---
title: "Soy Sauce — £387K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/soy-sauce"
last_updated: "2026-07-31T13:22:25.117Z"
locale: en
meta:
description: "Niche score 46/100 · £387K/yr market · 464K searches/yr · £3.99 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · £387K/yr market · 464K searches/yr · £3.99 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Soy Sauce — £387K/yr Amazon UK Niche (2026) - Flapen"
---
# **soy sauce**
**Skip it**
Prices mostly outside the sweet spot ($0.69–$9.82) — this niche doesn't clear our bar today.
Market size 55Growth 18Conversion 100Competition 51Returns 100Price range 0Avg price 11Brand share 18Review moat 57Quality gap 23
**Conversion**
**Incredible****20.9%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****1,203**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£387K**
£387K/yr · 464K searches
**Competition**
**Good****55%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Bad****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-13.8%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****93%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£3.99**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£0.69–£9.82**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6K seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/grocery/soy-sauce/trend)
## **Top soy sauce search terms**
- **soy sauce**289K/yr-15.1%19.9% conv. - **kikkoman soy sauce**39K/yr-1.5%14.4% conv. - **light soy sauce**36K/yr-22.0%16.4% conv. - **soya sauce**32K/yr-5.8%17.5% conv. - **soy**19K/yr-14.9%8.2% conv. - **kikkoman**17K/yr+5.9%5.5% conv. - **soy sauce kikkoman**12K/yr-5.7%16.3% conv. - **soy sauce light**6K/yr-8.9%12.5% conv. - **light soy**2K/yr-1.8%25.2% conv. - **kikkoman soy sauce 1l**6K/yr-65.8%23.2% conv. [**All search terms **](https://flapen.com/research/uk/grocery/soy-sauce/search-terms)
## **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.
0%10%£39K20%£77K30%£116K40%£155K1001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Kikkoman Soy Sauce 1 Litre Naturally Brewed**Kikkoman**£5.77**4.8★4,045 rev](https://www.amazon.co.uk/dp/B005E9VL28) [2**Morrisons Light Soy Sauce 150ml**Morrisons**£1.00**4.6★708 rev](https://www.amazon.co.uk/dp/B08GJC42LZ) [3**Morrisons Dark Soy Sauce 150Ml 150 ml**Morrisons**£1.00**4.6★765 rev](https://www.amazon.co.uk/dp/B08GJ9WWZQ) [4**Lee Kum Kee Premium Soy Sauce Bundle (Light and Dark) - Pack of 2**World Food Shop**£6.95**4.7★191 rev](https://www.amazon.co.uk/dp/B0BQRHN2FT) [5**Lee Kum Kee Premium Light Soy Sauce 150ml**Lee Kum Kee**£1.31**4.7★447 rev](https://www.amazon.co.uk/dp/B01N9O6C94)
**~~View all top sellers →~~**
### **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**£5.72**327 rev2y ago](https://www.amazon.co.uk/dp/B08XYFNKT8) [**by Amazon Soy Sauce Dark 150ml Asian-Style Vegan**by Amazon**£0.69**644 rev2y ago](https://www.amazon.co.uk/dp/B0B9X8KGXZ) [**by Amazon Soy Sauce Light 150ml**by Amazon**£0.72**625 rev2y ago](https://www.amazon.co.uk/dp/B0B9X6SDFJ) [**Lee Kum Kee Premium Soy Sauce Bundle (Light and Dark) - Pack of 2**World Food Shop**£6.95**191 rev3y ago](https://www.amazon.co.uk/dp/B0BQRHN2FT) [![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**£7.61**146 rev4y ago](https://www.amazon.co.uk/dp/B0B18SGWSP)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Amoy Light Soy Sauce 150ml**Amoy**£1.52**4.5★**▲ 60%**](https://www.amazon.co.uk/dp/B015O5BOIM) [**Amoy Dark Soy Sauce 150ml**Amoy**£1.71**4.6★**▲ 32%**](https://www.amazon.co.uk/dp/B015O5B93C) [**Kikkoman Dark Soy Sauce 1.9L - Bulk Catering Size Cooking Seasoning**Kikkoman**£9.82**4.6★**▲ 31%**](https://www.amazon.co.uk/dp/B004GPK6U4) [**Lee Kum Kee Premium Light Soy Sauce 500ml**Lee Kum Kee**£2.16**4.5★**▲ 30%**](https://www.amazon.co.uk/dp/B01J1K9IUC) [**Kikkoman Naturally Brewed Soy Sauce 150ml**Kikkoman**£2.70**4.7★**▲ 26%**](https://www.amazon.co.uk/dp/B016IPUHEE)
**~~View all trending →~~**
## **What buyers say about soy sauce**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**24%
*“Cost effective”*
**Taste-Overall**22%
*“with an intense taste that makes it feel like a good quality option”*
**Quality-Overall**18%
*“the quality has been consistent”*
**Spiciness**7%
*“Very good sauce”*
**Flavor**7%
*“so this adds more flavouring”*
**Gifting Purpose**3%
*“Great gift for a BBQ or Foodie”*
**Cooking Instructions**3%
*“Great for cooking”*
**Salt Content**2%
*“It has a strong, salty flavour and works well for both cooking and as a table seasoning”*
**Advertised Vs Actual Product**2%
*“Exactly what was advertised”*
**Ingredients-Overall**2%
*“Nice soy sauce without unnecessary ingredients”*
### **What buyers complain about **
**Salt Content**23%
*“It is quite salty I think”*
**Value For Money**12%
*“Was of money”*
**Flavor**9%
*“lacks flavour”*
**Taste-Overall**7%
*“Bland and tasteless”*
**Advertised Vs Actual Product**6%
*“unlike Amazons false advertising”*
**Thickness**5%
*“Could be a bit thicker”*
**Ingredients-Overall**4%
*“Full of additives”*
**Size-Overall**3%
*“This tub is massive”*
**Sour**2%
*“very acidic”*
**Quality-Overall**2%
*“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.
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