frozen food
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Great25%top-5 click share — an open shelf
Conversion
Good6.7%search→purchase rate — share of searches ending in a sale
Review moat
Good719avg incumbent reviews — the moat a new listing must climb
Growth
Good+43.1%90-day search growth — must beat 0% to launch
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£137K£137K/yr · 660K searches
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Price range
Bad£1.21–£17.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£3.11avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, frozen food is a £137K/yr Amazon United Kingdom market (660K searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Jan–Apr–Dec. Verdict: Worth a look — 57/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
frozen food market data
- Units sold / yr
- 60K–80K
- avg 500–750/product
- Revenue / yr
- £187K–£249K
- units × avg price
- Conversion rate
- 6.7%
- Avg BSR
- #19
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 15%
- Out of stock
- 4.8%
- Avg brand age
- 48 months
- Avg seller age
- 175 days
Competition & brand share
Clicks spread well past the top 5 (25% combined) — an open shelf where new products get seen.Brands
19 rising
Sellers
94
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
25%
Top 20: 60%
Open market
10%
- Chicago Town49%
- Morrisons27%
- Iceland6%
- Swizzels5%
- Dr. Oetker2%
- M MID-TIER2%
- Open — no brand owns it (13 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 63 weeks — +43.1% search growth over the last 90 days.Peak months: Jan, Apr, Dec · busiest ÷ quietest = 9.7×
Top frozen food search terms
- party snacks119K/yr
- chicago201K/yr
- party food225K/yr
- chicago town pizza36K/yr
- mini pizza27K/yr
- chicago town19K/yr
- frozen party food23K/yr
- chicargo8K/yr
- mini pizzas3K/yr
Top frozen food 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
Chicago Town 2 Deep Dish Pepperoni Mini Pizzas 2 x 155g (Frozen)
Chicago Town£2.054.6★2,473 rev
Chicago Town 2 Deep Dish Ultimate Cheesy Five Cheese Mini Pizzas 2 x 164g (Frozen)
Chicago Town£2.104.2★49 rev
Chicago Town 2 Deep Dish Mega Meaty Pizzas 2 x 157g (Frozen)
Chicago Town£2.054.5★1,265 rev
Morrisons Cocktail Sausage Rolls 750g
Morrisons£2.004.4★149 rev
Morrisons 12 Cheese and Tomato Mini Deep Dish Pizzas 336g
Morrisons£2.714.4★25 rev
Newest
by launch date
Morrisons Cheese & Tomato Mini Pizza 4pk 356g
Morrisons£2.661 rev
Morrisons 12 Cheese and Tomato Mini Deep Dish Pizzas 336g
Morrisons£2.7125 rev
Morrisons Cocktail Sausage Rolls 750g
Morrisons£2.00149 rev
Chicago Town 2 Deep Dish Ultimate Cheesy Five Cheese Mini Pizzas 2 x 164g (Frozen)
Chicago Town£2.1049 rev
Chicago Town Takeaway BBQ Stuffed Crust Meat Feast 640g (Frozen)
Chicago Town£3.6889 rev
Trending
90-day click momentumMorrisons Cheese & Tomato Mini Pizza 4pk 356g
Morrisons£2.665.0★
Morrisons Cocktail Sausage Rolls 750g
Morrisons£2.004.4★
Swizzels Drumstick Squashies Sweets Raspberry and Milk Flavour Sweets Mini Bag Multipack (20 Mini Sweet Bags)
Swizzels£1.714.8★
Swizzels Party Mix Tub 785g Retro Sweets in Bulk Vegan Friendly Family Favourite Sweets Ideal for Parties Birthdays Halloween Christmas large
Swizzels£5.714.6★
Chicago Town 2 Deep Dish Ultimate Cheesy Five Cheese Mini Pizzas 2 x 164g (Frozen)
Chicago Town£2.104.2★
What buyers say about frozen food
What buyers praise and complain about, mined from review topics.What buyers love
“The chocolate are all so delicious”
“Good value for money”
“Good variety”
“The flavours are tasty”
“Sugar free”
“great size”
“Tasty crisps”
“Works exactually as advertised”
“Cooking it is fairly straightforward”
“Perfect treats”
What buyers complain about
“after about two weeks they lost their taste”
“Overpriced and disappointing”
“Misleading pictures”
“Very big bag”
“Far sugary than I remembered”
“sometimes the packet doesn't have enough flavouring and tastes oily”
“quite a dry base”
“Not Fresh”
“Poor quality”
“not as hot”
Top return reasons
Common questions
- Is frozen food profitable to sell on Amazon United Kingdom?
- The niche generates £137K/yr across 62 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is +43.1%. Flapen's verdict: Worth a look (57/100).
- How competitive is the frozen food niche?
- 19 brands and 94 sellers compete. The top 5 products take 25% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in frozen food?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Advertised Vs Actual Product. The return rate is 0.0%.
- When does demand for frozen food peak?
- Demand peaks in Jan–Apr–Dec; the busiest month runs 9.7× the quietest.
- What does it cost to enter the frozen food niche?
- Listings span £1.21–£17.16; the average listing price is £3.11 (sweet spot $15–$100). The average incumbent carries 719 reviews — the moat a new listing must climb.