fish
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.2%search→purchase rate — share of searches ending in a sale
Competition
Great27%top-5 click share — an open shelf
Review moat
Great347.34avg incumbent reviews — the moat a new listing must climb
Market size
Good£573K£573K/yr · 1.0M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Growth
Bad-5.7%90-day search growth — must beat 0% to launch
Avg price
Bad£4.64avg listing price — sweet spot $15–$100
Price range
Bad£1.08–£17.03cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, fish is a £573K/yr Amazon United Kingdom market (1.0M searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Jan. Verdict: Worth a look — 59/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
fish market data
- Units sold / yr
- 125K–150K
- avg 1,500–2,000/product
- Revenue / yr
- £580K–£696K
- units × avg price
- Conversion rate
- 12.2%
- Avg BSR
- #262
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 5%
- Out of stock
- 4.6%
- Avg brand age
- 53 months
- Avg seller age
- 173 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — 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 & seasonality
Weekly Amazon search volume, last 104 weeks — -5.7% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.8×
Top fish search terms
- 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
Top fish 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons The Fishmongers On Market Street 2 Basa Fillets 240g
Morrisons£2.744.4★301 rev
Morrisons Market St 2 Seabass Fillets 180g
Morrisons£5.064.5★1,057 rev
Morrisons Salmon Fillets 220g
Morrisons£4.644.6★2,147 rev
Youngs Gastro Signature Breaded Lemon & Pepper Fish Fillets 2 x 135g (Frozen)
Young's£3.304.5★462 rev
by Amazon Skinless & Boneless Basa Fillets 240g
by Amazon£1.884.6★214 rev
Newest
by launch date
Morrisons Battered Cod 440g
Morrisons£4.6214 rev
Morrisons Breaded Haddock 440g
Morrisons£4.6211 rev
Morrisons Savers Whitefish 520g
Morrisons£2.9845 rev
Morrisons Market Street Sea Bream Fillets 180g
Morrisons£4.87135 rev
Market Street Cornish Sardine Fillets 250g
Morrisons£4.1725 rev
Trending
90-day click momentum
Morrisons Market St Battered Cod Fillets 300g
Morrisons£4.284.2★
Morrisons Breaded Haddock 440g
Morrisons£4.624.0★
Morrisons Battered Cod 440g
Morrisons£4.624.0★
Morrisons Yellow Fin Tuna Steaks 225g (Frozen)
Morrisons£4.604.3★
Youngs Gastro Signature Breaded Lemon & Pepper Fish Fillets 2 x 135g (Frozen)
Young's£3.304.5★
What buyers say about fish
What buyers praise and complain about, mined from review topics.What buyers love
“Good taste”
“Good value for money”
“Consistently good quality piece of fish”
“arrived fresh”
“a nice crisp batter”
“good flavour”
“good size”
“cook very nicely”
“The texture was firm yet tender”
“Quick and easy”
What buyers complain about
“tasteless”
“Quite small portions”
“Waste of money”
“However, too salty”
“Could be thicker for a more luxury more prime quality”
“Cheap quality”
“ignore the cooking instructions they need longer than stated on the pack”
“They're bland and have very little flavour”
“Misleading advert”
“Not the best value - very dry”
Top return reasons
Common questions
- Is fish profitable to sell on Amazon United Kingdom?
- The niche generates £573K/yr across 64 tracked products. 2 of 11 products launched in the last 360 days are still selling. 90-day search growth is -5.7%. Flapen's verdict: Worth a look (59/100).
- How competitive is the fish niche?
- 13 brands and 40 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in fish?
- Top complaints mined from reviews: Taste-Overall, Size-Overall, Value For Money. The return rate is 0.0%.
- When does demand for fish peak?
- Demand peaks in Jan; the busiest month runs 1.8× the quietest.
- What does it cost to enter the fish niche?
- Listings span £1.08–£17.03; the average listing price is £4.64 (sweet spot $15–$100). The average incumbent carries 347 reviews — the moat a new listing must climb.