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Britta

Fail

The top 5 brands take 99% of clicks, so Britta is a Fail.

Flapen Score
41
41 / 100
Ranks 4,712 of 5,777 Home & Garden niches · −10 vs the category median of 51
Market size
£84K/yr65K searches / yr
90-day growth
-2.5%search demand this quarter
Competition
58%top-5 click share · 6 brands · 191 sellers

Flapen Score

Britta against its category

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

41Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Britta market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Britta 65K times last year and spent an estimated £84K. The top 5 brands take 99% of clicks. Flapen scores it 41 out of 100, a Fail.

01 · Demand

3.9% of searches ended in a purchase last week.

Shoppers searched for this 65K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.9% of those searches ended in a purchase. Searches in the last 90 days moved -2.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £84K a year.

Searches, last 12 months
65K
Growth, 90 days vs prior 90
-2.5%
Conversion, latest week
3.9%
Market size, estimated
£84Ka year
Top search term
britta23K searches a year

02 · Price

A sale here is worth £33.02.

Listings sell for £33.02 on average, from £9.62 to £152.15. Amazon reports units sold in ranges. This niche sold 3K to 3K a year. The average listing sells 100 to 250 of them. At £33.02 that is £3K to £8K a year per listing.

Average price
£33.02inside the $15 to $100 sweet spot
Price range
£9.62–£152.15
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–3K
Units per listing a year
100–250
Revenue per listing a year
£3K–£8K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

71% of listings pay for placement with sponsored ads. 71% ship with Prime. On an average day, 2.4% of listings are out of stock. The average listing ranks #52 within Water Coolers, Filters & Cartridges. It carries 8,606 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
71%
Prime listings
71%
Out of stock, average day
2.4%
Average rank
#52in Water Coolers, Filters & Cartridges
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
8,606per listing
Listings tracked
21

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 52 months on average, so the names here are settling in.

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

Products

Top Britta 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 58% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£17K£25K£34K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 flat

Sellers

191

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

58%

Top 20: 99%

Open market

0%

  • BRITA86%
  • Russell Hobbs6%
  • Breville4%
  • BlanKade2%
  • Amazon Basics1%
  • EVERSPRING1%
  • Open — no brand owns it (0%)

Demand

Britta search demand

Weekly searches over the year. Pick a range.

2K1KSpike '26Apr '26Apr '26May '26May '26May '26Jun '26Jun '26Jul '26

Search terms

Top Britta search terms shoppers use

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

  • britta23K/yr
  • brita water16K/yr
  • brita water filter jug filter kettles15K/yr
  • brita elite water filter9K/yr
  • brita elite3K/yr

Reviews and returns

What reviews say buyers love and hate about Britta

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

Complain

Filtration19%−0.03

Doesnt seem to filter anything

No filter

Fake filters

Value For Money10%+1.71

cheaper than other brands

these weren't exactly cheap

better priced

Quality-Overall9%+0.72

Seems nothing is made with the sense of quality these days

Bad quality

Poor quality control

Size-Overall8%+0.22

Not fit for purpose

Big

little smaller than expected

Leak-Proof7%

They leak

Leakage inside

It leaks

Love

Filtration20%−0.03

Excellent filter

Great water filter

Decent filters

Quality-Overall18%+0.72

the quality looks sturdy

Excellent Product

Really good quality feels like a good solid kettle

Value For Money18%+1.71

fair price

Money well spent

Great deal

Advertised Vs Actual Product9%+0.57

As advertised

Exactly what I wanted

As described

Size-Overall8%+0.22

Fit perfect

Easy to fit

They fit snuggly

Return

0.7% Return rate 49% Fixable by listing

Size-Overall40%▅▇██▇▇

Not fit for purpose

Big

little smaller than expected

Filtration13%▇▇▆▆▇█

Doesnt seem to filter anything

No filter

Fake filters

Leak-Proof8%██▇▆▄▄

They leak

Leakage inside

It leaks

Defective Material/Parts5%▄▄▃▅▇█
Functionality-Overall5%█▆▆▆█▅

FAQ

Common Britta questions

Answered from the same tracked data.