brown rice
Skip itPricing outside the sweet spot ($5.33 avg) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible18.3%search→purchase rate — share of searches ending in a sale
Review moat
Great362.8avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay84%top-5 brand share — brands hold most of the demand
Market size
Okay£155K£155K/yr · 159K searches
Price range
Okay£0.60–£21.79cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Okay68%top-5 click share — leaders hold, buyers still browse
Growth
Bad-15.8%90-day search growth — must beat 0% to launch
Avg price
Bad£5.33avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, brown rice is a £155K/yr Amazon United Kingdom market (159K searches/yr). The top 5 brands hold 84% of demand. Verdict: Skip it — 45/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
brown rice market data
- Units sold / yr
- 30K–40K
- avg 1,500–2,000/product
- Revenue / yr
- £160K–£213K
- units × avg price
- Conversion rate
- 18.3%
- Avg BSR
- #79
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 40%
- Out of stock
- 1.8%
- Avg brand age
- 74 months
- Avg seller age
- 178 days
Competition & brand share
The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
50
Top-5 brand share
84%
Top 20: 100%
Top-5 click share
68%
Top 20: 100%
Open market
11%
- by Amazon36%
- Morrisons27%
- Tilda9%
- GREAT BRITISH TRADING LIMITED7%
- Tropical Sun5%
- Ben's Original4%
- Open — no brand owns it (4 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -15.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top brown rice search terms
- brown rice128K/yr
- wholegrain rice22K/yr
- whole grain rice5K/yr
- wholemeal rice4K/yr
Top brown 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
by Amazon Wholegrain Rice 1kg
by Amazon£1.634.6★736 rev
Morrisons Brown Basmati Rice 1kg
Morrisons£1.984.5★451 rev
Morrisons Easy Cook Brown Long Grain Rice 1kg
Morrisons£1.574.4★445 rev
Morrisons Wholegrain Rice 250g
Morrisons£0.724.5★95 rev
Trophy Wholegrain Brown Basmati Rice 4 kg
GREAT BRITISH TRADING LIMITED£7.754.5★135 rev
Newest
by launch dateMorrisons Wholegrain Rice 250g
Morrisons£0.7295 rev
by Amazon Wholegrain Rice Pouch 250g
by Amazon£0.60736 rev
Bens Original Wholegrain Microwave Rice 220g
Ben's Original£1.06352 rev
Tropical Sun Natural Brown Basmati Rice 2KG (Pack of 1) Whole Grain High in Fiber Nutritious Aromatic Ideal for Stir-Fry Salads and Healthy Meals
Tropical Sun£5.89106 rev
Bens Original Wholegrain Microwave Rice Bulk Multipack 6 x 220 g pouches
Uncle Ben's£5.251,403 rev
Trending
90-day click momentum
Minton & Donello - Organic Short Grain Brown Rice Rich & Nutty Bulk Pack 1kg
Minton & Donello£4.414.2★
Tropical Sun Natural Brown Basmati Rice 2KG (Pack of 1) Whole Grain High in Fiber Nutritious Aromatic Ideal for Stir-Fry Salads and Healthy Meals
Tropical Sun£5.894.2★
Trophy Wholegrain Brown Basmati Rice 4 kg
GREAT BRITISH TRADING LIMITED£7.754.5★
Tilda Wholegrain Brown Basmati Rice 500 grams
Tilda£2.434.7★
by Amazon Wholegrain Rice 1kg
by Amazon£1.634.6★
What buyers say about brown rice
What buyers praise and complain about, mined from review topics.What buyers love
“Great taste the cook lovely”
“Lovely quality rice which arrived quickly”
“consistent results and no having to watch the pan doesn't boil over”
“Good price”
“Easy, quick and tasty”
“This is the only rice I buy, it has a great smell while cooking, tastes delicious and the 5kg bag lasts a long time”
“Lightly nutty and toasted, fragrant and floral with a delicate rather than overpowering flavour and a chewier less sticky texture”
“Cooks beautifully- light and fluffy”
“Received as expected”
“Fluffy, Delicious, and High Quality Rice”
What buyers complain about
“Tastes awful”
“Does not have a nice texture- over processed”
“Sometimes a bit hard”
“It does take longer to cook than regular brown rice”
Common questions
- Is brown rice profitable to sell on Amazon United Kingdom?
- The niche generates £155K/yr across 15 tracked products. 90-day search growth is -15.8%. Flapen's verdict: Skip it (45/100).
- How competitive is the brown rice niche?
- 10 brands and 50 sellers compete. The top 5 products take 68% of clicks and top 5 brands hold 84% of demand.
- What do buyers complain about in brown rice?
- Top complaints mined from reviews: Taste-Overall, Texture/Consistency-Overall, Hard Feel. The return rate is 0.0%.
- When does demand for brown rice peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the brown rice niche?
- Listings span £0.60–£21.79; the average listing price is £5.33 (sweet spot $15–$100). The average incumbent carries 363 reviews — the moat a new listing must climb.