How competitive is the Orzo niche on Amazon United Kingdom?

6 brands and 21 sellers compete in Orzo on Amazon United Kingdom. The top 5 Orzo products take 91% of clicks and its top 5 brands hold 98% of demand.

What does it cost to enter the Orzo niche?

Orzo sells for £3.73 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.32–£10.35. The average incumbent carries 864 reviews — the moat a new listing must climb.

Orzo

prices mostly outside the sweet spot ($1.32–$10.35) — Orzo doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Orzo profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Orzo is a £82K/yr Amazon United Kingdom market (98K searches/yr). The top 5 brands hold 98% of demand. Verdict: Skip it — 34/100.

Orzo: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -8.1% over the last 90 days and 22.6% of searches end in a purchase.

£82K

revenue / yr

Units sold / yr25K

Search volume / yr-8.1%98K

Conversion rate22.6%

Avg price£3.73

Who owns the niche?

The top 5 brands hold 98% of demand, so 2% of the market is open.

open market share

Brands · sellers6 · 21

Top-5 product click share91%

Open market2%

Avg brand age59 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 8 products

Top Orzo 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

Garofalo Orzo 500g (Pack of 1)

Price: £1.92
Rating: 4.7/5
Reviews: 5,181
Age: 15y ago

Napolina Orzo 500g

Price: £1.32
Rating: 4.5/5
Reviews: 38
Age: 1y ago

Garofalo Orzo Pasta 500 g

Price: £2.24
Rating: 4.7/5
Reviews: 265
Age: 10y ago

Morrisons The Best Orzo 500g

Price: £1.98
Rating: 4.8/5
Reviews: 38
Age: 1y ago

Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)

Price: £2.14
Rating: 5.0/5
Reviews: 4
Age: 1y ago

Newest

by launch date

Napolina Orzo 500g

Price: £1.32
Rating: 4.5/5
Reviews: 38
Age: 1y ago

Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)

Price: £2.14
Rating: 5.0/5
Reviews: 4
Age: 1y ago

Morrisons The Best Orzo 500g

Price: £1.98
Rating: 4.8/5
Reviews: 38
Age: 1y ago

Jovial Cassava Orzo Grain Free Gluten Free Paleo Aip 227g

Price: £10.35
Rating: 4.0/5
Reviews: 111
Age: 2y ago

Whole Food Earth Orzo Pasta 1 kg

Price: £7.39
Rating: 4.6/5
Reviews: 566
Age: 5y ago

Competition: brands, sellers & click share

The top 5 products capture 91% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

6 rising

Sellers

Top-5 brand share

98%

Top 20: 100%

Top-5 click share

91%

Top 20: 100%

Open market

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

Orzo demand & seasonality

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

Volume98KCVR22.6%Products8Brands6Top 5 Brands98%OOS Rate0.0%Rating4.6★Reviews864Avg BSR#71

Top Orzo search terms shoppers use

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

orzo41K/yr -10.4%24.0% conv.
orzo pasta40K/yr -6.2%18.0% conv.
gluten free orzo11K/yr -3.0%2.7% conv.
gluten free orzo pasta uk6K/yr -12.8%1.9% conv.

What reviews say buyers love and hate about Orzo

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

What buyers love

97% of reviews

Taste-Overall20%

“Fantastic for making gluten free home made spaghetti hoops which taste better than the regular canned ones”

Cooking Instructions20%

“Easy to cook”

Nutritional Content18%

“Gluten free and tasty”

Quality-Overall14%

“Good quality”

Value For Money11%

“Good Value”

What buyers complain about

83% of reviews

Value For Money33%

“Too expensive for a tiny amount of pasta”

Size-Overall33%

“Smaller than I thought check the weight”

Hard Feel17%

“it was very mushy”

Common Orzo questions

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

Flapen scores Orzo 34/100 on Amazon United Kingdom — Skip it. The niche generates £82K/yr across 8 tracked products. Search demand moved -8.1% over the last 90 days.

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