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Pizza Stone

Maybe

Returns run at only 1.1% of orders. But buyers convert on only 3.4% of searches, so Pizza Stone is a Maybe.

Flapen Score
62
62 / 100
Top 14% of 5,777 Home & Garden niches · +11 vs the category median of 51
Market size
£235K/yr327K searches / yr
90-day growth
+19.3%search demand this quarter
Competition
43%top-5 click share · 16 brands · 28 sellers

Flapen Score

Pizza Stone against its category

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

62Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Pizza Stone market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Pizza Stone 327K times last year and spent an estimated £235K. The top 5 brands take 64% of clicks. Demand peaks in May. Flapen scores it 62 out of 100, a Maybe.

01 · Demand

3.4% of searches ended in a purchase last week.

Shoppers searched for this 327K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 3.4% of those searches ended in a purchase. Searches in the last 90 days moved +19.3% against the 90 days before. Searches, conversion and average price together put the market at an estimated £235K a year.

Searches, last 12 months
327K
Growth, 90 days vs prior 90
+19.3%
Conversion, latest week
3.4%
Market size, estimated
£235Ka year
Peak month
May1.7× the quietest month
Top search term
pizza stone174K searches a year

02 · Price

A sale here is worth £20.91.

Listings sell for £20.91 on average, from £10.11 to £31.75. Amazon reports units sold in ranges. This niche sold 10K to 13K a year. The average listing sells 250 to 500 of them. At £20.91 that is £5K to £10K a year per listing.

Average price
£20.91inside the $15 to $100 sweet spot
Price range
£10.11–£31.75
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
10K–13K
Units per listing a year
250–500
Revenue per listing a year
£5K–£10K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

88% of listings pay for placement with sponsored ads. 76% ship with Prime. On an average day, 22.4% of listings are out of stock. The average listing ranks #21 within Bakeware. It carries 1,231 reviews at 4.38 stars, so a new listing needs social proof before a better product.

Sponsored listings
88%
Prime listings
76%
Out of stock, average day
22.4%
Average rank
#21in Bakeware
Average rating
4.38 starsAmazon United Kingdom average 4.36 stars
Average reviews
1,231per listing
Listings tracked
25

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 54 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
54 months

Products

Top Pizza Stone 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 43% of clicks. Leaders hold, but buyers still shop past them.

£0£12K£23K£35K£47K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

16 falling

Sellers

28

Top-5 brand share

64%

Top 20: 100%

Top-5 click share

43%

Top 20: 95%

Open market

31%

  • Unicook26%
  • ZENO17%
  • ROCKSHEAT11%
  • joeji's Kitchen5%
  • VonShef5%
  • Greenfields5%

Demand

Pizza Stone search demand

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

9K7KHoliday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: May · busiest ÷ quietest = 1.7×

Search terms

Top Pizza Stone search terms shoppers use

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

  • pizza stone174K/yr
  • pizza stone for bbq20K/yr
  • pizza stones for oven61K/yr
  • bbq pizza stone9K/yr
  • pizza stone for oven16K/yr
  • baking stone13K/yr
  • pizza stones7K/yr
  • pizza oven stone5K/yr
  • oven pizza stone5K/yr
  • pizza stone for grill2K/yr

Reviews and returns

What reviews say buyers love and hate about Pizza Stone

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

Complain

Quality-Overall16%−0.06

Poor quality pizza stone

Shocking quality

Poor quality

Ease Of Cleaning12%−0.16

difficult to clean

Impossible to clean after use

cannot be cleaned afterwards

Size-Overall11%−0.12

Wrong size for me slightly too big

This is bigger than 33cm, its 38cm

Too big for an American nadir pizza oven

Heating11%−0.10

Not one of the best I've bought put in to pre heat as it said to do when ready put pie on stone as stated took out pie*""" stuck fast to stone

The stone heats up slowly

Value For Money8%+0.80

expensive

Bit over priced for what it is

waste of money

Love

Quality-Overall21%−0.06

Complete kit and Solid product

Good quality stone

Excellent product

Value For Money16%+0.80

Well worth having

Great value for money

Good price

Baking13%+1.59

Happy Baking

pizzas were amazing

Great for bread & pizza

Size-Overall11%−0.12

Good size

Fits in my Panasonic combo oven NN-CS89LB bottom shelf

Great size pizza stone

Crispiness6%+0.64

Made the pizzas really crisp on the underside

turned really crispy

nicely crisps the bottom of your pizza

Return

1.1% Return rate 67% Fixable by listing

Size-Overall59%▄▆▆▆▇█

Wrong size for me slightly too big

This is bigger than 33cm, its 38cm

Too big for an American nadir pizza oven

Quality-Overall5%▁▄▁█▄▄

Poor quality pizza stone

Shocking quality

Poor quality

Weight Heavy5%▆▆▁█▆▃

This baking stone is made of basalt, and therefore is very heavy and very dense

very heavy, very costly

Weighty

Defective Material/Parts4%█▁▁▁▂▁
Durability3%▁▁▆▁▃█

FAQ

Common Pizza Stone questions

Answered from the same tracked data.