basmati rice
Skip itPrices mostly outside the sweet spot ($0.77–$13.64) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible12.4%search→purchase rate — share of searches ending in a sale
Review moat
Good823.17avg incumbent reviews — the moat a new listing must climb
Market size
Good£372K£372K/yr · 537K searches
Competition
Okay61%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-17.3%90-day search growth — must beat 0% to launch
Avg price
Bad£5.56avg listing price — sweet spot $15–$100
Brand share
Bad97%top-5 brand share — brand-locked demand
Price range
Bad£0.77–£13.64cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, basmati rice is a £372K/yr Amazon United Kingdom market (537K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in May. Verdict: Skip it — 44/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
basmati rice market data
- Units sold / yr
- 60K–80K
- avg 1,500–2,000/product
- Revenue / yr
- £334K–£445K
- units × avg price
- Conversion rate
- 12.4%
- Avg BSR
- #42
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 48%
- Out of stock
- 1.0%
- Avg brand age
- 71 months
- Avg seller age
- 171 days
Competition & brand share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.Brands
8 falling
Sellers
73
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
61%
Top 20: 97%
Open market
2%
- LAILA43%
- Morrisons18%
- Salaam16%
- by Amazon12%
- Tilda9%
- Mai Thai1%
- Open — no brand owns it (2 brands, 2%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -17.3% search growth over the last 90 days.Peak months: May · busiest ÷ quietest = 1.5×
Top basmati rice search terms
- basmati rice294K/yr
- basmati rice 5kg54K/yr
- laila rice23K/yr
- tilda basmati rice 5kg22K/yr
- laila extra long basmati rice20K/yr
- rice 5kg23K/yr
- basmati17K/yr
- rice basmati19K/yr
- laila basmati rice11K/yr
- 5kg rice10K/yr
Top basmati rice 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.
All 23 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
Salaam£5.934.5★869 rev
Laila Longer Basmati Rice 5Kg
LAILA£7.354.5★1,389 rev
Laila Extra Long Grain Rice 5 Kg - 100% Gluten Free - Extra Long Grain White Basmati Rice with Aroma Fragrant Package May Vary
LAILA£7.824.5★1,280 rev
by Amazon Basmati Rice 1kg
by Amazon£1.924.6★1,230 rev
Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style
LAILA£7.404.6★129 rev
Newest
by launch dateLaila Basmati Rice 5Kg Aromatic Rice Basmati-Style
LAILA£7.40129 rev
by Amazon Basmati Rice 500g
by Amazon£1.38336 rev
Laila Gold Basmati Rice 2kg
LAILA£4.3278 rev
Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
Salaam£5.93869 rev
by Amazon Basmati Rice 1kg
by Amazon£1.921,230 rev
Trending
90-day click momentum
Tilda Pure Basmati Rice 5kg
Tilda£13.644.8★
Laila Longer Basmati Rice 5Kg
LAILA£7.354.5★
Tilda Pure Steamed Basmati Rice 250g
Tilda£1.144.7★
Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style
LAILA£7.404.6★
Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
Salaam£5.934.5★
What buyers say about basmati rice
What buyers praise and complain about, mined from review topics.What buyers love
“Best quality”
“Great value”
“Aromatic”
“Easy cook”
“It has that authentic nutty aroma that fills the kitchen while it's cooking”
“The portion size is decent”
“Lovely long grains and fluffy”
“The rice absorbs flavours well”
“As expected”
“its a solid, convenient choice”
What buyers complain about
“Chemical smell”
“I hope the quality control can be checked”
“I didnt like the taste also it was too thick”
“this definitely needs to be soaked for a while or more added when cooking to ensure it's cooked”
“not that fragrant”
“also didnt soften completely despite my long experience of cooking basmati rice”
“Far too expensive”
“The rice is half BLACK”
“no basmati fragrance or flavour”
“Broken”
Common questions
- Is basmati rice profitable to sell on Amazon United Kingdom?
- The niche generates £372K/yr across 23 tracked products. 90-day search growth is -17.3%. Flapen's verdict: Skip it (44/100).
- How competitive is the basmati rice niche?
- 8 brands and 73 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 97% of demand.
- What do buyers complain about in basmati rice?
- Top complaints mined from reviews: Smell, Quality-Overall, Taste-Overall. The return rate is 0.0%.
- When does demand for basmati rice peak?
- Demand peaks in May; the busiest month runs 1.5× the quietest.
- What does it cost to enter the basmati rice niche?
- Listings span £0.77–£13.64; the average listing price is £5.56 (sweet spot $15–$100). The average incumbent carries 823 reviews — the moat a new listing must climb.