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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

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.

Competition

Competition: brands, sellers & click share

The top 5 products take only 27% of clicks. 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

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.

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 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

Taste-Overall19%+2.55

very bland

Not so tasty

the cheese was tasteless

Flavor10%−0.07

lacks flavour

A bit tasteless not enough filling

Stingy on pepperoni, cheese and sauce and the base was cardboard

Moist/Dry8%−0.07

quite a dry base

a bit dry

Very dry

Texture/Consistency-Overall7%−0.03

the texture is not good

Declious tiger crust

Stingy on pepperoni, cheese and sauce and the base was cardboard

Nutritional Content5%

I personally can't eat this as I am coeliac

Very unhealthy

A unhealthy treat

Love

Taste-Overall46%+2.55

Taste nice and instructions are correct and clear enough

they are a delicious snack from time to time

Good taste

Value For Money10%+1.30

Great price

Really worth the money

Excellent value for money

Quality-Overall8%−0.03

No complaints whatsoever

Amazing quality

Will be ordering more of these in future as long as the quality remains

Baking7%+0.65

Amazing pizza

Great pizza base

Absolutely the best tiger crust pizza that I have ever had in my entire life

Flavor6%−0.07

Great flavors

nice flavour texture

Very nice sauce

Return

0.0% Return rate 0% Fixable by listing

Flammable50%
Material Quality50%█▁▁▁▁▁

FAQ

Common Pizza questions

Answered from the same tracked data.