passata
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible37.0%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good1,068avg incumbent reviews — the moat a new listing must climb
Market size
Okay£114K£114K/yr · 171K searches
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-15.8%90-day search growth — must beat 0% to launch
Competition
Bad85%top-5 click share — a locked-up shelf
Avg price
Bad£1.81avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
Price range
Bad£0.54–£6.86cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, passata is a £114K/yr Amazon United Kingdom market (171K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 34/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
passata market data
- Units sold / yr
- 100K–125K
- avg 8,000–10,000/product
- Revenue / yr
- £181K–£226K
- units × avg price
- Conversion rate
- 37.0%
- Avg BSR
- #168
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 30%
- Out of stock
- 0.0%
- Avg brand age
- 86 months
- Avg seller age
- 179 days
Competition & brand share
The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.Brands
5 falling
Sellers
30
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
85%
Top 20: 100%
Open market
0%
- Morrisons50%
- by Amazon29%
- Napolina13%
- Mutti5%
- Mr Organic3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -15.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top passata search terms
- passata119K/yr
- tomato passata40K/yr
- pasata10K/yr
- pasatta2K/yr
Top passata 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 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Newest
by launch date
Napolina Tomato Passata 500G
Napolina£1.1548 rev
by Amazon Tomato Passata 500g Pack of 12
by Amazon£6.862,662 rev
by Amazon Passata 500g
by Amazon£0.542,662 rev
Morrisons Passata with Basil 390g
Morrisons£0.91311 rev
Morrisons Passata with Onion & Garlic 390g
Morrisons£0.91690 rev
What buyers say about passata
What buyers praise and complain about, mined from review topics.What buyers love
“Great value for money sauce tasted amazing very fresh tasting ideal for pastas lasagnes etc”
“Worth buying”
“Decent quality”
“so I can season it myself depending on the recipe”
“thick”
“Fantastic texture and quality of yet another amazon food brand that I have started shopping for as part of my monthly shop”
“I liked these easy to use nice”
“Delicious adds great flavour”
“great smell of tomatoes”
“Great value for money sauce tasted amazing very fresh tasting ideal for pastas lasagnes etc”
What buyers complain about
“twice as expensive”
“Not the best”
“didnt particularly like the flavour”
“didnt particularly like the flavour”
Common questions
- Is passata profitable to sell on Amazon United Kingdom?
- The niche generates £114K/yr across 10 tracked products. 90-day search growth is -15.8%. Flapen's verdict: Skip it (34/100).
- How competitive is the passata niche?
- 5 brands and 30 sellers compete. The top 5 products take 85% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in passata?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Taste-Overall. The return rate is 0.0%.
- When does demand for passata peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the passata niche?
- Listings span £0.54–£6.86; the average listing price is £1.81 (sweet spot $15–$100). The average incumbent carries 1,068 reviews — the moat a new listing must climb.