Best Selling Bakery Products & Brands on amazon.co.uk

See the full list of Market Leaders In Amazon Bakery in amazon.co.uk for September 1, and read the full analysis below

Last updated : September 1, 2026

Top Brands on the Bakery category

See which brands are leading the Bakery category on amazon.co.uk. Analyze data on top brands, including their revenue, product views, and conversion rates, offering a clear picture of brand competitiveness within the category.

Top Brands

Sep 2026 vs. Sep 2025

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Brand	Revenue share	Change	Product views	Change	CVR	Change	ASP	Change
Border	4.45%	2.46pp	48.1K	60.60%	33.18%	26.64%	£21.29	54.48%
Generic	4.07%	2.38pp	21K	60.18%	27.96%	21.30%	£20.91	51.97%
McVitie's	4.95%	1.50pp	33.2K	39.11%	25.48%	22.29%	£21.29	41.98%
KoalaKoi	2.40%	1.47pp	39.6K	42.87%	6.70%	23.90%	£19.02	46.47%
fit bakes	2.97%	1.21pp	48K	51.78%	29.27%	24.45%	£15.94	24.58%
Border	4.45%	2.46pp	48.1K	60.60%	33.18%	26.64%	£21.29	54.48%
Generic	4.07%	2.38pp	21K	60.18%	27.96%	21.30%	£20.91	51.97%
McVitie's	4.95%	1.50pp	33.2K	39.11%	25.48%	22.29%	£21.29	41.98%
KoalaKoi	2.40%	1.47pp	39.6K	42.87%	6.70%	23.90%	£19.02	46.47%
fit bakes	2.97%	1.21pp	48K	51.78%	29.27%	24.45%	£15.94	24.58%
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Channels Breakdown & Performance

Understand where the top brands in the Bakery category get their traffic. This section breaks down the leading traffic sources, revealing which channels drive the most visibility and sales for top-performing brands.

60%

40%

20%

0

On site search org

OSS paid

Refferal

Social

See how top brands drive traffic and sales on Amazon.

See full channel breakdown

Border

Generic

McVitie's

KoalaKoi

fit bakes

Top selling sub-categories in the Bakery category

Explore the breakdown of sub-categories within the Bakery category. This section provides insights into the performance of different sub-categories, helping to identify which segments are growing, which are most competitive, and where consumer interest is shifting.

Performance

Sep 2026 vs. Sep 2025

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Category	Unit sold	Change	Revenue	Change	Product views	Change
	59	14.81%	2.21%	8.56%	< 50	2.28%
Chocolate	72	8.91%	5.76%	8.09%	98	5.81%
Breakfast Biscuits & Cookies	99	17.64%	0.00%	9.30%	90	12.68%
Assortments & Samplers	100	11.87%	4.73%	7.49%	81	18.47%
Digestive	98	9.52%	9.67%	1.45%	73	9.68%
Wafers	Unlock full list >	8.87%	9.96%	3.37%	99	9.96%
	83	9.37%	9.89%	7.36%	78	6.58%
White Loaves	88	3.77%	8.77%	8.26%	68	9.58%
Seeded Loaves	95	8.14%	6.95%	5.86%	96	9.99%
Brown, Wholemeal & Granary	< 50	4.44%	12.19%	3.27%	72	12.28%
Sourdough & Speciality	99	8.80%	5.17%	18.38%	98	19.24%
Rye Loaves	Unlock full list >	6.27%	11.50%	9.10%	66	8.97%
	97	9.62%	3.89%	11.23%	68	9.59%
	97	19.43%	14.04%	11.47%	99	9.58%
Sponge Cakes	< 50	17.95%	13.35%	8.68%	< 50	0.75%
Chocolate Cakes	98	6.77%	15.08%	3.21%	99	2.65%
Christmas Cakes	Unlock full list >	15.08%	16.19%	7.70%	98	7.36%
Cake Bars & Slices	100	16.89%	11.36%	8.35%	100	0.03%
Cupcakes & Fairy Cakes	Unlock full list >	7.72%	9.85%	2.53%	78	1.84%
	79	6.76%	9.67%	4.85%	95	16.06%
	< 50	6.58%	8.71%	12.49%	< 50	12.40%
Sourdough & Speciality	98	13.72%	8.34%	7.14%	99	2.53%
Brown, Wholemeal & Granary	Unlock full list >	8.80%	5.96%	7.75%	66	9.97%
Rolls & Buns	< 50	2.96%	1.06%	4.02%	< 50	9.73%
Cookies	< 50	9.47%	10.00%	18.79%	52	4.33%
Waffles & Pancakes	100	9.99%	1.30%	15.08%	80	1.37%
Doughnuts & Sweet Muffins	Unlock full list >	8.12%	3.24%	12.25%	96	3.29%
	57	12.27%	3.33%	8.11%	92	3.41%
Tortillas & Wraps	Unlock full list >	9.61%	9.58%	1.06%	88	9.59%
	59	14.81%	2.21%	8.56%	< 50	2.28%
Chocolate	72	8.91%	5.76%	8.09%	98	5.81%
Breakfast Biscuits & Cookies	99	17.64%	0.00%	9.30%	90	12.68%
Assortments & Samplers	100	11.87%	4.73%	7.49%	81	18.47%
Digestive	98	9.52%	9.67%	1.45%	73	9.68%
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Top Products on the Bakery Category

