Is butter chicken profitable to sell on Amazon United Kingdom?

The niche generates £86K/yr across 38 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -15.4%. Flapen's verdict: Worth a look (55/100).

How competitive is the butter chicken niche?

14 brands and 45 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in butter chicken?

Top complaints mined from reviews: Spiciness, Taste-Overall, Salt Content. The return rate is 0.0%.

What does it cost to enter the butter chicken niche?

Listings span £1.22–£26.00; the average listing price is £6.77 (sweet spot $15–$100). The average incumbent carries 153 reviews — the moat a new listing must climb.

butter chicken

Worth a look

Shows low returns (0.0%), but soft demand (-15.4% this quarter) keeps it on the watch list.

Returns

Incredible0.0%

return rate — above 5% kills the launch gate

Conversion

Incredible19.0%

search→purchase rate — share of searches ending in a sale

Review moat

Great152.55

avg incumbent reviews — the moat a new listing must climb

Competition

Great38%

top-5 click share — an open shelf

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Okay£1.22–£26.00

cheapest to priciest tracked listing — scored on the share inside $15–$100

Brand share

Okay81%

top-5 brand share — brands hold most of the demand

Market size

Bad£86K

£86K/yr · 67K searches

Avg price

Bad£6.77

avg listing price — sweet spot $15–$100

Growth

Bad-15.4%

90-day search growth — must beat 0% to launch

According to Flapen's Amazon United Kingdom niche tracking, butter chicken is a £86K/yr Amazon United Kingdom market (67K 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 chicken market data

Units sold / yr: 13K–15K; avg 100–250/product
Revenue / yr: £85K–£102K; units × avg price
Conversion rate: 19.0%
Avg BSR: #158
Page quality: 0%
Prime: 97%
Sponsored: 13%
Out of stock: 4.4%
Avg brand age: 80 months
Avg seller age: 185 days

Competition & brand share

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.

Brands

14 falling

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

38%

Top 20: 81%

Open market

15%

Kohinoor27%
Morrisons21%
Patak's14%
Sharwood's12%
Koh-I-Noor7%
Pick N Save4%
Open — no brand owns it (8 brands, 15%)

Demand

Weekly Amazon search volume, last 12 weeks — -15.4% search growth over the last 90 days.

Open Trend

Top butter chicken search terms

butter chicken34K/yr -10.3%19.4% conv.
kohinoor curry sauce pouches10K/yr +23.6%5.4% conv.
kohinoor16K/yr -41.2%7.8% conv.
butter chicken sauce7K/yr -28.8%11.3% conv.

All search terms

Top butter chicken 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Pataks Butter Chicken Curry Sauce 450g | Mild Spice | Serves 4 | Authentic Indian Simmer/Cooking Sauce

Patak's£2.164.5★327 rev

Kohinoor Delhi Butter Chicken Cooking Sauce 375g

Koh-I-Noor£1.924.4★158 rev

Kohinoor Delhi Butter Chicken Cooking Sauce 375 g Pack of 6

Kohinoor£10.964.7★480 rev

Morrisons Butter Chicken 400g

Morrisons£4.474.6★16 rev

Morrisons The Best Butter Chicken with Rice 400g

Morrisons£3.724.2★43 rev

Newest

by launch date

Kohinoor Pick & Mix Any Ready Meals & Cooking Sauces 300375g | Authentic Indian Heat & Eat Meals | Quick & Easy Gourmet Dishes | Premium Ingredients | All Variety Pack (6)

Pick N Save£14.9711 rev

7mo ago

Morrisons The Best Butter Chicken with Rice 400g

Morrisons£3.7243 rev

8mo ago

Morrisons The Best Butter Chicken Cooking Sauce 340g

Morrisons£2.612 rev

8mo ago

Kohinoor Tikka Sauce 375g

Kohinoor£1.907 rev

1y ago

Morrisons Butter Chicken & Rice 400g

Morrisons£3.69112 rev

1y ago

What buyers say about butter chicken

What buyers praise and complain about, mined from review topics.

What buyers love

Taste-Overall34%

“Very delicious sauce”

Flavor18%

“The flavour is authentic”

Value For Money10%

“Great value”

Spiciness8%

“Spicy and creamy”

Quality-Overall5%

“Excellent product”

Ingredients-Overall2%

“tasty with NO nastie additives”

Soft Feel2%

“Very nice smooth”

Blend/Ratio2%

“Great pick and mix”

Cooking Instructions2%

“It was very easy to use so even the newest cook would be able to make an amazing meal”

Crispiness2%

“Creamy chicken”

What buyers complain about

Spiciness12%

“Way too mild for me”

Taste-Overall10%

“Zero curry taste”

Salt Content8%

“These need a touch more salt”

Flavor7%

“Good flavour not a lot of chicken”

Texture/Consistency-Overall7%

“Not a nice texture at all”

Value For Money6%

“It's just a sauce you can get much cheaper in the supermarket”

Quality-Overall5%

“very poor quality”

Advertised Vs Actual Product2%

“Not fresh sliced chicken breast as pictured”

Moist/Dry2%

“Dry and bland”

Sour2%

“it's heavy sour salty sharp nonsense in a pouch”

Common questions

Is butter chicken profitable to sell on Amazon United Kingdom?: The niche generates £86K/yr across 38 tracked products. 2 of 5 products launched in the last 360 days are still selling. 90-day search growth is -15.4%. Flapen's verdict: Worth a look (55/100).
How competitive is the butter chicken niche?: 14 brands and 45 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 81% of demand.
What do buyers complain about in butter chicken?: Top complaints mined from reviews: Spiciness, Taste-Overall, Salt Content. The return rate is 0.0%.
What does it cost to enter the butter chicken niche?: Listings span £1.22–£26.00; the average listing price is £6.77 (sweet spot $15–$100). The average incumbent carries 153 reviews — the moat a new listing must climb.