fish food
Launch itA $1.4M/yr market growing +44.4% this quarter with returns at 0.0% — clears our launch bar.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible16.4%search→purchase rate — share of searches ending in a sale
Market size
Great£1.4M£1.4M/yr · 846K searches
Competition
Good40%top-5 click share — leaders hold, buyers still browse
Growth
Good+44.4%90-day search growth — must beat 0% to launch
Price range
Good£1.80–£35.64cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£9.79avg listing price — sweet spot $15–$100
Review moat
Bad4,398.84avg incumbent reviews — the moat a new listing must climb
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Brand share
Bad96%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, fish food is a £1.4M/yr Amazon United Kingdom market (846K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in May–Jun–Jul. Verdict: Launch it — 63/100.
Data updated Jul 25, 2026 · scored weekly · How we score niches
fish food market data
- Units sold / yr
- 125K–150K
- avg 3,000–4,000/product
- Revenue / yr
- £1.2M–£1.5M
- units × avg price
- Conversion rate
- 16.4%
- Avg BSR
- #20
- Page quality
- 0%
- Prime
- 82%
- Sponsored
- 93%
- Out of stock
- 0.4%
- Avg brand age
- 88 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.Brands
8 flat
Sellers
71
Top-5 brand share
96%
Top 20: 100%
Top-5 click share
40%
Top 20: 76%
Open market
1%
- Tetra27%
- HERONS26%
- AQUARIAN25%
- Walter Products Wildlife and Aquatics14%
- Supa4%
- Extra Select3%
- Open — no brand owns it (2 brands, 1%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +44.4% search growth over the last 90 days.Peak months: May, Jun, Jul · busiest ÷ quietest = 3.9×
Top fish food search terms
- fish food488K/yr
- pond fish food93K/yr
- fish food pellets30K/yr
- fish food flakes40K/yr
- tetra fish food43K/yr
- pond fish food pellets17K/yr
- pond sticks16K/yr
- fish flakes22K/yr
- fish pellets16K/yr
- fish food pond sticks14K/yr
Top fish food 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
HERONS Pond Sticks Mix Ultralight (10L Refill Bag) - Koi & Goldfish Food - Excellent Value - Complete Feed for all Pond Fish - Premium Variety Pond Sticks - 10 Litre
HERONS£8.294.6★798 rev
AQUARIAN Complete Nutrition Aquarium Goldfish Food Flakes Also Suitable for Small Pond Fish 50g Container
AQUARIAN£2.744.7★12,021 rev
AQUARIAN Complete Nutrition Aquarium Tropical & Temperate Fish Food Flakes 50g Container
AQUARIAN£3.734.7★12,860 rev
HERONS - Koi Trio Pellets 3mm Premium Koi Fish Food For Japanese Koi and Other Pond Fish Prebiotic Pellets With Spirulina Omega 3 Amino Acids Colour and Growth Enhancing - 1Kg
HERONS£7.394.6★1,836 rev
AQUARIAN Complete Nutrition Aquarium Goldfish Food Flakes Also Suitable for Small Pond Fish 25g Container
AQUARIAN£1.804.7★12,021 rev
Newest
by launch date
Walters Variety Sticks 40L Bag for Goldfish Koi Carp and all Cold Water Pond Fish. Balanced complete lightweight floating pond fish food with natural ingredients. 3kg bag
Walter Products Wildlife and Aquatics£21.45240 rev
Walters Variety Pellets (lightweight) 40L bag for Goldfish Koi Carp and all Cold Water Pond Fish. Nutritionally balanced complete floating fish food with natural ingredients
Walter Products Wildlife and Aquatics£21.87190 rev
HERONS Pond Sticks Mix Ultralight (10L Refill Bag) - Koi & Goldfish Food - Excellent Value - Complete Feed for all Pond Fish - Premium Variety Pond Sticks - 10 Litre
HERONS£8.29798 rev
Walters Variety Super Mix (5L Refill Bag) | Pond Fish Food for Goldfish Koi and all Cold Water Pond Fish | Premium Nutrition Floating Fish Food Pond Pellets and Sticks
Walter Products Wildlife and Aquatics£8.531,673 rev
Walters Variety Sticks (10L Refill Bag) | Pond Fish Food for Goldfish Koi and all Cold Water Pond Fish | Floating Fish Food Pond Sticks in Stay Fresh EasyTubs and Refill Bags
Walter Products Wildlife and Aquatics£9.90355 rev
Trending
90-day click momentum
Tetra Pond Fish Food Sticks 100g - biologically balanced for pond fish
Tetra£2.514.7★
Walters Variety Sticks (10L Refill Bag) | Pond Fish Food for Goldfish Koi and all Cold Water Pond Fish | Floating Fish Food Pond Sticks in Stay Fresh EasyTubs and Refill Bags
Walter Products Wildlife and Aquatics£9.904.5★
HERONS - Pond Pellets Mix Ultralight 15L - Floating Pellets for Koi Carp and Coldwater Fish - Immune System Boost - With Spirulina and Paprika - Complete Feed for Pond Fish - 1.6 KG
HERONS£11.544.5★
Tetra Pond Fish Food Variety Sticks 1.65kg - biologically balanced for pond fish (Package may vary)
Tetra£19.424.8★
HERONS Pond Sticks Mix Ultralight (10L Refill Bag) - Koi & Goldfish Food - Excellent Value - Complete Feed for all Pond Fish - Premium Variety Pond Sticks - 10 Litre
HERONS£8.294.6★
What buyers say about fish food
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent value”
“Good quality food”
“Great item for my fish tank”
“My fish really like this food”
“Decent size”
“Does the job”
“ideal easy to use”
“Perfect and lasts a good while”
“bright colours”
“I think it helps keep their water clearer”
What buyers complain about
“The koi seem to like it the bag looked bigger in the pictures”
“Its cheap so I suppose you get the quality you pay for”
“Soon broke into smaller flakes”
“Not tasted it myself though”
“Too expensive”
“It smells weird”
“the water went very cloudy”
“it clouded water so much”
“The ones I normally buy are dense”
“Don't put a light and heavy item on the same order”
Common questions
- Is fish food profitable to sell on Amazon United Kingdom?
- The niche generates £1.4M/yr across 45 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +44.4%. Flapen's verdict: Launch it (63/100).
- How competitive is the fish food niche?
- 8 brands and 71 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 96% of demand.
- What do buyers complain about in fish food?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Durability. The return rate is 0.0%.
- When does demand for fish food peak?
- Demand peaks in May–Jun–Jul; the busiest month runs 3.9× the quietest.
- What does it cost to enter the fish food niche?
- Listings span £1.80–£35.64; the average listing price is £9.79 (sweet spot $15–$100). The average incumbent carries 4,399 reviews — the moat a new listing must climb.