Is surströmming profitable to sell on Amazon United Kingdom?

The niche generates £56K/yr across 4 tracked products. 90-day search growth is -18.8%. Flapen's verdict: Skip it (39/100).

How competitive is the surströmming niche?

4 brands and 4 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.

What does it cost to enter the surströmming niche?

Listings span £25.21–£33.08; the average listing price is £30.05 (sweet spot $15–$100). The average incumbent carries 168 reviews — the moat a new listing must climb.

surströmming

Skip it

A concentrated shelf (top 5 take 100% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Avg price

Incredible£30.05

avg listing price — sweet spot $15–$100

Price range

Incredible£25.21–£33.08

cheapest to priciest tracked listing — scored on the share inside $15–$100

Review moat

Great167.5

avg incumbent reviews — the moat a new listing must climb

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Conversion

Bad1.6%

search→purchase rate — share of searches ending in a sale

Growth

Bad-18.8%

90-day search growth — must beat 0% to launch

Market size

Bad£56K

£56K/yr · 113K searches

Competition

Bad100%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

Signals Low Review Barrier

According to Flapen's Amazon United Kingdom niche tracking, surströmming is a £56K/yr Amazon United Kingdom market (113K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 39/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

surströmming market data

Units sold / yr: 1K–2K; avg 100–250/product
Revenue / yr: £38K–£45K; units × avg price
Conversion rate: 1.6%
Avg BSR: #112
Page quality: 0%
Prime: 0%
Sponsored: 25%
Out of stock: 2.9%
Avg brand age: 58 months
Avg seller age: 165 days

Competition & brand share

The top 5 products capture 100% of clicks — a locked-up shelf that new listings rarely crack.

Brands

4 falling

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

100%

Top 20: 100%

Open market

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

Demand

Weekly Amazon search volume, last 35 weeks — -18.8% search growth over the last 90 days.

Open Trend

Top surströmming search terms

surströmming66K/yr -28.8%0.8% conv.
surstromming27K/yr +12.3%1.5% conv.
surstromming fermented fish uk9K/yr -35.0%3.7% conv.
fermented fish6K/yr -22.9%1.4% conv.
surstromming fish4K/yr -19.6%1.1% conv.

All search terms

Top surströmming 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 4 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Surströmming Röda Ulven Herring 300 g Tin (with fermented herring)

Soulgoods£31.543.9★484 rev

Scandikitchen Surstromming Fermented Herring by Roda Ulven - 400g

Scandinavian Kitchen£30.374.0★14 rev

Surströmming Fillet Röda Ulven 300 g Tin (with Fermented Fillet)

AB Gösta H.F.£33.084.1★167 rev

Surströmming Fillets - Fermented Herring Fillets in Traditional Tin

Best Natural by NJTrading£25.214.7★5 rev

Newest

by launch date

Surströmming Fillets - Fermented Herring Fillets in Traditional Tin

Best Natural by NJTrading£25.215 rev

1y ago

Scandikitchen Surstromming Fermented Herring by Roda Ulven - 400g

Scandinavian Kitchen£30.3714 rev

3y ago

Surströmming Fillet Röda Ulven 300 g Tin (with Fermented Fillet)

AB Gösta H.F.£33.08167 rev

4y ago

Surströmming Röda Ulven Herring 300 g Tin (with fermented herring)

Soulgoods£31.54484 rev

4y ago

What buyers say about surströmming

What buyers praise and complain about, mined from review topics.

What buyers love

Baking50%

“perfect with a bit of crusty bread”

Taste-Overall50%

“quite delish”

Common questions

Is surströmming profitable to sell on Amazon United Kingdom?: The niche generates £56K/yr across 4 tracked products. 90-day search growth is -18.8%. Flapen's verdict: Skip it (39/100).
How competitive is the surströmming niche?: 4 brands and 4 sellers compete. The top 5 products take 100% of clicks and top 5 brands hold 100% of demand.
What does it cost to enter the surströmming niche?: Listings span £25.21–£33.08; the average listing price is £30.05 (sweet spot $15–$100). The average incumbent carries 168 reviews — the moat a new listing must climb.