miso paste
Skip itSoft demand (-29.9% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.3%return rate — above 5% kills the launch gate
Conversion
Incredible15.0%search→purchase rate — share of searches ending in a sale
Review moat
Great465.44avg incumbent reviews — the moat a new listing must climb
Market size
Okay£185K£185K/yr · 199K searches
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay69%top-5 click share — leaders hold, buyers still browse
Avg price
Bad£6.19avg listing price — sweet spot $15–$100
Price range
Bad£1.60–£16.99cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-29.9%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, miso paste is a £185K/yr Amazon United Kingdom market (199K searches/yr). The top 5 brands hold 84% of demand. Demand peaks in Jan. Verdict: Skip it — 43/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
miso paste market data
- Units sold / yr
- 25K–30K
- avg 1,500–2,000/product
- Revenue / yr
- £155K–£186K
- units × avg price
- Conversion rate
- 15.0%
- Avg BSR
- #168
- Page quality
- 0%
- Prime
- 83%
- Sponsored
- 56%
- Out of stock
- 0.8%
- Avg brand age
- 70 months
- Avg seller age
- 178 days
Competition & brand share
The top 5 products take 69% of clicks — established leaders, but buyers still shop beyond them.Brands
11 rising
Sellers
40
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
69%
Top 20: 100%
Open market
9%
- Yutaka30%
- Hikari Miso28%
- Emma Basic11%
- EDE Group8%
- Hanamaruki8%
- Miso Tasty7%
- Open — no brand owns it (5 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -29.9% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 2.0×
Top miso paste search terms
- miso paste103K/yr
- miso60K/yr
- white miso paste18K/yr
- white miso10K/yr
- miso paste organic5K/yr
- organic miso paste3K/yr
Top miso paste 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Hikari Miso - Enjuku Koji Miso Mutenka Cup 750g | Authentic Japanese Aged Miso Paste | Rich Umami Flavor | Perfect for Soups Marinades & Traditional Japanese Cooking
Hikari Miso£6.894.6★1,573 rev
Yutaka - White Miso Shinshu Miso Paste 100g - Gluten-Free Vegan-Friendly - Miso Paste with Umami Flavour - For Soups Sauces Dressings and Marinades - Protein Rich - Product of Japan
Yutaka£1.604.6★1,007 rev
Yutaka White Miso Paste 100g (Pack of 6) | Authentic Shinshu Miso | Rich Umami Flavor for Soups Marinades & Dressings | Vegan & Gluten-Free
Yutaka£6.474.9★40 rev
Emma Basic Miso Paste 1kg | Unpasteurised | Traditionaly Fermented I Gluten Free | Umami | Miso Soup | Non-GMO
Emma Basic£5.664.6★112 rev
Yutaka Organic Miso Paste 300g Authentic Japanese Soybean & Rice Miso | Unpasteurised Organic | Gluten Free Vegan Cooking Paste
EDE Group£6.154.1★6 rev
Newest
by launch dateYutaka Organic Miso Paste 300g Authentic Japanese Soybean & Rice Miso | Unpasteurised Organic | Gluten Free Vegan Cooking Paste
EDE Group£6.156 rev
Yutaka White Miso Paste 100g (Pack of 6) | Authentic Shinshu Miso | Rich Umami Flavor for Soups Marinades & Dressings | Vegan & Gluten-Free
Yutaka£6.4740 rev
Yutaka Barley Miso Paste 100g | Traditional Japanese Miso | Rich Savory & Naturally Fermented | Perfect for Soups Marinades & Dressings | Vegan-Friendly
Yutaka£2.5521 rev
Emma Basic Miso Paste 1kg | Unpasteurised | Traditionaly Fermented I Gluten Free | Umami | Miso Soup | Non-GMO
Emma Basic£5.66112 rev
YAMASAN KYOTO UJI Japanese Dry Miso Seasoning Freeze-Dried Miso Powder No Additives Vegan Delicious Flavor for Various Foods Made in Japan (100g)
YAMASAN KYOTO UJI£9.0786 rev
Trending
90-day click momentumYutaka Organic Miso Paste 300g Authentic Japanese Soybean & Rice Miso | Unpasteurised Organic | Gluten Free Vegan Cooking Paste
EDE Group£6.154.1★
Yutaka Sweet Rice Miso Paste 100g | Mild & Naturally Fermented | Rich Umami with Subtle Sweetness | Perfect for Soups Marinades Dressings & Sauces | Vegan-Friendly
Yutaka£1.994.2★
Emma Basic Miso Paste 1kg | Unpasteurised | Traditionaly Fermented I Gluten Free | Umami | Miso Soup | Non-GMO
Emma Basic£5.664.6★
Yutaka White Miso Paste 100g (Pack of 6) | Authentic Shinshu Miso | Rich Umami Flavor for Soups Marinades & Dressings | Vegan & Gluten-Free
Yutaka£6.474.9★
Hanamaruki Red Miso Paste 1kg | Traditional Japanese Aka Miso Rich Umami Flavor All-Natural Fermented Soybean Paste
Hanamaruki£4.944.4★
What buyers say about miso paste
What buyers praise and complain about, mined from review topics.What buyers love
“Very tasty miso”
“A really nice subtle flavour produced”
“Excellent product”
“Excellent value”
“Miso perfect for adding prawns and pakchoi”
“Ideal for Baking”
“Vegan friendly and easy to make”
“Good product great for meat and fish, still trying it with other stuff”
“Fantastic for health”
“Does it meet with the advertised requirements”
What buyers complain about
“Needs more taste”
“.quite bland in flavour”
“Perhaps not the best”
“Not cheap”
“something just felt off”
“I was unsure at first as Miso is a new ingredient for me”
“Very salty and unsuitable for soup”
“To me it doesn't taste sweet”
Common questions
- Is miso paste profitable to sell on Amazon United Kingdom?
- The niche generates £185K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -29.9%. Flapen's verdict: Skip it (43/100).
- How competitive is the miso paste niche?
- 11 brands and 40 sellers compete. The top 5 products take 69% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in miso paste?
- Top complaints mined from reviews: Taste-Overall, Flavor, Quality-Overall. The return rate is 0.3%.
- When does demand for miso paste peak?
- Demand peaks in Jan; the busiest month runs 2.0× the quietest.
- What does it cost to enter the miso paste niche?
- Listings span £1.60–£16.99; the average listing price is £6.19 (sweet spot $15–$100). The average incumbent carries 465 reviews — the moat a new listing must climb.