Is pie profitable to sell on Amazon United Kingdom?

The niche generates £220K/yr across 51 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is -14.4%. Flapen's verdict: Worth a look (59/100).

How competitive is the pie niche?

16 brands and 42 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 77% of demand.

What do buyers complain about in pie?

Top complaints mined from reviews: Quality-Overall, Value For Money, Taste-Overall. The return rate is 0.0%.

When does demand for pie peak?

Demand peaks in Nov; the busiest month runs 1.7× the quietest.

What does it cost to enter the pie niche?

Listings span £1.10–£8.48; the average listing price is £3.13 (sweet spot $15–$100). The average incumbent carries 256 reviews — the moat a new listing must climb.

pie

Worth a look

Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible15.6%

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

Review moat

Great255.67

avg incumbent reviews — the moat a new listing must climb

Quality gap

Great4.1★

avg incumbent rating — lower means beatable quality

Competition

Great33%

top-5 click share — an open shelf

Brand share

Okay77%

top-5 brand share — brands hold most of the demand

Market size

Okay£220K

£220K/yr · 449K searches

Growth

Bad-14.4%

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

Avg price

Bad£3.13

avg listing price — sweet spot $15–$100

Price range

Bad£1.10–£8.48

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

According to Flapen's Amazon United Kingdom niche tracking, pie is a £220K/yr Amazon United Kingdom market (449K searches/yr). The top 5 brands hold 77% of demand. Demand peaks in Nov. Verdict: Worth a look — 59/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

pie market data

Units sold / yr: 60K–80K; avg 1,000–1,250/product
Revenue / yr: £188K–£250K; units × avg price
Conversion rate: 15.6%
Avg BSR: #8
Page quality: 0%
Prime: 100%
Sponsored: 0%
Out of stock: 4.1%
Avg brand age: 72 months
Avg seller age: 182 days

Competition & brand share

Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.

Brands

16 falling

Sellers

Top-5 brand share

77%

Top 20: 100%

Top-5 click share

33%

Top 20: 70%

Open market

20%

Morrisons58%
Pieminister5%
Iceland5%
Pukka5%
Pukka Herbs4%
BIRDS EYE3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -14.4% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 1.7×

Open Trend

Top pie search terms

pie209K/yr -19.3%8.1% conv.
pies161K/yr -7.1%11.5% conv.
steak pie62K/yr -14.0%19.7% conv.
steak pies9K/yr -30.4%16.7% conv.
frozen pies6K/yr -22.4%11.9% conv.
steak and ale pie2K/yr -57.4%13.3% conv.

All search terms

Top pie 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Morrisons Steak Pies 568g

Morrisons£2.444.3★143 rev

Morrisons Steak Family Pie 700g (Frozen)

Morrisons£3.564.4★671 rev

Morrisons Steak Pie 150 g

Morrisons£1.384.2★631 rev

Morrisons Steak & Craft Ale Pies 400G

Morrisons£3.974.2★56 rev

Pukka Pies All Steak Pie 209g

Pukka Herbs£2.364.4★349 rev

Newest

by launch date

Pukka Steak Twin Pack Pies 344g

Pukka£2.483 rev

3mo ago

Pieminister Moo Steak & Ale Pie 255g

Pieminister£3.9721 rev

9mo ago

Iceland 4 Steak Pies 4 x 166g

Iceland£2.4317 rev

11mo ago

Morrisons Steak & Craft Ale Pies 400G

Morrisons£3.9756 rev

1y ago

Morrisons Chicken & Vegetable Pies 568g

Morrisons£2.3367 rev

1y ago

What buyers say about pie

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

What buyers love

Taste-Overall35%

“Great taste, lots of chicken”

Value For Money21%

“GREAT VALUE”

Quality-Overall15%

“Good quality”

Ease Of Use5%

“Easy”

Baking4%

“An excellent pie”

Flavor3%

“Flavoursome”

Freshness3%

“Lovely and fresh”

Crispiness2%

“Very tasty and plenty of filling”

Cooking Instructions1%

“Easy to cook”

Advertised Vs Actual Product1%

“As described”

What buyers complain about

Quality-Overall19%

“The quality of the meat isn't great”

Value For Money15%

“price is not so good was disappointing”

Taste-Overall9%

“Don't taste that good”

Moist/Dry9%

“Pie was all pastry very dry but”

Nutritional Content7%

“yes not the healthiest”

Stale/Rotten/Spoiled5%

“Bland and cheaply made”

Size-Overall3%

“small”

Ease Of Use3%

“Cannot open the tin”

Ingredients-Overall3%

“Another great product ruined with PALM OIL”

Cooking Instructions3%

“Even on my worst attempt of cooking this”

Common questions

Is pie profitable to sell on Amazon United Kingdom?: The niche generates £220K/yr across 51 tracked products. 2 of 7 products launched in the last 360 days are still selling. 90-day search growth is -14.4%. Flapen's verdict: Worth a look (59/100).
How competitive is the pie niche?: 16 brands and 42 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 77% of demand.
What do buyers complain about in pie?: Top complaints mined from reviews: Quality-Overall, Value For Money, Taste-Overall. The return rate is 0.0%.
When does demand for pie peak?: Demand peaks in Nov; the busiest month runs 1.7× the quietest.
What does it cost to enter the pie niche?: Listings span £1.10–£8.48; the average listing price is £3.13 (sweet spot $15–$100). The average incumbent carries 256 reviews — the moat a new listing must climb.

pie