butter
Worth a lookShows searches that convert (25.8% search→purchase), but prices mostly outside the sweet spot ($1.36–$6.14) keeps it on the watch list.
Conversion
Incredible25.8%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Market size
Great£1.2M£1.2M/yr · 1.7M searches
Review moat
Good730.14avg incumbent reviews — the moat a new listing must climb
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Brand share
Okay81%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-10.8%90-day search growth — must beat 0% to launch
Avg price
Bad£2.83avg listing price — sweet spot $15–$100
Price range
Bad£1.36–£6.14cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, butter is a £1.2M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 81% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
butter market data
- Units sold / yr
- 400K–500K
- avg 12,500–15,000/product
- Revenue / yr
- £1.1M–£1.4M
- units × avg price
- Conversion rate
- 25.8%
- Avg BSR
- #34
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 0%
- Out of stock
- 0.2%
- Avg brand age
- 61 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
15 rising
Sellers
37
Top-5 brand share
81%
Top 20: 100%
Top-5 click share
46%
Top 20: 91%
Open market
12%
- Morrisons31%
- Lurpak28%
- kerrygold8%
- by Amazon7%
- Country Life7%
- Anchor7%
- Open — no brand owns it (9 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -10.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top butter search terms
- butter1.3M/yr
- lurpak85K/yr
- lurpak butter45K/yr
- salted butter49K/yr
- kerrygold butter46K/yr
- lurpak butter spreadable47K/yr
- organic butter17K/yr
- butter salted13K/yr
- lurpack7K/yr
- kerrygold13K/yr
Top butter 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Lurpak Slightly Salted Spreadable Blend of Butter and Rapeseed Oil 400 g
Lurpak£3.824.8★2,045 rev
Morrisons Salted British Butter 250g
Morrisons£2.124.6★2,217 rev
Country Life Salted Block Butter 200g
Country Life£2.034.7★741 rev
Lurpak Slightly Salted Spreadable Blend of Butter and Rapeseed Oil 750 g
Lurpak£6.144.8★1,214 rev
Kerrygold Salted Pure Irish Butter 200g
kerrygold£2.404.8★214 rev
Newest
by launch date
Morrisons Pefectly Buttery 500g
Morrisons£1.3673 rev
Kerrygold Salted Pure Irish Butter 200g
kerrygold£2.40214 rev
Morrisons British Salted Spreadable Butter 500g
Morrisons£2.34183 rev
Morrisons Reduced Fat Spreadable 500g
Morrisons£2.3555 rev
Kerrygold Spreadable 400g
kerrygold£3.8143 rev
Trending
90-day click momentum
What buyers say about butter
What buyers praise and complain about, mined from review topics.What buyers love
“so tasty and moreish”
“Consistent quality over the years”
“Great price”
“Good for baking”
“Lovely, lightly salted butter”
“Lovely, pure organic butter”
“Lovely flavour”
“The texture was smoother than my last five life decisions combined”
“Convenient”
“As advertised”
What buyers complain about
“Hardly any taste”
“salty for me”
“large”
“Quite flavourless”
“BUTTER IS MONEY”
“Poor quality”
“Not soft enough for spreading from fridge”
“mess with the butter”
“Buttery”
“ingredients may not suit everyone”
Common questions
- Is butter profitable to sell on Amazon United Kingdom?
- The niche generates £1.2M/yr across 29 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -10.8%. Flapen's verdict: Worth a look (55/100).
- How competitive is the butter niche?
- 15 brands and 37 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 81% of demand.
- What do buyers complain about in butter?
- Top complaints mined from reviews: Taste-Overall, Salt Content, Size-Overall. The return rate is 0.0%.
- When does demand for butter peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the butter niche?
- Listings span £1.36–£6.14; the average listing price is £2.83 (sweet spot $15–$100). The average incumbent carries 730 reviews — the moat a new listing must climb.