---
title: "Pastry — £100K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/pastry"
last_updated: "2026-07-31T19:21:07.516Z"
locale: en
meta:
description: "Niche score 33/100 · £100K/yr market · 324K searches/yr · £1.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 33/100 · £100K/yr market · 324K searches/yr · £1.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Pastry — £100K/yr Amazon UK Niche (2026) - Flapen"
---
# **pastry**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 25Growth 12Conversion 98Competition 6Returns 100Price range 0Avg price 5Brand share 0Review moat 74Quality gap 32
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****16.8%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****553.43**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
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**
**Bad****93%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£1.84**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**6**
**Top-5 brand share**
**100%**
Top 20: 100%
**Top-5 click share**
**93%**
Top 20: 100%
**Open market**
**0%**
- 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.
8K6KSpike '25Spike '26 seasonJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/grocery/pastry/trend)
## **Top pastry search terms**
- **pastry**130K/yr-21.4%10.8% conv. - **puff pastry**100K/yr-30.3%26.0% conv. - **pastries**37K/yr+5.0%0.3% conv. - **filo pastry**26K/yr-27.4%14.0% conv. - **filo**6K/yr-9.2%5.7% conv. - **puff pastry sheets**14K/yr-73.2%1.3% conv. - **filo pastry sheets**8K/yr-49.5%0.9% conv. - **pastry sheets**3K/yr-47.4%1.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/pastry/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.
0%15%£15K30%£30K45%£45K60%£60K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Morrisons Ready Roll Puff Pastry 320g White**Morrisons**£1.45**4.6★655 rev](https://www.amazon.co.uk/dp/B0BZ8ZB4MP) [2**Jus Rol Puff Pastry Sheet 320g**Jus Rol**£1.81**4.7★1,022 rev](https://www.amazon.co.uk/dp/B0060Y8MGY) [3**Morrisons Ready Roll Shortcrust Pastry 320g**Morrisons**£1.48**4.5★415 rev](https://www.amazon.co.uk/dp/B0BZ92WJH5) [4**Morrisons Filo Pastry Sheets 200 g**Morrisons**£1.51**4.5★376 rev](https://www.amazon.co.uk/dp/B081YV9748) [5**Jus-Rol Filo Pastry Ready Rolled Sheets Pack of 7**Jus Rol**£1.88**4.4★238 rev](https://www.amazon.co.uk/dp/B00GS611NU)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Ready Roll Puff Pastry 320g White**Morrisons**£1.45**655 rev3y ago](https://www.amazon.co.uk/dp/B0BZ8ZB4MP) [**Morrisons Ready Roll Shortcrust Pastry 320g**Morrisons**£1.48**415 rev3y ago](https://www.amazon.co.uk/dp/B0BZ92WJH5) [**Morrisons Filo Pastry Sheets 200 g**Morrisons**£1.51**376 rev6y ago](https://www.amazon.co.uk/dp/B081YV9748) [**Jus Rol Puff Pastry Sheet 320g**Jus Rol**£1.81**1,022 rev10y ago](https://www.amazon.co.uk/dp/B0060Y8MGY) [**Jus-Rol Puff Pastry Ready Rolled Sheets x2 640g (Frozen)**Jus Rol**£2.96**594 rev12y ago](https://www.amazon.co.uk/dp/B00LRINH7M)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Jus-Rol Filo Pastry Ready Rolled Sheets Pack of 7**Jus Rol**£1.88**4.4★**▲ 43%**](https://www.amazon.co.uk/dp/B00GS611NU) [**Morrisons Ready Roll Puff Pastry 320g White**Morrisons**£1.45**4.6★**— 9%**](https://www.amazon.co.uk/dp/B0BZ8ZB4MP) [**Morrisons Ready Roll Shortcrust Pastry 320g**Morrisons**£1.48**4.5★**— 6%**](https://www.amazon.co.uk/dp/B0BZ92WJH5) [**Morrisons Filo Pastry Sheets 200 g**Morrisons**£1.51**4.5★**— 1%**](https://www.amazon.co.uk/dp/B081YV9748) [**Jus-Rol Shortcrust Pastry Sheet 320g**Jus Rol**£1.77**4.6★**▼ 12%**](https://www.amazon.co.uk/dp/B00J71XPUK)
**~~View all trending →~~**
## **What buyers say about pastry**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Baking**19%
*“So easy to make bakery-like savory treats for kids snacks and lunches”*
**Ease Of Use**19%
*“Easy Peasy”*
**Quality-Overall**17%
*“The quality was good”*
**Taste-Overall**16%
*“taste pretty good too”*
**Value For Money**15%
*“Great value for money”*
**Texture/Consistency-Overall**6%
*“The texture is spot on—shatteringly crisp on the outside”*
**Time Taken**2%
*“It saves so much time”*
**Flavor**2%
*“good flavour”*
### **What buyers complain about **
**Ease Of Cleaning**25%
*“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.
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