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Nduja

Fail

The top 5 brands take 98% of clicks, so Nduja is a Fail.

Flapen Score
43
43 / 100
Ranks 1,873 of 2,976 Grocery niches · −3 vs the category median of 46
Market size
£89K/yr74K searches / yr
90-day growth
-1.8%search demand this quarter
Competition
69%top-5 click share · 7 brands · 18 sellers

Flapen Score

Nduja against its category

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

43Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Nduja market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Nduja 74K times last year and spent an estimated £89K. The top 5 brands take 98% of clicks. Flapen scores it 43 out of 100, a Fail.

01 · Demand

11.5% of searches ended in a purchase last week.

Shoppers searched for this 74K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 11.5% of those searches ended in a purchase. Searches in the last 90 days moved -1.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £89K a year.

Searches, last 12 months
74K
Growth, 90 days vs prior 90
-1.8%
Conversion, latest week
11.5%
Market size, estimated
£89Ka year
Peak month
September1.4× the quietest month
Top search term
nduja43K searches a year

02 · Price

A sale here is worth £10.42.

Listings sell for £10.42 on average, from £1.97 to £25.61. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £10.42 that is £3K to £5K a year per listing.

Average price
£10.42under the $15 to $100 sweet spot
Price range
£1.97–£25.61
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£3K–£5K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

59% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 4.0% of listings are out of stock. The average listing ranks #168 within Condiments & Sauces. It carries 728 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
59%
Prime listings
100%
Out of stock, average day
4.0%
Average rank
#168in Condiments & Sauces
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
728per listing
Listings tracked
17

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 65 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
65 months

Products

Top Nduja 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 69% of clicks. Leaders hold, but buyers still shop past them.

£0£4K£9K£13K£18K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 flat

Sellers

18

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

69%

Top 20: 100%

Open market

1%

  • Moretti40%
  • Delizie Vaticane di Tropea36%
  • Delizie di Calabria11%
  • Donna Calabria9%
  • Morrisons2%
  • Ajumma Republic1%
  • Open — no brand owns it (1 brand, 1%)

Demand

Nduja search demand

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

2K2KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.4×

Search terms

Top Nduja search terms shoppers use

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

  • nduja43K/yr
  • nduja paste19K/yr
  • nduja sausage9K/yr
  • vegan nduja4K/yr

Reviews and returns

What reviews say buyers love and hate about Nduja

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

Complain

Taste-Overall32%−0.31

Not authentic taste

Aftertaste not so good

this is pretty tasteless compared to what I have had in the past

Spiciness14%+0.30

not spicy enough

My wife doesnt do chilli hot

Spicy enough to make me sweat

Moist/Dry7%−0.04

DRY

Value For Money7%+1.53

expensive, though

Expensive

Ingredients-Overall4%−0.05

There is additive which shouldn't be there

Love

Taste-Overall26%−0.31

Great product - arrived on time very good value tastes great

It tastes great with a decent heat

Absolutely delicious

Quality-Overall19%+0.85

Excellent product

Good quality

Nice products

Spiciness14%+0.30

Nice and spicy

Great spice

It's got the perfect level of spice

Flavor10%+0.66

Full of flavour

Fantastic flavour with a nice spicy kick

Great flavour for tray bakes

Value For Money9%+1.53

I also like how they offer it as part of a bundle deal - so you can save more money

Great value

Price is reasonable

FAQ

Common Nduja questions

Answered from the same tracked data.