Is under sink water filter profitable to sell on Amazon United Kingdom?

The niche generates £196K/yr across 12 tracked products. 90-day search growth is -2.1%. Flapen's verdict: Skip it (38/100).

How competitive is the under sink water filter niche?

7 brands and 14 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 95% of demand.

What do buyers complain about in under sink water filter?

Top complaints mined from reviews: Filtration, Value For Money, Assembly/Installation. The return rate is 1.8%.

When does demand for under sink water filter peak?

Demand peaks in Jul–Nov; the busiest month runs 2.0× the quietest.

What does it cost to enter the under sink water filter niche?

Listings span £10.68–£130.58; the average listing price is £56.64 (sweet spot $15–$100). The average incumbent carries 4,558 reviews — the moat a new listing must climb.

under sink water filter

Skip it

Brand-locked demand (top 5 brands take 95% of clicks) — this niche doesn't clear our bar today.

Avg price

Great£56.64

avg listing price — sweet spot $15–$100

Returns

Great1.8%

return rate — above 5% kills the launch gate

Price range

Good£10.68–£130.58

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Market size

Okay£196K

£196K/yr · 143K searches

Conversion

Okay2.4%

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

Review moat

Bad4,558.08

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-2.1%

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

Competition

Bad77%

top-5 click share — a locked-up shelf

Brand share

Bad95%

top-5 brand share — brand-locked demand

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, under sink water filter is a £196K/yr Amazon United Kingdom market (143K searches/yr). The top 5 brands hold 95% of demand. Demand peaks in Jul–Nov. Verdict: Skip it — 38/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

under sink water filter market data

Units sold / yr: 3K–3K; avg 100–250/product
Revenue / yr: £142K–£170K; units × avg price
Conversion rate: 2.4%
Avg BSR: #9
Page quality: 0%
Prime: 92%
Sponsored: 75%
Out of stock: 1.5%
Avg brand age: 62 months
Avg seller age: 174 days

Competition & brand share

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

Brands

7 falling

Sellers

Top-5 brand share

95%

Top 20: 100%

Top-5 click share

77%

Top 20: 100%

Open market

Waterdrop73%
Water210%
AQUA CREST6%
Finest-Filters4%
Finerfilters3%
GOLDEN ICEPURE3%
Open — no brand owns it (1 brand, 2%)

Demand & seasonality

Weekly Amazon search volume, last 103 weeks — -2.1% search growth over the last 90 days.

Peak months: Jul, Nov · busiest ÷ quietest = 2.0×

Open Trend

Top under sink water filter search terms

under sink water filter52K/yr +2.9%1.2% conv.
inline water filter17K/yr +4.2%1.3% conv.
under sink water filters12K/yr -26.0%1.1% conv.
water filter under sink12K/yr -0.6%1.0% conv.
undersink water filter system8K/yr +10.8%1.2% conv.
under sink water filter system9K/yr -6.7%1.0% conv.
in line water filter5K/yr +0.6%1.6% conv.
under sink filter5K/yr -3.2%1.0% conv.
under-sink filters5K/yr -5.9%0.9% conv.
waterdrop under sink filter3K/yr +6.1%4.1% conv.

All search terms

Top under sink water filter 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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Waterdrop 10UA Under Sink Water Filter 11000 gallons High Capacity Water Filter System NSF/ANSI 42 Certified Reduce PFAS PFOA/PFOS Reduce Lead Chlorine Bad Taste Odor

Waterdrop£49.134.5★12,980 rev

Waterdrop TSA Under Sink Water Filter System 3-Stage High Capacity Water Filtration System NSF/ANSI 42 Certified Reduce PFAS PFOA/PFOS Reduce Lead Chlorine Bad Taste

Waterdrop£90.484.4★6,601 rev

Water2 Pod 2.0 Under Sink Filter - Reduces Contaminants for Filtered Better-Tasting Water. Quick & Easy to Install. Backed by Bear Grylls. Kit - Includes Capsule Flexis Smart Buzzer & Guide.

