chicken thigh
Worth a lookShows searches that convert (20.6% search→purchase), but brand-locked demand (top 5 brands take 100% of clicks) keeps it on the watch list.
Conversion
Incredible20.6%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Incredible£3.4M£3.4M/yr · 3.2M searches
Review moat
Good1,463.83avg incumbent reviews — the moat a new listing must climb
Competition
Okay60%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-5.0%90-day search growth — must beat 0% to launch
Avg price
Bad£5.07avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£1.94–£12.18cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, chicken thigh is a £3.4M/yr Amazon United Kingdom market (3.2M searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Feb. Verdict: Worth a look — 50/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
chicken thigh market data
- Units sold / yr
- 600K–800K
- avg 30,000–40,000/product
- Revenue / yr
- £3.0M–£4.1M
- units × avg price
- Conversion rate
- 20.6%
- Avg BSR
- #5
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 8.0%
- Avg brand age
- 51 months
- Avg seller age
- 171 days
Competition & brand share
The top 5 products take 60% of clicks — established leaders, but buyers still shop beyond them.Brands
2 falling
Sellers
27
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
60%
Top 20: 100%
Open market
0%
- Morrisons97%
- CO OP3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -5.0% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 1.9×
Top chicken thigh search terms
- chicken2.2M/yr
- chicken breast780K/yr
- chicken fillets40K/yr
- chicken breast fillets43K/yr
- fresh chicken26K/yr
- chicke17K/yr
- breast19K/yr
- chicken breasts17K/yr
- chicken fillet11K/yr
- special offers15K/yr
Top chicken thigh 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.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons Chicken Breast Fillet 1kg
Morrisons£6.834.6★4,893 rev
Morrisons Chicken Breast Fillet 630g
Morrisons£4.864.6★1,742 rev
Morrisons Chicken Fillet 330g
Morrisons£2.714.5★844 rev
Morrisons British Chicken Breast Fillets 2kg
Morrisons£12.184.6★758 rev
Morrisons Diced Chicken Breast Fillets 600g
Morrisons£4.874.7★1,142 rev
Newest
by launch date
Morrisons Savers Chicken Breast Pieces 750g
Morrisons£5.35204 rev
Morrisons Savers Cooked Chicken Pieces 210g
Morrisons£1.94470 rev
Morrisons British Chicken Thighs 1kg
Morrisons£3.632,402 rev
Morrisons Diced Chicken Fillet 400g
Morrisons£3.93633 rev
Morrisons Chicken Fillet 330g
Morrisons£2.71844 rev
Trending
90-day click momentumMorrisons British Chicken Breast Fillets 2kg
Morrisons£12.184.6★
Co-op Space to Thrive British Chicken Breast Fillets 300g
CO OP£2.784.5★
Morrisons Chicken Thigh Fillets 1kg
Morrisons£6.934.6★
Morrisons Chicken Legs 1.35kg
Morrisons£3.824.7★
Morrisons Savers Cooked Chicken Pieces 210g
Morrisons£1.944.4★
What buyers say about chicken thigh
What buyers praise and complain about, mined from review topics.What buyers love
“Nice taste”
“Good quality”
“Affordable price”
“Nice and fresh”
“Good size”
“ALL GOOD COOK WELL”
“Beautiful chicken bread”
“Convenient”
“tasty chicken thighs”
“Full of flavour”
What buyers complain about
“Not tasty”
“These fillets are huge”
“Small fresh Morrisons chicken was dry and tasteless”
“Cheap and best”
“Too much water added”
“Misleading Placement”
“Price is high”
“The smell was horrendous”
“Small fresh Morrisons chicken was dry and tasteless”
“Fatty and had lots of veins🤢”
Common questions
- Is chicken thigh profitable to sell on Amazon United Kingdom?
- The niche generates £3.4M/yr across 18 tracked products. 90-day search growth is -5.0%. Flapen's verdict: Worth a look (50/100).
- How competitive is the chicken thigh niche?
- 2 brands and 27 sellers compete. The top 5 products take 60% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in chicken thigh?
- Top complaints mined from reviews: Taste-Overall, Size-Overall, Moist/Dry. The return rate is 0.0%.
- When does demand for chicken thigh peak?
- Demand peaks in Feb; the busiest month runs 1.9× the quietest.
- What does it cost to enter the chicken thigh niche?
- Listings span £1.94–£12.18; the average listing price is £5.07 (sweet spot $15–$100). The average incumbent carries 1,464 reviews — the moat a new listing must climb.