---
title: "Pizza — £1.1M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/pizza"
last_updated: "2026-07-31T08:32:02.694Z"
locale: en
meta:
description: "Niche score 63/100 · £1.1M/yr market · 1.7M searches/yr · £3.29 avg price. Clears our launch bar. Data updated Jul 2026."
"og:description": "Niche score 63/100 · £1.1M/yr market · 1.7M searches/yr · £3.29 avg price. Clears our launch bar. Data updated Jul 2026."
"og:title": "Pizza — £1.1M/yr Amazon UK Niche (2026) - Flapen"
---
# **pizza**
**Launch it**
A $1.1M/yr market growing +1.5% this quarter with returns at 0.0% — clears our launch bar.
Market size 79Growth 27Conversion 100Competition 88Returns 100Price range 0Avg price 9Brand share 30Review moat 83Quality gap 62
**Conversion**
**Incredible****19.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Great****27%**
top-5 click share — an open shelf
**Review moat**
**Great****339.25**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Great****£1.1M**
£1.1M/yr · 1.7M searches
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****87%**
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****£3.29**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£1.18–£8.36**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
40K30KBlack Friday '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.3×
[**Open Trend **](https://flapen.com/research/uk/grocery/pizza/trend)
## **Top pizza search terms**
- **pizza**1.5M/yr+1.1%12.3% conv. - **frozen pizza**62K/yr+18.2%18.8% conv. - **pizzas**33K/yr+10.4%15.2% conv. - **fresh pizza**18K/yr-10.6%4.9% conv. - **morrisons pizza**12K/yr-3.8%10.8% conv. - **pizza frozen**8K/yr+2.3%18.5% conv. - **pizza fresh**6K/yr-57.0%5.8% conv. - **puzza**4K/yr+18.5%18.2% conv. - **pizza morrisons**9K/yr+31.5%19.5% conv. - **pozza**3K/yr+19.2%1.1% conv. [**All search terms **](https://flapen.com/research/uk/grocery/pizza/search-terms)
## **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.
0%2%£22K4%£44K6%£66K8%£87K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Stonebaked Double Pepperoni Pizza 330g**Morrisons**£1.86**4.4★291 rev](https://www.amazon.co.uk/dp/B0F5XJYH4H) [2**Chicago Town Tiger Crust Double Pepperoni Pizza 320g (Frozen)**Chicago Town**£2.43**4.2★252 rev](https://www.amazon.co.uk/dp/B0CWJ17M1J) [3**Morrisons Thin Cheese Pizza (Frozen) 314 g (Pack of 1)**Morrisons**£1.23**4.3★1,242 rev](https://www.amazon.co.uk/dp/B091G84567) [4**Morrisons Stonebaked BBQ Chicken Pizza 355g**Morrisons**£1.86**4.4★193 rev](https://www.amazon.co.uk/dp/B0FCFT8L79) [5**Morrisons Thin Pepperoni Pizza 314g (Frozen)**Morrisons**£1.24**4.4★2,256 rev](https://www.amazon.co.uk/dp/B08Y7T2FT7)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons The Best Double Pepperoni & Hot Honey Pizza 453g**Morrisons**£4.70**21 rev10mo ago](https://www.amazon.co.uk/dp/B0FM4GJRX6) [**Morrisons Stonebaked Meat Feast Pizza 340g**Morrisons**£1.88**243 rev1y ago](https://www.amazon.co.uk/dp/B0F99S3ZVY) [**Morrisons Savers 10 Cheese & Tomato Pizza**Morrisons**£1.18**207 rev1y ago](https://www.amazon.co.uk/dp/B0F5XTBBM5) [**Morrisons Stonebaked BBQ Chicken Pizza 355g**Morrisons**£1.86**193 rev1y ago](https://www.amazon.co.uk/dp/B0FCFT8L79) [**Morrisons Stonebaked Four Cheese Pizza 330g**Morrisons**£1.87**120 rev1y ago](https://www.amazon.co.uk/dp/B0FCFXZTCB)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Iceland BBQ Chicken and Bacon Cheese Filled Crust Pizza 460g (Frozen)**Iceland**£2.80**4.4★**▲ 143%**](https://www.amazon.co.uk/dp/B0C5XDYNJF) [**Morrisons The Best Double Pepperoni & Hot Honey Pizza 453g**Morrisons**£4.70**4.4★**▲ 86%**](https://www.amazon.co.uk/dp/B0FM4GJRX6) [**Smooffly Pizza Apron - Unisex Adjustable Bib Apron for Home Restaurant Coffee Shop Garden**Smooffly**£8.36**4.5★**▲ 80%**](https://www.amazon.co.uk/dp/B0D2TJVMSJ) [**Goodfellas 325g Thin Crust Cheese (Frozen)**Goodfella's**£1.93**4.2★**▲ 70%**](https://www.amazon.co.uk/dp/B0F568L6L1) [**Chicago Town Tiger Crust Double Pepperoni Pizza 320g (Frozen)**Chicago Town**£2.43**4.2★**▲ 64%**](https://www.amazon.co.uk/dp/B0CWJ17M1J)
**~~View all trending →~~**
## **What buyers say about pizza**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**46%
*“Taste nice and instructions are correct and clear enough”*
**Value For Money**10%
*“Great price”*
**Quality-Overall**8%
*“No complaints whatsoever”*
**Baking**7%
*“Amazing pizza”*
**Flavor**6%
*“Great flavors”*
**Crispiness**5%
*“Surprisingly tasty and crispy”*
**Cooking Instructions**5%
*“They cook well”*
**Spiciness**1%
*“At least you can give it a bit of spicy flavour”*
**Nutritional Content**1%
*“Also very generous amount of meat recommend”*
**Storage Temperature**1%
*“One of my favourite i would say when ot comes to fast frozen food”*
### **What buyers complain about **
**Taste-Overall**19%
*“very bland”*
**Flavor**10%
*“lacks flavour”*
**Moist/Dry**8%
*“quite a dry base”*
**Texture/Consistency-Overall**7%
*“the texture is not good”*
**Nutritional Content**5%
*“I personally can't eat this as I am coeliac”*
**Value For Money**5%
*“Cheap”*
**Cooking Instructions**4%
*“impossible to cook the base so that it's edible”*
**Quality-Overall**4%
*“Cheap”*
**Spiciness**4%
*“no feast here hardly any toppings or tomato sauce supposed to be spicy”*
**Ingredients-Overall**3%
*“Zero topping of any kind, base and sauce wasnt bad at all my husband said”*
### **Top return reasons **
**Flammable**50%
**Material Quality**50%
## **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.
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