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Fish

Maybe

An estimated 0.0% of orders come back. 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

An estimated 12.2% of those searches ended in a purchase.

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. An estimated 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

2 of last year's 11 launches cleared the first-year sales bar.

11 products launched here in the last 12 months. 2 of them cleared the first-year sales bar, our mark for a successful launch. 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 27% of clicks, no more. 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

Est. top-5 brand share

90%

Top 20: 100%

Est. 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 estimated 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

We read the reviews and the return reasons for every product selling here.

41%of positive reviews mention “Taste-Overall”
22%of negative reviews mention “Taste-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“tasteless”
A buyer, on “Taste-Overall”22% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

14 topics

NegativePositive

FAQ

Common Fish questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data