sub rolls
Skip itPrices mostly outside the sweet spot ($0.82–$2.52) — this niche doesn't clear our bar today.
Conversion
Incredible26.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great366.06avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Competition
Okay66%top-5 click share — leaders hold, buyers still browse
Growth
Okay+3.5%90-day search growth — must beat 0% to launch
Market size
Bad£67K£67K/yr · 172K searches
Brand share
Bad99%top-5 brand share — brand-locked demand
Avg price
Bad£1.46avg listing price — sweet spot $15–$100
Price range
Bad£0.82–£2.52cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, sub rolls is a £67K/yr Amazon United Kingdom market (172K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 43/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
sub rolls market data
- Units sold / yr
- 50K–60K
- avg 2,500–3,000/product
- Revenue / yr
- £73K–£88K
- units × avg price
- Conversion rate
- 26.8%
- Avg BSR
- #9
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 5.6%
- Avg brand age
- 55 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products take 66% of clicks — established leaders, but buyers still shop beyond them.Brands
6 falling
Sellers
29
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
66%
Top 20: 100%
Open market
0%
- Morrisons84%
- Generic5%
- Hovis5%
- CO OP2%
- Jason's Everyday2%
- St Pierre1%
Demand
Weekly Amazon search volume, last 42 weeks — +3.5% search growth over the last 90 days.Top sub rolls search terms
- baguette144K/yr
- sub rolls17K/yr
- baguettes10K/yr
- subway bread rolls1K/yr
Top sub rolls 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 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Morrisons Part Baked Baguettes 2 pack
Morrisons£1.294.5★1,855 rev
Morrisons Market Street Large White Baguette 400g
Morrisons£1.414.5★447 rev
Morrisons Market Street Tiger Baguette 400g
Morrisons£1.413.9★13 rev
Morrisons The Best 2 Sourdough Stonebaked Baguettes
Morrisons£1.864.5★448 rev
Morrisons Market Street Small White Baguette
Morrisons£0.834.4★376 rev
Newest
by launch dateMorrisons Market Street Tiger Baguette 400g
Morrisons£1.4113 rev
Morrisons The Best Sourdough Baguette 400g
Morrisons£2.106 rev
Hovis Sub Rolls 4 Pack Buttermilk
Hovis£1.5954 rev
Hovis Sub Rolls 4 Pack Cheese & Herb
Hovis£1.5719 rev
Jasons Everyday Tiger Rolls with Sourdough 4pk 320g
Jason's Everyday£1.68126 rev
Trending
90-day click momentum
Morrisons Market Street Tiger Rolls 4 Pack
Morrisons£0.904.2★
Morrisons Part Bake White Rolls 6 Pack
Morrisons£1.324.5★
Morrisons The Best Sourdough Ciabatta Rolls 4 Pack
Morrisons£1.904.3★
Morrisons Market Street Short Tiger Stick
Generic£0.824.1★
Hovis Sub Rolls 4 Pack Cheese & Herb
Hovis£1.574.6★
What buyers say about sub rolls
What buyers praise and complain about, mined from review topics.What buyers love
“Great tasting and good quality ciabattas for the price, they come out really nice when toasted”
“Great quality rolls”
“Soft and fresh”
“Bake nice In oven”
“Love as you can pop them in the air fryer nice hot fresh buns with soup just butter or filled with what ever you fancy”
“Plain one is cheaper”
“Great flavour”
“fresh great texture”
“a good size”
What buyers complain about
“very dry”
“Mine was as hard as a brick”
“Not sourdough”
“Small”
“Not nice and stale”
“Broken”
“Not as good as usual”
“I can smell how burnt they are in my lounge”
“My rolls arrived burnt”
“Very chewy and rubbery, no crunchy crust, bland taste”
Common questions
- Is sub rolls profitable to sell on Amazon United Kingdom?
- The niche generates £67K/yr across 18 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is +3.5%. Flapen's verdict: Skip it (43/100).
- How competitive is the sub rolls niche?
- 6 brands and 29 sellers compete. The top 5 products take 66% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in sub rolls?
- Top complaints mined from reviews: Moist/Dry, Hard Feel, Sour. The return rate is 0.0%.
- What does it cost to enter the sub rolls niche?
- Listings span £0.82–£2.52; the average listing price is £1.46 (sweet spot $15–$100). The average incumbent carries 366 reviews — the moat a new listing must climb.