Skip to content

Mayonnaise

Maybe

Buyers convert on 24.9% of searches. But prices span $1.07–$10.05, mostly outside the sweet spot, so Mayonnaise is a Maybe.

Flapen Score
50
50 / 100
Top 31% of 2,976 Grocery niches · +4 vs the category median of 46
Market size
£578K/yr816K searches / yr
90-day growth
+11.0%search demand this quarter
Competition
50%top-5 click share · 6 brands · 65 sellers

Flapen Score

Mayonnaise against its category

The dotted line is the Grocery average. Past it, Mayonnaise is stronger. Inside it, weaker.

50Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Mayonnaise market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Mayonnaise 816K times last year and spent an estimated £578K. The top 5 brands take 99% of clicks. Flapen scores it 50 out of 100, a Maybe.

01 · Demand

24.9% of searches ended in a purchase last week.

Shoppers searched for this 816K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 24.9% of those searches ended in a purchase. Searches in the last 90 days moved +11.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £578K a year.

Searches, last 12 months
816K
Growth, 90 days vs prior 90
+11.0%
Conversion, latest week
24.9%
Market size, estimated
£578Ka year
Peak month
May1.3× the quietest month
Top search term
mayonnaise500K searches a year

02 · Price

A sale here is worth £2.85.

Listings sell for £2.85 on average, from £1.07 to £10.05. Amazon reports units sold in ranges. This niche sold 200K to 250K a year. The average listing sells 6,000 to 8,000 of them. At £2.85 that is £17K to £23K a year per listing.

Average price
£2.85under the $15 to $100 sweet spot
Price range
£1.07–£10.05
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
200K–250K
Units per listing a year
6,000–8,000
Revenue per listing a year
£17K–£23K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

32% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #181 within Condiments & Sauces. It carries 907 reviews at 4.61 stars, so a new listing needs social proof before a better product.

Sponsored listings
32%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#181in Condiments & Sauces
Average rating
4.61 starsAmazon United Kingdom average 4.36 stars
Average reviews
907per listing
Listings tracked
28

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 72 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
72 months

Products

Top Mayonnaise products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 50% of clicks. Leaders hold, but buyers still shop past them.

£0£23K£46K£69K£93K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Mayonnaise search demand

Weekly searches over the year, seasonality beneath. Pick a range.

20K15KSpike '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Mayonnaise search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • 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

Reviews and returns

What reviews say buyers love and hate about Mayonnaise

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Taste-Overall35%−0.04

It has a horrible oily taste

AWFUL TASTE

Tastes weird

Quality-Overall6%+0.12

** I really don't like the high-quality, mainstream mayonnaise

Cheap

Poor quality

Value For Money5%+2.71

can be bought cheaper

definitely not value for money

Bit pricey

Salt Content5%−0.03

It is saltier

It was way too salty and acidic

It's literally just salty salad cream made with more oil

Ingredients-Overall5%−0.04

They have completely different ingredients

I'm now avoiding some of the chemical additives that are in the ingredients so no longer buy it

This is not mayonnaise its salad cream

Love

Taste-Overall44%−0.04

Excellent taste

Creamy and very tasty

The taste is creamy

Value For Money17%+2.71

Worth it

Amazing price

Great value

Quality-Overall10%+0.12

Just as good as the big brands

Best brand for mayonnaise

Good quality

Flavor8%

more flavourful than expected

good flavour

What impressed me most is the flavour balance

Texture/Consistency-Overall2%−0.01

Excellent taste and texture

good consistency

Good texture and consistency

FAQ

Common Mayonnaise questions

Answered from the same tracked data.