fertiliser
Skip itA deep review moat (3,551 avg reviews) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great8.5%search→purchase rate — share of searches ending in a sale
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Price range
Okay£1.71–£24.44cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Okay+11.8%90-day search growth — must beat 0% to launch
Market size
Okay£154K£154K/yr · 190K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Avg price
Okay£9.57avg listing price — sweet spot $15–$100
Review moat
Okay3,551.46avg incumbent reviews — the moat a new listing must climb
According to Flapen's Amazon United Kingdom niche tracking, fertiliser is a £154K/yr Amazon United Kingdom market (190K searches/yr). The top 5 brands hold 86% of demand. Demand peaks in Mar–Apr–May–Jun. Verdict: Skip it — 49/100.
Data updated Jul 26, 2026 · scored weekly · How we score niches
fertiliser market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £120K–£144K
- units × avg price
- Conversion rate
- 8.5%
- Avg BSR
- #44
- Page quality
- 0%
- Prime
- 69%
- Sponsored
- 54%
- Out of stock
- 0.0%
- Avg brand age
- 58 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
12 falling
Sellers
122
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
51%
Top 20: 93%
Open market
11%
- Miracle-Gro42%
- Westland17%
- Grow Chem15%
- Renaissance6%
- Elixir Gardens5%
- envii4%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +11.8% search growth over the last 90 days.Peak months: Mar, Apr, May, Jun · busiest ÷ quietest = 10.3×
Top fertiliser search terms
- fertiliser46K/yr
- fertiliser for plants27K/yr
- plant fertiliser18K/yr
- fertilizer16K/yr
- npk 10-10-10 fertilizer8K/yr
- plant fertiliser outdoor8K/yr
- garden fertilizer11K/yr
- garden fertilisers13K/yr
- fertilizer for outdoor plants7K/yr
- npk fertilizer7K/yr
Top fertiliser 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Miracle Gro All Purpose Concentrated Liquid Plant Food 800ml
Miracle-Gro£3.294.6★2,760 rev
Miracle-Gro Continuous Release All Purpose Plant Food 900G White
Miracle-Gro£5.004.6★2,540 rev
Grow Chem Fish Blood & Bone Fertiliser (1KG Bucket) Multi-Purpose Organic Fertiliser for Plants & Lawns Nutrient-Packed Plant Food and Soil Activator for Strong Healthy Produce Flowers & Lawns
Grow Chem£6.884.6★871 rev
Westland Growmore 8kg
Westland£13.164.5★450 rev
Miracle-Gro Pour and Feed Liquid Plant Food 1L
Miracle-Gro£3.194.5★5,273 rev
Newest
by launch date
Westland Growmore 4Kg
Westland£7.5337 rev
Westland Fish Blood & Bone 4Kg
Westland£6.8578 rev
Westland Boost Slow Release Plant Food 2kg
Westland£10.07154 rev
Westland Boost Slow Release Plant Food 750g
Westland£4.95180 rev
Envii Allgrow Organic Multipurpose Fertiliser Plant Feed Liquid Outdoor Plant Food Perfect for Flowers & Plants - 1 Litre Makes 330 Litres
envii£11.11321 rev
Trending
90-day click momentumWestland Growmore 4Kg
Westland£7.534.5★
Westland Fish Blood & Bone 4Kg
Westland£6.854.9★
Elixir Gardens Liquid Growmore Concentrate | N.P.K 18-18-18 | 1-10 Litre Bottles Available | Vegetable Fruit & Flower Food/Plant Fertiliser | 2.5 L Bottle
Elixir Gardens£11.274.4★
Miracle-Gro All Purpose Concentrated Liquid Plant Food 2.5L
Miracle-Gro£9.114.7★
Miracle-Gro 17684 All Purpose Continuous Release Plant Food 1 kg Green Brown
Miracle-Gro£8.404.6★
What buyers say about fertiliser
What buyers praise and complain about, mined from review topics.What buyers love
“Good growth”
“Value for money”
“A good product with excellent results”
“Easy to Use”
“As advertised”
“Used this for many years”
“Good size”
“Works well”
“Sturdy container”
“Brilliant for indoor plants”
What buyers complain about
“Plants stil grow slowly”
“Bag was smaller than expected”
“so poor value”
“Bottle leaks”
“Misleading Information”
“Not the best available”
“Unlike other reviews I never noticed smell”
“vegetable plants died after I have used this”
“I cant get it to fill up”
“However, there's no instructions and it isn't that intuitive”
Top return reasons
Common questions
- Is fertiliser profitable to sell on Amazon United Kingdom?
- The niche generates £154K/yr across 26 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is +11.8%. Flapen's verdict: Skip it (49/100).
- How competitive is the fertiliser niche?
- 12 brands and 122 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in fertiliser?
- Top complaints mined from reviews: Plant Growth, Size-Overall, Value For Money. The return rate is 0.1%.
- When does demand for fertiliser peak?
- Demand peaks in Mar–Apr–May–Jun; the busiest month runs 10.3× the quietest.
- What does it cost to enter the fertiliser niche?
- Listings span £1.71–£24.44; the average listing price is £9.57 (sweet spot $15–$100). The average incumbent carries 3,551 reviews — the moat a new listing must climb.