frozen chicken
Worth a lookShows searches that convert (20.8% search→purchase), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Conversion
Incredible20.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Great30%top-5 click share — an open shelf
Review moat
Good566.95avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Market size
Good£356K£356K/yr · 434K searches
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Growth
Bad-1.6%90-day search growth — must beat 0% to launch
Avg price
Bad£3.95avg listing price — sweet spot $15–$100
Price range
Bad£1.97–£7.49cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, frozen chicken is a £356K/yr Amazon United Kingdom market (434K searches/yr). The top 5 brands hold 87% of demand. Demand peaks in Mar–Jul. Verdict: Worth a look — 58/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
frozen chicken market data
- Units sold / yr
- 80K–100K
- avg 1,500–2,000/product
- Revenue / yr
- £316K–£395K
- units × avg price
- Conversion rate
- 20.8%
- Avg BSR
- #6
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 0.4%
- Avg brand age
- 61 months
- Avg seller age
- 191 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
12 flat
Sellers
36
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
30%
Top 20: 68%
Open market
9%
- Morrisons65%
- Iceland9%
- BIRDS EYE5%
- CO OP4%
- M MARKET STREET4%
- Unbranded4%
- Open — no brand owns it (6 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -1.6% search growth over the last 90 days.Peak months: Mar, Jul · busiest ÷ quietest = 3.3×
Top frozen chicken search terms
- frozen chicken134K/yr
- breaded chicken63K/yr
- southern fried chicken57K/yr
- chicken goujons30K/yr
- frozen meat32K/yr
- chicken tenders24K/yr
- chicken frozen18K/yr
- chicken steaks13K/yr
- frozen chicken breast15K/yr
- fried chicken15K/yr
Top frozen chicken 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons Breaded Chicken Goujons 270g
Morrisons£2.734.4★1,249 rev
Morrisons 4 Breaded Chicken Steaks 500g
Morrisons£4.214.4★1,116 rev
Morrisons Southern Fried Mini Chicken Fillets 300g
Morrisons£4.134.4★857 rev
Morrisons Buttermilk Chicken Mini Fillets 300g
Morrisons£4.194.4★761 rev
Hank & Joes Chicken Fillets 1kg
Unbranded£4.674.4★376 rev
Newest
by launch date
Chucks Southern Fried Tenders 225g
Chucks£2.379 rev
Morrisons Breaded Chicken Goujons 510g
Morrisons£4.464 rev
Morrisons Southern Fried Chicken Chunks 356g
Morrisons£3.40117 rev
Morrisons Southern Fried Chicken Strips 350g
Morrisons£3.4773 rev
Iceland Buttermilk Chicken Tenders 450g
Iceland£3.8516 rev
Trending
90-day click momentum
Morrisons Tempura Chicken Mini Fillets 300g
Morrisons£4.064.4★
Morrisons Cooked Chicken Breast Chunks 500g
M MARKET STREET£5.244.3★
Iceland Buttermilk Chicken Tenders 450g
Iceland£3.854.4★
Chucks Southern Fried Tenders 225g
Chucks£2.374.0★
Morrisons Breaded Chicken Goujons 510g
Morrisons£4.464.3★
What buyers say about frozen chicken
What buyers praise and complain about, mined from review topics.What buyers love
“Good taste”
“Good quality chicken”
“that is reasonably priced”
“Full of flavour”
“Nice quality good sized chicken breasts which are good value for money great for stir frys casseroles etc”
“Freshness”
“Convenient”
“Nice and spicy not too much spice”
“Tasty, golden crispy. if you cook them right, and the kids lap the up on a sandwich or with some sweetcorn or peas”
“Good size”
What buyers complain about
“Quality Could Be Better”
“Nasty”
“Bit dry”
“a bit too large for 1 person living alone”
“Not nice, rock hard”
“Too much spice in the chicken”
“Too much water added”
“Tough and chewy”
“The smell was horrendous”
“Fatty and had lots of veins🤢”
Common questions
- Is frozen chicken profitable to sell on Amazon United Kingdom?
- The niche generates £356K/yr across 59 tracked products. 6 of 12 products launched in the last 360 days are still selling. 90-day search growth is -1.6%. Flapen's verdict: Worth a look (58/100).
- How competitive is the frozen chicken niche?
- 12 brands and 36 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in frozen chicken?
- Top complaints mined from reviews: Quality-Overall, Taste-Overall, Moist/Dry. The return rate is 0.0%.
- When does demand for frozen chicken peak?
- Demand peaks in Mar–Jul; the busiest month runs 3.3× the quietest.
- What does it cost to enter the frozen chicken niche?
- Listings span £1.97–£7.49; the average listing price is £3.95 (sweet spot $15–$100). The average incumbent carries 567 reviews — the moat a new listing must climb.