How competitive is the Mustard niche on Amazon United Kingdom?

10 brands and 66 sellers compete in Mustard on Amazon United Kingdom. The top 5 Mustard products take 49% of clicks and its top 5 brands hold 89% of demand.

What do buyers complain about in Mustard?

Mustard buyers on Amazon United Kingdom complain most about Spiciness, Value For Money, Taste-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Mustard niche?

Mustard sells for £3.62 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.99–£18.49. The average incumbent carries 618 reviews — the moat a new listing must climb.

Mustard

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

Flapen Score

Worth a look

This niche Category average

Is Mustard profitable on Amazon?

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.

Mustard: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved +6.1% over the last 90 days and 21.5% of searches end in a purchase.

£142K

revenue / yr

Units sold / yr40K

Search volume / yr+6.1%182K

Conversion rate21.5%

Avg price£3.62

Who owns the niche?

The top 5 brands hold 89% of demand, so 11% of the market is open.

11%

open market share

Brands · sellers10 · 66

Top-5 product click share49%

Open market11%

Avg brand age80 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 24 products

Top Mustard products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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

Price: £2.29
Rating: 4.8/5
Reviews: 640
Age: 10y ago

Morrisons English Mustard 185g

Price: £0.99
Rating: 4.5/5
Reviews: 837
Age: 10y ago

Colmans Original English Mustard 100g

Price: £1.29
Rating: 4.7/5
Reviews: 632
Age: 10y ago

Morrisons American Mustard 325g

Price: £1.69
Rating: 4.5/5
Reviews: 337
Age: 5y ago

Colmans Original English Mustard 150g

Price: £1.66
Rating: 4.7/5
Reviews: 433
Age: 10y ago

Newest

by launch date

Brewdog Lost Lager Patriot Mustard 240ml

Price: £2.02
Rating: 3.5/5
Reviews: 2
Age: 8mo ago

Tracklements - Strong English Mustard 2 x 140g Jars

Price: £7.23
Rating: 4.5/5
Reviews: 145
Age: 9mo ago

Morrisons American Mustard 325g

Price: £1.69
Rating: 4.5/5
Reviews: 337
Age: 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)

Price: £1.97
Rating: 4.5/5
Reviews: 587
Age: 6y ago

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

Price: £3.89
Rating: 4.2/5
Reviews: 193
Age: 6y ago

Competition: brands, sellers & click share

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

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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%)

Mustard demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume182KCVR21.5%Products24Brands10Top 5 Brands89%OOS Rate2.1%Rating4.5★Reviews618Avg BSR#145

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

What reviews say buyers love and hate about Mustard

What buyers mention most, as a share of all reviews.

What buyers love

90% of reviews

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”

What buyers complain about

84% of reviews

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”

Common Mustard questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Mustard 50/100 on Amazon United Kingdom — Worth a look. The niche generates £142K/yr across 24 tracked products. 1 of 2 products launched in the last 360 days are still selling. Search demand moved +6.1% over the last 90 days.