Fish
MaybeAn 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 / 100Top 7% of 2,976 Grocery niches · +13 vs the category median of 4659
- 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.
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.
Top sellers
by estimated 90-day click share
Morrisons The Fishmongers On Market Street 2 Basa Fillets 240g
- Price
- £2.74
- Rating
- 4.4/5
- Reviews
- 301
- Age
- 3y ago

Morrisons Market St 2 Seabass Fillets 180g
- Price
- £5.06
- Rating
- 4.5/5
- Reviews
- 1,057
- Age
- 8y ago

Morrisons Salmon Fillets 220g
- Price
- £4.64
- Rating
- 4.6/5
- Reviews
- 2,147
- Age
- 5y ago

Youngs Gastro Signature Breaded Lemon & Pepper Fish Fillets 2 x 135g (Frozen)
- Price
- £3.30
- Rating
- 4.5/5
- Reviews
- 462
- Age
- 6y ago

by Amazon Skinless & Boneless Basa Fillets 240g
- Price
- £1.88
- Rating
- 4.6/5
- Reviews
- 214
- Age
- 3y ago
Trending
estimated 90-day click momentum
Morrisons Market St Battered Cod Fillets 300g
- Price
- £4.28
- Rating
- 4.2/5
- Reviews
- 360
- Age
- 7y ago

Morrisons Breaded Haddock 440g
- Price
- £4.62
- Rating
- 4.0/5
- Reviews
- 11
- Age
- 4mo ago

Morrisons Battered Cod 440g
- Price
- £4.62
- Rating
- 4.0/5
- Reviews
- 14
- Age
- 4mo ago

Morrisons Yellow Fin Tuna Steaks 225g (Frozen)
- Price
- £4.60
- Rating
- 4.3/5
- Reviews
- 437
- Age
- 5y ago

Youngs Gastro Signature Breaded Lemon & Pepper Fish Fillets 2 x 135g (Frozen)
- Price
- £3.30
- Rating
- 4.5/5
- Reviews
- 462
- Age
- 6y ago
Newest
by launch date
Morrisons Battered Cod 440g
- Price
- £4.62
- Rating
- 4.0/5
- Reviews
- 14
- Age
- 4mo ago

Morrisons Breaded Haddock 440g
- Price
- £4.62
- Rating
- 4.0/5
- Reviews
- 11
- Age
- 4mo ago

Morrisons Savers Whitefish 520g
- Price
- £2.98
- Rating
- 4.4/5
- Reviews
- 45
- Age
- 10mo ago

Morrisons Market Street Sea Bream Fillets 180g
- Price
- £4.87
- Rating
- 4.4/5
- Reviews
- 135
- Age
- 1y ago

Market Street Cornish Sardine Fillets 250g
- Price
- £4.17
- Rating
- 4.6/5
- Reviews
- 25
- Age
- 1y ago
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.
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.
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.
“tasteless”
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
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
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









