Is pastry profitable to sell on Amazon United Kingdom?

The niche generates £100K/yr across 7 tracked products. 90-day search growth is -25.3%. Flapen's verdict: Skip it (33/100).

How competitive is the pastry niche?

2 brands and 6 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in pastry?

Top complaints mined from reviews: Ease Of Cleaning. The return rate is 0.0%.

When does demand for pastry peak?

Demand is steady year-round — the busiest month runs 1.8× the quietest.

What does it cost to enter the pastry niche?

Listings span £1.45–£2.96; the average listing price is £1.84 (sweet spot $15–$100). The average incumbent carries 553 reviews — the moat a new listing must climb.

pastry

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible16.8%

search→purchase rate — share of searches ending in a sale

Review moat

Good553.43

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Market size

Okay£100K

£100K/yr · 324K searches

Growth

Bad-25.3%

90-day search growth — must beat 0% to launch

Competition

Bad93%

top-5 click share — a locked-up shelf

Avg price

Bad£1.84

avg listing price — sweet spot $15–$100

Brand share

Bad100%

top-5 brand share — brand-locked demand

Price range

Bad£1.45–£2.96

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, pastry is a £100K/yr Amazon United Kingdom market (324K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 33/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

pastry market data

Units sold / yr: 60K–80K; avg 6,000–8,000/product
Revenue / yr: £110K–£147K; units × avg price
Conversion rate: 16.8%
Avg BSR: #13
Page quality: 0%
Prime: 100%
Sponsored: 0%
Out of stock: 18.2%
Avg brand age: 52 months
Avg seller age: 168 days

Competition & brand share

The top 5 products capture 93% of clicks — a locked-up shelf that new listings rarely crack.

Brands

2 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

93%

Top 20: 100%

Open market

Morrisons73%
Jus Rol27%
Open — no brand owns it (0%)

Demand & seasonality

Weekly Amazon search volume, last 81 weeks — -25.3% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.8×

Open Trend

Top pastry search terms

pastry130K/yr -21.4%10.8% conv.
puff pastry100K/yr -30.3%26.0% conv.
pastries37K/yr +5.0%0.3% conv.
filo pastry26K/yr -27.4%14.0% conv.
filo6K/yr -9.2%5.7% conv.
puff pastry sheets14K/yr -73.2%1.3% conv.
filo pastry sheets8K/yr -49.5%0.9% conv.
pastry sheets3K/yr -47.4%1.9% conv.

All search terms

Top pastry 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.

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

All 7 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Morrisons Ready Roll Puff Pastry 320g White

Morrisons£1.454.6★655 rev

Jus Rol Puff Pastry Sheet 320g

Jus Rol£1.814.7★1,022 rev

Morrisons Ready Roll Shortcrust Pastry 320g

Morrisons£1.484.5★415 rev

Morrisons Filo Pastry Sheets 200 g

Morrisons£1.514.5★376 rev

Jus-Rol Filo Pastry Ready Rolled Sheets Pack of 7

Jus Rol£1.884.4★238 rev

Newest

by launch date

Morrisons Ready Roll Puff Pastry 320g White

Morrisons£1.45655 rev

3y ago

Morrisons Ready Roll Shortcrust Pastry 320g

Morrisons£1.48415 rev

3y ago

Morrisons Filo Pastry Sheets 200 g

Morrisons£1.51376 rev

6y ago

Jus Rol Puff Pastry Sheet 320g

Jus Rol£1.811,022 rev

10y ago

Jus-Rol Puff Pastry Ready Rolled Sheets x2 640g (Frozen)

Jus Rol£2.96594 rev

12y ago

What buyers say about pastry

What buyers praise and complain about, mined from review topics.

What buyers love

Baking19%

“So easy to make bakery-like savory treats for kids snacks and lunches”

Ease Of Use19%

“Easy Peasy”

Quality-Overall17%

“The quality was good”

Taste-Overall16%

“taste pretty good too”

Value For Money15%

“Great value for money”

Texture/Consistency-Overall6%

“The texture is spot on—shatteringly crisp on the outside”

Time Taken2%

“It saves so much time”

Flavor2%

“good flavour”

What buyers complain about

Ease Of Cleaning25%

“messy flour cleanup in the kitchen”

Common questions

Is pastry profitable to sell on Amazon United Kingdom?: The niche generates £100K/yr across 7 tracked products. 90-day search growth is -25.3%. Flapen's verdict: Skip it (33/100).
How competitive is the pastry niche?: 2 brands and 6 sellers compete. The top 5 products take 93% of clicks and top 5 brands hold 100% of demand.
What do buyers complain about in pastry?: Top complaints mined from reviews: Ease Of Cleaning. The return rate is 0.0%.
When does demand for pastry peak?: Demand is steady year-round — the busiest month runs 1.8× the quietest.
What does it cost to enter the pastry niche?: Listings span £1.45–£2.96; the average listing price is £1.84 (sweet spot $15–$100). The average incumbent carries 553 reviews — the moat a new listing must climb.