Is rice toner profitable to sell on Amazon United Kingdom?

The niche generates £236K/yr across 16 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -5.9%. Flapen's verdict: Skip it (42/100).

How competitive is the rice toner niche?

11 brands and 83 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 87% of demand.

What do buyers complain about in rice toner?

Top complaints mined from reviews: Color, Allergies, Value For Money. The return rate is 0.1%.

When does demand for rice toner peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the rice toner niche?

Listings span £5.75–£16.08; the average listing price is £11.57 (sweet spot $15–$100). The average incumbent carries 7,025 reviews — the moat a new listing must climb.

rice toner

Skip it

Prices mostly outside the sweet spot ($5.75–$16.08) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Okay3.9%

search→purchase rate — share of searches ending in a sale

Avg price

Okay£11.57

avg listing price — sweet spot $15–$100

Market size

Okay£236K

£236K/yr · 529K searches

Brand share

Okay87%

top-5 brand share — brands hold most of the demand

Review moat

Bad7,024.5

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-5.9%

90-day search growth — must beat 0% to launch

Competition

Bad77%

top-5 click share — a locked-up shelf

Price range

Bad£5.75–£16.08

cheapest to priciest tracked listing — scored on the share inside $15–$100

According to Flapen's Amazon United Kingdom niche tracking, rice toner is a £236K/yr Amazon United Kingdom market (529K searches/yr). The top 5 brands hold 87% of demand. Verdict: Skip it — 42/100.

Data updated Jul 21, 2026 · scored weekly · How we score niches

rice toner market data

Units sold / yr: 20K–25K; avg 1,250–1,500/product
Revenue / yr: £231K–£289K; units × avg price
Conversion rate: 3.9%
Avg BSR: #97
Page quality: 0%
Prime: 94%
Sponsored: 88%
Out of stock: 6.8%
Avg brand age: 35 months
Avg seller age: 140 days

Competition & brand share

The top 5 products capture 77% of clicks — a locked-up shelf that new listings rarely crack.

Brands

11 rising

Sellers

Top-5 brand share

87%

Top 20: 100%

Top-5 click share

77%

Top 20: 100%

Open market

10%

ANUA51%
Beauty of Joseon16%
I'M From12%
TIRTIR5%
Yelschwa3%
FULLY3%
Open — no brand owns it (5 brands, 10%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -5.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top rice toner search terms

korean foundation69K/yr +89.5%0.4% conv.
korean makeup141K/yr -33.7%0.1% conv.
rice toner64K/yr -13.8%3.2% conv.
anua toner63K/yr -8.3%7.7% conv.
beauty of joseon toner22K/yr -11.9%5.9% conv.
im from rice toner21K/yr -12.4%2.5% conv.
rice toner korean22K/yr -22.7%3.1% conv.
anua rice 70 glow milky toner15K/yr -21.8%11.2% conv.
korean make up13K/yr -8.6%0.1% conv.
beauty of joseon rice milk toner10K/yr -20.4%6.7% conv.

All search terms

Top rice toner 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 16 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz

ANUA£13.334.6★1,297 rev

Anua Heartleaf 77 Soothing Toner Moisturizing & Calming Facial Toner for Glass Skin Hyaluronic Acid Lightweight Hydration for Sensitive Skin Redness Relief Korean Skin Care 8.45 fl.oz

ANUA£12.384.6★737 rev

Beauty of Joseon Glow Replenishing Rice Milk Toner Deep Hydration and Oil Control with Rice Extract Hydrating Korean Milky Toner for All Skin Types 150ml

Beauty of Joseon£11.604.5★3,340 rev

Im from Rice Toner 77.78% Rice Extract from Korea Glow Essence with Niacinamide Hydrating for Dry Skin Vegan Alcohol Free Fragrance Free Peta Approved 5.07 Fl Oz

I'M From£14.594.4★14,050 rev

Rice Essence Toner Rice Facial Moisturizer Natural Moisturizing Essence Moisturizer Birthday Valentine Mothers Day New Years Gift for Your Wife Mother Friends (1PCS)

Yelschwa£6.574.5★2 rev

Newest

by launch date

FULLY Rice Ceramide Essence Toner Milky Korean Toner for Glass Skin Hydrating Rice Water & Ceramide Formula for Moisture Barrier Dewy Glow Fragrance-Free Vegan Korean Skincare 250ml

FULLY£11.07109 rev

9mo ago

Chartming Color Changing Foundation Stick - Cover Cream Stick V Korean Foundation Stick with Volufiline With Brush Head - Full To Medium Coverage Base Makeup for All Skin Types (Natural)

NLFOX£7.0035 rev

9mo ago

Color Changing Foundation 2 Pack Liquid Moisturizing Sunscreen 30ml

Wonderfulife£7.56237 rev

10mo ago

Anua Heartleaf 77 Soothing Toner Moisturizing & Calming Facial Toner for Glass Skin Hyaluronic Acid Lightweight Hydration for Sensitive Skin Redness Relief Korean Skin Care 8.45 fl.oz

ANUA£12.38737 rev

1y ago

Anua Rice 70 Glow Milky Toner Glass & Dewy Skin Hydrating & Barrier Care Rice Water Niacinamide Ceramides All Skin Types Fragrance-Free Non Comedogenic Korean Skincare 8.45 fl.oz

ANUA£13.331,297 rev

1y ago

What buyers say about rice toner

What buyers praise and complain about, mined from review topics.

What buyers love

Suitability Combination Skin13%

“Excellent for my skin”

Moist/Dry12%

“Great hydration”

Quality-Overall11%

“Lovely product, blends well”

Soft Feel8%

“Looks even and smooth”

Value For Money7%

“Worth the price”

Coverage6%

“Good coverage”

Weight Light5%

“The lightweight”

Suitability Dry Skin4%

“After cleansing this helps that dry tight feeling of dry skin”

Brightness/Shine/Glow4%

“i have a fabulous glow”

Smell3%

“I like that its fragrance free”

What buyers complain about

Color18%

“Quite pale”

Allergies6%

“I had irritation”

Value For Money5%

“Knocked a star off as its pricey”

Coverage5%

“Very little coverage”

Adhesion/Stickiness4%

“skin felt sticky”

Moist/Dry4%

“Its just a cheap moisturiser”

Skin Health3%

“ruined my skin”

Functionality-Overall3%

“doesnt do everything”

Quality-Overall3%

“Rubbish”

Thickness2%

“New formula too thick”

Top return reasons

Color21%

Advertised Vs Actual Product21%

Functionality-Overall10%

Coverage7%

Skin Health6%

Quality-Overall6%

Suitability Combination Skin5%

Motor Power3%

Water Resistance2%

Ingredients-Overall2%

Common questions

Is rice toner profitable to sell on Amazon United Kingdom?: The niche generates £236K/yr across 16 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -5.9%. Flapen's verdict: Skip it (42/100).
How competitive is the rice toner niche?: 11 brands and 83 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 87% of demand.
What do buyers complain about in rice toner?: Top complaints mined from reviews: Color, Allergies, Value For Money. The return rate is 0.1%.
When does demand for rice toner peak?: Demand is steady year-round — the busiest month runs 1.5× the quietest.
What does it cost to enter the rice toner niche?: Listings span £5.75–£16.08; the average listing price is £11.57 (sweet spot $15–$100). The average incumbent carries 7,025 reviews — the moat a new listing must climb.