How competitive is the Passata niche on Amazon United Kingdom?

5 brands and 30 sellers compete in Passata on Amazon United Kingdom. The top 5 Passata products take 85% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Passata?

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

What does it cost to enter the Passata niche?

Passata sells for £1.81 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.54–£6.86. The average incumbent carries 1,068 reviews — the moat a new listing must climb.

Passata

brand-locked demand (top 5 brands take 100% of clicks) — Passata doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Passata profitable on Amazon?

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.

Passata: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -15.8% over the last 90 days and 37.0% of searches end in a purchase.

£114K

revenue / yr

Units sold / yr125K

Search volume / yr-15.8%171K

Conversion rate37.0%

Avg price£1.81

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers5 · 30

Top-5 product click share85%

Open market0%

Avg brand age86 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.7★ — the gap to enter on.

0/100

page quality · 10 products

Top Passata 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

Morrisons Passata 500g

Price: £0.66
Rating: 4.6/5
Reviews: 3,060
Age: 9y ago

by Amazon Passata 500g

Price: £0.54
Rating: 4.6/5
Reviews: 2,662
Age: 5y ago

Napolina Sieved Tomatoes Passata 690g

Price: £1.45
Rating: 4.7/5
Reviews: 339
Age: 7y ago

Morrisons Passata with Onion & Garlic 390g

Price: £0.91
Rating: 4.5/5
Reviews: 690
Age: 7y ago

Mutti Passata di Pomodoro 400g

Price: £1.83
Rating: 4.9/5
Reviews: 219
Age: 8y ago

Newest

by launch date

Napolina Tomato Passata 500G

Price: £1.15
Rating: 4.8/5
Reviews: 48
Age: 2y ago

by Amazon Tomato Passata 500g Pack of 12

Price: £6.86
Rating: 4.6/5
Reviews: 2,662
Age: 4y ago

by Amazon Passata 500g

Price: £0.54
Rating: 4.6/5
Reviews: 2,662
Age: 5y ago

Morrisons Passata with Basil 390g

Price: £0.91
Rating: 4.6/5
Reviews: 311
Age: 6y ago

Morrisons Passata with Onion & Garlic 390g

Price: £0.91
Rating: 4.5/5
Reviews: 690
Age: 7y ago

Competition: brands, sellers & click share

The top 5 products capture 85% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

5 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

85%

Top 20: 100%

Open market

Morrisons50%
by Amazon29%
Napolina13%
Mutti5%
Mr Organic3%

Passata demand & seasonality

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

Volume171KCVR37.0%Products10Brands5Top 5 Brands100%OOS Rate0.0%Rating4.7★Reviews1,068Avg BSR#168

No pronounced peak months · busiest ÷ quietest = 1.5×

Top Passata search terms shoppers use

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

passata119K/yr -17.9%31.9% conv.
tomato passata40K/yr -9.4%26.7% conv.
pasata10K/yr -14.1%37.0% conv.
pasatta2K/yr -8.8%35.3% conv.

What reviews say buyers love and hate about Passata

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

What buyers love

93% of reviews

Taste-Overall27%

“Great value for money sauce tasted amazing very fresh tasting ideal for pastas lasagnes etc”

Value For Money23%

“Worth buying”

Quality-Overall14%

“Decent quality”

Cooking Instructions9%

“so I can season it myself depending on the recipe”

Thickness5%

“thick”

What buyers complain about

67% of reviews

Value For Money33%

“twice as expensive”

Quality-Overall11%

“Not the best”

Taste-Overall11%

“didnt particularly like the flavour”

Flavor11%

“didnt particularly like the flavour”

Common Passata questions

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

Flapen scores Passata 34/100 on Amazon United Kingdom — Skip it. The niche generates £114K/yr across 10 tracked products. Search demand moved -15.8% over the last 90 days.