soy sauce
Skip itPrices mostly outside the sweet spot ($0.69–$9.82) — this niche doesn't clear our bar today.
Conversion
Incredible20.9%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good1,203avg incumbent reviews — the moat a new listing must climb
Market size
Good£387K£387K/yr · 464K searches
Competition
Good55%top-5 click share — leaders hold, buyers still browse
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-13.8%90-day search growth — must beat 0% to launch
Brand share
Bad93%top-5 brand share — brand-locked demand
Avg price
Bad£3.99avg listing price — sweet spot $15–$100
Price range
Bad£0.69–£9.82cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, soy sauce is a £387K/yr Amazon United Kingdom market (464K searches/yr). The top 5 brands hold 93% of demand. Verdict: Skip it — 46/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
soy sauce market data
- Units sold / yr
- 80K–100K
- avg 4,000–5,000/product
- Revenue / yr
- £319K–£399K
- units × avg price
- Conversion rate
- 20.9%
- Avg BSR
- #89
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 53%
- Out of stock
- 0.0%
- Avg brand age
- 76 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products take 55% of clicks — established leaders, but buyers still shop beyond them.Brands
7 falling
Sellers
88
Top-5 brand share
93%
Top 20: 100%
Top-5 click share
55%
Top 20: 100%
Open market
2%
- Kikkoman44%
- Lee Kum Kee18%
- Morrisons16%
- by Amazon9%
- World Food Shop6%
- Amoy5%
- Open — no brand owns it (1 brand, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top soy sauce search terms
- soy sauce289K/yr
- kikkoman soy sauce39K/yr
- light soy sauce36K/yr
- soya sauce32K/yr
- soy19K/yr
- kikkoman17K/yr
- soy sauce kikkoman12K/yr
- soy sauce light6K/yr
- light soy2K/yr
- kikkoman soy sauce 1l6K/yr
Top soy sauce 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Kikkoman Soy Sauce 1 Litre Naturally Brewed
Kikkoman£5.774.8★4,045 rev
Morrisons Light Soy Sauce 150ml
Morrisons£1.004.6★708 rev
Morrisons Dark Soy Sauce 150Ml 150 ml
Morrisons£1.004.6★765 rev
Lee Kum Kee Premium Soy Sauce Bundle (Light and Dark) - Pack of 2
World Food Shop£6.954.7★191 rev
Lee Kum Kee Premium Light Soy Sauce 150ml
Lee Kum Kee£1.314.7★447 rev
Newest
by launch date
Lee Kum Kee Japanese Style Premium Soy Sauce 1L | Naturally Brewed Vegan-Friendly & No Added MSG Smooth Umami-Rich Flavor for Everyday Cooking | Halal Ingredients
Lee Kum Kee£5.72327 rev
by Amazon Soy Sauce Dark 150ml Asian-Style Vegan
by Amazon£0.69644 rev
by Amazon Soy Sauce Light 150ml
by Amazon£0.72625 rev
Lee Kum Kee Premium Soy Sauce Bundle (Light and Dark) - Pack of 2
World Food Shop£6.95191 rev
![Lee Kum Kee Premium Light Soy Sauce 500mL x1 & Dark Soy Sauce 500mL x1 [2 Bottles Bundle] by WaNaHong](https://m.media-amazon.com/images/I/41gOvoHcECL.jpg)
Lee Kum Kee Premium Light Soy Sauce 500mL x1 & Dark Soy Sauce 500mL x1 [2 Bottles Bundle] by WaNaHong
WaNaHong£7.61146 rev
Trending
90-day click momentum
Amoy Light Soy Sauce 150ml
Amoy£1.524.5★
Amoy Dark Soy Sauce 150ml
Amoy£1.714.6★
Kikkoman Dark Soy Sauce 1.9L - Bulk Catering Size Cooking Seasoning
Kikkoman£9.824.6★
Lee Kum Kee Premium Light Soy Sauce 500ml
Lee Kum Kee£2.164.5★
Kikkoman Naturally Brewed Soy Sauce 150ml
Kikkoman£2.704.7★
What buyers say about soy sauce
What buyers praise and complain about, mined from review topics.What buyers love
“Cost effective”
“with an intense taste that makes it feel like a good quality option”
“the quality has been consistent”
“Very good sauce”
“so this adds more flavouring”
“Great gift for a BBQ or Foodie”
“Great for cooking”
“It has a strong, salty flavour and works well for both cooking and as a table seasoning”
“Exactly what was advertised”
“Nice soy sauce without unnecessary ingredients”
What buyers complain about
“It is quite salty I think”
“Was of money”
“lacks flavour”
“Bland and tasteless”
“unlike Amazons false advertising”
“Could be a bit thicker”
“Full of additives”
“This tub is massive”
“very acidic”
“Cheap”
Common questions
- Is soy sauce profitable to sell on Amazon United Kingdom?
- The niche generates £387K/yr across 19 tracked products. 90-day search growth is -13.8%. Flapen's verdict: Skip it (46/100).
- How competitive is the soy sauce niche?
- 7 brands and 88 sellers compete. The top 5 products take 55% of clicks and top 5 brands hold 93% of demand.
- What do buyers complain about in soy sauce?
- Top complaints mined from reviews: Salt Content, Value For Money, Flavor. The return rate is 0.0%.
- When does demand for soy sauce peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the soy sauce niche?
- Listings span £0.69–£9.82; the average listing price is £3.99 (sweet spot $15–$100). The average incumbent carries 1,203 reviews — the moat a new listing must climb.