How competitive is the Chicken niche on Amazon Singapore?

10 brands and 3 sellers compete in Chicken on Amazon Singapore. The top 5 Chicken products take 52% of clicks and its top 5 brands hold 92% of demand.

What do buyers complain about in Chicken?

Chicken buyers on Amazon Singapore complain most about Storage Temperature, Taste-Overall, Smell, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Chicken niche?

Chicken sells for $10.74 on average on Amazon Singapore, outside our $15–$100 sweet spot. Listings span $3.62–$31.52. The average incumbent carries 14 reviews — the moat a new listing must climb.

Chicken

a small market ($28K/yr) — Chicken doesn't clear our bar today.

Signals Low Review Barrier Out of Stock

Flapen Score

Skip it

Top 12% of 323 Grocery niches · +11 vs the category median of 31

This niche Category average · 323 niches

Is Chicken profitable on Amazon?

According to Flapen's Amazon Singapore niche tracking, Chicken is a $28K/yr Amazon Singapore market (97K searches/yr). The top 5 brands hold 92% of demand. Verdict: Skip it — 42/100.

Chicken: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -11.1% over the last 90 days and 2.7% of searches end in a purchase.

$28K

revenue / yr

Units sold / yr40K

Search volume / yr-11.1%97K

Conversion rate2.7%

Avg price$10.74

Who owns the niche?

The top 5 brands hold 92% of demand, so 8% of the market is open.

open market share

Brands · sellers10 · 3

Top-5 product click share52%

Open market8%

Avg brand age62 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 28 products

Top Chicken products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Kee Song Chicken Boneless Breast 500g (Halal)- Chilled

Price: $7.46
Rating: 4.6/5
Reviews: 51
Age: 6y ago

Kee Song Whole Chicken 1.4kg (Halal) - Chilled

Price: $12.68
Rating: 4.4/5
Reviews: 43
Age: 7y ago

Kee Song Chicken Boneless Leg 500g (Halal) - Chilled

Price: $7.78
Rating: 4.0/5
Reviews: 32
Age: 6y ago

Kee Song Fresh Chicken Thighs 500g (Halal) - Chilled

Price: $6.54
Rating: 4.0/5
Reviews: 39
Age: 6y ago

Fresh Half Chicken Cut 6

Price: $5.05
Rating: 5.0/5
Reviews: 1
Age: 2y ago

Newest

by launch date

Kee Song Fresh Sakura Chicken 1.3kg - Non-Halal - Chilled [Organically Farmed]

Price: $11.71
Rating: 0.0/5
Reviews: 0
Age: 4mo ago

Kee Song Fresh Sakura Chicken 1.3kg - Halal - Chilled [Organically Farmed]

Price: $12.16
Rating: 4.7/5
Reviews: 4
Age: 4mo ago

Wild Farm Chicken Free Range Boneless Chicken - Breast Skin Off 550g (1 pack)

Price: $31.52
Rating: 5.0/5
Reviews: 1
Age: 1y ago

Wild Farm Chicken Free Range Bone In Chicken - Thigh 450g (1 pack)

Price: $24.91
Rating: 0.0/5
Reviews: 0
Age: 1y ago

Fresh Half Chicken Cut 6

Price: $5.05
Rating: 5.0/5
Reviews: 1
Age: 2y ago

Competition: brands, sellers & click share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted

Brands

10 flat

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

52%

Top 20: 94%

Open market

Kee Song75%
Tegel6%
Hego4%
Bostock Brothers4%
Organic Lacto3%
Wild Farm Chicken3%
Open — no brand owns it (4 brands, 5%)

Chicken demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume97KCVR2.7%Products28Brands10Top 5 Brands92%OOS Rate30.0%Rating4.5★Reviews14Avg BSR#0

No pronounced peak months · busiest ÷ quietest = 1.2×

What reviews say buyers love and hate about Chicken

What buyers mention most, as a share of all reviews.

What buyers love

83% of reviews

Freshness25%

“Other than that super fresh”

Cooking Instructions21%

“so it was easy to pick it a part out to cook”

Ease Of Use13%

“Easy prep”

Storage Temperature13%

“I really liked that the chicken parts were all pre-frozen”

Baking13%

“Great when marinated & oven roasted”

What buyers complain about

83% of reviews

Storage Temperature50%

“Not frozen properly”

Taste-Overall17%

“when I ate it had a not so pleasant flavour”

Smell17%

“Questionable smell and taste”

Common Chicken questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Chicken 42/100 on Amazon Singapore — Skip it. The niche generates $28K/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. Search demand moved -11.1% over the last 90 days.