---
title: "Passata — £114K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/passata"
last_updated: "2026-07-31T19:19:46.241Z"
locale: en
meta:
description: "Niche score 34/100 · £114K/yr market · 171K searches/yr · £1.81 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 34/100 · £114K/yr market · 171K searches/yr · £1.81 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Passata — £114K/yr Amazon UK Niche (2026) - Flapen"
---
# **passata**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 27Growth 17Conversion 100Competition 13Returns 100Price range 0Avg price 5Brand share 0Review moat 61Quality gap 22
**Conversion**
**Incredible****37.0%**
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****1,068**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Okay****£114K**
£114K/yr · 171K searches
**Quality gap**
**Bad****4.7★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-15.8%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****85%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£1.81**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£0.54–£6.86**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/grocery/passata/trend)
## **Top passata search terms**
- **passata**119K/yr-17.9%31.9% conv. - **tomato passata**40K/yr-9.4%26.7% conv. - **pasata**10K/yr-14.1%37.0% conv. - **pasatta**2K/yr-8.8%35.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/passata/search-terms)
## **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.
0%10%£11K20%£23K30%£34K40%£46K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 10 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Passata 500g**Morrisons**£0.66**4.6★3,060 rev](https://www.amazon.co.uk/dp/B00L4KT8EO) [2**by Amazon Passata 500g**by Amazon**£0.54**4.6★2,662 rev](https://www.amazon.co.uk/dp/B08T6VV8L7) [3**Napolina Sieved Tomatoes Passata 690g**Napolina**£1.45**4.7★339 rev](https://www.amazon.co.uk/dp/B005JJZBOM) [4**Morrisons Passata with Onion & Garlic 390g**Morrisons**£0.91**4.5★690 rev](https://www.amazon.co.uk/dp/B07VNTCB1Q) [5**Mutti Passata di Pomodoro 400g**Mutti**£1.83**4.9★219 rev](https://www.amazon.co.uk/dp/B01N6PT1F4)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Napolina Tomato Passata 500G**Napolina**£1.15**48 rev2y ago](https://www.amazon.co.uk/dp/B0CP45NYVS) [**by Amazon Tomato Passata 500g Pack of 12**by Amazon**£6.86**2,662 rev4y ago](https://www.amazon.co.uk/dp/B09L1J9G5Z) [**by Amazon Passata 500g**by Amazon**£0.54**2,662 rev5y ago](https://www.amazon.co.uk/dp/B08T6VV8L7) [**Morrisons Passata with Basil 390g**Morrisons**£0.91**311 rev6y ago](https://www.amazon.co.uk/dp/B07VS2ZZBX) [**Morrisons Passata with Onion & Garlic 390g**Morrisons**£0.91**690 rev7y ago](https://www.amazon.co.uk/dp/B07VNTCB1Q)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Napolina Tomato Passata 500G**Napolina**£1.15**4.8★**▲ 44%**](https://www.amazon.co.uk/dp/B0CP45NYVS) [**by Amazon Passata 500g**by Amazon**£0.54**4.6★**▲ 17%**](https://www.amazon.co.uk/dp/B08T6VV8L7) [**Morrisons Passata with Onion & Garlic 390g**Morrisons**£0.91**4.5★**▲ 11%**](https://www.amazon.co.uk/dp/B07VNTCB1Q) [**Morrisons Passata 500g**Morrisons**£0.66**4.6★**— 4%**](https://www.amazon.co.uk/dp/B00L4KT8EO) [**Napolina Tomato Passata 500 g (Pack of 1)**Napolina**£1.38**4.6★**— 5%**](https://www.amazon.co.uk/dp/B016K1HHVM)
**~~View all trending →~~**
## **What buyers say about passata**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**27%
*“Great value for money sauce tasted amazing very fresh tasting ideal for pastas lasagnes etc”*
**Value For Money**23%
*“Worth buying”*
**Quality-Overall**14%
*“Decent quality”*
**Cooking Instructions**9%
*“so I can season it myself depending on the recipe”*
**Thickness**5%
*“thick”*
**Texture/Consistency-Overall**5%
*“Fantastic texture and quality of yet another amazon food brand that I have started shopping for as part of my monthly shop”*
**Ease Of Use**4%
*“I liked these easy to use nice”*
**Flavor**3%
*“Delicious adds great flavour”*
**Smell**2%
*“great smell of tomatoes”*
**Freshness**2%
*“Great value for money sauce tasted amazing very fresh tasting ideal for pastas lasagnes etc”*
### **What buyers complain about **
**Value For Money**33%
*“twice as expensive”*
**Quality-Overall**11%
*“Not the best”*
**Taste-Overall**11%
*“didnt particularly like the flavour”*
**Flavor**11%
*“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.
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