Is bone broth profitable to sell on Amazon United Kingdom?

The niche generates £1.3M/yr across 31 tracked products. 4 of 8 products launched in the last 360 days are still selling. 90-day search growth is -29.9%. Flapen's verdict: Worth a look (61/100).

How competitive is the bone broth niche?

15 brands and 21 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in bone broth?

Top complaints mined from reviews: Taste-Overall, Value For Money, Smell. The return rate is 0.1%.

When does demand for bone broth peak?

Demand peaks in Jan–Feb; the busiest month runs 2.3× the quietest.

What does it cost to enter the bone broth niche?

Listings span £3.07–£39.37; the average listing price is £25.03 (sweet spot $15–$100). The average incumbent carries 466 reviews — the moat a new listing must climb.

bone broth

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Incredible£25.03

avg listing price — sweet spot $15–$100

Market size

Great£1.3M

£1.3M/yr · 915K searches

Review moat

Great466.19

avg incumbent reviews — the moat a new listing must climb

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Price range

Good£3.07–£39.37

cheapest to priciest tracked listing — scored on the share inside $15–$100

Conversion

Good5.5%

search→purchase rate — share of searches ending in a sale

Competition

Good53%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay83%

top-5 brand share — brands hold most of the demand

Growth

Bad-29.9%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, bone broth is a £1.3M/yr Amazon United Kingdom market (915K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Jan–Feb. Verdict: Worth a look — 61/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

bone broth market data

Units sold / yr: 60K–80K; avg 2,000–2,500/product
Revenue / yr: £1.5M–£2.0M; units × avg price
Conversion rate: 5.5%
Avg BSR: #18
Page quality: 0%
Prime: 100%
Sponsored: 87%
Out of stock: 0.7%
Avg brand age: 51 months
Avg seller age: 172 days

Competition & brand share

The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 rising

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

53%

Top 20: 89%

Open market

14%

Freja55%
Hunter & Gather13%
Best Bone Broth6%
ALPHA015%
JARMINO4%
Honest + Good3%
Open — no brand owns it (9 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -29.9% search growth over the last 90 days.

Peak months: Jan, Feb · busiest ÷ quietest = 2.3×

Open Trend

Top bone broth search terms

bone broth421K/yr -32.8%5.1% conv.
bone broth for humans111K/yr -23.1%4.3% conv.
freja bone broth71K/yr -33.2%7.4% conv.
broth57K/yr -24.3%2.9% conv.
hunter and gather48K/yr -41.4%1.6% conv.
best bone broth17K/yr +9.1%1.7% conv.
beef bone broth29K/yr -30.9%4.7% conv.
beef broth24K/yr -27.7%3.3% conv.
freja20K/yr -31.6%4.1% conv.
organic bone broth20K/yr -25.8%2.0% conv.

All search terms

Top bone broth products on Amazon

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Freja£21.384.4★340 rev

Freja Instant Chicken Bone Broth | Chicken | 100% Natural | Rich in Collagen Protein & Amino Acids | Dairy & Gluten Free 4 boxes (4 x 15g Sachets Per Box)

Freja£21.054.2★350 rev

Freja Instant Beef Bone Broth | Beef | 100% Natural | Rich in Collagen Protein & Amino Acids | Dairy & Gluten Free 4 boxes (4 x 15g Sachets Per Box)

Freja£21.564.6★398 rev

Hunter & Gather Bone Broth Powder - 15g Protein - 13g Collagen - 74 kCal - Grass Fed European Beef - Savoury Drink/Stock Alternative - Supports Healthy Gut Skin Hair & Nails - 400g - 20 Servings

Hunter & Gather£25.684.2★208 rev

Grass Fed Beef Bone Broth Concentrate | Help Improve Joints Skin & Gut | Liquid Collagen Amino Acids | Keto High Protein Gluten Free | 35 Servings / 8.7 litre

Best Bone Broth£25.054.2★2,152 rev

Newest

by launch date

Freja Instant Beef Bone Broth | Beef | 100% Natural | Rich in Collagen Protein & Amino Acids | Dairy & Gluten Free 6 boxes (4 x 12g Sachets Per Box)

Freja£29.01398 rev

3mo ago

Hunter & Gather£28.684 rev

3mo ago

Beef Bone Broth Powder - 500g - Grass Fed EU Origin - Bone Broth Collagen Protein Powder - Muscle Growth Bone Health and Skin Quality

SEMVETA SPIRIT AND BODY£29.9320 rev

3mo ago

Beef Bone Broth Powder - 500g - Grass Fed EU Origin - Bone Broth Collagen Protein Powder - Muscle Growth Bone Health and Skin Quality

Goyana£29.7912 rev

3mo ago

Freja£38.6312 rev

6mo ago

What buyers say about bone broth

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall33%

“also does not taste terrible at all”

Quality-Overall13%

“Great quality, and a wonderful product with all clean ingredients”

Nutritional Content8%

“Nutrition”

Flavor7%

“rich flavour depth”

Value For Money4%

“Sensible price”

Solubility4%

“The powder mixes well”

Ease Of Use3%

“easy to do”

Health Benefits-Overall2%

“Healthy”

Advertised Vs Actual Product2%

“As expected”

Ingredients-Overall2%

“the ingredients are clean”

What buyers complain about

Taste-Overall33%

“Really peculiar taste”

Value For Money11%

“Massive Price Increase”

Smell6%

“an off putting stale smell”

Flavor5%

“So the chicken flavour is negligible”

Salt Content5%

“It is salty”

Dilute/Watery2%

“Very watery”

Nutritional Content1%

“That 10g portion does not really give a lot of protein 6.5g”

Ingredients-Overall1%

“The photo advertised showing the back of the packet showing the ingredients is clearly different from the actual product”

Powdered/Crumbled1%

“This is really crap powder”

Hair Growth1%

“6 months have made no difference to my hair and nails”

Top return reasons

Taste-Overall39%

Flavor12%

Ingredients-Overall6%

Leak-Proof6%

Quality-Overall6%

Smell6%

Advertised Vs Actual Product5%

Contamination3%

Dilute/Watery2%

Joint Pain2%

Common questions

Is bone broth profitable to sell on Amazon United Kingdom?: The niche generates £1.3M/yr across 31 tracked products. 4 of 8 products launched in the last 360 days are still selling. 90-day search growth is -29.9%. Flapen's verdict: Worth a look (61/100).
How competitive is the bone broth niche?: 15 brands and 21 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in bone broth?: Top complaints mined from reviews: Taste-Overall, Value For Money, Smell. The return rate is 0.1%.
When does demand for bone broth peak?: Demand peaks in Jan–Feb; the busiest month runs 2.3× the quietest.
What does it cost to enter the bone broth niche?: Listings span £3.07–£39.37; the average listing price is £25.03 (sweet spot $15–$100). The average incumbent carries 466 reviews — the moat a new listing must climb.

bone broth

bone broth market data

Competition & brand share

Demand & seasonality

Top bone broth search terms

Top bone broth products on Amazon

Top sellers

Newest

Trending

What buyers say about bone broth

What buyers love

What buyers complain about

Top return reasons

Common questions

Related niches in Grocery