---
title: "Sub Rolls — £67K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/sub-rolls"
last_updated: "2026-07-31T10:52:59.466Z"
locale: en
meta:
description: "Niche score 43/100 · £67K/yr market · 172K searches/yr · £1.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £67K/yr market · 172K searches/yr · £1.46 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Sub Rolls — £67K/yr Amazon UK Niche (2026) - Flapen"
---
# **sub rolls**
**Skip it**
Prices mostly outside the sweet spot ($0.82–$2.52) — this niche doesn't clear our bar today.
Market size 17Growth 29Conversion 100Competition 32Returns 100Price range 0Avg price 4Brand share 4Review moat 82Quality gap 70
**Conversion**
**Incredible****26.8%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****366.06**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Competition**
**Okay****66%**
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**
**Bad****99%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£1.46**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£0.82–£2.52**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KBlack Friday '25Spike '26Oct '25Nov '25Jan '26Mar '26Apr '26Jun '26
[**Open Trend **](https://flapen.com/research/uk/grocery/sub-rolls/trend)
## **Top sub rolls search terms**
- **baguette**144K/yr+2.8%20.2% conv. - **sub rolls**17K/yr+7.1%17.7% conv. - **baguettes**10K/yr+11.8%17.9% conv. - **subway bread rolls**1K/yr-32.8%0.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/sub-rolls/search-terms)
## **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.
0%10%£7K20%£13K30%£20K40%£27K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Morrisons Part Baked Baguettes 2 pack**Morrisons**£1.29**4.5★1,855 rev](https://www.amazon.co.uk/dp/B0070MQDDE) [2**Morrisons Market Street Large White Baguette 400g**Morrisons**£1.41**4.5★447 rev](https://www.amazon.co.uk/dp/B09XBMMWBC) [3**Morrisons Market Street Tiger Baguette 400g**Morrisons**£1.41**3.9★13 rev](https://www.amazon.co.uk/dp/B0FQPK2FT2) [4**Morrisons The Best 2 Sourdough Stonebaked Baguettes**Morrisons**£1.86**4.5★448 rev](https://www.amazon.co.uk/dp/B0BSS3P9CY) [5**Morrisons Market Street Small White Baguette**Morrisons**£0.83**4.4★376 rev](https://www.amazon.co.uk/dp/B01MCZFHE3)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Market Street Tiger Baguette 400g**Morrisons**£1.41**13 rev10mo ago](https://www.amazon.co.uk/dp/B0FQPK2FT2) [**Morrisons The Best Sourdough Baguette 400g**Morrisons**£2.10**6 rev10mo ago](https://www.amazon.co.uk/dp/B0FQPK1231) [**Hovis Sub Rolls 4 Pack Buttermilk**Hovis**£1.59**54 rev1y ago](https://www.amazon.co.uk/dp/B0FHJX76TM) [**Hovis Sub Rolls 4 Pack Cheese & Herb**Hovis**£1.57**19 rev1y ago](https://www.amazon.co.uk/dp/B0FHLSZX1C) [**Jasons Everyday Tiger Rolls with Sourdough 4pk 320g**Jason's Everyday**£1.68**126 rev1y ago](https://www.amazon.co.uk/dp/B0FCFVBTGM)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Market Street Tiger Rolls 4 Pack**Morrisons**£0.90**4.2★**▲ 168%**](https://www.amazon.co.uk/dp/B0D5MR429P) [**Morrisons Part Bake White Rolls 6 Pack**Morrisons**£1.32**4.5★**▲ 141%**](https://www.amazon.co.uk/dp/B0F43ZCVX4) [**Morrisons The Best Sourdough Ciabatta Rolls 4 Pack**Morrisons**£1.90**4.3★**▲ 128%**](https://www.amazon.co.uk/dp/B0BSS49WRF) [**Morrisons Market Street Short Tiger Stick**Generic**£0.82**4.1★**▲ 116%**](https://www.amazon.co.uk/dp/B0D5M7BK23) [**Hovis Sub Rolls 4 Pack Cheese & Herb**Hovis**£1.57**4.6★**▲ 109%**](https://www.amazon.co.uk/dp/B0FHLSZX1C)
**~~View all trending →~~**
## **What buyers say about sub rolls**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**32%
*“Great tasting and good quality ciabattas for the price, they come out really nice when toasted”*
**Quality-Overall**15%
*“Great quality rolls”*
**Freshness**14%
*“Soft and fresh”*
**Baking**13%
*“Bake nice In oven”*
**Crispiness**11%
*“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”*
**Value For Money**6%
*“Plain one is cheaper”*
**Flavor**3%
*“Great flavour”*
**Texture/Consistency-Overall**3%
*“fresh great texture”*
**Size-Overall**1%
*“a good size”*
### **What buyers complain about **
**Moist/Dry**17%
*“very dry”*
**Hard Feel**14%
*“Mine was as hard as a brick”*
**Sour**12%
*“Not sourdough”*
**Size-Overall**12%
*“Small”*
**Stale/Rotten/Spoiled**9%
*“Not nice and stale”*
**Durability**9%
*“Broken”*
**Quality-Overall**8%
*“Not as good as usual”*
**Smell**5%
*“I can smell how burnt they are in my lounge”*
**Burnt/Roasted/Overbaked**5%
*“My rolls arrived burnt”*
**Crispiness**3%
*“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.
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