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Soup

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -41.3% this quarter, so Soup is a Maybe.

Flapen Score
54
54 / 100
Top 17% of 2,976 Grocery niches · +8 vs the category median of 46
Market size
£706K/yr1.4M searches / yr
90-day growth
-41.3%search demand this quarter
Competition
39%top-5 click share · 11 brands · 66 sellers

Flapen Score

Soup against its category

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

54Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Soup market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Soup 1.4M times last year and spent an estimated £706K. The top 5 brands take 92% of clicks. Demand peaks in Jan–Feb–Oct–Nov. Flapen scores it 54 out of 100, a Maybe.

01 · Demand

16.5% of searches ended in a purchase last week.

Shoppers searched for this 1.4M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 16.5% of those searches ended in a purchase. Searches in the last 90 days moved -41.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £706K a year.

Searches, last 12 months
1.4M
Growth, 90 days vs prior 90
-41.3%
Conversion, latest week
16.5%
Market size, estimated
£706Ka year
Peak month
January2.9× the quietest month
Top search term
soup796K searches a year

02 · Price

A sale here is worth £3.00.

Listings sell for £3.00 on average, from £0.74 to £20.82. 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 £3.00 that is £12K to £15K a year per listing.

Average price
£3.00under the $15 to $100 sweet spot
Price range
£0.74–£20.82
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
£12K–£15K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

25% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #16 within Tinned & Jarred Food. It carries 671 reviews at 4.46 stars, so a new listing needs social proof before a better product.

Sponsored listings
25%
Prime listings
100%
Out of stock, average day
0.0%
Average rank
#16in Tinned & Jarred Food
Average rating
4.46 starsAmazon United Kingdom average 4.36 stars
Average reviews
671per listing
Listings tracked
48

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 62 months on average, so the names here are established.

Launched, last 12 months
5
Successful launches
5Amazon's first-year sales bar
Average brand age
62 months

Products

Top Soup 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 39% of clicks. An open shelf where new products get seen.

£0£21K£42K£64K£85K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

66

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

39%

Top 20: 74%

Open market

6%

  • HEINZ53%
  • Morrisons32%
  • Baxters3%
  • M MID-TIER2%
  • Yeo Valley2%
  • RE:NOURISH2%
  • Open — no brand owns it (5 brands, 6%)

Demand

Soup search demand

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

50K30KSpike '24Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Feb, Oct, Nov · busiest ÷ quietest = 2.9×

Search terms

Top Soup search terms shoppers use

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

  • soup796K/yr
  • tomato soup111K/yr
  • chicken soup84K/yr
  • heinz soup93K/yr
  • soups49K/yr
  • tinned soup52K/yr
  • fresh soup57K/yr
  • vegetable soup30K/yr
  • heinz tomato soup34K/yr
  • tinned soups stews & chillies26K/yr

Reviews and returns

What reviews say buyers love and hate about Soup

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

Complain

Taste-Overall18%+0.62

Taste is not good

Weird taste

Really bland and tasteless

Flavor9%−0.03

Disappointed,all soups have strong curry flavour

Flavour possibly too strong

Flavour not good

Value For Money9%+2.98

A little expensive

waste of money

Inedible waste of money

Thickness6%

not as thick as heinz

It was also much thinner than i remember

Too thick

Powdered/Crumbled5%−0.06

Soup like slop

Badly dented

Every tin is got a big dent in it

Love

Taste-Overall34%+0.62

A tasty snack

Amazing taste

Very nice soups

Value For Money27%+2.98

Great deal

Excellent value

Good value for money

Flavor8%−0.03

Well flavoured with nice bits of chicken

Great flavour

Nice balanced flavour

Quality-Overall7%+0.26

Great shelf life good quality

Good cupboard item

Excellent product

Cooking Instructions2%

OK for cooking

Perfect for making stews

I use these mostly as sauce makers instead of soups because I don't tend to eat lunch, just put the powder in with cooked vegetables, lentils etc thickens and flavours and makes a quick, tasty meal

FAQ

Common Soup questions

Answered from the same tracked data.