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Serrano Ham

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -13.8% this quarter, so Serrano Ham is a Maybe.

Flapen Score
60
60 / 100
Top 6% of 2,976 Grocery niches · +14 vs the category median of 46
Market size
£375K/yr106K searches / yr
90-day growth
-13.8%search demand this quarter
Competition
42%top-5 click share · 15 brands · 15 sellers

Flapen Score

Serrano Ham against its category

The dotted line is the Grocery average. Past it, Serrano Ham is stronger. Inside it, weaker.

60Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Serrano Ham market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Serrano Ham 106K times last year and spent an estimated £375K. The top 5 brands take 86% of clicks. Demand peaks in Nov–Dec. Flapen scores it 60 out of 100, a Maybe.

01 · Demand

6.2% of searches ended in a purchase last week.

Shoppers searched for this 106K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 6.2% of those searches ended in a purchase. Searches in the last 90 days moved -13.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £375K a year.

Searches, last 12 months
106K
Growth, 90 days vs prior 90
-13.8%
Conversion, latest week
6.2%
Market size, estimated
£375Ka year
Peak month
December6.0× the quietest month
Top search term
serrano ham22K searches a year

02 · Price

A sale here is worth £57.14.

Listings sell for £57.14 on average, from £2.58 to £295.97. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 100 to 250 of them. At £57.14 that is £6K to £14K a year per listing.

Average price
£57.14inside the $15 to $100 sweet spot
Price range
£2.58–£295.97
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
100–250
Revenue per listing a year
£6K–£14K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

54% of listings pay for placement with sponsored ads. 68% ship with Prime. On an average day, 35.6% of listings are out of stock. The average listing ranks #34 within Fresh & Chilled. It carries 197 reviews at 4.16 stars, so a new listing needs social proof before a better product.

Sponsored listings
54%
Prime listings
68%
Out of stock, average day
35.6%
Average rank
#34in Fresh & Chilled
Average rating
4.16 starsAmazon United Kingdom average 4.36 stars
Average reviews
197per listing
Listings tracked
37

04 · Newcomers

Amazon counts 2 of last year's 9 launches as successful.

9 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 72 months on average, so the names here are established.

Launched, last 12 months
9
Successful launches
2Amazon's first-year sales bar
Average brand age
72 months

Products

Top Serrano Ham 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 42% of clicks. Leaders hold, but buyers still shop past them.

£0£15K£30K£45K£60K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

15 rising

Sellers

15

Top-5 brand share

86%

Top 20: 100%

Top-5 click share

42%

Top 20: 82%

Open market

11%

  • THE BLACK HOOF33%
  • Morrisons25%
  • JAMONNATURAL12%
  • Alises12%
  • Unearthed4%
  • Generic2%
  • Open — no brand owns it (9 brands, 11%)

Demand

Serrano Ham search demand

Weekly searches over the year, seasonality beneath. Pick a range.

13K8KSpike '24Holiday '24Spike '25Black Friday '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Nov, Dec · busiest ÷ quietest = 6.0×

Search terms

Top Serrano Ham search terms shoppers use

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

  • serrano ham22K/yr
  • jamon18K/yr
  • jamon iberico18K/yr
  • serrano4K/yr
  • spanish ham8K/yr
  • jamon serrano8K/yr
  • hamon5K/yr
  • serano ham3K/yr
  • iberico ham leg5K/yr
  • jambon4K/yr

Reviews and returns

What reviews say buyers love and hate about Serrano Ham

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Moist/Dry17%−0.37

Too dry for my taste

Very dry and hard

Too dry to eat

Value For Money13%−0.16

expensive for what it is

Waste of £90

Probably why the price drop

Quality-Overall11%+1.73

knife isnt the best

quality a bit expensive

Not deserved any stars very poor quality wasted of money

Hard Feel10%−0.21

Tough

The hams its very dry and hard

was very difficult to carve

Oily/Greasy8%−0.05

2.6 Kg, more fat than shown in the photo

A little fatty

Love

Taste-Overall31%+1.80

Excellent ham

Good taste

Gorgeous, tasty selection

Quality-Overall30%+1.73

This Serrano ham was very good quality I normally

Excellent product

Top quality

Value For Money6%−0.16

Excellent value for money

Good value for money a bit salty

didn't come across as cheap

Flavor6%+0.26

excellent flavour

A nice selection very nice as a starter for an Italian meal at home

fine tasting typical Spanish

Soft Feel3%

10stars trust me very soft

FAQ

Common Serrano Ham questions

Answered from the same tracked data.