Brown Rice
FailProducts sell for $5.33 on average, outside the sweet spot, so Brown Rice is a Fail.
- Flapen Score
- 45 / 100Ranks 1,592 of 2,976 Grocery niches · −1 vs the category median of 4645
- 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.
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.
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
Trending
90-day click momentum
Minton & Donello - Organic Short Grain Brown Rice Rich & Nutty Bulk Pack 1kg
- Price
- £4.41
- Rating
- 4.2/5
- Reviews
- 36
- Age
- 4y 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

Trophy Wholegrain Brown Basmati Rice 4 kg
- Price
- £7.75
- Rating
- 4.5/5
- Reviews
- 135
- Age
- 8y ago

Tilda Wholegrain Brown Basmati Rice 500 grams
- Price
- £2.43
- Rating
- 4.7/5
- Reviews
- 108
- Age
- 10y ago

by Amazon Wholegrain Rice 1kg
- Price
- £1.63
- Rating
- 4.6/5
- Reviews
- 736
- Age
- 3y 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
Competition: brands, sellers & click share
The top 5 products take 68% of clicks. Leaders hold, but buyers still shop past 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
Brown Rice search demand
Weekly searches over the year, seasonality beneath. Pick a range.
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
Tastes awful
Not any taste
no taste to it
Does not have a nice texture- over processed
the texture did not quite reach the expected level of smoothness
Sometimes a bit hard
It does take longer to cook than regular brown rice
It needs at least 5 more minutes than the cooking instructions say
Love
Great taste the cook lovely
Lovely nutty taste with added health benefits being 'whole grain'
Good taste
Lovely quality rice which arrived quickly
Good quality rice
Great quality
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
Good price
great value for money
Perfect for its budget
Easy, quick and tasty
Easy to prep
Easy to order
Keep looking
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Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Brown Rice questions
Answered from the same tracked data.









