gluten free
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
Brand share
Great48%top-5 brand share — no brand owns this niche
Conversion
Great9.4%search→purchase rate — share of searches ending in a sale
Competition
Great33%top-5 click share — an open shelf
Review moat
Great478.71avg incumbent reviews — the moat a new listing must climb
Market size
Good£580K£580K/yr · 1.3M searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£0.98–£25.11cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-11.7%90-day search growth — must beat 0% to launch
Avg price
Bad£4.86avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, gluten free is a £580K/yr Amazon United Kingdom market (1.3M searches/yr). The top 5 brands hold 48% of demand. Demand peaks in Dec. Verdict: Worth a look — 63/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
gluten free market data
- Units sold / yr
- 100K–125K
- avg 750–1,000/product
- Revenue / yr
- £486K–£608K
- units × avg price
- Conversion rate
- 9.4%
- Avg BSR
- #261
- Page quality
- 0%
- Prime
- 98%
- Sponsored
- 19%
- Out of stock
- 1.8%
- Avg brand age
- 65 months
- Avg seller age
- 158 days
Competition & brand share
Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.Brands
32 falling
Sellers
117
Top-5 brand share
48%
Top 20: 88%
Top-5 click share
33%
Top 20: 67%
Open market
48%
- Kikkoman17%
- Nairn's9%
- Rosie & Jim9%
- Schär7%
- Tim Tam6%
- Real Naturals4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.7% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.6×
Top gluten free search terms
- gluten free1.1M/yr
- gluten free soy sauce33K/yr
- gluten free food36K/yr
- tamari25K/yr
- gluten free foods9K/yr
- gluten-free6K/yr
- tamari soy sauce7K/yr
- gluten free tim tams7K/yr
- tamari sauce4K/yr
- tim tams gluten free3K/yr
Top gluten free 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
Kikkoman Tamari Gluten Free Soy Sauce 1 L
Kikkoman£6.974.6★1,680 rev
Tim Tam Gluten Free Original 150g
Tim Tam£2.654.7★141 rev
Gluten Free Ramen Noodles Plain ramen noodles. Restaurant grade. Gluten free pasta Japanese ramen Gluten Free Super noodles from brown rice 10 x 59g (10 Pack)
Real Naturals£17.214.7★303 rev
Rosie & Jim Crispy Shredded Chicken Gluten Free 380g
Rosie & Jim£4.104.2★20 rev
Yutaka Organic Tamari Soy Sauce 150ml | Naturally Brewed Japanese Soy Sauce | Premium Gluten-Free & Vegan Seasoning | Rich Umami Flavor for Sushi Stir-Fries Marinades & Dressings
Yutaka£2.754.8★12 rev
Newest
by launch date
Morrisons The Best Gluten Free Cajun Style Chicken & Sweet Pepper Pizz
Morrisons£4.072 rev
Rosie & Jim Gluten Free Southern Fried Goujon 400g
Rosie & Jim£4.108 rev
Delicio Gluten Free Garlic Baguette 170g
Delicio£2.5548 rev
Yutaka Organic Tamari Soy Sauce 150ml | Naturally Brewed Japanese Soy Sauce | Premium Gluten-Free & Vegan Seasoning | Rich Umami Flavor for Sushi Stir-Fries Marinades & Dressings
Yutaka£2.7512 rev
Rosie & Jim Crispy Shredded Chicken Gluten Free 380g
Rosie & Jim£4.1020 rev
Trending
90-day click momentumMorrisons The Best Gluten Free Cajun Style Chicken & Sweet Pepper Pizz
Morrisons£4.075.0★
Yutaka Organic Tamari Soy Sauce 150ml | Naturally Brewed Japanese Soy Sauce | Premium Gluten-Free & Vegan Seasoning | Rich Umami Flavor for Sushi Stir-Fries Marinades & Dressings
Yutaka£2.754.8★
LEON Hash Brown Bites 340g 5 veg Potato Cauliflower Onion Cabbage Parsnip Gluten-free High-fibre Vegetarian Frozen For airfryer/oven
LEON£3.154.2★
Morrisons Free from Pepperoni Pizza Gluten Free Pizza 310g
Morrisons£2.694.2★
Rosie & Jim Gluten Free Southern Fried Goujon 400g
Rosie & Jim£4.104.2★
What buyers say about gluten free
What buyers praise and complain about, mined from review topics.What buyers love
“Absolutely delicious”
“Excellent value”
“made with relatively healthy ingredients”
“the quality has been consistent”
“Love the crunch”
“Also great for enhancing the flavour of homemade burgers and kebabs”
“Perfect for Baking or Snacking”
“Very sweet”
“Great texture”
“Gluten free as well”
What buyers complain about
“Taste absolutely awful”
“on the expensive side”
“Not a lot of choice for gluten-free snacks”
“Too salty for me”
“Not as good as usual”
“they do not give your broth a wierd starchy flavour if you make them correctly”
“Rip off”
“This tub is massive”
“Far too hard”
“not as advertised”
Common questions
- Is gluten free profitable to sell on Amazon United Kingdom?
- The niche generates £580K/yr across 48 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -11.7%. Flapen's verdict: Worth a look (63/100).
- How competitive is the gluten free niche?
- 32 brands and 117 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 48% of demand.
- What do buyers complain about in gluten free?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Nutritional Content. The return rate is 0.0%.
- When does demand for gluten free peak?
- Demand peaks in Dec; the busiest month runs 1.6× the quietest.
- What does it cost to enter the gluten free niche?
- Listings span £0.98–£25.11; the average listing price is £4.86 (sweet spot $15–$100). The average incumbent carries 479 reviews — the moat a new listing must climb.