---
title: "Basmati Rice — £372K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/basmati-rice"
last_updated: "2026-07-31T09:59:11.693Z"
locale: en
meta:
description: "Niche score 44/100 · £372K/yr market · 537K searches/yr · £5.56 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 44/100 · £372K/yr market · 537K searches/yr · £5.56 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Basmati Rice — £372K/yr Amazon UK Niche (2026) - Flapen"
---
# **basmati rice**
**Skip it**
Prices mostly outside the sweet spot ($0.77–$13.64) — this niche doesn't clear our bar today.
Market size 54Growth 16Conversion 95Competition 41Returns 100Price range 0Avg price 15Brand share 7Review moat 67Quality gap 33
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.4%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Good****823.17**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£372K**
£372K/yr · 537K searches
**Competition**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-17.3%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£5.56**
avg listing price — sweet spot $15–$100
**Brand share**
**Bad****97%**
top-5 brand share — brand-locked demand
**Price range**
**Bad****£0.77–£13.64**
cheapest 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 ~~](https://flapen.com/research/methodology)
## **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.
18K13KSpike '24Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: May · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/grocery/basmati-rice/trend)
## **Top basmati rice search terms**
- **basmati rice**294K/yr-11.3%12.8% conv. - **basmati rice 5kg**54K/yr-41.4%10.4% conv. - **laila rice**23K/yr+4.9%6.7% conv. - **tilda basmati rice 5kg**22K/yr-15.8%3.8% conv. - **laila extra long basmati rice**20K/yr-16.6%8.7% conv. - **rice 5kg**23K/yr-25.3%5.4% conv. - **basmati**17K/yr-15.1%13.4% conv. - **rice basmati**19K/yr-28.3%8.2% conv. - **laila basmati rice**11K/yr+10.1%5.7% conv. - **5kg rice**10K/yr-27.6%7.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/basmati-rice/search-terms)
## **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.
0%4%£15K8%£30K12%£45K16%£60K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 23 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals**Salaam**£5.93**4.5★869 rev](https://www.amazon.co.uk/dp/B071453VP3) [2**Laila Longer Basmati Rice 5Kg**LAILA**£7.35**4.5★1,389 rev](https://www.amazon.co.uk/dp/B091631LCC) [3**Laila Extra Long Grain Rice 5 Kg - 100% Gluten Free - Extra Long Grain White Basmati Rice with Aroma Fragrant Package May Vary**LAILA**£7.82**4.5★1,280 rev](https://www.amazon.co.uk/dp/B07T3ZCMZB) [4**by Amazon Basmati Rice 1kg**by Amazon**£1.92**4.6★1,230 rev](https://www.amazon.co.uk/dp/B0B9H3C23V) [5**Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style**LAILA**£7.40**4.6★129 rev](https://www.amazon.co.uk/dp/B0F9FPV265)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style**LAILA**£7.40**129 rev1y ago](https://www.amazon.co.uk/dp/B0F9FPV265) [**by Amazon Basmati Rice 500g**by Amazon**£1.38**336 rev1y ago](https://www.amazon.co.uk/dp/B096LC2KBT) [**Laila Gold Basmati Rice 2kg**LAILA**£4.32**78 rev1y ago](https://www.amazon.co.uk/dp/B0DT4Q9WGK) [**Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals**Salaam**£5.93**869 rev1y ago](https://www.amazon.co.uk/dp/B071453VP3) [**by Amazon Basmati Rice 1kg**by Amazon**£1.92**1,230 rev3y ago](https://www.amazon.co.uk/dp/B0B9H3C23V)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Tilda Pure Basmati Rice 5kg**Tilda**£13.64**4.8★**▲ 43%**](https://www.amazon.co.uk/dp/B01BKKVMOQ) [**Laila Longer Basmati Rice 5Kg**LAILA**£7.35**4.5★**▲ 36%**](https://www.amazon.co.uk/dp/B091631LCC) [**Tilda Pure Steamed Basmati Rice 250g**Tilda**£1.14**4.7★**▲ 32%**](https://www.amazon.co.uk/dp/B006TD1FOW) [**Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style**LAILA**£7.40**4.6★**▲ 32%**](https://www.amazon.co.uk/dp/B0F9FPV265) [**Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals**Salaam**£5.93**4.5★**▲ 30%**](https://www.amazon.co.uk/dp/B071453VP3)
**~~View all trending →~~**
## **What buyers say about basmati rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**26%
*“Best quality”*
**Value For Money**21%
*“Great value”*
**Taste-Overall**20%
*“Aromatic”*
**Cooking Instructions**12%
*“Easy cook”*
**Smell**4%
*“It has that authentic nutty aroma that fills the kitchen while it's cooking”*
**Size-Overall**2%
*“The portion size is decent”*
**Crispiness**2%
*“Lovely long grains and fluffy”*
**Flavor**2%
*“The rice absorbs flavours well”*
**Advertised Vs Actual Product**2%
*“As expected”*
**Ease Of Use**1%
*“its a solid, convenient choice”*
### **What buyers complain about **
**Smell**20%
*“Chemical smell”*
**Quality-Overall**17%
*“I hope the quality control can be checked”*
**Taste-Overall**9%
*“I didnt like the taste also it was too thick”*
**Cooking Instructions**5%
*“this definitely needs to be soaked for a while or more added when cooking to ensure it's cooked”*
**Stale/Rotten/Spoiled**4%
*“not that fragrant”*
**Texture/Consistency-Overall**4%
*“also didnt soften completely despite my long experience of cooking basmati rice”*
**Value For Money**3%
*“Far too expensive”*
**Color**3%
*“The rice is half BLACK”*
**Flavor**3%
*“no basmati fragrance or flavour”*
**Strength**2%
*“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.
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