pasties
Skip itSoft demand (-26.6% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.2%search→purchase rate — share of searches ending in a sale
Review moat
Great259.08avg incumbent reviews — the moat a new listing must climb
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Price range
Good£1.22–£28.99cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay63%top-5 click share — leaders hold, buyers still browse
Market size
Okay£142K£142K/yr · 158K searches
Brand share
Bad91%top-5 brand share — brand-locked demand
Avg price
Bad£7.38avg listing price — sweet spot $15–$100
Growth
Bad-26.6%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, pasties is a £142K/yr Amazon United Kingdom market (158K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Oct. Verdict: Skip it — 49/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
pasties market data
- Units sold / yr
- 30K–40K
- avg 1,000–1,250/product
- Revenue / yr
- £221K–£295K
- units × avg price
- Conversion rate
- 12.2%
- Avg BSR
- #14
- Page quality
- 0%
- Prime
- 88%
- Sponsored
- 19%
- Out of stock
- 2.6%
- Avg brand age
- 68 months
- Avg seller age
- 179 days
Competition & brand share
The top 5 products take 63% of clicks — established leaders, but buyers still shop beyond them.Brands
10 flat
Sellers
56
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
63%
Top 20: 93%
Open market
6%
- Fray Bentos71%
- Holland's11%
- Morrisons4%
- Country Clothing2%
- Pukka Yayınları2%
- The Lewis Pie Co2%
- Open — no brand owns it (4 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -26.6% search growth over the last 90 days.Peak months: Oct · busiest ÷ quietest = 1.8×
Top pasties search terms
- fray bentos32K/yr
- fray bentos pie40K/yr
- meat pies17K/yr
- pies and pasties29K/yr
- hollands pies9K/yr
- meat pie7K/yr
- hollands3K/yr
- frey bento pies5K/yr
- steak and kidney pie7K/yr
- fray bentos pies4K/yr
Top pasties 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
Fray Bentos Steak & Gravy Pie 425g White
Fray Bentos£2.264.4★1,253 rev
Fray Bentos Steak and Kidney Pie 425 g
Fray Bentos£2.384.4★894 rev
Fray Bentos Just Chicken Pie With a Flaky Puff Pastry Lid Tinned Meat Pie 425 g (Pack of 1)
Fray Bentos£2.344.4★600 rev
Hollands Potato & Meat Pies 4 x 184g (Frozen)
Holland's£4.674.4★411 rev
Fray Bentos Mince Beef & Onion Pie 425g
Fray Bentos£2.674.3★526 rev
Newest
by launch date
Fray Bentos Chicken Tikka Pie 425g
Fray Bentos£3.311 rev
Fray Bentos Mac & Cheese 425g
Fray Bentos£2.807 rev
Morrisons Chicken & Vegetable Pies 568g
Morrisons£2.3367 rev
Breasties Grippies Reusable Silicone Nipple Covers Adhesive Free Nipple Pasties Nipple Covers Breast Petals with Travel Case | Latte B-DD Cups
Breasties£19.7197 rev
Chip Shop Pie 6 Oval Minced Beef & Onion Pies Golden Flaky Crust Classic British Comfort Food Family-Owned Since 1936 Home Delivered
The Lewis Pie Co£21.95149 rev
Trending
90-day click momentumFray Bentos Chicken Tikka Pie 425g
Fray Bentos£3.315.0★
Fray Bentos Meaty Puds Steak and Kidney 200g
Fray Bentos£2.884.2★
Breasties Grippies Reusable Silicone Nipple Covers Adhesive Free Nipple Pasties Nipple Covers Breast Petals with Travel Case | Latte B-DD Cups
Breasties£19.713.6★
Fray Bentos Pie Bundle - Contains 6 Pies Steak & Gravy Steak & Kidney and Just Chicken
Generic£28.994.5★
Fray Bentos Steak and Kidney Pudding 400g
Fray Bentos£2.743.9★
What buyers say about pasties
What buyers praise and complain about, mined from review topics.What buyers love
“Absolutely delicious”
“Excellent value for money”
“Quality product so tasty”
“Quick and easy”
“Tasty and good filling”
“If you like suet pastry which I do these are really nice”
“Resonable taste / freshness / quality”
“Perfect for quick easy meal”
“Fray Bentos pies they are really tasty and delicious, minced and onion, chicken and mushroom, and steak and kindney”
“Exactly what I ordered”
What buyers complain about
“Expensive”
“they are just a solid, cheap pie”
“It was horrible all pudding”
“as it is very dry”
“Its a shame not like they use to be less meat content”
“Cannot open the tin”
“slightly runny, too much sauce”
“Rubbish”
“Pie had three very small pieces meat very disappointing”
“you can not best these for long term storage”
Top return reasons
Common questions
- Is pasties profitable to sell on Amazon United Kingdom?
- The niche generates £142K/yr across 26 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -26.6%. Flapen's verdict: Skip it (49/100).
- How competitive is the pasties niche?
- 10 brands and 56 sellers compete. The top 5 products take 63% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in pasties?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Taste-Overall. The return rate is 0.1%.
- When does demand for pasties peak?
- Demand peaks in Oct; the busiest month runs 1.8× the quietest.
- What does it cost to enter the pasties niche?
- Listings span £1.22–£28.99; the average listing price is £7.38 (sweet spot $15–$100). The average incumbent carries 259 reviews — the moat a new listing must climb.