---
title: "Chicken — $28K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/grocery/chicken"
last_updated: "2026-08-08T04:35:10.106Z"
locale: en
meta:
description: "Niche score 42/100 · $28K/yr market · 97K searches/yr · $10.74 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · $28K/yr market · 97K searches/yr · $10.74 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Chicken — $28K/yr Amazon SG Niche (2026) - Flapen"
---
# **chicken**
**Skip it**
A small market ($28K/yr) — this niche doesn't clear our bar today.
Market size 7Growth 19Conversion 34Competition 55Returns 100Price range 59Avg price 40Brand share 19Review moat 99Quality gap 48
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Incredible****14.36**
avg incumbent reviews — the moat a new listing must climb
**Price range**
**Good****$3.62–$31.52**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****$10.74**
avg listing price — sweet spot $15–$100
**Conversion**
**Okay****2.7%**
search→purchase rate — share of searches ending in a sale
**Growth**
**Bad****-11.1%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****92%**
top-5 brand share — brand-locked demand
**Market size**
**Bad****$28K**
$28K/yr · 97K searches
**Signals**[** Low Review Barrier**](https://flapen.com/research/niches?market=sg&signal=low_review_barrier "Top brand's reviews < 500") [** Out of Stock**](https://flapen.com/research/niches?market=sg&signal=out_of_stock "OOS rate > 10%")
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.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **chicken market data**
- **Units sold / yr**
- **30K–40K**
- avg 1,000–1,250/product
- **Revenue / yr**
- **$322K–$430K**
- units × avg price
- **Conversion rate**
- **2.7%**
- **Avg BSR**
- **#0**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **21%**
- **Out of stock**
- **30.0%**
- **Avg brand age**
- **62 months**
- **Avg seller age**
- **0 days**
## **Competition & brand share**
The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**10 **—flat
**Sellers**
**3**
**Top-5 brand share**
**92%**
Top 20: 100%
**Top-5 click share**
**52%**
Top 20: 94%
**Open market**
**5%**
- Kee Song75% - Tegel6% - Hego4% - Bostock Brothers4% - Organic Lacto3% - Wild Farm Chicken3% - Open — no brand owns it (4 brands, 5%)
## **Demand & seasonality**
Weekly Amazon search volume, last 103 weeks — -11.1% search growth over the last 90 days.
3K2KBlack Friday '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.2×
[**Open Trend **](https://flapen.com/research/sg/grocery/chicken/trend)
## **Top chicken 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.
0%5%$1K10%$3K15%$4K20%$6K110100 Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)3 products missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Kee Song Chicken Boneless Breast 500g (Halal)- Chilled**Kee Song**$7.46**4.6★51 rev](https://www.amazon.sg/dp/B07ZRXCYL5) [2**Kee Song Whole Chicken 1.4kg (Halal) - Chilled**Kee Song**$12.68**4.4★43 rev](https://www.amazon.sg/dp/B06XSBVCQ6) [3**Kee Song Chicken Boneless Leg 500g (Halal) - Chilled**Kee Song**$7.78**4.0★32 rev](https://www.amazon.sg/dp/B07ZRWJTL2) [4**Kee Song Fresh Chicken Thighs 500g (Halal) - Chilled**Kee Song**$6.54**4.0★39 rev](https://www.amazon.sg/dp/B07ZRXGKNB) [5**Fresh Half Chicken Cut 6**Kee Song**$5.05**5.0★1 rev](https://www.amazon.sg/dp/B0D6XW64GJ)
**~~View all top sellers →~~**
### **Newest**
by launch date
