster is a Fail.

Flapen Score
44
44 / 100
Ranks 4,195 of 5,777 Home & Garden niches · −7 vs the category median of 51
Market size
£61K/yr61K searches / yr
90-day growth
-29.0%search demand this quarter
Competition
49%top-5 click share · 12 brands · 95 sellers

Flapen Score

Breville Toaster against its category

The dotted line is the Home & Garden average. Past it, Breville Toaster is stronger. Inside it, weaker.

44Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Breville Toaster market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Breville Toaster 61K times last year and spent an estimated £61K. The top 5 brands take 92% of clicks. Demand peaks in Jan–Dec. Flapen scores it 44 out of 100, a Fail.

01 · Demand

3.3% of searches ended in a purchase last week.

Shoppers searched for this 61K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.3% of those searches ended in a purchase. Searches in the last 90 days moved -29.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £61K a year.

Searches, last 12 months
61K
Growth, 90 days vs prior 90
-29.0%
Conversion, latest week
3.3%
Market size, estimated
£61Ka year
Peak month
December3.5× the quietest month
Top search term
breville 4 slice toaster20K searches a year

02 · Price

A sale here is worth £29.76.

Listings sell for £29.76 on average, from £17.54 to £49.72. Amazon reports units sold in ranges. This niche sold 2K to 3K a year. The average listing sells 0 to 100 of them. At £29.76 that is £0 to £3K a year per listing.

Average price
£29.76inside the $15 to $100 sweet spot
Price range
£17.54–£49.72
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–3K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
3.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

83% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #79 within Small Kitchen Appliances. It carries 2,897 reviews at 4.19 stars, so a new listing needs social proof before a better product.

Sponsored listings
83%
Prime listings
97%
Out of stock, average day
0.0%
Average rank
#79in Small Kitchen Appliances
Average rating
4.19 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,897per listing
Listings tracked
30

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 66 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
66 months

Products

Top Breville Toaster products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 49% of clicks. Leaders hold, but buyers still shop past them.

£0£3K£6K£9K£12K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

12 rising

Sellers

95

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

49%

Top 20: 91%

Open market

7%

  • Breville58%
  • Russell Hobbs20%
  • Morphy Richards9%
  • BELLA3%
  • Aigostar2%
  • Tefal2%
  • Open — no brand owns it (6 brands, 7%)

Demand

Breville Toaster search demand

Weekly searches over the year, seasonality beneath. Pick a range.

5K3KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Dec · busiest ÷ quietest = 3.5×

Search terms

Top Breville Toaster search terms shoppers use

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

  • breville 4 slice toaster20K/yr
  • breville toaster 4 slice18K/yr
  • stainless steel toaster 4 slice9K/yr
  • stainless steel toaster 2 slice6K/yr
  • silver toaster 4 slice5K/yr
  • procook toaster3K/yr

Reviews and returns

What reviews say buyers love and hate about Breville Toaster

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Toasting31%+3.39

will only toast one side of the bread

only toasts one side of bread

does not toast well at all

Durability22%−0.28

Broke after a month

broke very quickly

Didn't last

Quality-Overall9%+0.30

Cheap garbage

Quality of the build is poor

Bad quality

Size-Overall4%−0.02

cable is a bit shorter than I like

Product is too small

not all fit

Functionality-Overall3%−0.04

Doesnt work well

So when you push it down, it simply doesn't stick

Didn't work

Love

Toasting56%+3.39

Excellent Toaster

Decent toaster

It Toasts

Quality-Overall9%+0.30

Quality item well made

reliable quality

Excellent product

Value For Money6%+0.36

Worth it

Good for the money

Excellent value

Design-Overall3%+0.10

Good 👍🏻 simple and sleek

Lovely design

Very functional and elegant design

Advertised Vs Actual Product2%+0.18

Just what we needed

Does the job

Works as expected

Return

3.0% Return rate 15% Fixable by listing

Toasting47%██████

will only toast one side of the bread

only toasts one side of bread

does not toast well at all

Functionality-Overall15%▆▅▇█▇▆

Doesnt work well

So when you push it down, it simply doesn't stick

Didn't work

Size-Overall9%▇▆▆▅█▇

cable is a bit shorter than I like

Product is too small

not all fit

Color4%▅▆▅█▆▇
Heating3%▆█▇▇▆▄

Probably a thermal cut out fault developing

It doesnt heat evenly

Heating for the first toast seems to be a problem resulting in very inconsistent results

FAQ

Common Breville Toaster questions

Answered from the same tracked data.