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Pizza Steel

Fail

The top 5 brands take 96% of clicks, so Pizza Steel is a Fail.

Filters Trending
Flapen Score
49
49 / 100
Ranks 3,207 of 5,777 Home & Garden niches · −2 vs the category median of 51
Market size
£51K/yr108K searches / yr
90-day growth
+105.7%search demand this quarter
Competition
71%top-5 click share · 7 brands · 10 sellers

Flapen Score

Pizza Steel against its category

The dotted line is the Home & Garden average. Past it, Pizza Steel is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Pizza Steel market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Pizza Steel 108K times last year and spent an estimated £51K. The top 5 brands take 96% of clicks. Flapen scores it 49 out of 100, a Fail.

01 · Demand

1.1% of searches ended in a purchase last week.

Shoppers searched for this 108K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.1% of those searches ended in a purchase. Searches in the last 90 days moved +105.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £51K a year.

Searches, last 12 months
108K
Growth, 90 days vs prior 90
+105.7%
Conversion, latest week
1.1%
Market size, estimated
£51Ka year
Top search term
pizza steel70K searches a year

02 · Price

A sale here is worth £42.63.

Listings sell for £42.63 on average, from £17.89 to £62.48. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 0 to 100 of them. At £42.63 that is £0 to £4K a year per listing.

Average price
£42.63inside the $15 to $100 sweet spot
Price range
£17.89–£62.48
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£4K
Returns
1.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

58% of listings pay for placement with sponsored ads. 75% ship with Prime. On an average day, 13.8% of listings are out of stock. The average listing ranks #63 within Bakeware. It carries 229 reviews at 4.49 stars, so a new listing needs social proof before a better product.

Sponsored listings
58%
Prime listings
75%
Out of stock, average day
13.8%
Average rank
#63in Bakeware
Average rating
4.49 starsAmazon United Kingdom average 4.36 stars
Average reviews
229per listing
Listings tracked
12

04 · Newcomers

Amazon counts 0 of last year's 1 launches as successful.

1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
48 months

Products

Top Pizza Steel 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 71% of clicks. A locked shelf that new listings rarely crack.

£0£5K£10K£15K£20K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 falling

Sellers

10

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

71%

Top 20: 100%

Open market

2%

  • Chef Pomodoro62%
  • Generic9%
  • onlyfire9%
  • Brod & Taylor8%
  • ROCKSHEAT8%
  • Thorness2%
  • Open — no brand owns it (1 brand, 2%)

Demand

Pizza Steel search demand

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

9K7KSpike '26DecJanFebMarAprMayJunJul

Peak months: May, Jun · busiest ÷ quietest = 4.1× · 8 of 12 months tracked

Search terms

Top Pizza Steel search terms shoppers use

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

  • pizza steel70K/yr
  • pizza steel for oven20K/yr
  • baking steel15K/yr
  • baking steel pizza3K/yr

Reviews and returns

What reviews say buyers love and hate about Pizza Steel

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

Complain

Weight Heavy23%−0.04

This beast is very heavy

Very heavy

However, it is extremely heavy and Amazon return options only gave me drop off, not collection

Value For Money11%+1.08

A little expensive

It's a bit pricey

On the high side price-wise

Compatibility-Overall5%−0.07

Doesn't work for pizza

Adhesion/Stickiness5%−0.07

there appears to be a sticky coating that started to peel

Cooking Experience5%+0.35

The negative reviews are by people who don't know what cast iron is or how to cook with it

Love

Quality-Overall28%−0.03

Top quality and easy to clean

No complaints

Excellent product

Crispiness10%+0.83

The base is the best bit super crispy

Fluffy crust with a crispy bottom

Crispy pizza every time

Value For Money9%+1.08

great value

Worth the money

Well worth the money

Baking8%+0.63

A great budget alternative to a traditional pizza oven that creates really great tasting pizza at home

The 14x12 steel fit nicely into my oven with room to spare

open baking sourdough loaves

Ease Of Cleaning8%+0.61

Easy to clean

will stay looking new for a long time as its easier to clean than the pizza stones

It's easy to clean and maintain and, since it's just a piece of steel, it's virtually indestructible

Return

1.3% Return rate 57% Fixable by listing

Size-Overall52%▆▅▇▄█▇
Rusts/Corrodes9%█▃▄▁▄▄
Quality-Overall7%▁█▃▁▁▂

Poor Quality Control

Poor quality

Functionality-Overall7%▁▄▆█▄▃
Weight Heavy4%▁▁▃▁█▂

This beast is very heavy

Very heavy

However, it is extremely heavy and Amazon return options only gave me drop off, not collection

FAQ

Common Pizza Steel questions

Answered from the same tracked data.