How competitive is the Pie niche on Amazon United Kingdom?

16 brands and 42 sellers compete in Pie on Amazon United Kingdom. The top 5 Pie products take 33% of clicks and its top 5 brands hold 77% of demand.

What do buyers complain about in Pie?

Pie buyers on Amazon United Kingdom complain most about Quality-Overall, Value For Money, Taste-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Pie niche?

Pie sells for £3.13 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.10–£8.48. The average incumbent carries 256 reviews — the moat a new listing must climb.

Pie

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

Flapen Score

Worth a look

This niche Category average

Is Pie profitable on Amazon?

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.

Pie: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -14.4% over the last 90 days and 15.6% of searches end in a purchase.

£220K

revenue / yr

Units sold / yr80K

Search volume / yr-14.4%449K

Conversion rate15.6%

Avg price£3.13

Who owns the niche?

The top 5 brands hold 77% of demand, so 23% of the market is open.

23%

open market share

Brands · sellers16 · 42

Top-5 product click share33%

Open market23%

Avg brand age72 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.1★ — the gap to enter on.

0/100

page quality · 51 products

Top Pie 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 Steak Pies 568g

Price: £2.44
Rating: 4.3/5
Reviews: 143
Age: 1y ago

Morrisons Steak Family Pie 700g (Frozen)

Price: £3.56
Rating: 4.4/5
Reviews: 671
Age: 4y ago

Morrisons Steak Pie 150 g

Price: £1.38
Rating: 4.2/5
Reviews: 631
Age: 10y ago

Morrisons Steak & Craft Ale Pies 400G

Price: £3.97
Rating: 4.2/5
Reviews: 56
Age: 1y ago

Pukka Pies All Steak Pie 209g

Price: £2.36
Rating: 4.4/5
Reviews: 349
Age: 5y ago

Newest

by launch date

Pukka Steak Twin Pack Pies 344g

Price: £2.48
Rating: 5.0/5
Reviews: 3
Age: 3mo ago

Pieminister Moo Steak & Ale Pie 255g

Price: £3.97
Rating: 3.7/5
Reviews: 21
Age: 9mo ago

Iceland 4 Steak Pies 4 x 166g

Price: £2.43
Rating: 3.8/5
Reviews: 17
Age: 11mo ago

Morrisons Steak & Craft Ale Pies 400G

Price: £3.97
Rating: 4.2/5
Reviews: 56
Age: 1y ago

Morrisons Chicken & Vegetable Pies 568g

Price: £2.33
Rating: 4.1/5
Reviews: 67
Age: 1y ago

Competition: brands, sellers & click share

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

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

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%

Pie demand & seasonality

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

Volume449KCVR15.6%Products51Brands16Top 5 Brands77%OOS Rate4.1%Rating4.1★Reviews256Avg BSR#8

Peak months: Nov · busiest ÷ quietest = 1.7×

Top Pie search terms shoppers use

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

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.

What reviews say buyers love and hate about Pie

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

What buyers love

90% of reviews

Taste-Overall35%

“Great taste, lots of chicken”

Value For Money21%

“GREAT VALUE”

Quality-Overall15%

“Good quality”

Ease Of Use5%

“Easy”

Baking4%

“An excellent pie”

What buyers complain about

76% of reviews

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”

Common Pie questions

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

Flapen scores Pie 59/100 on Amazon United Kingdom — Worth a look. The niche generates £220K/yr across 51 tracked products. 2 of 7 products launched in the last 360 days are still selling. Search demand moved -14.4% over the last 90 days.