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Wheat Flour

Fail

Demand is soft, at -37.5% this quarter, so Wheat Flour is a Fail.

Flapen Score
48
48 / 100
Ranks 3,444 of 5,777 Home & Garden niches · −3 vs the category median of 51
Market size
£76K/yr263K searches / yr
90-day growth
-37.5%search demand this quarter
Competition
42%top-5 click share · 30 brands · 47 sellers

Flapen Score

Wheat Flour against its category

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

48Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Wheat Flour market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Wheat Flour 263K times last year and spent an estimated £76K. The top 5 brands take 60% of clicks. Demand peaks in Nov–Dec. Flapen scores it 48 out of 100, a Fail.

01 · Demand

1.3% of searches ended in a purchase last week.

Shoppers searched for this 263K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.3% of those searches ended in a purchase. Searches in the last 90 days moved -37.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £76K a year.

Searches, last 12 months
263K
Growth, 90 days vs prior 90
-37.5%
Conversion, latest week
1.3%
Market size, estimated
£76Ka year
Peak month
December4.6× the quietest month
Top search term
baking set102K searches a year

02 · Price

A sale here is worth £21.79.

Listings sell for £21.79 on average, from £5.59 to £92.20. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £21.79 that is £2K to £5K a year per listing.

Average price
£21.79inside the $15 to $100 sweet spot
Price range
£5.59–£92.20
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£2K–£5K
Returns
0.9%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

94% of listings pay for placement with sponsored ads. 94% ship with Prime. On an average day, 6.9% of listings are out of stock. The average listing ranks #132 within Bakeware. It carries 2,421 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
94%
Prime listings
94%
Out of stock, average day
6.9%
Average rank
#132in Bakeware
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,421per listing
Listings tracked
47

04 · Newcomers

Amazon counts 0 of last year's 9 launches as successful.

9 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 33 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
9
Successful launches
0Amazon's first-year sales bar
Average brand age
33 months

Products

Top Wheat Flour 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 42% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£5K£7K£9K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

30 rising

Sellers

47

Top-5 brand share

60%

Top 20: 93%

Top-5 click share

42%

Top 20: 77%

Open market

35%

  • RFAQK29%
  • Boyun11%
  • Amazon Basics8%
  • GZMAISULEE7%
  • YuleNova5%
  • NutriChef5%

Demand

Wheat Flour search demand

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

13K8KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 4.6×

Search terms

Top Wheat Flour search terms shoppers use

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

  • baking set102K/yr
  • baking kit41K/yr
  • baking sets for adults34K/yr
  • baking sets21K/yr
  • bakeware set16K/yr
  • baking kits for adults15K/yr
  • baking kits10K/yr
  • cake baking set8K/yr
  • baking tin set6K/yr
  • cake baking kit5K/yr

Reviews and returns

What reviews say buyers love and hate about Wheat Flour

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

Complain

Quality-Overall18%

The mould quality is very poor

Not the best quality the piping bag poor quality was not happy with this

Bad Quality

Value For Money8%+1.98

The cost of buying these seperate would be more costly

Not worth it

Very overpriced

Leak-Proof6%

Leakage Issue

Leakage Issue all three tins

Batter is leaking out from the bottom

Advertised Vs Actual Product5%−0.04

Listing says mug cakes, box says cupcakes, neither is correct

Not exactly as expected

comes with different icing nozzles than advertised

Size-Overall5%+0.15

Largest tin is slightly too big for the two of us

very small

The contents were tiny

Love

Value For Money25%+1.98

Excellent value

Best for the money

Good value for money

Quality-Overall22%

Good quality solid construction

Excellent quality

they are very well made

Baking11%+1.30

its great for baking at home 🍰

Easy baking

Suitable for all your baking

Advertised Vs Actual Product7%−0.04

As advertised

Does the job

Does exactly what you'd expect

Ease Of Cleaning5%+0.50

Easy clean

Perfect, easy to clean great storage saver

which also helps with cleaning afterwards

Return

0.9% Return rate 40% Fixable by listing

Size-Overall31%▇█▇██▇

Largest tin is slightly too big for the two of us

very small

The contents were tiny

Quality-Overall22%▇▆▄█▅▅

The mould quality is very poor

Not the best quality the piping bag poor quality was not happy with this

Bad Quality

Strength9%▄▃▅▇█▇
Material Quality6%▁▄█▄▂▆
Functionality-Overall5%█▁▆▃▃▅

FAQ

Common Wheat Flour questions

Answered from the same tracked data.