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Fish Sauce

Fail

Demand is soft, at -22.8% this quarter, so Fish Sauce is a Fail.

Flapen Score
38
38 / 100
Ranks 2,496 of 2,976 Grocery niches · −8 vs the category median of 46
Market size
£103K/yr109K searches / yr
90-day growth
-22.8%search demand this quarter
Competition
82%top-5 click share · 10 brands · 65 sellers

Flapen Score

Fish Sauce against its category

The dotted line is the Grocery average. Past it, Fish Sauce is stronger. Inside it, weaker.

38Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Fish Sauce market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Fish Sauce 109K times last year and spent an estimated £103K. The top 5 brands take 93% of clicks. Demand peaks in Jan. Flapen scores it 38 out of 100, a Fail.

01 · Demand

14.1% of searches ended in a purchase last week.

Shoppers searched for this 109K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 14.1% of those searches ended in a purchase. Searches in the last 90 days moved -22.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £103K a year.

Searches, last 12 months
109K
Growth, 90 days vs prior 90
-22.8%
Conversion, latest week
14.1%
Market size, estimated
£103Ka year
Peak month
January1.5× the quietest month
Top search term
fish sauce83K searches a year

02 · Price

A sale here is worth £6.72.

Listings sell for £6.72 on average, from £1.53 to £18.90. Amazon reports units sold in ranges. This niche sold 15K to 20K a year. The average listing sells 750 to 1,000 of them. At £6.72 that is £5K to £7K a year per listing.

Average price
£6.72under the $15 to $100 sweet spot
Price range
£1.53–£18.90
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
15K–20K
Units per listing a year
750–1,000
Revenue per listing a year
£5K–£7K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

50% of listings pay for placement with sponsored ads. 71% ship with Prime. On an average day, 5.6% of listings are out of stock. The average listing ranks #34 within Condiments & Sauces. It carries 901 reviews at 4.58 stars, so a new listing needs social proof before a better product.

Sponsored listings
50%
Prime listings
71%
Out of stock, average day
5.6%
Average rank
#34in Condiments & Sauces
Average rating
4.58 starsAmazon United Kingdom average 4.36 stars
Average reviews
901per listing
Listings tracked
14

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 84 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
84 months

Products

Top Fish Sauce products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 82% of clicks. A locked shelf that new listings rarely crack.

£0£10K£21K£31K£41K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

10 rising

Sellers

65

Top-5 brand share

93%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

6%

  • Tiparos36%
  • Squid26%
  • Blue Dragon24%
  • Thai Taste4%
  • Healthy Boy3%
  • Starry Mart1%
  • Open — no brand owns it (4 brands, 6%)

Demand

Fish Sauce search demand

Weekly searches over the year, seasonality beneath. Pick a range.

3K2KSpike '25Spike '26DecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Jan · busiest ÷ quietest = 1.5×

Search terms

Top Fish Sauce search terms shoppers use

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

  • fish sauce83K/yr
  • fish sauce thai12K/yr
  • thai fish sauce7K/yr
  • fish sauce for cooking4K/yr
  • korean fish sauce3K/yr

Reviews and returns

What reviews say buyers love and hate about Fish Sauce

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Salt Content33%−0.11

Its salt

It has a strong salty

You cant get a lot more salt than that into water

Taste-Overall25%−0.07

Horrible taste

Smell5%−0.01

strong smell

Love

Quality-Overall28%+2.17

Very good product my family

so no complaints there

good quality

Taste-Overall21%−0.07

The best fish sauce I've tasted

Great quality fish sauce

Lovely taste

Spiciness15%+1.17

One of the best fish sauces

Good fish sauce

Proper Korean fish sauce

Value For Money9%+0.41

Great value and will last a long time

Good for money

it's reasonably priced

Flavor7%−0.06

umami flavour similar to traditional Nam Pla

The flavour is spot on and its ideal for Thai cooking, really authentic and adds a great savoury punch

Very nice tasty anchovies unami

FAQ

Common Fish Sauce questions

Answered from the same tracked data.