Is manuka honey profitable to sell on Amazon United Kingdom?

The niche generates £1.1M/yr across 30 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -28.3%. Flapen's verdict: Worth a look (59/100).

How competitive is the manuka honey niche?

10 brands and 110 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in manuka honey?

Top complaints mined from reviews: Value For Money, Size-Overall, Taste-Overall. The return rate is 0.0%.

When does demand for manuka honey peak?

Demand peaks in Jan–Feb–Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the manuka honey niche?

Listings span £7.99–£42.72; the average listing price is £19.25 (sweet spot $15–$100). The average incumbent carries 2,530 reviews — the moat a new listing must climb.

manuka honey

Worth a look

Shows 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

Avg price

Great£19.25

avg listing price — sweet spot $15–$100

Conversion

Great8.3%

search→purchase rate — share of searches ending in a sale

Market size

Great£1.1M

£1.1M/yr · 657K searches

Price range

Great£7.99–£42.72

cheapest to priciest tracked listing — scored on the share inside $15–$100

Competition

Good43%

top-5 click share — leaders hold, buyers still browse

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Review moat

Okay2,529.9

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-28.3%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, manuka honey is a £1.1M/yr Amazon United Kingdom market (657K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Jan–Feb–Dec. Verdict: Worth a look — 59/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

manuka honey market data

Units sold / yr: 50K–60K; avg 1,250–1,500/product
Revenue / yr: £963K–£1.2M; units × avg price
Conversion rate: 8.3%
Avg BSR: #93
Page quality: 0%
Prime: 93%
Sponsored: 63%
Out of stock: 9.0%
Avg brand age: 71 months
Avg seller age: 162 days

Competition & brand share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 falling

Sellers

110

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

43%

Top 20: 90%

Open market

16%

Pure Gold23%
Manuka Doctor20%
Manuka Lab13%
Hilltop Honey12%
Steens8%
ActivOn7%
Open — no brand owns it (4 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -28.3% search growth over the last 90 days.

Peak months: Jan, Feb, Dec · busiest ÷ quietest = 2.1×

Open Trend

Top manuka honey search terms

manuka honey427K/yr -31.3%6.7% conv.
manuka honey medical grade94K/yr -15.2%8.2% conv.
manuka honey 500g32K/yr -33.7%6.4% conv.
honey manuka16K/yr -19.7%6.5% conv.
manuka18K/yr -28.8%5.5% conv.
manuka doctor honey12K/yr -27.8%5.1% conv.
new zealand manuka honey7K/yr -29.6%3.5% conv.
manuka doctor10K/yr -35.4%2.8% conv.
raw manuka honey6K/yr -22.5%4.3% conv.
manuka honey 500 mgo4K/yr -4.0%7.5% conv.

All search terms

Top manuka 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.

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

Pure Gold - Manuka Honey - 525+ MGO Certified Premium - 500g - New Zealand Ethically Sourced Raw & Unpasteurised - Naturally Made by Bees & Home Traceable - 1 Pack

Pure Gold£37.304.6★6,271 rev

Manuka Doctor£8.504.7★7,201 rev

Manuka Lab Manuka Honey 525+ MGO 250g New Zealand Certified

Manuka Lab£25.044.6★304 rev

Pure Gold - Manuka Honey - 300+ MGO Certified Premium - 250g - New Zealand Ethically Sourced Raw & Unpasteurised - Naturally Made by Bees & Home Traceable - 1 Pack

Pure Gold£19.984.7★1,903 rev

Manuka Lab Manuka Honey 40+ MGO 250g New Zealand Certified

Manuka Lab£10.044.6★777 rev

Newest

by launch date

Hilltop Honey Manuka Honey MGO 100+ 454g | Monofloral New Zealand Manuka Honey | 100% Pure Natural Honey | Tested Methylglyoxal (MGO) Strength | Rich & Smooth Premium Honey

Hilltop Honey£13.3246 rev

4mo ago

Pure Gold - Manuka Honey - 525+ MGO - 100g - Anti-Inflammatory Properties for Sore Throat Relief - 20 Lozenges - Plain

Pure Gold£8.5183 rev

9mo ago

Manuka Doctor£8.507,201 rev

1y ago

Steens Manuka Honey - MGO 400+ - Pure & Raw 100% Certified UMF 13+ Manuka Honey - Bottled and Sealed in New Zealand - 225g

Steens£14.275,926 rev

1y ago

Manuka Doctor£19.177,201 rev

2y ago

What buyers say about manuka honey

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall35%

“Good taste”

Quality-Overall14%

“the quality of this is clear”

Sweetness11%

“Very sweet”

Value For Money9%

“Good price”

Flavor7%

“Great flavour”

Health Benefits-Overall5%

“Healthy product”

Advertised Vs Actual Product1%

“As described and as advertised”

Texture/Consistency-Overall1%

“Nice texture”

Thickness1%

“thick course honey”

Ingredients-Overall1%

“It's also great in salad dressings”

What buyers complain about

Value For Money27%

“It was expensive”

Size-Overall8%

“It's a bigger jar, very moreish especially on toast for breakfast and in coffee”

Taste-Overall5%

“doesn't taste quite the same”

Thickness5%

“Quite a thick one”

Color4%

“The colour is much darker than other - much cheaper - honey I have brought”

Sweetness3%

“Its not sickly sweet like some honey can be”

Certifications2%

“FAKE NO CERTIFICATE NUMBER AND NOT ON CERTIFIED BRANDS UMF WEBSITE”

Quality-Overall2%

“Inferior to competitors products”

Smell2%

“Can't give feedback yet trying it out smells like honey dries somewhat”

Allergies2%

“Insect bites itchy rashes”

Common questions

Is manuka honey profitable to sell on Amazon United Kingdom?: The niche generates £1.1M/yr across 30 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -28.3%. Flapen's verdict: Worth a look (59/100).
How competitive is the manuka honey niche?: 10 brands and 110 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in manuka honey?: Top complaints mined from reviews: Value For Money, Size-Overall, Taste-Overall. The return rate is 0.0%.
When does demand for manuka honey peak?: Demand peaks in Jan–Feb–Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the manuka honey niche?: Listings span £7.99–£42.72; the average listing price is £19.25 (sweet spot $15–$100). The average incumbent carries 2,530 reviews — the moat a new listing must climb.