---
title: "Pasties — £142K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/pasties"
last_updated: "2026-07-31T19:21:59.014Z"
locale: en
meta:
description: "Niche score 49/100 · £142K/yr market · 158K searches/yr · £7.38 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £142K/yr market · 158K searches/yr · £7.38 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Pasties — £142K/yr Amazon UK Niche (2026) - Flapen"
---
# **pasties**
**Skip it**
Soft demand (-26.6% this quarter) — this niche doesn't clear our bar today.
Market size 31Growth 12Conversion 95Competition 36Returns 100Price range 50Avg price 21Brand share 22Review moat 87Quality gap 78
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.2%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****259.08**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****£1.22–£28.99**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Okay****63%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£142K**
£142K/yr · 158K searches
**Brand share**
**Bad****91%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£7.38**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/grocery/pasties/trend)
## **Top pasties search terms**
- **fray bentos**32K/yr-22.7%8.9% conv. - **fray bentos pie**40K/yr-33.7%11.1% conv. - **meat pies**17K/yr-5.0%6.1% conv. - **pies and pasties**29K/yr-28.6%1.6% conv. - **hollands pies**9K/yr-27.7%11.2% conv. - **meat pie**7K/yr-8.2%4.3% conv. - **hollands**3K/yr+38.0%15.6% conv. - **frey bento pies**5K/yr-46.0%7.3% conv. - **steak and kidney pie**7K/yr-67.4%8.8% conv. - **fray bentos pies**4K/yr-30.4%7.1% conv. [**All search terms **](https://flapen.com/research/uk/grocery/pasties/search-terms)
## **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.
0%10%£14K20%£28K30%£42K40%£57K1101001K10K 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**Fray Bentos Steak & Gravy Pie 425g White**Fray Bentos**£2.26**4.4★1,253 rev](https://www.amazon.co.uk/dp/B0851TPRBH) [2**Fray Bentos Steak and Kidney Pie 425 g**Fray Bentos**£2.38**4.4★894 rev](https://www.amazon.co.uk/dp/B00C0CM7RU) [3**Fray Bentos Just Chicken Pie With a Flaky Puff Pastry Lid Tinned Meat Pie 425 g (Pack of 1)**Fray Bentos**£2.34**4.4★600 rev](https://www.amazon.co.uk/dp/B00MWW4XBQ) [4**Hollands Potato & Meat Pies 4 x 184g (Frozen)**Holland's**£4.67**4.4★411 rev](https://www.amazon.co.uk/dp/B00BCNP6SA) [5**Fray Bentos Mince Beef & Onion Pie 425g**Fray Bentos**£2.67**4.3★526 rev](https://www.amazon.co.uk/dp/B004G8YI5U)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Fray Bentos Chicken Tikka Pie 425g**Fray Bentos**£3.31**1 rev2mo ago](https://www.amazon.co.uk/dp/B0GYPBVFYW) [**Fray Bentos Mac & Cheese 425g**Fray Bentos**£2.80**7 rev10mo ago](https://www.amazon.co.uk/dp/B0DJJBJZBV) [**Morrisons Chicken & Vegetable Pies 568g**Morrisons**£2.33**67 rev1y ago](https://www.amazon.co.uk/dp/B0FCG13YD4) [**Breasties Grippies Reusable Silicone Nipple Covers Adhesive Free Nipple Pasties Nipple Covers Breast Petals with Travel Case | Latte B-DD Cups**Breasties**£19.71**97 rev1y ago](https://www.amazon.co.uk/dp/B0DLVKCJMW) [**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**£21.95**149 rev1y ago](https://www.amazon.co.uk/dp/B0DHVTKW5S)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Fray Bentos Chicken Tikka Pie 425g**Fray Bentos**£3.31**5.0★**▲ 408%**](https://www.amazon.co.uk/dp/B0GYPBVFYW) [**Fray Bentos Meaty Puds Steak and Kidney 200g**Fray Bentos**£2.88**4.2★**▲ 346%**](https://www.amazon.co.uk/dp/B01BOO2WMO) [**Breasties Grippies Reusable Silicone Nipple Covers Adhesive Free Nipple Pasties Nipple Covers Breast Petals with Travel Case | Latte B-DD Cups**Breasties**£19.71**3.6★**▲ 310%**](https://www.amazon.co.uk/dp/B0DLVKCJMW) [**Fray Bentos Pie Bundle - Contains 6 Pies Steak & Gravy Steak & Kidney and Just Chicken**Generic**£28.99**4.5★**▲ 141%**](https://www.amazon.co.uk/dp/B0GRBQ1QC6) [**Fray Bentos Steak and Kidney Pudding 400g**Fray Bentos**£2.74**3.9★**▲ 80%**](https://www.amazon.co.uk/dp/B016IPN1N8)
**~~View all trending →~~**
## **What buyers say about pasties**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**31%
*“Absolutely delicious”*
**Value For Money**24%
*“Excellent value for money”*
**Quality-Overall**15%
*“Quality product so tasty”*
**Ease Of Use**7%
*“Quick and easy”*
**Flavor**3%
*“Tasty and good filling”*
**Baking**3%
*“If you like suet pastry which I do these are really nice”*
**Freshness**2%
*“Resonable taste / freshness / quality”*
**Cooking Instructions**2%
*“Perfect for quick easy meal”*
**Ingredients-Overall**2%
*“Fray Bentos pies they are really tasty and delicious, minced and onion, chicken and mushroom, and steak and kindney”*
**Advertised Vs Actual Product**1%
*“Exactly what I ordered”*
### **What buyers complain about **
**Value For Money**19%
*“Expensive”*
**Quality-Overall**16%
*“they are just a solid, cheap pie”*
**Taste-Overall**15%
*“It was horrible all pudding”*
**Moist/Dry**7%
*“as it is very dry”*
**Nutritional Content**5%
*“Its a shame not like they use to be less meat content”*
**Ease Of Use**4%
*“Cannot open the tin”*
**Dilute/Watery**2%
*“slightly runny, too much sauce”*
**Stale/Rotten/Spoiled**2%
*“Rubbish”*
**Chunk/Clump/Collection**2%
*“Pie had three very small pieces meat very disappointing”*
**Storage Temperature**2%
*“you can not best these for long term storage”*
### **Top return reasons **
**Size-Overall**43%
**Adhesion/Stickiness**30%
**Defective Material/Parts**11%
**Color**9%
**Functionality-Overall**4%
**Transparency**4%
**Value For Money**2%
## **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.
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