[![Kee Song Fresh Sakura Chicken 1.3kg - Non-Halal - Chilled [Organically Farmed]](https://m.media-amazon.com/images/I/51KIJp5f6OL.jpg)**Kee Song Fresh Sakura Chicken 1.3kg - Non-Halal - Chilled \[Organically Farmed\]**Kee Song**$11.71**0 rev4mo ago](https://www.amazon.sg/dp/B0GS1QPCZN) [![Kee Song Fresh Sakura Chicken 1.3kg - Halal - Chilled [Organically Farmed]](https://m.media-amazon.com/images/I/51Tbuj4pbvL.jpg)**Kee Song Fresh Sakura Chicken 1.3kg - Halal - Chilled \[Organically Farmed\]**Kee Song**$12.16**4 rev4mo ago](https://www.amazon.sg/dp/B0GS1LWS9J) [**Wild Farm Chicken Free Range Boneless Chicken - Breast Skin Off 550g (1 pack)**Wild Farm Chicken**$31.52**1 rev1y ago](https://www.amazon.sg/dp/B0DT56HCL3) [**Wild Farm Chicken Free Range Bone In Chicken - Thigh 450g (1 pack)**Wild Farm Chicken**$24.91**0 rev1y ago](https://www.amazon.sg/dp/B0DT56VDDS) [**Fresh Half Chicken Cut 6**Kee Song**$5.05**1 rev2y ago](https://www.amazon.sg/dp/B0D6XW64GJ)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[![Kee Song Fresh Sakura Chicken 1.3kg - Non-Halal - Chilled [Organically Farmed]](https://m.media-amazon.com/images/I/51KIJp5f6OL.jpg)**Kee Song Fresh Sakura Chicken 1.3kg - Non-Halal - Chilled \[Organically Farmed\]**Kee Song**$11.71**0.0★**▲ 455%**](https://www.amazon.sg/dp/B0GS1QPCZN) [![Kee Song Fresh Sakura Chicken 1.3kg - Halal - Chilled [Organically Farmed]](https://m.media-amazon.com/images/I/51Tbuj4pbvL.jpg)**Kee Song Fresh Sakura Chicken 1.3kg - Halal - Chilled \[Organically Farmed\]**Kee Song**$12.16**4.7★**▲ 445%**](https://www.amazon.sg/dp/B0GS1LWS9J) [**Kee Song Citrus Herbs Boneless Chicken Breast - 500g - Chilled - Halal**Kee Song**$5.36**0.0★**▲ 147%**](https://www.amazon.sg/dp/B0D6XN3MC5) [**Bostock Brothers New Zealand Organic Fresh Chicken - Tenders 500g (1 pack)**Bostock Brothers**$21.91**5.0★**▲ 124%**](https://www.amazon.sg/dp/B0CDC7JFNR) [**Wild Farm Chicken Free Range Bone In Chicken - Thigh 450g (1 pack)**Wild Farm Chicken**$24.91**0.0★**▲ 72%**](https://www.amazon.sg/dp/B0DT56VDDS)
**~~View all trending →~~**
## **What buyers say about chicken**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Freshness**25%
*“Other than that super fresh”*
**Cooking Instructions**21%
*“so it was easy to pick it a part out to cook”*
**Ease Of Use**13%
*“Easy prep”*
**Storage Temperature**13%
*“I really liked that the chicken parts were all pre-frozen”*
**Baking**13%
*“Great when marinated & oven roasted”*
### **What buyers complain about **
**Storage Temperature**50%
*“Not frozen properly”*
**Taste-Overall**17%
*“when I ate it had a not so pleasant flavour”*
**Smell**17%
*“Questionable smell and taste”*
## **Common questions**
- **Is chicken profitable to sell on Amazon Singapore?**
- The niche generates $28K/yr across 28 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -11.1%. Flapen's verdict: Skip it (42/100).
- **How competitive is the chicken niche?**
- 10 brands and 3 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 92% of demand.
- **What do buyers complain about in chicken?**
- Top complaints mined from reviews: Storage Temperature, Taste-Overall, Smell. The return rate is 0.0%.
- **When does demand for chicken peak?**
- Demand is steady year-round — the busiest month runs 1.2× the quietest.
- **What does it cost to enter the chicken niche?**
- Listings span $3.62–$31.52; the average listing price is $10.74 (sweet spot $15–$100). The average incumbent carries 14 reviews — the moat a new listing must climb.
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