How competitive is the Butter Chicken niche on Amazon United Kingdom?

14 brands and 45 sellers compete in Butter Chicken on Amazon United Kingdom. The top 5 Butter Chicken products take 38% of clicks and its top 5 brands hold 81% of demand.

What does it cost to enter the Butter Chicken niche?

Butter Chicken sells for £6.77 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.22–£26.00. The average incumbent carries 153 reviews — the moat a new listing must climb.

Butter Chicken

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

Flapen Score

Worth a look

This niche Category average

Is Butter Chicken profitable on Amazon?

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.

Butter Chicken: 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 -15.4% over the last 90 days and 19.0% of searches end in a purchase.

£86K

revenue / yr

Units sold / yr15K

Search volume / yr-15.4%67K

Conversion rate19.0%

Avg price£6.77

Who owns the niche?

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

19%

open market share

Brands · sellers14 · 45

Top-5 product click share38%

Open market19%

Avg brand age80 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 38 products

Top Butter Chicken 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

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

Price: £2.16
Rating: 4.5/5
Reviews: 327
Age: 10y ago

Kohinoor Delhi Butter Chicken Cooking Sauce 375g

Price: £1.92
Rating: 4.4/5
Reviews: 158
Age: 7y ago

Kohinoor Delhi Butter Chicken Cooking Sauce 375 g Pack of 6

Price: £10.96
Rating: 4.7/5
Reviews: 480
Age: 7y ago

Morrisons Butter Chicken 400g

Price: £4.47
Rating: 4.6/5
Reviews: 16
Age: 1y ago

Morrisons The Best Butter Chicken with Rice 400g

Price: £3.72
Rating: 4.2/5
Reviews: 43
Age: 8mo ago

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)

Price: £14.97
Rating: 4.3/5
Reviews: 11
Age: 7mo ago

Morrisons The Best Butter Chicken with Rice 400g

Price: £3.72
Rating: 4.2/5
Reviews: 43
Age: 8mo ago

Morrisons The Best Butter Chicken Cooking Sauce 340g

Price: £2.61
Rating: 4.5/5
Reviews: 2
Age: 8mo ago

Kohinoor Tikka Sauce 375g

Price: £1.90
Rating: 3.7/5
Reviews: 7
Age: 1y ago

Morrisons Butter Chicken & Rice 400g

Price: £3.69
Rating: 4.0/5
Reviews: 112
Age: 1y ago

Competition: brands, sellers & click share

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

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

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%)

Butter Chicken demand & seasonality

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

Volume67KCVR19.0%Products38Brands14Top 5 Brands81%OOS Rate4.4%Rating4.4★Reviews153Avg BSR#158

Top Butter Chicken search terms shoppers use

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

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.

What reviews say buyers love and hate about Butter Chicken

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

What buyers love

84% of reviews

Taste-Overall34%

“Very delicious sauce”

Flavor18%

“The flavour is authentic”

Value For Money10%

“Great value”

Spiciness8%

“Spicy and creamy”

Quality-Overall5%

“Excellent product”

What buyers complain about

61% of reviews

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”

Common Butter Chicken questions

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

Flapen scores Butter Chicken 55/100 on Amazon United Kingdom — Worth a look. The niche generates £86K/yr across 38 tracked products. 2 of 5 products launched in the last 360 days are still selling. Search demand moved -15.4% over the last 90 days.

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