---
title: "Orzo — £82K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/orzo"
last_updated: "2026-07-31T19:20:05.216Z"
locale: en
meta:
description: "Niche score 34/100 · £82K/yr market · 98K searches/yr · £3.73 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 34/100 · £82K/yr market · 98K searches/yr · £3.73 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Orzo — £82K/yr Amazon UK Niche (2026) - Flapen"
---
# **orzo**
**Skip it**
Prices mostly outside the sweet spot ($1.32–$10.35) — this niche doesn't clear our bar today.
Market size 21Growth 21Conversion 100Competition 7Returns 100Price range 0Avg price 10Brand share 6Review moat 66Quality gap 24
**Conversion**
**Incredible****22.6%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****863.75**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Bad****4.6★**
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****£3.73**
avg listing price — sweet spot $15–$100
**Competition**
**Bad****91%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****98%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£1.32–£10.35**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
2K2KFeb '26Mar '26Mar '26Apr '26May '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/grocery/orzo/trend)
## **Top orzo search terms**
- **orzo**41K/yr-10.4%24.0% conv. - **orzo pasta**40K/yr-6.2%18.0% conv. - **gluten free orzo**11K/yr-3.0%2.7% conv. - **gluten free orzo pasta uk**6K/yr-12.8%1.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/orzo/search-terms)
## **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.
0%15%£12K30%£25K45%£37K60%£49K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 8 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Garofalo Orzo 500g (Pack of 1)**Garofalo**£1.92**4.7★5,181 rev](https://www.amazon.co.uk/dp/B0045U6MYO) [2**Napolina Orzo 500g**Napolina**£1.32**4.5★38 rev](https://www.amazon.co.uk/dp/B0DDL96P9R) [3**Garofalo Orzo Pasta 500 g**Garofalo**£2.24**4.7★265 rev](https://www.amazon.co.uk/dp/B012NOZYDI) [4**Morrisons The Best Orzo 500g**Morrisons**£1.98**4.8★38 rev](https://www.amazon.co.uk/dp/B0F99R8WLG) [5**Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)**Rummo**£2.14**5.0★4 rev](https://www.amazon.co.uk/dp/B0FD3VFHCW)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Napolina Orzo 500g**Napolina**£1.32**38 rev1y ago](https://www.amazon.co.uk/dp/B0DDL96P9R) [**Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)**Rummo**£2.14**4 rev1y ago](https://www.amazon.co.uk/dp/B0FD3VFHCW) [**Morrisons The Best Orzo 500g**Morrisons**£1.98**38 rev1y ago](https://www.amazon.co.uk/dp/B0F99R8WLG) [**Jovial Cassava Orzo Grain Free Gluten Free Paleo Aip 227g**Jovial**£10.35**111 rev2y ago](https://www.amazon.co.uk/dp/B09QKYD194) [**Whole Food Earth Orzo Pasta 1 kg**Wholefood Earth**£7.39**566 rev5y ago](https://www.amazon.co.uk/dp/B08GDH9R5C)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Rummo Semi Di Orzo No. 27 Pasta Premium Italian Short-Cut Pasta for Soups Sides & Salads 500g (Pack of 1)**Rummo**£2.14**5.0★**▲ 259%**](https://www.amazon.co.uk/dp/B0FD3VFHCW) [**Jovial Cassava Orzo Grain Free Gluten Free Paleo Aip 227g**Jovial**£10.35**4.0★**▲ 20%**](https://www.amazon.co.uk/dp/B09QKYD194) [**Garofalo Orzo 500g (Pack of 1)**Garofalo**£1.92**4.7★**▲ 12%**](https://www.amazon.co.uk/dp/B0045U6MYO) [**Napolina Orzo 500g**Napolina**£1.32**4.5★**— 3%**](https://www.amazon.co.uk/dp/B0DDL96P9R) [**Garofalo Orzo Pasta 500 g**Garofalo**£2.24**4.7★**— 10%**](https://www.amazon.co.uk/dp/B012NOZYDI)
**~~View all trending →~~**
## **What buyers say about orzo**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**20%
*“Fantastic for making gluten free home made spaghetti hoops which taste better than the regular canned ones”*
**Cooking Instructions**20%
*“Easy to cook”*
**Nutritional Content**18%
*“Gluten free and tasty”*
**Quality-Overall**14%
*“Good quality”*
**Value For Money**11%
*“Good Value”*
**Texture/Consistency-Overall**5%
*“The texture is firm and satisfying, much closer to traditional pasta than most gluten-free options”*
**Ease Of Use**5%
*“Very useful”*
**Ingredients-Overall**2%
*“Good value for money and clean ingredients”*
**Flavor**2%
*“Made with corn, brown rice, and quinoa, it has a clean, mild flavor that works perfectly with any sauce”*
**Size-Overall**2%
*“Enjoyed this pasta small in size makes a nice change from your traditional fusilli”*
### **What buyers complain about **
**Value For Money**33%
*“Too expensive for a tiny amount of pasta”*
**Size-Overall**33%
*“Smaller than I thought check the weight”*
**Hard Feel**17%
*“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.
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