---
title: "Fish — £573K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/fish"
last_updated: "2026-07-31T19:20:01.238Z"
locale: en
meta:
description: "Niche score 59/100 · £573K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 59/100 · £573K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Fish — £573K/yr Amazon UK Niche (2026) - Flapen"
---
# **fish**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 63Growth 22Conversion 95Competition 88Returns 100Price range 13Avg price 13Brand share 25Review moat 83Quality gap 57
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.2%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****27%**
top-5 click share — an open shelf
**Review moat**
**Great****347.34**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£573K**
£573K/yr · 1.0M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****90%**
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****£4.64**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.08–£17.03**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
40K30KSpike '24Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/grocery/fish/trend)
## **Top fish search terms**
- **fish**768K/yr-5.3%7.9% conv. - **frozen fish**107K/yr-10.9%9.9% conv. - **fresh fish**46K/yr+1.1%7.7% conv. - **sea bass**27K/yr-0.8%21.1% conv. - **seabass**15K/yr-1.2%20.9% conv. - **fish fillet**7K/yr+159.6%9.9% conv. - **fish fillets**12K/yr-65.4%9.3% conv. - **fish frozen**6K/yr+0.3%9.8% conv. - **gastro**6K/yr-12.8%6.5% conv. - **morrisons fish**4K/yr+8.0%8.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/fish/search-terms)
## **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.
0%2%£11K4%£23K6%£34K8%£46K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons The Fishmongers On Market Street 2 Basa Fillets 240g**Morrisons**£2.74**4.4★301 rev](https://www.amazon.co.uk/dp/B0C9V6NT6V) [2**Morrisons Market St 2 Seabass Fillets 180g**Morrisons**£5.06**4.5★1,057 rev](https://www.amazon.co.uk/dp/B07FMBTVDW) [3**Morrisons Salmon Fillets 220g**Morrisons**£4.64**4.6★2,147 rev](https://www.amazon.co.uk/dp/B091G4V4MS) [4**Youngs Gastro Signature Breaded Lemon & Pepper Fish Fillets 2 x 135g (Frozen)**Young's**£3.30**4.5★462 rev](https://www.amazon.co.uk/dp/B086LW7CC7) [5**by Amazon Skinless & Boneless Basa Fillets 240g**by Amazon**£1.88**4.6★214 rev](https://www.amazon.co.uk/dp/B0C434JDYY)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Battered Cod 440g**Morrisons**£4.62**14 rev4mo ago](https://www.amazon.co.uk/dp/B0GQCQ7RJW) [**Morrisons Breaded Haddock 440g**Morrisons**£4.62**11 rev4mo ago](https://www.amazon.co.uk/dp/B0GQCBLMZF) [**Morrisons Savers Whitefish 520g**Morrisons**£2.98**45 rev10mo ago](https://www.amazon.co.uk/dp/B0FPGL1HT7) [**Morrisons Market Street Sea Bream Fillets 180g**Morrisons**£4.87**135 rev1y ago](https://www.amazon.co.uk/dp/B0C9V7SDVC) [**Market Street Cornish Sardine Fillets 250g**Morrisons**£4.17**25 rev1y ago](https://www.amazon.co.uk/dp/B0FCFYX5PM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Market St Battered Cod Fillets 300g**Morrisons**£4.28**4.2★**▲ 212%**](https://www.amazon.co.uk/dp/B07H4XF7PS) [**Morrisons Breaded Haddock 440g**Morrisons**£4.62**4.0★**▲ 118%**](https://www.amazon.co.uk/dp/B0GQCBLMZF) [**Morrisons Battered Cod 440g**Morrisons**£4.62**4.0★**▲ 106%**](https://www.amazon.co.uk/dp/B0GQCQ7RJW) [**Morrisons Yellow Fin Tuna Steaks 225g (Frozen)**Morrisons**£4.60**4.3★**▲ 35%**](https://www.amazon.co.uk/dp/B08F2PK52L) [**Youngs Gastro Signature Breaded Lemon & Pepper Fish Fillets 2 x 135g (Frozen)**Young's**£3.30**4.5★**▲ 30%**](https://www.amazon.co.uk/dp/B086LW7CC7)
**~~View all trending →~~**
## **What buyers say about fish**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**41%
*“Good taste”*
**Value For Money**13%
*“Good value for money”*
**Quality-Overall**11%
*“Consistently good quality piece of fish”*
**Freshness**8%
*“arrived fresh”*
**Crispiness**4%
*“a nice crisp batter”*
**Flavor**4%
*“good flavour”*
**Size-Overall**2%
*“good size”*
**Cooking Instructions**2%
*“cook very nicely”*
**Texture/Consistency-Overall**2%
*“The texture was firm yet tender”*
**Ease Of Use**2%
*“Quick and easy”*
### **What buyers complain about **
**Taste-Overall**22%
*“tasteless”*
**Size-Overall**13%
*“Quite small portions”*
**Value For Money**9%
*“Waste of money”*
**Salt Content**5%
*“However, too salty”*
**Thickness**5%
*“Could be thicker for a more luxury more prime quality”*
**Quality-Overall**5%
*“Cheap quality”*
**Cooking Instructions**4%
*“ignore the cooking instructions they need longer than stated on the pack”*
**Flavor**4%
*“They're bland and have very little flavour”*
**Advertised Vs Actual Product**4%
*“Misleading advert”*
**Moist/Dry**3%
*“Not the best value - very dry”*
### **Top return reasons **
**Size-Overall**100%
## **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.
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