sourdough bread
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($1.68–$4.85) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible19.2%search→purchase rate — share of searches ending in a sale
Review moat
Great157.11avg incumbent reviews — the moat a new listing must climb
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Good£424K£424K/yr · 895K searches
Brand share
Bad90%top-5 brand share — brand-locked demand
Growth
Bad-11.2%90-day search growth — must beat 0% to launch
Avg price
Bad£2.47avg listing price — sweet spot $15–$100
Price range
Bad£1.68–£4.85cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, sourdough bread is a £424K/yr Amazon United Kingdom market (895K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in Jan. Verdict: Worth a look — 54/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
sourdough bread market data
- Units sold / yr
- 150K–200K
- avg 5,000–6,000/product
- Revenue / yr
- £371K–£494K
- units × avg price
- Conversion rate
- 19.2%
- Avg BSR
- #18
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 0.8%
- Avg brand age
- 36 months
- Avg seller age
- 178 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
9 falling
Sellers
23
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
48%
Top 20: 93%
Open market
7%
- Jason's51%
- Hovis12%
- Morrisons12%
- Jason's Sourdough11%
- Jason's Everyday4%
- Bertinet Bakery3%
- Open — no brand owns it (3 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -11.2% search growth over the last 90 days.Peak months: Jan · busiest ÷ quietest = 1.7×
Top sourdough bread search terms
- sourdough bread361K/yr
- jason203K/yr
- sourdough180K/yr
- jasons sourdough bread62K/yr
- jasons28K/yr
- sour dough18K/yr
- organic bread9K/yr
- sour dough bread7K/yr
- jasons sourdough11K/yr
- bread sourdough8K/yr
Top sourdough bread 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Jasons Sourdough The Great White Straight Up Sourdough 450g
Jason's£2.184.5★802 rev
Jasons Grains And Seeds Ciabattin Sourdough 580g
Jason's£2.204.5★378 rev
Jasons XL White Ciabattin Sourdough 900g
Jason's Sourdough£3.334.4★32 rev
Jasons White Ciabattin Sourdough 580g
Jason's£2.254.5★309 rev
Jasons Sourdough Wholemeal Ciabattin 580g
Jason's£2.274.4★95 rev
Newest
by launch date
Morrisons The Best White Sourdough 400g
Morrisons£2.113 rev
Morrisons The Best Seeded Sourdough 400g
Morrisons£2.125 rev
Jasons XL White Ciabattin Sourdough 900g
Jason's Sourdough£3.3332 rev
Jasons XL Grains And Seeds Ciabattin Sourdough 900g
Jason's Sourdough£3.4017 rev
Jasons Sourdough Superb Sprouted Grains 450g
Jason's£2.2015 rev
Trending
90-day click momentumMorrisons The Best White Sourdough 400g
Morrisons£2.114.2★
Morrisons The Best Seeded Sourdough 400g
Morrisons£2.124.0★
Jasons Sourdough Straight Up Majestic Malted 450g
Jason's£2.234.3★
Jasons XL White Ciabattin Sourdough 900g
Jason's Sourdough£3.334.4★
Jasons Sourdough Superb Sprouted Grains 450g
Jason's£2.204.9★
What buyers say about sourdough bread
What buyers praise and complain about, mined from review topics.What buyers love
“Great sourdough bread”
“Theses are really tasty”
“This is the nicest sourdough I have tasted”
“Great quality rolls”
“Love this toasted - great flavour”
“Scrumptious”
“Good, firmer than other brands, i prefer real butter”
“Plain one is cheaper”
“Healthy”
“Its very tasty and filling, and its an easy way of cranking up protein and fibre in a simple meal”
What buyers complain about
“albeit a bit expensive”
“Didnt like this sourdough bread”
“Had a very odd taste”
“hard as concrete”
“quite dry”
“Arrived a little stale”
“Awful bread extremely salty”
“Actually smells like toast out of the toaster”
“Strange as the ingredients seem ok”
“not the texture”
Common questions
- Is sourdough bread profitable to sell on Amazon United Kingdom?
- The niche generates £424K/yr across 27 tracked products. 5 of 9 products launched in the last 360 days are still selling. 90-day search growth is -11.2%. Flapen's verdict: Worth a look (54/100).
- How competitive is the sourdough bread niche?
- 9 brands and 23 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in sourdough bread?
- Top complaints mined from reviews: Value For Money, Sour, Taste-Overall. The return rate is 0.0%.
- When does demand for sourdough bread peak?
- Demand peaks in Jan; the busiest month runs 1.7× the quietest.
- What does it cost to enter the sourdough bread niche?
- Listings span £1.68–£4.85; the average listing price is £2.47 (sweet spot $15–$100). The average incumbent carries 157 reviews — the moat a new listing must climb.