Is mustard profitable to sell on Amazon United Kingdom?

The niche generates £142K/yr across 24 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.1%. Flapen's verdict: Worth a look (50/100).

How competitive is the mustard niche?

10 brands and 66 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 89% of demand.

What do buyers complain about in mustard?

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

When does demand for mustard peak?

Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.

What does it cost to enter the mustard niche?

Listings span £0.99–£18.49; the average listing price is £3.62 (sweet spot $15–$100). The average incumbent carries 618 reviews — the moat a new listing must climb.

mustard

Worth a look

Shows searches that convert (21.5% search→purchase), but pricing outside the sweet spot ($3.62 avg) keeps it on the watch list.

Conversion

Incredible21.5%

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

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Review moat

Good618.04

avg incumbent reviews — the moat a new listing must climb

Competition

Good49%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Okay+6.1%

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

Market size

Okay£142K

£142K/yr · 182K searches

Brand share

Okay89%

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

Price range

Bad£0.99–£18.49

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

Avg price

Bad£3.62

avg listing price — sweet spot $15–$100

According to Flapen's Amazon United Kingdom niche tracking, mustard is a £142K/yr Amazon United Kingdom market (182K searches/yr). The top 5 brands hold 89% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 50/100.

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

mustard market data

Units sold / yr: 30K–40K; avg 1,250–1,500/product
Revenue / yr: £109K–£145K; units × avg price
Conversion rate: 21.5%
Avg BSR: #145
Page quality: 0%
Prime: 100%
Sponsored: 25%
Out of stock: 2.1%
Avg brand age: 80 months
Avg seller age: 171 days

Competition & brand share

The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.

Brands

10 rising

Sellers

Top-5 brand share

89%

Top 20: 100%

Top-5 click share

49%

Top 20: 97%

Open market

Colman's32%
Morrisons31%
French's13%
Maille8%
Dino's Famous6%
HEINZ4%
Open — no brand owns it (4 brands, 7%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +6.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 1.7×

Open Trend

Top mustard 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

Colmans Original English Mustard Mustard made with double-milled superfine condiment for spicing up your meals 170 g

Colman's£2.294.8★640 rev

Morrisons English Mustard 185g

Morrisons£0.994.5★837 rev

Colmans Original English Mustard 100g

Colman's£1.294.7★632 rev

Morrisons American Mustard 325g

Morrisons£1.694.5★337 rev

Colmans Original English Mustard 150g

Colman's£1.664.7★433 rev

Newest

by launch date

Brewdog Lost Lager Patriot Mustard 240ml

BrewDog£2.022 rev

8mo ago

Tracklements - Strong English Mustard 2 x 140g Jars

Tracklements£7.23145 rev

9mo ago

Morrisons American Mustard 325g

Morrisons£1.69337 rev

5y ago

Dinos Famous All American Style Classic American Mustard Smooth & Tangy Mustard Perfect For Hot Dogs Burgers & Sandwiches 250 g Bottle (Pack of 1)

Dino's Famous£1.97587 rev

6y ago

The Condiment Company Hot Mustard 175g - English Style Mustard for Sandwich Spread & Condiments

The Condiment Company£3.89193 rev

6y ago

What buyers say about mustard

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

What buyers love

Taste-Overall35%

“Excellent taste”

Value For Money23%

“Worth the money”

Quality-Overall8%

“Simply the best. English mustard”

Nutritional Content6%

“gluten free which I now must have as a coealic”

Flavor6%

“flavour”

Ease Of Use4%

“ease of use”

Spiciness4%

“Hot and spicy”

Durability2%

“it is still very good”

Blend/Ratio2%

“Mix in equal portions with mayonnaise bang you ll make any salad 100 xs better”

Baking2%

“Ideal for use when making sandwiches”

What buyers complain about

Spiciness19%

“Ok for what it is not as hot as my usual yellow mustard”

Value For Money13%

“It's not cheap”

Taste-Overall13%

“Taste's like American mustard, not English”

Ease Of Use13%

“Its harder to dispense”

Advertised Vs Actual Product6%

“A bit understated in the advertising”

Strength6%

“not very strong”

Salt Content6%

“Ridiculously Salty”

Bitter3%

“unexpectable so bitter”

Sweetness3%

“Its without honey”

Sour3%

“it's sour like American Mustard”

Common questions

Is mustard profitable to sell on Amazon United Kingdom?: The niche generates £142K/yr across 24 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +6.1%. Flapen's verdict: Worth a look (50/100).
How competitive is the mustard niche?: 10 brands and 66 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 89% of demand.
What do buyers complain about in mustard?: Top complaints mined from reviews: Spiciness, Value For Money, Taste-Overall. The return rate is 0.0%.
When does demand for mustard peak?: Demand peaks in Nov–Dec; the busiest month runs 1.7× the quietest.
What does it cost to enter the mustard niche?: Listings span £0.99–£18.49; the average listing price is £3.62 (sweet spot $15–$100). The average incumbent carries 618 reviews — the moat a new listing must climb.