orzo
Skip itPrices mostly outside the sweet spot ($1.32–$10.35) — this niche doesn't clear our bar today.
Conversion
Incredible22.6%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good863.75avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Market size
Bad£82K£82K/yr · 98K searches
Growth
Bad-8.1%90-day search growth — must beat 0% to launch
Avg price
Bad£3.73avg listing price — sweet spot $15–$100
Competition
Bad91%top-5 click share — a locked-up shelf
Brand share
Bad98%top-5 brand share — brand-locked demand
Price range
Bad£1.32–£10.35cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 23, 2026 · scored weekly · How we score niches
orzo market data
- Units sold / yr
- 20K–25K
- avg 3,000–4,000/product
- Revenue / yr
- £75K–£93K
- units × avg price
- Conversion rate
- 22.6%
- Avg BSR
- #71
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 25%
- Out of stock
- 0.0%
- Avg brand age
- 59 months
- Avg seller age
- 190 days
Competition & brand share
The top 5 products capture 91% of clicks — a locked-up shelf that new listings rarely crack.Brands
6 rising
Sellers
21
Top-5 brand share
98%
Top 20: 100%
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
Weekly Amazon search volume, last 25 weeks — -8.1% search growth over the last 90 days.Top orzo search terms
- orzo41K/yr
- orzo pasta40K/yr
- gluten free orzo11K/yr
- gluten free orzo pasta uk6K/yr
Top orzo 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.
All 8 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Garofalo Orzo 500g (Pack of 1)
Garofalo£1.924.7★5,181 rev
Napolina Orzo 500g
Napolina£1.324.5★38 rev
Garofalo Orzo Pasta 500 g
Garofalo£2.244.7★265 rev
Morrisons The Best Orzo 500g
Morrisons£1.984.8★38 rev
Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)
Rummo£2.145.0★4 rev
Newest
by launch dateNapolina Orzo 500g
Napolina£1.3238 rev
Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)
Rummo£2.144 rev
Morrisons The Best Orzo 500g
Morrisons£1.9838 rev
Jovial Cassava Orzo Grain Free Gluten Free Paleo Aip 227g
Jovial£10.35111 rev
Whole Food Earth Orzo Pasta 1 kg
Wholefood Earth£7.39566 rev
Trending
90-day click momentumRummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)
Rummo£2.145.0★
Jovial Cassava Orzo Grain Free Gluten Free Paleo Aip 227g
Jovial£10.354.0★
Garofalo Orzo 500g (Pack of 1)
Garofalo£1.924.7★
Napolina Orzo 500g
Napolina£1.324.5★
Garofalo Orzo Pasta 500 g
Garofalo£2.244.7★
What buyers say about orzo
What buyers praise and complain about, mined from review topics.What buyers love
“Fantastic for making gluten free home made spaghetti hoops which taste better than the regular canned ones”
“Easy to cook”
“Gluten free and tasty”
“Good quality”
“Good Value”
“The texture is firm and satisfying, much closer to traditional pasta than most gluten-free options”
“Very useful”
“Good value for money and clean ingredients”
“Made with corn, brown rice, and quinoa, it has a clean, mild flavor that works perfectly with any sauce”
“Enjoyed this pasta small in size makes a nice change from your traditional fusilli”
What buyers complain about
“Too expensive for a tiny amount of pasta”
“Smaller than I thought check the weight”
“it was very mushy”
Common questions
- Is orzo profitable to sell on Amazon United Kingdom?
- The niche generates £82K/yr across 8 tracked products. 90-day search growth is -8.1%. Flapen's verdict: Skip it (34/100).
- How competitive is the orzo niche?
- 6 brands and 21 sellers compete. The top 5 products take 91% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in orzo?
- Top complaints mined from reviews: Value For Money, Size-Overall, Hard Feel. The return rate is 0.0%.
- What does it cost to enter the orzo niche?
- Listings span £1.32–£10.35; the average listing price is £3.73 (sweet spot $15–$100). The average incumbent carries 864 reviews — the moat a new listing must climb.