How competitive is the Butter niche on Amazon United Kingdom?

15 brands and 37 sellers compete in Butter on Amazon United Kingdom. The top 5 Butter products take 46% of clicks and its top 5 brands hold 81% of demand.

What do buyers complain about in Butter?

Butter buyers on Amazon United Kingdom complain most about Taste-Overall, Salt Content, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Butter niche?

Butter sells for £2.83 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.36–£6.14. The average incumbent carries 730 reviews — the moat a new listing must climb.

Butter

Butter shows searches that convert (25.8% search→purchase), but prices mostly outside the sweet spot ($1.36–$6.14) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Butter profitable on Amazon?

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.

Butter: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -10.8% over the last 90 days and 25.8% of searches end in a purchase.

£1.2M

revenue / yr

Units sold / yr500K

Search volume / yr-10.8%1.7M

Conversion rate25.8%

Avg price£2.83

Who owns the niche?

The top 5 brands hold 81% of demand, so 19% of the market is open.

19%

open market share

Brands · sellers15 · 37

Top-5 product click share46%

Open market19%

Avg brand age61 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.6★ — the gap to enter on.

0/100

page quality · 29 products

Top Butter 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

Lurpak Slightly Salted Spreadable Blend of Butter and Rapeseed Oil 400 g

Price: £3.82
Rating: 4.8/5
Reviews: 2,045
Age: 3y ago

Morrisons Salted British Butter 250g

Price: £2.12
Rating: 4.6/5
Reviews: 2,217
Age: 6y ago

Country Life Salted Block Butter 200g

Price: £2.03
Rating: 4.7/5
Reviews: 741
Age: 1y ago

Lurpak Slightly Salted Spreadable Blend of Butter and Rapeseed Oil 750 g

Price: £6.14
Rating: 4.8/5
Reviews: 1,214
Age: 5y ago

Kerrygold Salted Pure Irish Butter 200g

Price: £2.40
Rating: 4.8/5
Reviews: 214
Age: 11mo ago

Newest

by launch date

Morrisons Pefectly Buttery 500g

Price: £1.36
Rating: 4.4/5
Reviews: 73
Age: 10mo ago

Kerrygold Salted Pure Irish Butter 200g

Price: £2.40
Rating: 4.8/5
Reviews: 214
Age: 11mo ago

Morrisons British Salted Spreadable Butter 500g

Price: £2.34
Rating: 4.5/5
Reviews: 183
Age: 12mo ago

Morrisons Reduced Fat Spreadable 500g

Price: £2.35
Rating: 4.5/5
Reviews: 55
Age: 12mo ago

Kerrygold Spreadable 400g

Price: £3.81
Rating: 4.3/5
Reviews: 43
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

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

Brands

15 rising

Sellers

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%)

Butter demand & seasonality

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

Volume1.7MCVR25.8%Products29Brands15Top 5 Brands81%OOS Rate0.2%Rating4.6★Reviews730Avg BSR#34

No pronounced peak months · busiest ÷ quietest = 1.4×

Top Butter search terms shoppers use

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

butter1.3M/yr -10.2%20.1% conv.
lurpak85K/yr -16.9%33.2% conv.
lurpak butter45K/yr +13.7%21.2% conv.
salted butter49K/yr -6.6%21.3% conv.
kerrygold butter46K/yr -15.3%15.8% conv.
lurpak butter spreadable47K/yr -35.4%25.8% conv.
organic butter17K/yr -25.7%15.4% conv.
butter salted13K/yr -13.4%9.4% conv.
lurpack7K/yr -1.5%29.5% conv.
kerrygold13K/yr -36.2%12.2% conv.

What reviews say buyers love and hate about Butter

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

What buyers love

91% of reviews

Taste-Overall37%

“so tasty and moreish”

Quality-Overall16%

“Consistent quality over the years”

Value For Money14%

“Great price”

Baking6%

“Good for baking”

Salt Content5%

“Lovely, lightly salted butter”

What buyers complain about

81% of reviews

Taste-Overall23%

“Hardly any taste”

Salt Content14%

“salty for me”

Size-Overall8%

“large”

Flavor8%

“Quite flavourless”

Value For Money7%

“BUTTER IS MONEY”

Common Butter questions

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

Flapen scores Butter 55/100 on Amazon United Kingdom — Worth a look. The niche generates £1.2M/yr across 29 tracked products. 5 of 5 products launched in the last 360 days are still selling. Search demand moved -10.8% over the last 90 days.