How competitive is the Fish niche on Amazon United Kingdom?

13 brands and 40 sellers compete in Fish on Amazon United Kingdom. The top 5 Fish products take 27% of clicks and its top 5 brands hold 90% of demand.

What do buyers complain about in Fish?

Fish buyers on Amazon United Kingdom complain most about Taste-Overall, Size-Overall, Value For Money, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Fish niche?

Fish sells for £4.64 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.08–£17.03. The average incumbent carries 347 reviews — the moat a new listing must climb.

Fish

Fish shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Fish profitable on Amazon?

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.

Fish: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -5.7% over the last 90 days and 12.2% of searches end in a purchase.

£573K

revenue / yr

Units sold / yr150K

Search volume / yr-5.7%1.0M

Conversion rate12.2%

Avg price£4.64

Who owns the niche?

The top 5 brands hold 90% of demand, so 10% of the market is open.

10%

open market share

Brands · sellers13 · 40

Top-5 product click share27%

Open market10%

Avg brand age53 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 64 products

Top Fish products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

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: brands, sellers & click share

Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 rising

Sellers

Top-5 brand share

90%

Top 20: 100%

Top-5 click share

27%

Top 20: 68%

Open market

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

Fish demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.0MCVR12.2%Products64Brands13Top 5 Brands90%OOS Rate4.6%Rating4.4★Reviews347Avg BSR#262

Peak months: Jan · busiest ÷ quietest = 1.8×

Top Fish search terms shoppers use

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

fish768K/yr -5.3%7.9% conv.
frozen fish107K/yr -10.9%9.9% conv.
fresh fish46K/yr +1.1%7.7% conv.
sea bass27K/yr -0.8%21.1% conv.
seabass15K/yr -1.2%20.9% conv.
fish fillet7K/yr +159.6%9.9% conv.
fish fillets12K/yr -65.4%9.3% conv.
fish frozen6K/yr +0.3%9.8% conv.
gastro6K/yr -12.8%6.5% conv.
morrisons fish4K/yr +8.0%8.9% conv.

What reviews say buyers love and hate about Fish

What buyers mention most, as a share of all reviews.

What buyers love

89% of reviews

Taste-Overall41%

“Good taste”

Value For Money13%

“Good value for money”

Quality-Overall11%

“Consistently good quality piece of fish”

Freshness8%

“arrived fresh”

Crispiness4%

“a nice crisp batter”

What buyers complain about

76% of reviews

Taste-Overall22%

“tasteless”

Size-Overall13%

“Quite small portions”

Value For Money9%

“Waste of money”

Salt Content5%

“However, too salty”

Thickness5%

“Could be thicker for a more luxury more prime quality”

Fish return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

100%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

100%

Common Fish questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Fish 59/100 on Amazon United Kingdom — Worth a look. The niche generates £573K/yr across 64 tracked products. 2 of 11 products launched in the last 360 days are still selling. Search demand moved -5.7% over the last 90 days.