How competitive is the Pizza niche on Amazon United Kingdom?

11 brands and 39 sellers compete in Pizza on Amazon United Kingdom. The top 5 Pizza products take 27% of clicks and its top 5 brands hold 87% of demand.

What do buyers complain about in Pizza?

Pizza buyers on Amazon United Kingdom complain most about Taste-Overall, Flavor, Moist/Dry, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Pizza niche?

Pizza sells for £3.29 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.18–£8.36. The average incumbent carries 339 reviews — the moat a new listing must climb.

Pizza

Pizza clears our launch bar: a $1.1M/yr market growing +1.5% this quarter with returns at 0.0%.

Flapen Score

Launch it

This niche Category average

Is Pizza profitable on Amazon?

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.

Pizza: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Yes. Search demand moved +1.5% over the last 90 days and 19.8% of searches end in a purchase.

£1.1M

revenue / yr

Units sold / yr400K

Search volume / yr+1.5%1.7M

Conversion rate19.8%

Avg price£3.29

Who owns the niche?

The top 5 brands hold 87% of demand, so 13% of the market is open.

13%

open market share

Brands · sellers11 · 39

Top-5 product click share27%

Open market13%

Avg brand age53 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 61 products

Top Pizza 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 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

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: brands, sellers & click share

Clicks spread well past the top 5 (27% combined) — an open shelf where new products get seen.

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

Brands

11 rising

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

27%

Top 20: 68%

Open market

Morrisons51%
Chicago Town12%
Iceland11%
Crosta & Mollica7%
Dr. Oetker5%
Smooffly4%
Open — no brand owns it (5 brands, 9%)

Pizza demand & seasonality

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

Volume1.7MCVR19.8%Products61Brands11Top 5 Brands87%OOS Rate2.6%Rating4.4★Reviews339Avg BSR#8

No pronounced peak months · busiest ÷ quietest = 1.3×

Top Pizza search terms shoppers use

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

pizza1.5M/yr +1.1%12.3% conv.
frozen pizza62K/yr +18.2%18.8% conv.
pizzas33K/yr +10.4%15.2% conv.
fresh pizza18K/yr -10.6%4.9% conv.
morrisons pizza12K/yr -3.8%10.8% conv.
pizza frozen8K/yr +2.3%18.5% conv.
pizza fresh6K/yr -57.0%5.8% conv.
puzza4K/yr +18.5%18.2% conv.
pizza morrisons9K/yr +31.5%19.5% conv.
pozza3K/yr +19.2%1.1% conv.

What reviews say buyers love and hate about Pizza

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

What buyers love

90% of reviews

Taste-Overall46%

“Taste nice and instructions are correct and clear enough”

Value For Money10%

“Great price”

Quality-Overall8%

“No complaints whatsoever”

Baking7%

“Amazing pizza”

Flavor6%

“Great flavors”

What buyers complain about

68% of reviews

Taste-Overall19%

“very bland”

Flavor10%

“lacks flavour”

Moist/Dry8%

“quite a dry base”

Texture/Consistency-Overall7%

“the texture is not good”

Nutritional Content5%

“I personally can't eat this as I am coeliac”

Pizza return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Flammable

50%

2Material Quality

50%

Common Pizza questions

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

Flapen scores Pizza 63/100 on Amazon United Kingdom — Launch it. The niche generates £1.1M/yr across 61 tracked products. 5 of 5 products launched in the last 360 days are still selling. Search demand moved +1.5% over the last 90 days.