Pizza
MaybeBuyers convert on 19.8% of searches. But prices span $1.18–$8.36, mostly outside the sweet spot, so Pizza is a Maybe.
- Flapen Score
- 63 / 100Top 3% of 2,976 Grocery niches · +17 vs the category median of 4663
- Market size
- £1.1M/yr1.7M searches / yr
- 90-day growth
- +1.5%search demand this quarter
- Competition
- 27%top-5 click share · 11 brands · 39 sellers
Flapen Score
Pizza against its category
The dotted line is the Grocery average. Past it, Pizza is stronger. Inside it, weaker.
Market
The Pizza market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Pizza 1.7M times last year and spent an estimated £1.1M. The top 5 brands take 87% of clicks. Flapen scores it 63 out of 100, a Maybe.
01 · Demand
19.8% of searches ended in a purchase last week.
Shoppers searched for this 1.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 19.8% of those searches ended in a purchase. Searches in the last 90 days moved +1.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.1M a year.
- Searches, last 12 months
- 1.7M
- Growth, 90 days vs prior 90
- +1.5%
- Conversion, latest week
- 19.8%
- Market size, estimated
- £1.1Ma year
- Peak month
- November1.3× the quietest month
- Top search term
- pizza1.5M searches a year
02 · Price
A sale here is worth £3.29.
Listings sell for £3.29 on average, from £1.18 to £8.36. Amazon reports units sold in ranges. This niche sold 300K to 400K a year. The average listing sells 4,000 to 5,000 of them. At £3.29 that is £13K to £16K a year per listing.
- Average price
- £3.29under the $15 to $100 sweet spot
- Price range
- £1.18–£8.36
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 300K–400K
- Units per listing a year
- 4,000–5,000
- Revenue per listing a year
- £13K–£16K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
2% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.6% of listings are out of stock. The average listing ranks #8 within Fresh & Chilled. It carries 339 reviews at 4.38 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 2%
- Prime listings
- 100%
- Out of stock, average day
- 2.6%
- Average rank
- #8in Fresh & Chilled
- Average rating
- 4.38 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 339per listing
- Listings tracked
- 61
04 · Newcomers
Amazon counts 5 of last year's 5 launches as successful.
5 products launched here in the last 12 months. Amazon counts 5 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 53 months on average, so the names here are settling in.
- Launched, last 12 months
- 5
- Successful launches
- 5Amazon's first-year sales bar
- Average brand age
- 53 months
Products
Top Pizza products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Morrisons Stonebaked Double Pepperoni Pizza 330g
- Price
- £1.86
- Rating
- 4.4/5
- Reviews
- 291
- Age
- 1y ago

Chicago Town Tiger Crust Double Pepperoni Pizza 320g (Frozen)
- Price
- £2.43
- Rating
- 4.2/5
- Reviews
- 252
- Age
- 2y ago

Morrisons Thin Cheese Pizza (Frozen) 314 g (Pack of 1)
- Price
- £1.23
- Rating
- 4.3/5
- Reviews
- 1,242
- Age
- 5y ago

Morrisons Stonebaked BBQ Chicken Pizza 355g
- Price
- £1.86
- Rating
- 4.4/5
- Reviews
- 193
- Age
- 1y ago

Morrisons Thin Pepperoni Pizza 314g (Frozen)
- Price
- £1.24
- Rating
- 4.4/5
- Reviews
- 2,256
- Age
- 5y ago
Trending
90-day click momentum
Iceland BBQ Chicken and Bacon Cheese Filled Crust Pizza 460g (Frozen)
- Price
- £2.80
- Rating
- 4.4/5
- Reviews
- 109
- Age
- 3y ago

Morrisons The Best Double Pepperoni & Hot Honey Pizza 453g
- Price
- £4.70
- Rating
- 4.4/5
- Reviews
- 21
- Age
- 10mo ago

Smooffly Pizza Apron - Unisex Adjustable Bib Apron for Home Restaurant Coffee Shop Garden
- Price
- £8.36
- Rating
- 4.5/5
- Reviews
- 66
- Age
- 2y ago

Goodfellas 325g Thin Crust Cheese (Frozen)
- Price
- £1.93
- Rating
- 4.2/5
- Reviews
- 53
- Age
- 1y ago

Chicago Town Tiger Crust Double Pepperoni Pizza 320g (Frozen)
- Price
- £2.43
- Rating
- 4.2/5
- Reviews
- 252
- Age
- 2y ago
Newest
by launch date
Morrisons The Best Double Pepperoni & Hot Honey Pizza 453g
- Price
- £4.70
- Rating
- 4.4/5
- Reviews
- 21
- Age
- 10mo ago

Morrisons Stonebaked Meat Feast Pizza 340g
- Price
- £1.88
- Rating
- 4.3/5
- Reviews
- 243
- Age
- 1y ago

Morrisons Savers 10 Cheese & Tomato Pizza
- Price
- £1.18
- Rating
- 4.4/5
- Reviews
- 207
- Age
- 1y ago

Morrisons Stonebaked BBQ Chicken Pizza 355g
- Price
- £1.86
- Rating
- 4.4/5
- Reviews
- 193
- Age
- 1y ago

Morrisons Stonebaked Four Cheese Pizza 330g
- Price
- £1.87
- Rating
- 4.4/5
- Reviews
- 120
- Age
- 1y ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 27% of clicks. 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
Pizza search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.3×
Search terms
Top Pizza search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- 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
Reviews and returns
What reviews say buyers love and hate about Pizza
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
very bland
Not so tasty
the cheese was tasteless
lacks flavour
A bit tasteless not enough filling
Stingy on pepperoni, cheese and sauce and the base was cardboard
quite a dry base
a bit dry
Very dry
the texture is not good
Declious tiger crust
Stingy on pepperoni, cheese and sauce and the base was cardboard
I personally can't eat this as I am coeliac
Very unhealthy
A unhealthy treat
Love
Taste nice and instructions are correct and clear enough
they are a delicious snack from time to time
Good taste
Great price
Really worth the money
Excellent value for money
No complaints whatsoever
Amazing quality
Will be ordering more of these in future as long as the quality remains
Amazing pizza
Great pizza base
Absolutely the best tiger crust pizza that I have ever had in my entire life
Great flavors
nice flavour texture
Very nice sauce
Return
0.0% Return rate 0% Fixable by listing
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Pizza questions
Answered from the same tracked data.









