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Msg

Fail

The top 5 brands take 100% of clicks, so Msg is a Fail.

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£649K/yr692K searches / yr
90-day growth
-25.5%search demand this quarter
Competition
86%top-5 click share · 4 brands · 29 sellers

Flapen Score

Msg against its category

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

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Msg market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Msg 692K times last year and spent an estimated £649K. All 4 brands take every click. Demand peaks in Jan. Flapen scores it 39 out of 100, a Fail.

01 · Demand

18.8% of searches ended in a purchase last week.

Shoppers searched for this 692K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 18.8% of those searches ended in a purchase. Searches in the last 90 days moved -25.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £649K a year.

Searches, last 12 months
692K
Growth, 90 days vs prior 90
-25.5%
Conversion, latest week
18.8%
Market size, estimated
£649Ka year
Peak month
January1.6× the quietest month
Top search term
msg390K searches a year

02 · Price

A sale here is worth £4.99.

Listings sell for £4.99 on average, from £2.93 to £7.48. Amazon reports units sold in ranges. This niche sold 125K to 150K a year. The average listing sells 15,000 to 20,000 of them. At £4.99 that is £75K to £100K a year per listing.

Average price
£4.99under the $15 to $100 sweet spot
Price range
£2.93–£7.48
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
125K–150K
Units per listing a year
15,000–20,000
Revenue per listing a year
£75K–£100K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

90% 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 #6 within Herbs, Spices & Seasonings. It carries 1,542 reviews at 4.60 stars, so a new listing needs social proof before a better product.

Sponsored listings
90%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#6in Herbs, Spices & Seasonings
Average rating
4.60 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,542per listing
Listings tracked
10

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 63 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
63 months

Products

Top Msg 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 86% of clicks. A locked shelf that new listings rarely crack.

£0£65K£130K£195K£260K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 rising

Sellers

29

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

86%

Top 20: 100%

Open market

0%

  • The Worldwide Mint60%
  • Ajinomoto29%
  • CHIQUO7%
  • LOTUS BRAND4%

Demand

Msg search demand

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

20K15KSpike '24Spike '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan · busiest ÷ quietest = 1.6×

Search terms

Top Msg search terms shoppers use

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

  • msg390K/yr
  • msg for chinese food149K/yr
  • msg seasoning48K/yr
  • monosodium glutamate34K/yr
  • ajinomoto18K/yr
  • msg for cooking16K/yr
  • ajinomoto msg7K/yr
  • umami seasoning9K/yr
  • umami6K/yr
  • msg powder8K/yr

Reviews and returns

What reviews say buyers love and hate about Msg

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

Complain

Salt Content17%−0.03

It was far too salty

Too salty

No salt

Nutritional Content10%−0.09

Not suitable for coeliac's as is a may contain

Don't really makes any difference to your food

unhealthy

Flavor8%+2.07

Didn't realise how much difference msg makes to the flavour

whenever I make a Chinese dish it lacks flavour

soya sauce I use to get flavour which is often far too much

Taste-Overall6%0.00

It tasted like cardboard and regret

doesnt really have a strong taste on its own

odd taste

Value For Money6%−0.05

cheaper

expensive

a bit pricey

Love

Taste-Overall20%0.00

Taste is very nice - definitely brings out the savoury flavour

It makes everything it tou hes taste so much nicer

Great taste

Flavor19%+2.07

Enhances flavour

Really enhances the flavour of food

Great flavour

Quality-Overall16%+1.32

It's high quality and consistent too

Best quality

this is certainly a high quality MSG

Value For Money12%−0.05

Good price

Great value

Good value for the money

Advertised Vs Actual Product8%−0.01

As advertised

As expected

exactly as advertised

FAQ

Common Msg questions

Answered from the same tracked data.