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Orzo

Fail

Prices span $1.32–$10.35, mostly outside the sweet spot, so Orzo is a Fail.

Flapen Score
34
34 / 100
Ranks 2,777 of 2,976 Grocery niches · −12 vs the category median of 46
Market size
£82K/yr98K searches / yr
90-day growth
-8.1%search demand this quarter
Competition
91%top-5 click share · 6 brands · 21 sellers

Flapen Score

Orzo against its category

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

34Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Orzo market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Orzo 98K times last year and spent an estimated £82K. The top 5 brands take 98% of clicks. Flapen scores it 34 out of 100, a Fail.

01 · Demand

An estimated 22.6% of those searches ended in a purchase.

Shoppers searched for this 98K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 22.6% of those searches ended in a purchase. Searches in the last 90 days moved -8.1% against the 90 days before. Searches, conversion and average price together put the market at an estimated £82K a year.

Searches, last 12 months
98K
Growth, 90 days vs prior 90
-8.1%
Conversion, latest week
22.6%
Market size, estimated
£82Ka year
Top search term
orzo41K searches a year

02 · Price

A sale here is worth £3.73.

Listings sell for £3.73 on average, from £1.32 to £10.35. Amazon reports units sold in ranges. This niche sold 20K to 25K a year. The average listing sells 3,000 to 4,000 of them. At £3.73 that is £11K to £15K a year per listing.

Average price
£3.73under the $15 to $100 sweet spot
Price range
£1.32–£10.35
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
20K–25K
Units per listing a year
3,000–4,000
Revenue per listing a year
£11K–£15K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

25% 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 #71 within Breakfast Cereal. It carries 864 reviews at 4.61 stars, so a new listing needs social proof before a better product.

Sponsored listings
25%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#71in Breakfast Cereal
Average rating
4.61 starsAmazon United Kingdom average 4.36 stars
Average reviews
864per listing
Listings tracked
8

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 59 months on average, so the names here are settling in.

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

Products

Top Orzo products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 23, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 91% of clicks. A locked shelf that new listings rarely crack.

£0£12K£25K£37K£49K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

6 rising

Sellers

21

Est. top-5 brand share

98%

Top 20: 100%

Est. top-5 click share

91%

Top 20: 100%

Open market

0%

  • Garofalo61%
  • Napolina21%
  • Morrisons8%
  • Rummo4%
  • Jovial3%
  • Wholefood Earth2%
  • Open — no brand owns it (0%)

Demand

Orzo search demand

Weekly searches over the year. Pick a range.

2K2KFeb '26Mar '26Mar '26Apr '26May '26Jun '26

Search terms

Top Orzo search terms shoppers use

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

  • orzo41K/yr
  • orzo pasta40K/yr
  • gluten free orzo11K/yr
  • gluten free orzo pasta uk6K/yr

Reviews and returns

What reviews say buyers love and hate about Orzo

We read the reviews and the return reasons for every product selling here.

20%of positive reviews mention “Taste-Overall”
33%of negative reviews mention “Value For Money”
<0.1%of orders come back, a rate Amazon rounds to zero
“Too expensive for a tiny amount of pasta”
A buyer, on “Value For Money”33% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

11 topics

NegativePositive

FAQ

Common Orzo questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data