Fish
MaybeReturns 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 / 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
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.
Top sellers
by 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
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 only 27% of clicks. An open shelf where new products get seen.
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.
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
tasteless
Tasteless
almost no taste of fish
Quite small portions
the fillets are TINY
Too small
Waste of money
A bit expensive
Expensive
However, too salty
could not tast salt or vinigar
Far to salty
Could be thicker for a more luxury more prime quality
Breadcrumbs too thick
Fish could be thicker
Love
Good taste
lovely fish taste is really good
Very good excellent in the taste good price very fresh will buy again
Good value for money
Good price
Value for money
Consistently good quality piece of fish
Good quality white fish
Excellent quality
arrived fresh
Fresh fish
Fresh and tasty
a nice crisp batter
tasty, juicy delicious
Crispy batter
Return
0.0% Return rate 100% Fixable by listing
Quite small portions
the fillets are TINY
Too small
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Fish questions
Answered from the same tracked data.









