mayonnaise
Worth a lookShows searches that convert (24.9% search→purchase), but prices mostly outside the sweet spot ($1.07–$10.05) keeps it on the watch list.
Conversion
Incredible24.9%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good907.32avg incumbent reviews — the moat a new listing must climb
Market size
Good£578K£578K/yr · 816K searches
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Growth
Okay+11.0%90-day search growth — must beat 0% to launch
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Avg price
Bad£2.85avg listing price — sweet spot $15–$100
Brand share
Bad99%top-5 brand share — brand-locked demand
Price range
Bad£1.07–£10.05cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, mayonnaise is a £578K/yr Amazon United Kingdom market (816K searches/yr). The top 5 brands hold 99% of demand. Verdict: Worth a look — 50/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
mayonnaise market data
- Units sold / yr
- 200K–250K
- avg 6,000–8,000/product
- Revenue / yr
- £570K–£713K
- units × avg price
- Conversion rate
- 24.9%
- Avg BSR
- #181
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 32%
- Out of stock
- 0.0%
- Avg brand age
- 72 months
- Avg seller age
- 170 days
Competition & brand share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.Brands
6 rising
Sellers
65
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
50%
Top 20: 94%
Open market
0%
- Hellmann's42%
- HEINZ28%
- Morrisons19%
- by Amazon9%
- Winiary1%
- Kewpie1%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +11.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top mayonnaise search terms
- mayonnaise500K/yr
- mayo177K/yr
- hellmanns mayonnaise49K/yr
- heinz mayonnaise35K/yr
- mayonaise14K/yr
- mayonnaise hellmanns7K/yr
- hellmans10K/yr
- hellmanns9K/yr
- heinz mayo10K/yr
- hellmanns real mayonnaise3K/yr
Top mayonnaise 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
Heinz Seriously Good Mayonnaise 775g
HEINZ£2.794.8★3,805 rev
Morrisons Mayonnaise Squeezy 500ml
Morrisons£1.094.6★1,146 rev
by Amazon Mayo 500ml
by Amazon£1.074.5★1,123 rev
Heinz Seriously Good Mayonnaise 395g
HEINZ£2.324.8★395 rev
Hellmanns Real Mayonnaise mayo made with 100% free-range eggs perfect for sandwiches 250 ml
Hellmann's£1.934.5★752 rev
Newest
by launch dateby Amazon Mayo 500ml
by Amazon£1.071,123 rev
Hellmanns Mayo Sauce 850ml
Hellmann's£3.9274 rev
Morrisons Mayonnaise Squeezy 500ml
Morrisons£1.091,146 rev
Morrisons Light Mayo 500ml
Morrisons£1.09579 rev
Hellmanns Real Mayonnaise Condiment Squeeze Bottle for Burgers Sandwiches and Salads 580 ml
Hellmann's£3.05320 rev
Trending
90-day click momentumHellmanns Real Mayonnaise mayo made with 100% free-range eggs perfect for sandwiches 250 ml
Hellmann's£1.934.5★
Heinz Seriously Good Light Mayonnaise 420g
HEINZ£2.014.5★
Hellmanns Mayo Sauce 850ml
Hellmann's£3.924.0★
Hellmanns Lighter Than Light Mayonnaise mayo with 15 calories per tablespoon squeeze bottle for sandwiches wraps and salads 750 ml
Hellmann's£3.184.5★
by Amazon Mayo 500ml
by Amazon£1.074.5★
What buyers say about mayonnaise
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent taste”
“Worth it”
“Just as good as the big brands”
“more flavourful than expected”
“Excellent taste and texture”
“Quality for food”
“As described”
“This size was ideal”
“Very nice mayonnaise very rich thick”
“Creamy and lovely”
What buyers complain about
“It has a horrible oily taste”
“** I really don't like the high-quality, mainstream mayonnaise”
“can be bought cheaper”
“It is saltier”
“They have completely different ingredients”
“Full of palm oil”
“Quite a large bottle”
“cant use it at all”
“clumpy”
“Not nice drizzle”
Common questions
- Is mayonnaise profitable to sell on Amazon United Kingdom?
- The niche generates £578K/yr across 28 tracked products. 90-day search growth is +11.0%. Flapen's verdict: Worth a look (50/100).
- How competitive is the mayonnaise niche?
- 6 brands and 65 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in mayonnaise?
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Value For Money. The return rate is 0.0%.
- When does demand for mayonnaise peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the mayonnaise niche?
- Listings span £1.07–£10.05; the average listing price is £2.85 (sweet spot $15–$100). The average incumbent carries 907 reviews — the moat a new listing must climb.