How competitive is the Brown Rice niche on Amazon United Kingdom?

10 brands and 50 sellers compete in Brown Rice on Amazon United Kingdom. The top 5 Brown Rice products take 68% of clicks and its top 5 brands hold 84% of demand.

What do buyers complain about in Brown Rice?

Brown Rice buyers on Amazon United Kingdom complain most about Taste-Overall, Texture/Consistency-Overall, Hard Feel, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Brown Rice niche?

Brown Rice sells for £5.33 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.60–£21.79. The average incumbent carries 363 reviews — the moat a new listing must climb.

Brown Rice

pricing outside the sweet spot ($5.33 avg) — Brown Rice doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Brown Rice profitable on Amazon?

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.

Brown Rice: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -15.8% over the last 90 days and 18.3% of searches end in a purchase.

£155K

revenue / yr

Units sold / yr40K

Search volume / yr-15.8%159K

Conversion rate18.3%

Avg price£5.33

Who owns the niche?

The top 5 brands hold 84% of demand, so 16% of the market is open.

16%

open market share

Brands · sellers10 · 50

Top-5 product click share68%

Open market16%

Avg brand age74 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 15 products

Top Brown Rice products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

by Amazon Wholegrain Rice 1kg

Price: £1.63
Rating: 4.6/5
Reviews: 736
Age: 3y ago

Morrisons Brown Basmati Rice 1kg

Price: £1.98
Rating: 4.5/5
Reviews: 451
Age: 9y ago

Morrisons Easy Cook Brown Long Grain Rice 1kg

Price: £1.57
Rating: 4.4/5
Reviews: 445
Age: 10y ago

Morrisons Wholegrain Rice 250g

Price: £0.72
Rating: 4.5/5
Reviews: 95
Age: 1y ago

Trophy Wholegrain Brown Basmati Rice 4 kg

Price: £7.75
Rating: 4.5/5
Reviews: 135
Age: 8y ago

Newest

by launch date

Morrisons Wholegrain Rice 250g

Price: £0.72
Rating: 4.5/5
Reviews: 95
Age: 1y ago

by Amazon Wholegrain Rice Pouch 250g

Price: £0.60
Rating: 4.6/5
Reviews: 736
Age: 1y ago

Bens Original Wholegrain Microwave Rice 220g

Price: £1.06
Rating: 4.6/5
Reviews: 352
Age: 3y ago

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

Price: £5.89
Rating: 4.2/5
Reviews: 106
Age: 3y ago

Bens Original Wholegrain Microwave Rice Bulk Multipack 6 x 220 g pouches

Price: £5.25
Rating: 4.7/5
Reviews: 1,403
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 68% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

10 falling

Sellers

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%)

Brown Rice demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume159KCVR18.3%Products15Brands10Top 5 Brands84%OOS Rate1.8%Rating4.5★Reviews363Avg BSR#79

No pronounced peak months · busiest ÷ quietest = 1.6×

Top Brown Rice search terms shoppers use

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

brown rice128K/yr -13.5%11.9% conv.
wholegrain rice22K/yr -26.3%13.3% conv.
whole grain rice5K/yr -21.6%10.0% conv.
wholemeal rice4K/yr -20.0%17.9% conv.

What reviews say buyers love and hate about Brown Rice

What buyers mention most, as a share of all reviews.

What buyers love

92% of reviews

Taste-Overall26%

“Great taste the cook lovely”

Quality-Overall17%

“Lovely quality rice which arrived quickly”

Cooking Instructions15%

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

Value For Money14%

“Good price”

Ease Of Use7%

“Easy, quick and tasty”

What buyers complain about

70% of reviews

Taste-Overall43%

“Tastes awful”

Texture/Consistency-Overall19%

“Does not have a nice texture- over processed”

Hard Feel5%

“Sometimes a bit hard”

Cooking Instructions4%

“It does take longer to cook than regular brown rice”

Common Brown Rice questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Brown Rice 45/100 on Amazon United Kingdom — Skip it. The niche generates £155K/yr across 15 tracked products. Search demand moved -15.8% over the last 90 days.