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Pizza

Maybe

Buyers 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
63 / 100
Top 3% of 2,976 Grocery niches · +17 vs the category median of 46
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.

63Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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

An estimated 19.8% of those searches ended in a purchase.

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. An estimated 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

5 of last year's 5 launches cleared the first-year sales bar.

5 products launched here in the last 12 months. 5 of them cleared the first-year sales bar, our mark for a successful launch. 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

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 27% of clicks, no more. An open shelf where new products get seen.

£0£22K£44K£66K£87K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 rising

Sellers

39

Est. top-5 brand share

87%

Top 20: 100%

Est. 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.

40K30KBlack Friday '25SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.3×

Search terms

Top Pizza search terms shoppers use

The exact words shoppers type, with estimated 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

We read the reviews and the return reasons for every product selling here.

46%of positive reviews mention “Taste-Overall”
19%of negative reviews mention “Taste-Overall”
<0.1%of orders come back, a rate Amazon rounds to zero
“very bland”
A buyer, on “Taste-Overall”19% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

15 topics

NegativePositive

FAQ

Common Pizza questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data