How competitive is the Pasta niche on Amazon United Kingdom?

9 brands and 63 sellers compete in Pasta on Amazon United Kingdom. The top 5 Pasta products take 43% of clicks and its top 5 brands hold 95% of demand.

What do buyers complain about in Pasta?

Pasta buyers on Amazon United Kingdom complain most about Taste-Overall, Size-Overall, Texture/Consistency-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Pasta niche?

Pasta sells for £1.37 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.65–£4.13. The average incumbent carries 804 reviews — the moat a new listing must climb.

Pasta

prices mostly outside the sweet spot ($0.65–$4.13) — Pasta doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Pasta profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Pasta is a £420K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 95% of demand. Verdict: Skip it — 49/100.

Pasta: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -10.4% over the last 90 days and 21.5% of searches end in a purchase.

£420K

revenue / yr

Units sold / yr400K

Search volume / yr-10.4%1.4M

Conversion rate21.5%

Avg price£1.37

Who owns the niche?

The top 5 brands hold 95% of demand, so 5% of the market is open.

open market share

Brands · sellers9 · 63

Top-5 product click share43%

Open market5%

Avg brand age64 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 42 products

Top Pasta 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 Penne 500g

Price: £0.72
Rating: 4.6/5
Reviews: 2,794
Age: 8y ago

Morrisons Farfalle Pasta 500g

Price: £0.72
Rating: 4.7/5
Reviews: 1,144
Age: 6y ago

Morrisons Fusilli 1kg

Price: £1.31
Rating: 4.7/5
Reviews: 133
Age: 1y ago

by Amazon Rigatoni 500g

Price: £0.76
Rating: 4.8/5
Reviews: 523
Age: 9mo ago

Morrisons Fusilli 500g

Price: £0.74
Rating: 4.6/5
Reviews: 4,549
Age: 9y ago

Newest

by launch date

by Amazon Rigatoni 500g

Price: £0.76
Rating: 4.8/5
Reviews: 523
Age: 9mo ago

by Amazon Farfalle 500g

Price: £0.77
Rating: 4.8/5
Reviews: 435
Age: 9mo ago

by Amazon Conchiglie 500g

Price: £0.78
Rating: 4.7/5
Reviews: 360
Age: 9mo ago

by Amazon Tricolore Fusilli 500g

Price: £0.74
Rating: 4.8/5
Reviews: 420
Age: 9mo ago

Morrisons Penne Pasta 1kg

Price: £1.40
Rating: 4.5/5
Reviews: 73
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

9 rising

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

43%

Top 20: 82%

Open market

Morrisons57%
by Amazon22%
Barilla7%
Garofalo6%
Napolina2%
HEINZ2%
Open — no brand owns it (3 brands, 4%)

Pasta demand & seasonality

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

Volume1.4MCVR21.5%Products42Brands9Top 5 Brands95%OOS Rate0.0%Rating4.6★Reviews804Avg BSR#135

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Pasta search terms shoppers use

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

pasta1.4M/yr -10.1%16.6% conv.
past25K/yr -17.8%1.1% conv.
dried pasta10K/yr -28.6%10.4% conv.
morrisons pasta6K/yr +8.9%14.1% conv.
quick cook pasta4K/yr +14.4%2.2% conv.
dry pasta5K/yr -16.8%10.9% conv.
large pasta5K/yr -24.1%3.7% conv.
pasta 1kg4K/yr -22.2%13.2% conv.
spiral pasta3K/yr -17.3%13.5% conv.
padta2K/yr -10.8%20.9% conv.

What reviews say buyers love and hate about Pasta

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

What buyers love

89% of reviews

Value For Money31%

“Excellent value”

Taste-Overall19%

“Good taste”

Quality-Overall19%

“Excellent quality”

Cooking Instructions7%

“easy cook”

Ease Of Use3%

“Easy to prepare for anyone”

What buyers complain about

51% of reviews

Taste-Overall10%

“that taste I would say is average”

Size-Overall9%

“The size is too tiny”

Texture/Consistency-Overall6%

“you lose some of the texture”

Quality-Overall5%

“not the best”

Thickness5%

“Pasta a bit too thick for me”

Common Pasta questions

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

Flapen scores Pasta 49/100 on Amazon United Kingdom — Skip it. The niche generates £420K/yr across 42 tracked products. 4 of 4 products launched in the last 360 days are still selling. Search demand moved -10.4% over the last 90 days.