honey
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($1.23–$16.12) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible18.4%search→purchase rate — share of searches ending in a sale
Market size
Great£1.1M£1.1M/yr · 1.1M searches
Competition
Good47%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,161.3avg incumbent reviews — the moat a new listing must climb
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Bad£5.50avg listing price — sweet spot $15–$100
Growth
Bad-23.1%90-day search growth — must beat 0% to launch
Price range
Bad£1.23–£16.12cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, honey is a £1.1M/yr Amazon United Kingdom market (1.1M searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Jan. Verdict: Worth a look — 54/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
honey market data
- Units sold / yr
- 150K–200K
- avg 5,000–6,000/product
- Revenue / yr
- £825K–£1.1M
- units × avg price
- Conversion rate
- 18.4%
- Avg BSR
- #169
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 70%
- Out of stock
- 0.9%
- Avg brand age
- 60 months
- Avg seller age
- 162 days
Competition & brand share
The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
76
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
47%
Top 20: 91%
Open market
11%
- Rowse29%
- Hilltop Honey26%
- by Amazon13%
- Morrisons13%
- Q honey4%
- CO OP4%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -23.1% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.7×
Top honey search terms
- honey1.0M/yr
- rowse honey15K/yr
- runny honey14K/yr
- squeezy honey7K/yr
- rowse4K/yr
- honey squeezy bottle5K/yr
- hiney5K/yr
- rowse organic honey3K/yr
- honey rowse3K/yr
- amazon honey4K/yr
Top honey 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
by Amazon Squeezy Naturally Sweet Honey 340g
by Amazon£1.234.6★2,189 rev
Hilltop Blossom Honey 720g Squeezy Bottle - Pure and Natural Honey | Premium Quality and Tested for Authenticity | Dairy Nut and Gluten Free | Packaging May Vary 720 g (Pack of 1)
Hilltop Honey£3.324.6★2,028 rev
Morrisons Pure Clear Honey 454g
Morrisons£2.154.6★2,909 rev
Rowse Honey Runny Honey Squeezy bottle 100% pure & natural 250g
Rowse£2.074.6★602 rev
Hilltop Honey - Organic Blossom Honey - Squeezy Bottle - 720g
Hilltop Honey£3.624.5★872 rev
Newest
by launch date
Raw Farm - Pure Raw Wildflowers Honey 900 g - Unfiltered Unheated Unprocessed Cold-Extracted Rich in Enzymes & Pollen Straight from RAW FARM Bee hives
Raw Farm Organic Natural Fresh£11.781,394 rev
Hilltop Honey - Blossom Honey - Squeezy Bottle - 1.36kg
Hilltop Honey£6.651,022 rev
Rowse Squeezy Organic Honey 680g
Rowse£5.3168 rev
Q Honey Raw Wildflower Honey 1KG Unfiltered & Unpasteurised Award-Winning
Q honey£14.343,752 rev
Pure Natural Wild Raw Honey 1KG - Unpasteurised Unfiltered Crystallized Natural Estonian Honey - Harvested Sustainably Using 100% Green Energy by Nordmel
Nordmel£14.892,198 rev
Trending
90-day click momentum
Rowse Honey Organic Honey Squeezy bottle 100% pure & natural 340g
Rowse£3.074.3★
Rowse Honey Dark & Rich Honey Squeezy bottle 100% pure & natural 340g
Rowse£2.324.6★
Co Op Squeezy Clear Honey 340g
CO OP£1.544.6★
Hilltop Honey - Blossom Honey - Squeezy Bottle - 340g
Hilltop Honey£2.124.6★
Rowse Honey Runny Honey Squeezy bottle 100% pure & natural 250g
Rowse£2.074.6★
What buyers say about honey
What buyers praise and complain about, mined from review topics.What buyers love
“Delicious honey”
“natural sweetness”
“Excellent value”
“The quality is consistent”
“Lovely flavour”
“its organic content”
“Genuinely natural”
“with an exceptional texture”
“The health benefits are great”
“Smell and taste like real honey, and I will highly recommend”
What buyers complain about
“Not a nice taste”
“Too much sugar”
“not as described”
“I personally dont like the texture of it”
“Totally solid bit tough to get through”
“So wonder if they add artificial sweetners or sugar”
“the flavour is not there”
“Watery slop”
“Not easy to use at all”
“Total waste of money in my opinion”
Common questions
- Is honey profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 30 tracked products. 90-day search growth is -23.1%. Flapen's verdict: Worth a look (54/100).
- How competitive is the honey niche?
- 12 brands and 76 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in honey?
- Top complaints mined from reviews: Taste-Overall, Sweetness, Advertised Vs Actual Product. The return rate is 0.0%.
- When does demand for honey peak?
- Demand peaks in Jan; the busiest month runs 1.7× the quietest.
- What does it cost to enter the honey niche?
- Listings span £1.23–£16.12; the average listing price is £5.50 (sweet spot $15–$100). The average incumbent carries 1,161 reviews — the moat a new listing must climb.