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Fish

Maybe

Returns run at only 0.0% of orders. But products sell for $4.64 on average, outside the sweet spot, so Fish is a Maybe.

Flapen Score
59
59 / 100
Top 7% of 2,976 Grocery niches · +13 vs the category median of 46
Market size
£573K/yr1.0M searches / yr
90-day growth
-5.7%search demand this quarter
Competition
27%top-5 click share · 13 brands · 40 sellers

Flapen Score

Fish against its category

The dotted line is the Grocery average. Past it, Fish is stronger. Inside it, weaker.

59Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fish market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fish 1.0M times last year and spent an estimated £573K. The top 5 brands take 90% of clicks. Demand peaks in Jan. Flapen scores it 59 out of 100, a Maybe.

01 · Demand

12.2% of searches ended in a purchase last week.

Shoppers searched for this 1.0M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 12.2% of those searches ended in a purchase. Searches in the last 90 days moved -5.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £573K a year.

Searches, last 12 months
1.0M
Growth, 90 days vs prior 90
-5.7%
Conversion, latest week
12.2%
Market size, estimated
£573Ka year
Peak month
January1.8× the quietest month
Top search term
fish768K searches a year

02 · Price

A sale here is worth £4.64.

Listings sell for £4.64 on average, from £1.08 to £17.03. Amazon reports units sold in ranges. This niche sold 125K to 150K a year. The average listing sells 1,500 to 2,000 of them. At £4.64 that is £7K to £9K a year per listing.

Average price
£4.64under the $15 to $100 sweet spot
Price range
£1.08–£17.03
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
125K–150K
Units per listing a year
1,500–2,000
Revenue per listing a year
£7K–£9K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

5% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.6% of listings are out of stock. The average listing ranks #262 within Fresh & Chilled. It carries 347 reviews at 4.41 stars, so a new listing needs social proof before a better product.

Sponsored listings
5%
Prime listings
100%
Out of stock, average day
4.6%
Average rank
#262in Fresh & Chilled
Average rating
4.41 starsAmazon United Kingdom average 4.36 stars
Average reviews
347per listing
Listings tracked
64

04 · Newcomers

Amazon counts 2 of last year's 11 launches as successful.

11 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 53 months on average, so the names here are settling in.

Launched, last 12 months
11
Successful launches
2Amazon's first-year sales bar
Average brand age
53 months

Products

Top Fish 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 only 27% of clicks. An open shelf where new products get seen.

£0£11K£23K£34K£46K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 rising

Sellers

40

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

27%

Top 20: 68%

Open market

5%

  • Morrisons48%
  • by Amazon18%
  • Young's13%
  • Youngs6%
  • BIRDS EYE5%
  • Iceland5%
  • Open — no brand owns it (7 brands, 5%)

Demand

Fish search demand

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

40K30KSpike '24Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 1.8×

Search terms

Top Fish search terms shoppers use

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

  • fish768K/yr
  • frozen fish107K/yr
  • fresh fish46K/yr
  • sea bass27K/yr
  • seabass15K/yr
  • fish fillet7K/yr
  • fish fillets12K/yr
  • fish frozen6K/yr
  • gastro6K/yr
  • morrisons fish4K/yr

Reviews and returns

What reviews say buyers love and hate about Fish

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

Complain

Taste-Overall22%+2.27

tasteless

Tasteless

almost no taste of fish

Size-Overall13%−0.07

Quite small portions

the fillets are TINY

Too small

Value For Money9%+0.29

Waste of money

A bit expensive

Expensive

Salt Content5%−0.04

However, too salty

could not tast salt or vinigar

Far to salty

Thickness5%−0.04

Could be thicker for a more luxury more prime quality

Breadcrumbs too thick

Fish could be thicker

Love

Taste-Overall41%+2.27

Good taste

lovely fish taste is really good

Very good excellent in the taste good price very fresh will buy again

Value For Money13%+0.29

Good value for money

Good price

Value for money

Quality-Overall11%+0.51

Consistently good quality piece of fish

Good quality white fish

Excellent quality

Freshness8%+0.80

arrived fresh

Fresh fish

Fresh and tasty

Crispiness4%+0.46

a nice crisp batter

tasty, juicy delicious

Crispy batter

Return

0.0% Return rate 100% Fixable by listing

Size-Overall100%▁▁▁▁▁█

Quite small portions

the fillets are TINY

Too small

FAQ

Common Fish questions

Answered from the same tracked data.