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Brown Rice

Fail

Products sell for $5.33 on average, outside the sweet spot, so Brown Rice is a Fail.

Flapen Score
45
45 / 100
Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 46
Market size
£155K/yr159K searches / yr
90-day growth
-15.8%search demand this quarter
Competition
68%top-5 click share · 10 brands · 50 sellers

Flapen Score

Brown Rice against its category

The dotted line is the Grocery average. Past it, Brown Rice is stronger. Inside it, weaker.

45Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Brown Rice market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Brown Rice 159K times last year and spent an estimated £155K. The top 5 brands take 84% of clicks. Flapen scores it 45 out of 100, a Fail.

01 · Demand

18.3% of searches ended in a purchase last week.

Shoppers searched for this 159K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 18.3% of those searches ended in a purchase. Searches in the last 90 days moved -15.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £155K a year.

Searches, last 12 months
159K
Growth, 90 days vs prior 90
-15.8%
Conversion, latest week
18.3%
Market size, estimated
£155Ka year
Peak month
January1.6× the quietest month
Top search term
brown rice128K searches a year

02 · Price

A sale here is worth £5.33.

Listings sell for £5.33 on average, from £0.60 to £21.79. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 1,500 to 2,000 of them. At £5.33 that is £8K to £11K a year per listing.

Average price
£5.33under the $15 to $100 sweet spot
Price range
£0.60–£21.79
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
30K–40K
Units per listing a year
1,500–2,000
Revenue per listing a year
£8K–£11K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

40% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 1.8% of listings are out of stock. The average listing ranks #79 within Rice, Pasta & Pulses. It carries 363 reviews at 4.51 stars, so a new listing needs social proof before a better product.

Sponsored listings
40%
Prime listings
100%
Out of stock, average day
1.8%
Average rank
#79in Rice, Pasta & Pulses
Average rating
4.51 starsAmazon United Kingdom average 4.36 stars
Average reviews
363per listing
Listings tracked
15

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 74 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
74 months

Products

Top Brown Rice products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 68% of clicks. Leaders hold, but buyers still shop past them.

£0£16K£31K£47K£62K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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

Brown Rice search demand

Weekly searches over the year, seasonality beneath. Pick a range.

4K3KSpike '25Spike '26SepDecMarJunAugNovMarMay

No pronounced peak months · busiest ÷ quietest = 1.6×

Search terms

Top Brown Rice search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • brown rice128K/yr
  • wholegrain rice22K/yr
  • whole grain rice5K/yr
  • wholemeal rice4K/yr

Reviews and returns

What reviews say buyers love and hate about Brown Rice

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Taste-Overall43%−0.16

Tastes awful

Not any taste

no taste to it

Texture/Consistency-Overall19%−0.07

Does not have a nice texture- over processed

the texture did not quite reach the expected level of smoothness

Hard Feel5%+0.10

Sometimes a bit hard

Cooking Instructions4%+1.33

It does take longer to cook than regular brown rice

It needs at least 5 more minutes than the cooking instructions say

Love

Taste-Overall26%−0.16

Great taste the cook lovely

Lovely nutty taste with added health benefits being 'whole grain'

Good taste

Quality-Overall17%+1.48

Lovely quality rice which arrived quickly

Good quality rice

Great quality

Cooking Instructions15%+1.33

consistent results and no having to watch the pan doesn't boil over

Easy to cook and tastes nice

Keeps well and cooks well - in a rice cooker just use the brown setting

Value For Money14%−0.05

Good price

great value for money

Perfect for its budget

Ease Of Use7%+0.60

Easy, quick and tasty

Easy to prep

Easy to order

FAQ

Common Brown Rice questions

Answered from the same tracked data.