Discover the most-viewed products in the Bakery category. This section highlights the top-performing products based on product views, revenue, and units sold, giving a snapshot of what’s driving consumer interest and purchases.

Top products

Sep 2026 vs. Sep 2025

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Product	Category	Brand	Product Views	Change	Revenue	Change	Units Sold	Change
Border Biscuits 100 Multipack Box 5 Flavours Individually Wrapped Biscuits	...> Assortments & Samplers	Border	22.5K	156.50%	2.13%	9.57%	63	4.83%
McVitie's Tasties Custard Creams Biscuits 300 g (Pack of 1)	...> Sandwich	McVitie's	18.4K	=	7.95%	0.51%	74	3.29%
McVitie's Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)	...> Wafers	McVitie's	16.6K	=	6.72%	9.67%	50	3.11%
Hovis Farmhouse Batch 400 g	...> Fresh Bakery Bread	Hovis	15.9K	=	1.26%	17.63%	88	7.77%
Fit bakes 2g Carbs Wholegrain Keto Wraps 10g Protein Tortilla Wraps 6x40g	...> Wraps & Thins	fit bakes	15.2K	61.39%	0.21%	1.57%	84	10.00%
Border Biscuits 100 Multipack Box 5 Flavours Individually Wrapped Biscuits	...> Assortments & Samplers	Border	22.5K	156.50%	2.13%	9.57%	63	4.83%
McVitie's Tasties Custard Creams Biscuits 300 g (Pack of 1)	...> Sandwich	McVitie's	18.4K	=	7.95%	0.51%	74	3.29%
McVitie's Wafer Rolls with Hazelnut Cream Filling 170 g (Pack of 1)	...> Wafers	McVitie's	16.6K	=	6.72%	9.67%	50	3.11%
Hovis Farmhouse Batch 400 g	...> Fresh Bakery Bread	Hovis	15.9K	=	1.26%	17.63%	88	7.77%
Fit bakes 2g Carbs Wholegrain Keto Wraps 10g Protein Tortilla Wraps 6x40g	...> Wraps & Thins	fit bakes	15.2K	61.39%	0.21%	1.57%	84	10.00%
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Top-level analysis of the Bakery category on amazon.co.uk

During 2026-09-01T00:00:00, the Bakery category on amazon.co.uk generated a total revenue of £7.6M.

The leading brands in this category are Border, Generic, and McVitie's, which stand out in terms of revenue and consumer engagement.

The top-performing product was Border Biscuits 100 Multipack Box 5 Flavours Individually Wrapped Biscuits, and it's the best-selling item in the category.