---
title: "Pasta — £420K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/pasta"
last_updated: "2026-07-31T19:20:06.573Z"
locale: en
meta:
description: "Niche score 49/100 · £420K/yr market · 1.4M searches/yr · £1.37 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £420K/yr market · 1.4M searches/yr · £1.37 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Pasta — £420K/yr Amazon UK Niche (2026) - Flapen"
---
# **pasta**
**Skip it**
Prices mostly outside the sweet spot ($0.65–$4.13) — this niche doesn't clear our bar today.
Market size 56Growth 20Conversion 100Competition 71Returns 100Price range 0Avg price 4Brand share 13Review moat 67Quality gap 23
**Conversion**
**Incredible****21.5%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Good****43%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Good****803.52**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£420K**
£420K/yr · 1.4M searches
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-10.4%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****95%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£1.37**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£0.65–£4.13**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KSpike '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/grocery/pasta/trend)
## **Top pasta search terms**
- **pasta**1.4M/yr-10.1%16.6% conv. - **past**25K/yr-17.8%1.1% conv. - **dried pasta**10K/yr-28.6%10.4% conv. - **morrisons pasta**6K/yr+8.9%14.1% conv. - **quick cook pasta**4K/yr+14.4%2.2% conv. - **dry pasta**5K/yr-16.8%10.9% conv. - **large pasta**5K/yr-24.1%3.7% conv. - **pasta 1kg**4K/yr-22.2%13.2% conv. - **spiral pasta**3K/yr-17.3%13.5% conv. - **padta**2K/yr-10.8%20.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/pasta/search-terms)
## **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.
0%3%£13K6%£25K9%£38K12%£50K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Penne 500g**Morrisons**£0.72**4.6★2,794 rev](https://www.amazon.co.uk/dp/B0176KNVGG) [2**Morrisons Farfalle Pasta 500g**Morrisons**£0.72**4.7★1,144 rev](https://www.amazon.co.uk/dp/B07WWH2M32) [3**Morrisons Fusilli 1kg**Morrisons**£1.31**4.7★133 rev](https://www.amazon.co.uk/dp/B0F5X97YW2) [4**by Amazon Rigatoni 500g**by Amazon**£0.76**4.8★523 rev](https://www.amazon.co.uk/dp/B0F1P24DXF) [5**Morrisons Fusilli 500g**Morrisons**£0.74**4.6★4,549 rev](https://www.amazon.co.uk/dp/B017QJ4S6E)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**by Amazon Rigatoni 500g**by Amazon**£0.76**523 rev9mo ago](https://www.amazon.co.uk/dp/B0F1P24DXF) [**by Amazon Farfalle 500g**by Amazon**£0.77**435 rev9mo ago](https://www.amazon.co.uk/dp/B0F1NT3SVF) [**by Amazon Conchiglie 500g**by Amazon**£0.78**360 rev9mo ago](https://www.amazon.co.uk/dp/B0F1NLXGND) [**by Amazon Tricolore Fusilli 500g**by Amazon**£0.74**420 rev9mo ago](https://www.amazon.co.uk/dp/B0F1NLYSLB) [**Morrisons Penne Pasta 1kg**Morrisons**£1.40**73 rev1y ago](https://www.amazon.co.uk/dp/B0F99V98X4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Heinz Tomato Grana Padano Mascarpone Pasta Sauce 350G**HEINZ**£1.66**4.4★**▲ 175%**](https://www.amazon.co.uk/dp/B0B3TX5QR1) [**Morrisons Fusilli 1kg**Morrisons**£1.31**4.7★**▲ 83%**](https://www.amazon.co.uk/dp/B0F5X97YW2) [**BARILLA TORTIGLIONI 500G**Barilla**£1.09**4.6★**▲ 78%**](https://www.amazon.co.uk/dp/B017HO7DTW) [**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**£1.01**4.6★**▲ 73%**](https://www.amazon.co.uk/dp/B01LX081SV) [**by Amazon Rigatoni 500g**by Amazon**£0.76**4.8★**▲ 68%**](https://www.amazon.co.uk/dp/B0F1P24DXF)
**~~View all trending →~~**
## **What buyers say about pasta**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**31%
*“Excellent value”*
**Taste-Overall**19%
*“Good taste”*
**Quality-Overall**19%
*“Excellent quality”*
**Cooking Instructions**7%
*“easy cook”*
**Ease Of Use**3%
*“Easy to prepare for anyone”*
**Texture/Consistency-Overall**3%
*“Good texture”*
**Flavor**3%
*“a vibrant tomato-and-mushroom sauce”*
**Advertised Vs Actual Product**2%
*“Better than expected”*
**Baking**2%
*“They also cook very well”*
**Size-Overall**1%
*“The spirals are consistent in size”*
### **What buyers complain about **
**Taste-Overall**10%
*“that taste I would say is average”*
**Size-Overall**9%
*“The size is too tiny”*
**Texture/Consistency-Overall**6%
*“you lose some of the texture”*
**Quality-Overall**5%
*“not the best”*
**Thickness**5%
*“Pasta a bit too thick for me”*
**Value For Money**4%
*“this is hardly more expensive than most supermarket own brands”*
**Durability**3%
*“Noodles where all broke”*
**Cooking Instructions**3%
*“It is already breaking down in pack before cooking”*
**Flavor**3%
*“Pasta is never strongly flavoured”*
**Hard Feel**3%
*“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.
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