pizza
Launch itA $1.1M/yr market growing +1.5% this quarter with returns at 0.0% — clears our launch bar.
Conversion
Incredible19.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Great27%top-5 click share — an open shelf
Review moat
Great339.25avg incumbent reviews — the moat a new listing must climb
Market size
Great£1.1M£1.1M/yr · 1.7M searches
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Brand share
Okay87%top-5 brand share — brands hold most of the demand
Growth
Okay+1.5%90-day search growth — must beat 0% to launch
Avg price
Bad£3.29avg listing price — sweet spot $15–$100
Price range
Bad£1.18–£8.36cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, pizza is a £1.1M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 87% of demand. Verdict: Launch it — 63/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
pizza market data
- Units sold / yr
- 300K–400K
- avg 4,000–5,000/product
- Revenue / yr
- £987K–£1.3M
- units × avg price
- Conversion rate
- 19.8%
- Avg BSR
- #8
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 2%
- Out of stock
- 2.6%
- Avg brand age
- 53 months
- Avg seller age
- 172 days
Competition & brand share
Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.Brands
11 rising
Sellers
39
Top-5 brand share
87%
Top 20: 100%
Top-5 click share
27%
Top 20: 68%
Open market
9%
- Morrisons51%
- Chicago Town12%
- Iceland11%
- Crosta & Mollica7%
- Dr. Oetker5%
- Smooffly4%
- Open — no brand owns it (5 brands, 9%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +1.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top pizza search terms
- pizza1.5M/yr
- frozen pizza62K/yr
- pizzas33K/yr
- fresh pizza18K/yr
- morrisons pizza12K/yr
- pizza frozen8K/yr
- pizza fresh6K/yr
- puzza4K/yr
- pizza morrisons9K/yr
- pozza3K/yr
Top pizza 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons Stonebaked Double Pepperoni Pizza 330g
Morrisons£1.864.4★291 rev
Chicago Town Tiger Crust Double Pepperoni Pizza 320g (Frozen)
Chicago Town£2.434.2★252 rev
Morrisons Thin Cheese Pizza (Frozen) 314 g (Pack of 1)
Morrisons£1.234.3★1,242 rev
Morrisons Stonebaked BBQ Chicken Pizza 355g
Morrisons£1.864.4★193 rev
Morrisons Thin Pepperoni Pizza 314g (Frozen)
Morrisons£1.244.4★2,256 rev
Newest
by launch date
Morrisons The Best Double Pepperoni & Hot Honey Pizza 453g
Morrisons£4.7021 rev
Morrisons Stonebaked Meat Feast Pizza 340g
Morrisons£1.88243 rev
Morrisons Savers 10 Cheese & Tomato Pizza
Morrisons£1.18207 rev
Morrisons Stonebaked BBQ Chicken Pizza 355g
Morrisons£1.86193 rev
Morrisons Stonebaked Four Cheese Pizza 330g
Morrisons£1.87120 rev
Trending
90-day click momentum
Iceland BBQ Chicken and Bacon Cheese Filled Crust Pizza 460g (Frozen)
Iceland£2.804.4★
Morrisons The Best Double Pepperoni & Hot Honey Pizza 453g
Morrisons£4.704.4★
Smooffly Pizza Apron - Unisex Adjustable Bib Apron for Home Restaurant Coffee Shop Garden
Smooffly£8.364.5★
Goodfellas 325g Thin Crust Cheese (Frozen)
Goodfella's£1.934.2★
Chicago Town Tiger Crust Double Pepperoni Pizza 320g (Frozen)
Chicago Town£2.434.2★
What buyers say about pizza
What buyers praise and complain about, mined from review topics.What buyers love
“Taste nice and instructions are correct and clear enough”
“Great price”
“No complaints whatsoever”
“Amazing pizza”
“Great flavors”
“Surprisingly tasty and crispy”
“They cook well”
“At least you can give it a bit of spicy flavour”
“Also very generous amount of meat recommend”
“One of my favourite i would say when ot comes to fast frozen food”
What buyers complain about
“very bland”
“lacks flavour”
“quite a dry base”
“the texture is not good”
“I personally can't eat this as I am coeliac”
“Cheap”
“impossible to cook the base so that it's edible”
“Cheap”
“no feast here hardly any toppings or tomato sauce supposed to be spicy”
“Zero topping of any kind, base and sauce wasnt bad at all my husband said”
Top return reasons
Common questions
- Is pizza profitable to sell on Amazon United Kingdom?
- The niche generates £1.1M/yr across 61 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is +1.5%. Flapen's verdict: Launch it (63/100).
- How competitive is the pizza niche?
- 11 brands and 39 sellers compete. The top 5 products take 27% of clicks and top 5 brands hold 87% of demand.
- What do buyers complain about in pizza?
- Top complaints mined from reviews: Taste-Overall, Flavor, Moist/Dry. The return rate is 0.0%.
- When does demand for pizza peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the pizza niche?
- Listings span £1.18–£8.36; the average listing price is £3.29 (sweet spot $15–$100). The average incumbent carries 339 reviews — the moat a new listing must climb.