---
title: "Fish Fingers — £210K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/fish-fingers"
last_updated: "2026-07-31T19:22:56.055Z"
locale: en
meta:
description: "Niche score 50/100 · £210K/yr market · 187K searches/yr. Prices mostly outside the sweet spot ($1.15–$8.83) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 50/100 · £210K/yr market · 187K searches/yr. Prices mostly outside the sweet spot ($1.15–$8.83) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Fish Fingers — £210K/yr Amazon UK Niche (2026) - Flapen"
---
# **fish fingers**
**Worth a look**
Shows searches that convert (30.1% search→purchase), but prices mostly outside the sweet spot ($1.15–$8.83) keeps it on the watch list.
Market size 41Growth 30Conversion 100Competition 62Returns 100Price range 0Avg price 10Brand share 2Review moat 76Quality gap 53
**Conversion**
**Incredible****30.1%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****487.3**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****48%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
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****£3.73**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****99%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.15–£8.83**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KFeb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/grocery/fish-fingers/trend)
## **Top fish fingers search terms**
- **fish fingers**169K/yr+5.7%28.2% conv. - **cod fish fingers**8K/yr-12.6%12.8% conv. - **fish finger**4K/yr-6.4%21.8% conv. - **fish fingers cod**3K/yr+10.1%10.7% conv. - **fishfingers**4K/yr-15.1%29.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/fish-fingers/search-terms)
## **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.
0%4%£8K8%£17K12%£25K16%£34K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 20 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons 10 Omega 3 Fish Fingers 300g (Frozen)**Morrisons**£1.15**4.4★1,548 rev](https://www.amazon.co.uk/dp/B00PG3ZCGI) [2**Morrisons 10 Cod Fish Fingers 300g (Frozen)**Morrisons**£2.43**4.4★1,028 rev](https://www.amazon.co.uk/dp/B08JL49Q13) [3**Birds Eye 8 Crispy Batter Fish Fingers 224g (Frozen)**BIRDS EYE**£1.99**4.5★2,844 rev](https://www.amazon.co.uk/dp/B002WHEAXC) [4**Birds Eye Fish Fingers 350g (Frozen)**BIRDS EYE**£3.28**4.2★48 rev](https://www.amazon.co.uk/dp/B003JGJ37S) [5**Birds Eye 26 Crispy Fish Fingers 728g (Frozen)**Bird's**£4.63**4.5★400 rev](https://www.amazon.co.uk/dp/B091FXWQ6J)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Market Street Chunky Breaded Fish Fingers 300g**Morrisons**£4.22**1 rev3mo ago](https://www.amazon.co.uk/dp/B0GY5NR5PC) [**Morrisons 30 Omega 3 Fish Fingers 900g**Morrisons**£3.77**2 rev4mo ago](https://www.amazon.co.uk/dp/B0GQC66QGC) [**Birds Eye 40 Breaded Omega 3 Fish Fingers 1.12kg**BIRDS EYE**£6.08**5 rev5mo ago](https://www.amazon.co.uk/dp/B0GLNNHN4V) [**Birds Eye 26 Breaded Cod Fish Fingers 780g**BIRDS EYE**£8.83**2 rev5mo ago](https://www.amazon.co.uk/dp/B0GLNSPRGT) [**Birds Eye 8 Breaded Haddock Fish Fingers 240g**BIRDS EYE**£3.89**0 rev5mo ago](https://www.amazon.co.uk/dp/B0GLMG12SD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Market Street Chunky Breaded Fish Fingers 300g**Morrisons**£4.22**5.0★**▲ 229%**](https://www.amazon.co.uk/dp/B0GY5NR5PC) [**Birds Eye 40 Breaded Omega 3 Fish Fingers 1.12kg**BIRDS EYE**£6.08**3.3★**▲ 193%**](https://www.amazon.co.uk/dp/B0GLNNHN4V) [**Birds Eye 26 Breaded Cod Fish Fingers 780g**BIRDS EYE**£8.83**5.0★**▲ 164%**](https://www.amazon.co.uk/dp/B0GLNSPRGT) [**Birds Eye 8 Breaded Haddock Fish Fingers 240g**BIRDS EYE**£3.89**0.0★**▲ 142%**](https://www.amazon.co.uk/dp/B0GLMG12SD) [**Morrisons 30 Omega 3 Fish Fingers 900g**Morrisons**£3.77**5.0★**▲ 140%**](https://www.amazon.co.uk/dp/B0GQC66QGC)
**~~View all trending →~~**
## **What buyers say about fish fingers**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**44%
*“I just love the taste of haddock”*
**Crispiness**12%
*“Tasty and crisp,”*
**Quality-Overall**10%
*“Very good quality”*
**Value For Money**7%
*“Worth the money”*
**Size-Overall**6%
*“Small enough for young children”*
**Baking**4%
*“Myself and my daughter also enjoyed having these fish fingers with oven chips”*
**Cooking Instructions**4%
*“and when cooked absolutely delicious”*
**Ease Of Use**4%
*“really quick to get ready when you're in a rush”*
**Flavor**4%
*“I enjoyed the crispness and flavour,”*
**Chunk/Clump/Collection**3%
*“Nice and chunky”*
### **What buyers complain about **
**Taste-Overall**32%
*“No taste awfull”*
**Thickness**23%
*“didn't like thick batter”*
**Chunk/Clump/Collection**9%
*“More Fish in a Chunky”*
**Cooking Instructions**9%
*“ignore the cooking instructions they need longer than stated on the pack”*
**Size-Overall**9%
*“Smaller than a tadpoles todger”*
**Moist/Dry**5%
*“Dry, chewy fish when cooked as per instructions”*
**Quality-Overall**5%
*“Very disappointing for a Co-op product as they base their products on quality and freshness”*
**Nutritional Content**3%
*“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.
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