---
title: "Pie — £220K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/pie"
last_updated: "2026-07-31T18:20:05.295Z"
locale: en
meta:
description: "Niche score 59/100 · £220K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 59/100 · £220K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Pie — £220K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 42Growth 18Conversion 97Competition 82Returns 100Price range 0Avg price 9Brand share 47Review moat 87Quality gap 86
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.6%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****255.67**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Great****4.1★**
avg incumbent rating — lower means beatable quality
**Competition**
**Great****33%**
top-5 click share — an open shelf
**Brand share**
**Okay****77%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**42**
**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.
13K8KSpike '24Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Nov · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/pie/trend)
## **Top pie search terms**
- **pie**209K/yr-19.3%8.1% conv. - **pies**161K/yr-7.1%11.5% conv. - **steak pie**62K/yr-14.0%19.7% conv. - **steak pies**9K/yr-30.4%16.7% conv. - **frozen pies**6K/yr-22.4%11.9% conv. - **steak and ale pie**2K/yr-57.4%13.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/pie/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.
0%3%£7K6%£13K9%£20K12%£26K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Morrisons Steak Pies 568g**Morrisons**£2.44**4.3★143 rev](https://www.amazon.co.uk/dp/B0FCG196RN) [2**Morrisons Steak Family Pie 700g (Frozen)**Morrisons**£3.56**4.4★671 rev](https://www.amazon.co.uk/dp/B09QJ2KHQL) [3**Morrisons Steak Pie 150 g**Morrisons**£1.38**4.2★631 rev](https://www.amazon.co.uk/dp/B01F7DTLFY) [4**Morrisons Steak & Craft Ale Pies 400G**Morrisons**£3.97**4.2★56 rev](https://www.amazon.co.uk/dp/B0FCFXJFYW) [5**Pukka Pies All Steak Pie 209g**Pukka Herbs**£2.36**4.4★349 rev](https://www.amazon.co.uk/dp/B0913GG2BK)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Pukka Steak Twin Pack Pies 344g**Pukka**£2.48**3 rev3mo ago](https://www.amazon.co.uk/dp/B0GVGPMC2N) [**Pieminister Moo Steak & Ale Pie 255g**Pieminister**£3.97**21 rev9mo ago](https://www.amazon.co.uk/dp/B0FVM3SMD4) [**Iceland 4 Steak Pies 4 x 166g**Iceland**£2.43**17 rev11mo ago](https://www.amazon.co.uk/dp/B0FJMD6C23) [**Morrisons Steak & Craft Ale Pies 400G**Morrisons**£3.97**56 rev1y ago](https://www.amazon.co.uk/dp/B0FCFXJFYW) [**Morrisons Chicken & Vegetable Pies 568g**Morrisons**£2.33**67 rev1y ago](https://www.amazon.co.uk/dp/B0FCG13YD4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Pukka Steak Twin Pack Pies 344g**Pukka**£2.48**5.0★**▲ 288%**](https://www.amazon.co.uk/dp/B0GVGPMC2N) [**Morrisons Cheese & Vegetable Pies 568g**Morrisons**£2.22**4.0★**▲ 254%**](https://www.amazon.co.uk/dp/B0GDQF8L8M) [**Bells Mini Steak and Gravy Pies 4 Pack**Bells**£2.47**4.2★**▲ 107%**](https://www.amazon.co.uk/dp/B0FQPJRL41) [**UpperCrust Filled Chicken and Asparagus Pie 680g (Frozen)**UpperCrust**£3.49**4.5★**▲ 69%**](https://www.amazon.co.uk/dp/B00BCNR0WA) [**Morrisons Mini Melton Mowbray Pork Pies 6x50g**Morrisons**£2.45**4.4★**▲ 54%**](https://www.amazon.co.uk/dp/B01CCZ4KRY)
**~~View all trending →~~**
## **What buyers say about pie**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**35%
*“Great taste, lots of chicken”*
**Value For Money**21%
*“GREAT VALUE”*
**Quality-Overall**15%
*“Good quality”*
**Ease Of Use**5%
*“Easy”*
**Baking**4%
*“An excellent pie”*
**Flavor**3%
*“Flavoursome”*
**Freshness**3%
*“Lovely and fresh”*
**Crispiness**2%
*“Very tasty and plenty of filling”*
**Cooking Instructions**1%
*“Easy to cook”*
**Advertised Vs Actual Product**1%
*“As described”*
### **What buyers complain about **
**Quality-Overall**19%
*“The quality of the meat isn't great”*
**Value For Money**15%
*“price is not so good was disappointing”*
**Taste-Overall**9%
*“Don't taste that good”*
**Moist/Dry**9%
*“Pie was all pastry very dry but”*
**Nutritional Content**7%
*“yes not the healthiest”*
**Stale/Rotten/Spoiled**5%
*“Bland and cheaply made”*
**Size-Overall**3%
*“small”*
**Ease Of Use**3%
*“Cannot open the tin”*
**Ingredients-Overall**3%
*“Another great product ruined with PALM OIL”*
**Cooking Instructions**3%
*“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.
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