Water2£102.174.5★301 rev

Waterdrop 10UA PRO Under Sink Water Filter No Drilling Required Time Reminder Easy Installation Reduces Lead Chlorine Bad Taste & Odor NSF/ANSI 42 Certified 11000 Gallons Does not Lower TDS

Waterdrop£52.224.5★155 rev

Waterdrop 10UA-UF 0.01 m Ultra Filtration Under Sink Water Filter for Baçtria Reduction 30 000 Liters Chlorine Reduction Capacity Direct Connect to Kitchen Faucet Reduce PFAS PFOA/PFOS

Waterdrop£56.994.4★2,807 rev

Newest

by launch date

Waterdrop 10UA PRO Under Sink Water Filter No Drilling Required Time Reminder Easy Installation Reduces Lead Chlorine Bad Taste & Odor NSF/ANSI 42 Certified 11000 Gallons Does not Lower TDS

Waterdrop£52.22155 rev

1y ago

Water2 Pod 2.0 Under Sink Filter - Reduces Contaminants for Filtered Better-Tasting Water. Quick & Easy to Install. Backed by Bear Grylls. Kit - Includes Capsule Flexis Smart Buzzer & Guide.

Water2£102.17301 rev

1y ago

Ibergrif Undersink Water Filter System NSF/ANSI 42 Certified Reduces Chlorine Lead Fluoride Bad Taste and Odor Quick Installation Black-M91009

Ibergrif£30.99306 rev

2y ago

Under Sink Water Filter System High Capacity 80 000 Litres Undersink Drinking Water Filtration System Reduce Heavy Metals Chlorine Bad Taste Odours

Finest-Filters£49.2489 rev

2y ago

Waterdrop TSA Under Sink Water Filter System 3-Stage High Capacity Water Filtration System NSF/ANSI 42 Certified Reduce PFAS PFOA/PFOS Reduce Lead Chlorine Bad Taste

Waterdrop£90.486,601 rev

5y ago

What buyers say about under sink water filter

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

What buyers love

Filtration21%

“Great water filter”

Assembly/Installation17%

“Easy install”

Quality-Overall13%

“Excellent product”

Size-Overall13%

“Easy fit”

Value For Money8%

“reasonable price”

Advertised Vs Actual Product5%

“AS DESCRIBED”

Ease Of Use4%

“very user friendly”

Efficiency3%

“Does whatnot says - water much improved”

Leak-Proof2%

“Great filter, does the job no leaks”

Compatibility-Overall1%

“vise versa so it was compatable”

What buyers complain about

Filtration20%

“Was a little sceptical with these type of filters”

Value For Money6%

“can be expensive”

Assembly/Installation6%

“Installation was abit of pain”

Size-Overall5%

“It was a bit fiddly to fit”

Connectivity-Overall5%

“found it impossible to disconnect”

Ease Of Use4%

“And of No use”

Leak-Proof4%

“Unable to use and both leaked”

Water Resistance4%

“It doesn't purify the water”

Pressure4%

“Im not the only person experiencing this issue with the water pressure or the lack of response”

Storage Capacity3%

“Didnt have a great deal of space -”

Top return reasons

Size-Overall32%

Compatibility-Overall21%

Filtration13%

Leak-Proof7%

Assembly/Installation6%

Connectivity-Overall5%

Functionality-Overall3%

Quality-Overall2%

Value For Money1%

Advertised Vs Actual Product1%

Common questions

Is under sink water filter profitable to sell on Amazon United Kingdom?: The niche generates £196K/yr across 12 tracked products. 90-day search growth is -2.1%. Flapen's verdict: Skip it (38/100).
How competitive is the under sink water filter niche?: 7 brands and 14 sellers compete. The top 5 products take 77% of clicks and top 5 brands hold 95% of demand.
What do buyers complain about in under sink water filter?: Top complaints mined from reviews: Filtration, Value For Money, Assembly/Installation. The return rate is 1.8%.
When does demand for under sink water filter peak?: Demand peaks in Jul–Nov; the busiest month runs 2.0× the quietest.
What does it cost to enter the under sink water filter niche?: Listings span £10.68–£130.58; the average listing price is £56.64 (sweet spot $15–$100). The average incumbent carries 4,558 reviews — the moat a new listing must climb.