---
title: "Soup — £706K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/soup"
last_updated: "2026-07-31T12:34:09.313Z"
locale: en
meta:
description: "Niche score 54/100 · £706K/yr market · 1.4M searches/yr · £3.00 avg price. Soft demand (-41.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £706K/yr market · 1.4M searches/yr · £3.00 avg price. Soft demand (-41.3% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Soup — £706K/yr Amazon UK Niche (2026) - Flapen"
---
# **soup**
**Worth a look**
Shows low returns (0.0%), but soft demand (-41.3% this quarter) keeps it on the watch list.
Market size 69Growth 4Conversion 98Competition 76Returns 100Price range 29Avg price 8Brand share 20Review moat 71Quality gap 48
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****16.5%**
search→purchase rate — share of searches ending in a sale
**Competition**
**Great****39%**
top-5 click share — an open shelf
**Review moat**
**Good****670.5**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£706K**
£706K/yr · 1.4M searches
**Quality gap**
**Okay****4.5★**
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**
**Bad****92%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -41.3% search growth over the last 90 days.
50K30KSpike '24Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Oct, Nov · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/uk/grocery/soup/trend)
## **Top soup search terms**
- **soup**796K/yr-42.0%9.5% conv. - **tomato soup**111K/yr-42.6%20.5% conv. - **chicken soup**84K/yr-35.2%13.8% conv. - **heinz soup**93K/yr-52.6%11.8% conv. - **soups**49K/yr-35.5%7.8% conv. - **tinned soup**52K/yr-36.9%7.8% conv. - **fresh soup**57K/yr-50.3%3.6% conv. - **vegetable soup**30K/yr-26.2%7.3% conv. - **heinz tomato soup**34K/yr-53.3%19.1% conv. - **tinned soups stews & chillies**26K/yr-37.3%1.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/soup/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.
0%3%£21K6%£42K9%£64K12%£85K101001K10K 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**Heinz Cream of Tomato Soup 6x400g**HEINZ**£4.70**4.7★5,911 rev](https://www.amazon.co.uk/dp/B015O591UK) [2**Heinz Cream of Chicken Tinned Soup 4 x 400g**HEINZ**£3.47**4.6★2,752 rev](https://www.amazon.co.uk/dp/B06XK2TKP4) [3**Morrisons Cream of Tomato Soup 400g**Morrisons**£0.74**4.4★1,470 rev](https://www.amazon.co.uk/dp/B00BIGQ95U) [4**Heinz Vegetable Soup 4x400g**HEINZ**£3.55**4.7★1,212 rev](https://www.amazon.co.uk/dp/B00J8YWH64) [5**Tomato Soup 4pk 400gm**HEINZ**£2.96**4.6★1,519 rev](https://www.amazon.co.uk/dp/B015O58YS0)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Chicken Noodle Soup 400g**Morrisons**£0.79**70 rev8mo ago](https://www.amazon.co.uk/dp/B0FZVVPBX7) [**Morrisons The Best Roast Chicken & Vegetable Soup 600g**Morrisons**£3.09**56 rev10mo ago](https://www.amazon.co.uk/dp/B0FQW9WSM6) [**Re:Nourish +Recover Classic Roast Chicken High Protein Soup 500g**RE:NOURISH**£2.64**30 rev1y ago](https://www.amazon.co.uk/dp/B0DTKHZPMS) [**Morrisons Carrot & Coriander Soup 600g**Morrisons**£1.78**175 rev2y ago](https://www.amazon.co.uk/dp/B0CV7GZYW4) [**Morrisons Chicken & Sweetcorn Soup 600g**M MID-TIER**£1.79**134 rev2y ago](https://www.amazon.co.uk/dp/B0CLH3CJ8C)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Chicken Noodle Soup 400g**Morrisons**£0.79**4.3★**▲ 80%**](https://www.amazon.co.uk/dp/B0FZVVPBX7) [**Baxters Super Good Pea Broccoli and Basil Pesto Soup 400 g (Pack of 1)**Baxters**£1.64**4.4★**▲ 67%**](https://www.amazon.co.uk/dp/B07P967T4G) [**Morrisons Chunky Beef and Vegetable Soup 400g**Morrisons**£1.25**4.4★**▲ 63%**](https://www.amazon.co.uk/dp/B009TUQOD4) [**Crosse and Blackwell Winter Vegetable Soup 400 g (Pack of 6)**Crosse & Blackwell**£6.67**4.5★**▲ 41%**](https://www.amazon.co.uk/dp/B07KR811PW) [**Morrisons Cream of Chicken Soup 400g**Morrisons**£0.75**4.4★**▲ 28%**](https://www.amazon.co.uk/dp/B01AWH1FN6)
**~~View all trending →~~**
## **What buyers say about soup**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**34%
*“A tasty snack”*
**Value For Money**27%
*“Great deal”*
**Flavor**8%
*“Well flavoured with nice bits of chicken”*
**Quality-Overall**7%
*“Great shelf life good quality”*
**Cooking Instructions**2%
*“OK for cooking”*
**Nutritional Content**2%
*“Absolutely delicious - and nutritious”*
**Health Benefits-Overall**2%
*“I add veggies to mine as well make it a nice hearty meal good for colder months”*
**Texture/Consistency-Overall**1%
*“Good consistency”*
**Thickness**1%
*“Lovely thick soup”*
**Advertised Vs Actual Product**1%
*“As they advertise”*
### **What buyers complain about **
**Taste-Overall**18%
*“Taste is not good”*
**Flavor**9%
*“Disappointed,all soups have strong curry flavour”*
**Value For Money**9%
*“A little expensive”*
**Thickness**6%
*“not as thick as heinz”*
**Powdered/Crumbled**5%
*“Soup like slop”*
**Quality-Overall**5%
*“Only 3-4 pieces of chicken per tin so disappointed with quality”*
**Dilute/Watery**5%
*“rarer than a watery cup-a-soup”*
**Salt Content**4%
*“lack of salt”*
**Chunk/Clump/Collection**4%
*“Thin and lacking in chunks of meat”*
**Stale/Rotten/Spoiled**3%
*“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.
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