fish fingers
Worth a lookShows searches that convert (30.1% search→purchase), but prices mostly outside the sweet spot ($1.15–$8.83) keeps it on the watch list.
Conversion
Incredible30.1%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great487.3avg incumbent reviews — the moat a new listing must climb
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay£210K£210K/yr · 187K searches
Growth
Okay+4.1%90-day search growth — must beat 0% to launch
Avg price
Bad£3.73avg listing price — sweet spot $15–$100
Brand share
Bad99%top-5 brand share — brand-locked demand
Price range
Bad£1.15–£8.83cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, fish fingers is a £210K/yr Amazon United Kingdom market (187K searches/yr). The top 5 brands hold 99% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
fish fingers market data
- Units sold / yr
- 60K–80K
- avg 3,000–4,000/product
- Revenue / yr
- £224K–£298K
- units × avg price
- Conversion rate
- 30.1%
- Avg BSR
- #2
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 1.1%
- Avg brand age
- 65 months
- Avg seller age
- 207 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
6 rising
Sellers
36
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
48%
Top 20: 100%
Open market
0%
- BIRDS EYE50%
- Morrisons29%
- Bird's15%
- Young's3%
- Iceland2%
- CO OP1%
Demand
Weekly Amazon search volume, last 25 weeks — +4.1% search growth over the last 90 days.Top fish fingers search terms
- fish fingers169K/yr
- cod fish fingers8K/yr
- fish finger4K/yr
- fish fingers cod3K/yr
- fishfingers4K/yr
Top fish fingers 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons 10 Omega 3 Fish Fingers 300g (Frozen)
Morrisons£1.154.4★1,548 rev
Morrisons 10 Cod Fish Fingers 300g (Frozen)
Morrisons£2.434.4★1,028 rev
Birds Eye 8 Crispy Batter Fish Fingers 224g (Frozen)
BIRDS EYE£1.994.5★2,844 rev
Birds Eye Fish Fingers 350g (Frozen)
BIRDS EYE£3.284.2★48 rev
Birds Eye 26 Crispy Fish Fingers 728g (Frozen)
Bird's£4.634.5★400 rev
Newest
by launch date
Morrisons Market Street Chunky Breaded Fish Fingers 300g
Morrisons£4.221 rev
Morrisons 30 Omega 3 Fish Fingers 900g
Morrisons£3.772 rev
Birds Eye 40 Breaded Omega 3 Fish Fingers 1.12kg
BIRDS EYE£6.085 rev
Birds Eye 26 Breaded Cod Fish Fingers 780g
BIRDS EYE£8.832 rev
Birds Eye 8 Breaded Haddock Fish Fingers 240g
BIRDS EYE£3.890 rev
Trending
90-day click momentumMorrisons Market Street Chunky Breaded Fish Fingers 300g
Morrisons£4.225.0★
Birds Eye 40 Breaded Omega 3 Fish Fingers 1.12kg
BIRDS EYE£6.083.3★
Birds Eye 26 Breaded Cod Fish Fingers 780g
BIRDS EYE£8.835.0★
Birds Eye 8 Breaded Haddock Fish Fingers 240g
BIRDS EYE£3.890.0★
Morrisons 30 Omega 3 Fish Fingers 900g
Morrisons£3.775.0★
What buyers say about fish fingers
What buyers praise and complain about, mined from review topics.What buyers love
“I just love the taste of haddock”
“Tasty and crisp,”
“Very good quality”
“Worth the money”
“Small enough for young children”
“Myself and my daughter also enjoyed having these fish fingers with oven chips”
“and when cooked absolutely delicious”
“really quick to get ready when you're in a rush”
“I enjoyed the crispness and flavour,”
“Nice and chunky”
What buyers complain about
“No taste awfull”
“didn't like thick batter”
“More Fish in a Chunky”
“ignore the cooking instructions they need longer than stated on the pack”
“Smaller than a tadpoles todger”
“Dry, chewy fish when cooked as per instructions”
“Very disappointing for a Co-op product as they base their products on quality and freshness”
“the fish content is low”
Common questions
- Is fish fingers profitable to sell on Amazon United Kingdom?
- The niche generates £210K/yr across 20 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is +4.1%. Flapen's verdict: Worth a look (50/100).
- How competitive is the fish fingers niche?
- 6 brands and 36 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in fish fingers?
- Top complaints mined from reviews: Taste-Overall, Thickness, Chunk/Clump/Collection. The return rate is 0.0%.
- What does it cost to enter the fish fingers niche?
- Listings span £1.15–£8.83; the average listing price is £3.73 (sweet spot $15–$100). The average incumbent carries 487 reviews — the moat a new listing must climb.