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Surströmming

Fail

The top 5 products take 100% of clicks, so Surströmming is a Fail.

Flapen Score
39
39 / 100
Ranks 2,381 of 2,976 Grocery niches · −7 vs the category median of 46
Market size
£56K/yr113K searches / yr
90-day growth
-18.8%search demand this quarter
Competition
100%top-5 click share · 4 brands · 4 sellers

Flapen Score

Surströmming against its category

The dotted line is the Grocery average. Past it, Surströmming is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Surströmming market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Surströmming 113K times last year and spent an estimated £56K. All 4 brands take every click. Flapen scores it 39 out of 100, a Fail.

01 · Demand

1.6% of searches ended in a purchase last week.

Shoppers searched for this 113K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.6% of those searches ended in a purchase. Searches in the last 90 days moved -18.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £56K a year.

Searches, last 12 months
113K
Growth, 90 days vs prior 90
-18.8%
Conversion, latest week
1.6%
Market size, estimated
£56Ka year
Top search term
surströmming66K searches a year

02 · Price

A sale here is worth £30.05.

Listings sell for £30.05 on average, from £25.21 to £33.08. Amazon reports units sold in ranges. This niche sold 1K to 2K a year. The average listing sells 100 to 250 of them. At £30.05 that is £3K to £8K a year per listing.

Average price
£30.05inside the $15 to $100 sweet spot
Price range
£25.21–£33.08
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
1K–2K
Units per listing a year
100–250
Revenue per listing a year
£3K–£8K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

25% of listings pay for placement with sponsored ads. 0% ship with Prime. On an average day, 2.9% of listings are out of stock. The average listing ranks #112 within Tinned & Jarred Food. It carries 168 reviews at 4.18 stars, so a new listing needs social proof before a better product.

Sponsored listings
25%
Prime listings
0%
Out of stock, average day
2.9%
Average rank
#112in Tinned & Jarred Food
Average rating
4.18 starsAmazon United Kingdom average 4.36 stars
Average reviews
168per listing
Listings tracked
4

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 58 months on average, so the names here are settling in.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
58 months

Products

Top Surströmming products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 100% of clicks. A locked shelf that new listings rarely crack.

£0£8K£17K£25K£34K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

4 falling

Sellers

4

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

0%

  • Soulgoods45%
  • Scandinavian Kitchen30%
  • AB Gösta H.F.18%
  • Best Natural by NJTrading7%

Demand

Surströmming search demand

Weekly searches over the year, seasonality beneath. Pick a range.

5K3KHoliday '25Spike '26Prime Day '26NovDecJanFebMarAprMayJunJul

Peak months: Apr, Nov, Dec · busiest ÷ quietest = 2.7× · 9 of 12 months tracked

Search terms

Top Surströmming search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • surströmming66K/yr
  • surstromming27K/yr
  • surstromming fermented fish uk9K/yr
  • fermented fish6K/yr
  • surstromming fish4K/yr

Reviews and returns

What reviews say buyers love and hate about Surströmming

What buyers praise, what they complain about and why they send it back, from the reviews.

Love

Baking50%

perfect with a bit of crusty bread

Taste-Overall50%

quite delish

FAQ

Common Surströmming questions

Answered from the same tracked data.