How competitive is the Pastry niche on Amazon United Kingdom?

2 brands and 6 sellers compete in Pastry on Amazon United Kingdom. The top 5 Pastry products take 93% of clicks and its top 5 brands hold 100% of demand.

What do buyers complain about in Pastry?

Pastry buyers on Amazon United Kingdom complain most about Ease Of Cleaning, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Pastry niche?

Pastry sells for £1.84 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.45–£2.96. The average incumbent carries 553 reviews — the moat a new listing must climb.

Pastry

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

Flapen Score

Skip it

This niche Category average

Is Pastry profitable on Amazon?

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.

Pastry: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -25.3% over the last 90 days and 16.8% of searches end in a purchase.

£100K

revenue / yr

Units sold / yr80K

Search volume / yr-25.3%324K

Conversion rate16.8%

Avg price£1.84

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers2 · 6

Top-5 product click share93%

Open market0%

Avg brand age52 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 7 products

Top Pastry products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Morrisons Ready Roll Puff Pastry 320g White

Price: £1.45
Rating: 4.6/5
Reviews: 655
Age: 3y ago

Jus Rol Puff Pastry Sheet 320g

Price: £1.81
Rating: 4.7/5
Reviews: 1,022
Age: 10y ago

Morrisons Ready Roll Shortcrust Pastry 320g

Price: £1.48
Rating: 4.5/5
Reviews: 415
Age: 3y ago

Morrisons Filo Pastry Sheets 200 g

Price: £1.51
Rating: 4.5/5
Reviews: 376
Age: 6y ago

Jus-Rol Filo Pastry Ready Rolled Sheets Pack of 7

Price: £1.88
Rating: 4.4/5
Reviews: 238
Age: 12y ago

Newest

by launch date

Morrisons Ready Roll Puff Pastry 320g White

Price: £1.45
Rating: 4.6/5
Reviews: 655
Age: 3y ago

Morrisons Ready Roll Shortcrust Pastry 320g

Price: £1.48
Rating: 4.5/5
Reviews: 415
Age: 3y ago

Morrisons Filo Pastry Sheets 200 g

Price: £1.51
Rating: 4.5/5
Reviews: 376
Age: 6y ago

Jus Rol Puff Pastry Sheet 320g

Price: £1.81
Rating: 4.7/5
Reviews: 1,022
Age: 10y ago

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

Price: £2.96
Rating: 4.6/5
Reviews: 594
Age: 12y ago

Competition: brands, sellers & click share

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

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

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%)

Pastry demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume324KCVR16.8%Products7Brands2Top 5 Brands100%OOS Rate18.2%Rating4.6★Reviews553Avg BSR#13

No pronounced peak months · busiest ÷ quietest = 1.8×

Top Pastry search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

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.

What reviews say buyers love and hate about Pastry

What buyers mention most, as a share of all reviews.

What buyers love

98% of reviews

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”

What buyers complain about

25% of reviews

Ease Of Cleaning25%

“messy flour cleanup in the kitchen”

Common Pastry questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Pastry 33/100 on Amazon United Kingdom — Skip it. The niche generates £100K/yr across 7 tracked products. Search demand moved -25.3% over the last 90 days.