---
title: "Sardines — £845K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/sardines"
last_updated: "2026-07-31T06:30:44.074Z"
locale: en
meta:
description: "Niche score 65/100 · £845K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 65/100 · £845K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Sardines — £845K/yr Amazon UK Niche (2026) - Flapen"
---
# **sardines**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 75Growth 25Conversion 77Competition 58Returns 100Price range 64Avg price 78Brand share 64Review moat 95Quality gap 53
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****107.13**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Great****£16.13**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****7.6%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Good****£845K**
£845K/yr · 690K searches
**Brand share**
**Good****67%**
top-5 brand share — brands hold most of the demand
**Price range**
**Good****£0.63–£40.01**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****51%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-0.0%**
90-day search growth — must beat 0% to launch
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=uk&signal=low_review_barrier "Top brand's reviews < 500") [** Out of Stock**](https://flapen.com/research/niches?market=uk&signal=out_of_stock "OOS rate > 10%")
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 ~~](https://flapen.com/research/methodology)
## **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.
25K15KSpike '24Black Friday '24Spike '25Black Friday '25Holiday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Apr, May · busiest ÷ quietest = 2.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/sardines/trend)
## **Top sardines search terms**
- **sardines**212K/yr+3.1%1.9% conv. - **sardines in olive oil**142K/yr+0.5%2.0% conv. - **tinned fish**114K/yr-8.2%0.9% conv. - **sardines in spring water**56K/yr+9.0%0.8% conv. - **sardines in extra virgin olive oil**19K/yr+5.5%2.3% conv. - **sardines in water**26K/yr-7.9%0.4% conv. - **tinned sardines**19K/yr-1.2%0.7% conv. - **tinned fish & seafood**22K/yr-6.0%0.2% conv. - **sardine**15K/yr+14.2%1.5% conv. - **canned fish**12K/yr-6.5%1.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/sardines/search-terms)
## **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.
0%5%£42K10%£85K15%£127K20%£169K1101001K 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**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**£11.93**4.4★92 rev](https://www.amazon.co.uk/dp/B08N1QDRNL) [2**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**£17.17**3.9★175 rev](https://www.amazon.co.uk/dp/B08N1QFQK9) [3**Shines Tinned Sardines in Olive Oil - 12 x 106g Cans**Shines**£23.74**4.0★98 rev](https://www.amazon.co.uk/dp/B0CBSSDJSW) [4**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**£34.98**4.9★18 rev](https://www.amazon.co.uk/dp/B0GTGBB5XF) [5**Nuri Sardines Olive Oil Lemon 125g**NURI**£4.97**4.5★120 rev](https://www.amazon.co.uk/dp/B0D5J5TKDM)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**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**£34.98**18 rev3mo ago](https://www.amazon.co.uk/dp/B0GTGBB5XF) [**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**£20.94**18 rev3mo ago](https://www.amazon.co.uk/dp/B0GXCBCP98) [**Permantiar Extra Virgin Olive Oil Sardines 135g - pack of 6**Generic**£16.56**2 rev3mo ago](https://www.amazon.co.uk/dp/B0GVJRG1ND) [**Pack of 20 Tins x 120g Premium Sardines in Spring Water Nixe**NIXE**£31.60**8 rev4mo ago](https://www.amazon.co.uk/dp/B0GTHNQDN4) [**Kingfisher Sardines in Sunflower Oil 120g**Kingfisher**£0.81**36 rev8mo ago](https://www.amazon.co.uk/dp/B0GBXFMVFN)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£20.94**4.9★**▲ 225%**](https://www.amazon.co.uk/dp/B0GXCBCP98) [**Nuri Sardines Olive Oil Lemon 125g**NURI**£4.97**4.5★**▲ 222%**](https://www.amazon.co.uk/dp/B0D5J5TKDM) [**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**£34.98**4.9★**▲ 222%**](https://www.amazon.co.uk/dp/B0GTGBB5XF) [**Permantiar Extra Virgin Olive Oil Sardines 135g - pack of 6**Generic**£16.56**3.0★**▲ 207%**](https://www.amazon.co.uk/dp/B0GVJRG1ND) [**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**£11.93**4.4★**▲ 115%**](https://www.amazon.co.uk/dp/B08N1QDRNL)
**~~View all trending →~~**
## **What buyers say about sardines**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**37%
*“The tomato sauce was delicious”*
**Quality-Overall**16%
*“Great quality, perfect size for breakfast”*
**Value For Money**13%
*“Good value”*
**Health Benefits-Overall**4%
*“Delicious and healthy”*
**Flavor**4%
*“Good flavour and exactly as described”*
**Nutritional Content**3%
*“a great source of protein”*
**Advertised Vs Actual Product**3%
*“As described”*
**Ease Of Use**2%
*“Easy to open”*
**Freshness**1%
*“Very nice and fresh”*
**Salt Content**1%
*“Not Too Salty”*
### **What buyers complain about **
**Taste-Overall**16%
*“tastes completely different”*
**Value For Money**13%
*“costly”*
**Oily/Greasy**8%
*“very poor oil”*
**Salt Content**7%
*“It's hard to find a salt free version”*
**Size-Overall**6%
*“Sardines quite small”*
**Quality-Overall**6%
*“Poor quality, small soft and mushy”*
**Smell**6%
*“it was stinking the smell was overwhelming”*
**Dilute/Watery**4%
*“this time its watered down”*
**Advertised Vs Actual Product**4%
*“falsely advertised”*
**Flavor**3%
*“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.
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