---
title: "Brown Rice — £155K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/brown-rice"
last_updated: "2026-07-31T08:41:21.421Z"
locale: en
meta:
description: "Niche score 45/100 · £155K/yr market · 159K searches/yr · £5.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 45/100 · £155K/yr market · 159K searches/yr · £5.33 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Brown Rice — £155K/yr Amazon UK Niche (2026) - Flapen"
---
# **brown rice**
**Skip it**
Pricing outside the sweet spot ($5.33 avg) — this niche doesn't clear our bar today.
Market size 33Growth 17Conversion 99Competition 28Returns 100Price range 32Avg price 15Brand share 35Review moat 82Quality gap 40
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****18.3%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****362.8**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****84%**
top-5 brand share — brands hold most of the demand
**Market size**
**Okay****£155K**
£155K/yr · 159K searches
**Price range**
**Okay****£0.60–£21.79**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Okay****68%**
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****£5.33**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
4K3KSpike '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/grocery/brown-rice/trend)
## **Top brown rice search terms**
- **brown rice**128K/yr-13.5%11.9% conv. - **wholegrain rice**22K/yr-26.3%13.3% conv. - **whole grain rice**5K/yr-21.6%10.0% conv. - **wholemeal rice**4K/yr-20.0%17.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/brown-rice/search-terms)
## **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.
0%10%£16K20%£31K30%£47K40%£62K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 15 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**by Amazon Wholegrain Rice 1kg**by Amazon**£1.63**4.6★736 rev](https://www.amazon.co.uk/dp/B0B9H2VN1H) [2**Morrisons Brown Basmati Rice 1kg**Morrisons**£1.98**4.5★451 rev](https://www.amazon.co.uk/dp/B00QAB6LD8) [3**Morrisons Easy Cook Brown Long Grain Rice 1kg**Morrisons**£1.57**4.4★445 rev](https://www.amazon.co.uk/dp/B01BNLBPTE) [4**Morrisons Wholegrain Rice 250g**Morrisons**£0.72**4.5★95 rev](https://www.amazon.co.uk/dp/B0F5XB7PKZ) [5**Trophy Wholegrain Brown Basmati Rice 4 kg**GREAT BRITISH TRADING LIMITED**£7.75**4.5★135 rev](https://www.amazon.co.uk/dp/B07BDY6DZS)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Wholegrain Rice 250g**Morrisons**£0.72**95 rev1y ago](https://www.amazon.co.uk/dp/B0F5XB7PKZ) [**by Amazon Wholegrain Rice Pouch 250g**by Amazon**£0.60**736 rev1y ago](https://www.amazon.co.uk/dp/B0DHY6X2R1) [**Bens Original Wholegrain Microwave Rice 220g**Ben's Original**£1.06**352 rev3y ago](https://www.amazon.co.uk/dp/B0BNKVK4CW) [**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**£5.89**106 rev3y ago](https://www.amazon.co.uk/dp/B0BLR2PH9L) [**Bens Original Wholegrain Microwave Rice Bulk Multipack 6 x 220 g pouches**Uncle Ben's**£5.25**1,403 rev3y ago](https://www.amazon.co.uk/dp/B0B9T1GB75)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Minton & Donello - Organic Short Grain Brown Rice Rich & Nutty Bulk Pack 1kg**Minton & Donello**£4.41**4.2★**▲ 157%**](https://www.amazon.co.uk/dp/B09R59QFYM) [**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**£5.89**4.2★**▲ 151%**](https://www.amazon.co.uk/dp/B0BLR2PH9L) [**Trophy Wholegrain Brown Basmati Rice 4 kg**GREAT BRITISH TRADING LIMITED**£7.75**4.5★**▲ 23%**](https://www.amazon.co.uk/dp/B07BDY6DZS) [**Tilda Wholegrain Brown Basmati Rice 500 grams**Tilda**£2.43**4.7★**▲ 17%**](https://www.amazon.co.uk/dp/B016IP3QZ6) [**by Amazon Wholegrain Rice 1kg**by Amazon**£1.63**4.6★**— 7%**](https://www.amazon.co.uk/dp/B0B9H2VN1H)
**~~View all trending →~~**
## **What buyers say about brown rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**26%
*“Great taste the cook lovely”*
**Quality-Overall**17%
*“Lovely quality rice which arrived quickly”*
**Cooking Instructions**15%
*“consistent results and no having to watch the pan doesn't boil over”*
**Value For Money**14%
*“Good price”*
**Ease Of Use**7%
*“Easy, quick and tasty”*
**Smell**3%
*“This is the only rice I buy, it has a great smell while cooking, tastes delicious and the 5kg bag lasts a long time”*
**Flavor**3%
*“Lightly nutty and toasted, fragrant and floral with a delicate rather than overpowering flavour and a chewier less sticky texture”*
**Baking**3%
*“Cooks beautifully- light and fluffy”*
**Advertised Vs Actual Product**3%
*“Received as expected”*
**Crispiness**2%
*“Fluffy, Delicious, and High Quality Rice”*
### **What buyers complain about **
**Taste-Overall**43%
*“Tastes awful”*
**Texture/Consistency-Overall**19%
*“Does not have a nice texture- over processed”*
**Hard Feel**5%
*“Sometimes a bit hard”*
**Cooking Instructions**4%
*“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.
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