Over the last decades, we witnessed a growing interest in animal cognition, in general, and in fish cognition, in particular. Here, we provide various study examples that employ an ecological approach to study cognition through field observations, field manipulations and laboratory tests on wild teleost fishes. In this review, we focus on cases with implications for understanding endotherm vertebrate cognition, that is, cases that show fishes possess supposedly ‘complex’ cognitive processes originally thought to warrant a more complex brain. Furthermore, in contrast to the classic interpretation of high/low performance as high/low cognitive abilities, incorporating an individual-level ecological approach reveals that low performance in a cognitive task may be caused by a mismatch between the experimental paradigm and the individual’s experience. The future avenue for wild fish cognition is to grasp better how individual, population and species differences in performance stem from differences in their ecological conditions.