sardines
Worth a lookShows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great107.13avg incumbent reviews — the moat a new listing must climb
Avg price
Great£16.13avg listing price — sweet spot $15–$100
Conversion
Great7.6%search→purchase rate — share of searches ending in a sale
Market size
Good£845K£845K/yr · 690K searches
Brand share
Good67%top-5 brand share — brands hold most of the demand
Price range
Good£0.63–£40.01cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Bad-0.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, sardines is a £845K/yr Amazon United Kingdom market (690K searches/yr). The top 5 brands hold 67% of demand. Demand peaks in Apr–May. Verdict: Worth a look — 65/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
sardines market data
- Units sold / yr
- 80K–100K
- avg 1,250–1,500/product
- Revenue / yr
- £1.3M–£1.6M
- units × avg price
- Conversion rate
- 7.6%
- Avg BSR
- #211
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 30%
- Out of stock
- 20.3%
- Avg brand age
- 62 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
17 falling
Sellers
29
Top-5 brand share
67%
Top 20: 100%
Top-5 click share
51%
Top 20: 89%
Open market
27%
- Tropical Sun29%
- Modani Market10%
- Morrisons9%
- Fish 4 Ever9%
- Shines9%
- NURI6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -0.0% search growth over the last 90 days.Peak months: Apr, May · busiest ÷ quietest = 2.7×
Top sardines search terms
- sardines212K/yr
- sardines in olive oil142K/yr
- tinned fish114K/yr
- sardines in spring water56K/yr
- sardines in extra virgin olive oil19K/yr
- sardines in water26K/yr
- tinned sardines19K/yr
- tinned fish & seafood22K/yr
- sardine15K/yr
- canned fish12K/yr
Top sardines 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Tropical Sun Sardines in Chilli Flavour 125g (Pack of 12) | Premium Quality Sardines Rich in Protein & Omega-3 Pre-Cooked & Ready to Eat Ideal for Healthy Meals & Snacks
Tropical Sun£11.934.4★92 rev
Tropical Sun Canadian Style Sardines in Olive Oil 106g (Pack of 12) - Premium Quality Canned Sardines - Ready to Eat - High in Protein & Omega 3 - Perfect for Salads Pasta & Light Meals
Tropical Sun£17.173.9★175 rev
Shines Tinned Sardines in Olive Oil - 12 x 106g Cans
Shines£23.744.0★98 rev
SELECT Wild Caught Sardines in Olive Oil Skinless & Boneless Sardines Non-GMO High Omega-3 Sustainable Seafood Ready to Eat Protein (12 pack)
Modani Market£34.984.9★18 rev
Nuri Sardines Olive Oil Lemon 125g
NURI£4.974.5★120 rev
Newest
by launch dateSELECT Wild Caught Sardines in Olive Oil Skinless & Boneless Sardines Non-GMO High Omega-3 Sustainable Seafood Ready to Eat Protein (12 pack)
Modani Market£34.9818 rev
SELECT Wild Caught Sardines in Olive Oil Skinless & Boneless Sardines Non-GMO High Omega-3 Sustainable Seafood Ready to Eat Protein(6 pack)
Modani Market£20.9418 rev
Permantiar Extra Virgin Olive Oil Sardines 135g - pack of 6
Generic£16.562 rev
Pack of 20 Tins x 120g Premium Sardines in Spring Water Nixe
NIXE£31.608 rev
Kingfisher Sardines in Sunflower Oil 120g
Kingfisher£0.8136 rev
Trending
90-day click momentumSELECT Wild Caught Sardines in Olive Oil Skinless & Boneless Sardines Non-GMO High Omega-3 Sustainable Seafood Ready to Eat Protein(6 pack)
Modani Market£20.944.9★
Nuri Sardines Olive Oil Lemon 125g
NURI£4.974.5★
SELECT Wild Caught Sardines in Olive Oil Skinless & Boneless Sardines Non-GMO High Omega-3 Sustainable Seafood Ready to Eat Protein (12 pack)
Modani Market£34.984.9★
Permantiar Extra Virgin Olive Oil Sardines 135g - pack of 6
Generic£16.563.0★
Tropical Sun Sardines in Chilli Flavour 125g (Pack of 12) | Premium Quality Sardines Rich in Protein & Omega-3 Pre-Cooked & Ready to Eat Ideal for Healthy Meals & Snacks
Tropical Sun£11.934.4★
What buyers say about sardines
What buyers praise and complain about, mined from review topics.What buyers love
“The tomato sauce was delicious”
“Great quality, perfect size for breakfast”
“Good value”
“Delicious and healthy”
“Good flavour and exactly as described”
“a great source of protein”
“As described”
“Easy to open”
“Very nice and fresh”
“Not Too Salty”
What buyers complain about
“tastes completely different”
“costly”
“very poor oil”
“It's hard to find a salt free version”
“Sardines quite small”
“Poor quality, small soft and mushy”
“it was stinking the smell was overwhelming”
“this time its watered down”
“falsely advertised”
“Ok, not much flavour”
Common questions
- Is sardines profitable to sell on Amazon United Kingdom?
- The niche generates £845K/yr across 30 tracked products. 1 of 7 products launched in the last 360 days are still selling. 90-day search growth is -0.0%. Flapen's verdict: Worth a look (65/100).
- How competitive is the sardines niche?
- 17 brands and 29 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 67% of demand.
- What do buyers complain about in sardines?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Oily/Greasy. The return rate is 0.0%.
- When does demand for sardines peak?
- Demand peaks in Apr–May; the busiest month runs 2.7× the quietest.
- What does it cost to enter the sardines niche?
- Listings span £0.63–£40.01; the average listing price is £16.13 (sweet spot $15–$100). The average incumbent carries 107 reviews — the moat a new listing must climb.