pasta
Skip itPrices mostly outside the sweet spot ($0.65–$4.13) — this niche doesn't clear our bar today.
Conversion
Incredible21.5%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Good43%top-5 click share — leaders hold, buyers still browse
Review moat
Good803.52avg incumbent reviews — the moat a new listing must climb
Market size
Good£420K£420K/yr · 1.4M searches
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-10.4%90-day search growth — must beat 0% to launch
Brand share
Bad95%top-5 brand share — brand-locked demand
Avg price
Bad£1.37avg listing price — sweet spot $15–$100
Price range
Bad£0.65–£4.13cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 24, 2026 · scored weekly · How we score niches
pasta market data
- Units sold / yr
- 300K–400K
- avg 8,000–10,000/product
- Revenue / yr
- £411K–£548K
- units × avg price
- Conversion rate
- 21.5%
- Avg BSR
- #135
- Page quality
- 0%
- Prime
- 93%
- Sponsored
- 40%
- Out of stock
- 0.0%
- Avg brand age
- 64 months
- Avg seller age
- 174 days
Competition & brand share
The top 5 products take 43% of clicks — established leaders, but buyers still shop beyond them.Brands
9 rising
Sellers
63
Top-5 brand share
95%
Top 20: 100%
Top-5 click share
43%
Top 20: 82%
Open market
4%
- Morrisons57%
- by Amazon22%
- Barilla7%
- Garofalo6%
- Napolina2%
- HEINZ2%
- Open — no brand owns it (3 brands, 4%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.4% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top pasta search terms
- pasta1.4M/yr
- past25K/yr
- dried pasta10K/yr
- morrisons pasta6K/yr
- quick cook pasta4K/yr
- dry pasta5K/yr
- large pasta5K/yr
- pasta 1kg4K/yr
- spiral pasta3K/yr
- padta2K/yr
Top pasta 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Newest
by launch date
Trending
90-day click momentum
Heinz Tomato Grana Padano Mascarpone Pasta Sauce 350G
HEINZ£1.664.4★
Morrisons Fusilli 1kg
Morrisons£1.314.7★
BARILLA TORTIGLIONI 500G
Barilla£1.094.6★
Barilla Penne Rigate Pasta 500g Italian Penne Made with Durum Wheat Semolina Non-GMO Kosher Certified Ideal for Pasta Bakes Arrabbiata & Tomato Sauces 1 Pack
Barilla£1.014.6★
by Amazon Rigatoni 500g
by Amazon£0.764.8★
What buyers say about pasta
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent value”
“Good taste”
“Excellent quality”
“easy cook”
“Easy to prepare for anyone”
“Good texture”
“a vibrant tomato-and-mushroom sauce”
“Better than expected”
“They also cook very well”
“The spirals are consistent in size”
What buyers complain about
“that taste I would say is average”
“The size is too tiny”
“you lose some of the texture”
“not the best”
“Pasta a bit too thick for me”
“this is hardly more expensive than most supermarket own brands”
“Noodles where all broke”
“It is already breaking down in pack before cooking”
“Pasta is never strongly flavoured”
“it's either hard or super sloppy”
Common questions
- Is pasta profitable to sell on Amazon United Kingdom?
- The niche generates £420K/yr across 42 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -10.4%. Flapen's verdict: Skip it (49/100).
- How competitive is the pasta niche?
- 9 brands and 63 sellers compete. The top 5 products take 43% of clicks and top 5 brands hold 95% of demand.
- What do buyers complain about in pasta?
- Top complaints mined from reviews: Taste-Overall, Size-Overall, Texture/Consistency-Overall. The return rate is 0.0%.
- When does demand for pasta peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the pasta niche?
- Listings span £0.65–£4.13; the average listing price is £1.37 (sweet spot $15–$100). The average incumbent carries 804 reviews — the moat a new listing must climb.