Is soup profitable to sell on Amazon United Kingdom?

The niche generates £706K/yr across 48 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -41.3%. Flapen's verdict: Worth a look (54/100).

How competitive is the soup niche?

11 brands and 66 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 92% of demand.

What do buyers complain about in soup?

Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.

When does demand for soup peak?

Demand peaks in Jan–Feb–Oct–Nov; the busiest month runs 2.9× the quietest.

What does it cost to enter the soup niche?

Listings span £0.74–£20.82; the average listing price is £3.00 (sweet spot $15–$100). The average incumbent carries 671 reviews — the moat a new listing must climb.

soup

Worth a look

Shows low returns (0.0%), but soft demand (-41.3% this quarter) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible16.5%

search→purchase rate — share of searches ending in a sale

Competition

Great39%

top-5 click share — an open shelf

Review moat

Good670.5

avg incumbent reviews — the moat a new listing must climb

Market size

Good£706K

£706K/yr · 1.4M searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£0.74–£20.82

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Bad92%

top-5 brand share — brand-locked demand

Avg price

Bad£3.00

avg listing price — sweet spot $15–$100

Growth

Bad-41.3%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, soup is a £706K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Feb–Oct–Nov. Verdict: Worth a look — 54/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

soup market data

Units sold / yr: 300K–400K; avg 4,000–5,000/product
Revenue / yr: £900K–£1.2M; units × avg price
Conversion rate: 16.5%
Avg BSR: #16
Page quality: 0%
Prime: 100%
Sponsored: 25%
Out of stock: 0.0%
Avg brand age: 62 months
Avg seller age: 160 days

Competition & brand share

Clicks spread well past the top 5 (39% combined) — an open shelf where new products get seen.

Brands

11 falling

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

39%

Top 20: 74%

Open market

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

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -41.3% search growth over the last 90 days.

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

Open Trend

Top soup search terms

soup796K/yr -42.0%9.5% conv.
tomato soup111K/yr -42.6%20.5% conv.
chicken soup84K/yr -35.2%13.8% conv.
heinz soup93K/yr -52.6%11.8% conv.
soups49K/yr -35.5%7.8% conv.
tinned soup52K/yr -36.9%7.8% conv.
fresh soup57K/yr -50.3%3.6% conv.
vegetable soup30K/yr -26.2%7.3% conv.
heinz tomato soup34K/yr -53.3%19.1% conv.
tinned soups stews & chillies26K/yr -37.3%1.4% conv.

All search terms

Top soup 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.

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

Heinz Cream of Tomato Soup 6x400g

HEINZ£4.704.7★5,911 rev

Heinz Cream of Chicken Tinned Soup 4 x 400g

HEINZ£3.474.6★2,752 rev

Morrisons Cream of Tomato Soup 400g

Morrisons£0.744.4★1,470 rev

Heinz Vegetable Soup 4x400g

HEINZ£3.554.7★1,212 rev

Tomato Soup 4pk 400gm

HEINZ£2.964.6★1,519 rev

Newest

by launch date

Morrisons Chicken Noodle Soup 400g

Morrisons£0.7970 rev

8mo ago

Morrisons The Best Roast Chicken & Vegetable Soup 600g

Morrisons£3.0956 rev

10mo ago

Re:Nourish +Recover Classic Roast Chicken High Protein Soup 500g

RE:NOURISH£2.6430 rev

1y ago

Morrisons Carrot & Coriander Soup 600g

Morrisons£1.78175 rev

2y ago

Morrisons Chicken & Sweetcorn Soup 600g

M MID-TIER£1.79134 rev

2y ago

What buyers say about soup

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall34%

“A tasty snack”

Value For Money27%

“Great deal”

Flavor8%

“Well flavoured with nice bits of chicken”

Quality-Overall7%

“Great shelf life good quality”

Cooking Instructions2%

“OK for cooking”

Nutritional Content2%

“Absolutely delicious - and nutritious”

Health Benefits-Overall2%

“I add veggies to mine as well make it a nice hearty meal good for colder months”

Texture/Consistency-Overall1%

“Good consistency”

Thickness1%

“Lovely thick soup”

Advertised Vs Actual Product1%

“As they advertise”

What buyers complain about

Taste-Overall18%

“Taste is not good”

Flavor9%

“Disappointed,all soups have strong curry flavour”

Value For Money9%

“A little expensive”

Thickness6%

“not as thick as heinz”

Powdered/Crumbled5%

“Soup like slop”

Quality-Overall5%

“Only 3-4 pieces of chicken per tin so disappointed with quality”

Dilute/Watery5%

“rarer than a watery cup-a-soup”

Salt Content4%

“lack of salt”

Chunk/Clump/Collection4%

“Thin and lacking in chunks of meat”

Stale/Rotten/Spoiled3%

“There was always a hole in the shelf where-ever these were sold”

Common questions

Is soup profitable to sell on Amazon United Kingdom?: The niche generates £706K/yr across 48 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -41.3%. Flapen's verdict: Worth a look (54/100).
How competitive is the soup niche?: 11 brands and 66 sellers compete. The top 5 products take 39% of clicks and top 5 brands hold 92% of demand.
What do buyers complain about in soup?: Top complaints mined from reviews: Taste-Overall, Flavor, Value For Money. The return rate is 0.0%.
When does demand for soup peak?: Demand peaks in Jan–Feb–Oct–Nov; the busiest month runs 2.9× the quietest.
What does it cost to enter the soup niche?: Listings span £0.74–£20.82; the average listing price is £3.00 (sweet spot $15–$100). The average incumbent carries 671 reviews — the moat a new listing must climb.