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Butter Chicken

Maybe

Returns run at only 0.0% of orders. But demand is soft, at -15.4% this quarter, so Butter Chicken is a Maybe.

Flapen Score
55
55 / 100
Top 14% of 2,976 Grocery niches · +9 vs the category median of 46
Market size
£86K/yr67K searches / yr
90-day growth
-15.4%search demand this quarter
Competition
38%top-5 click share · 14 brands · 45 sellers

Flapen Score

Butter Chicken against its category

The dotted line is the Grocery average. Past it, Butter Chicken is stronger. Inside it, weaker.

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Butter Chicken market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Butter Chicken 67K times last year and spent an estimated £86K. The top 5 brands take 81% of clicks. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

19.0% of searches ended in a purchase last week.

Shoppers searched for this 67K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 19.0% of those searches ended in a purchase. Searches in the last 90 days moved -15.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £86K a year.

Searches, last 12 months
67K
Growth, 90 days vs prior 90
-15.4%
Conversion, latest week
19.0%
Market size, estimated
£86Ka year
Top search term
butter chicken34K searches a year

02 · Price

A sale here is worth £6.77.

Listings sell for £6.77 on average, from £1.22 to £26.00. Amazon reports units sold in ranges. This niche sold 13K to 15K a year. The average listing sells 100 to 250 of them. At £6.77 that is £677 to £2K a year per listing.

Average price
£6.77under the $15 to $100 sweet spot
Price range
£1.22–£26.00
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
13K–15K
Units per listing a year
100–250
Revenue per listing a year
£677–£2K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

13% of listings pay for placement with sponsored ads. 97% ship with Prime. On an average day, 4.4% of listings are out of stock. The average listing ranks #158 within Condiments & Sauces. It carries 153 reviews at 4.38 stars, so a new listing needs social proof before a better product.

Sponsored listings
13%
Prime listings
97%
Out of stock, average day
4.4%
Average rank
#158in Condiments & Sauces
Average rating
4.38 starsAmazon United Kingdom average 4.36 stars
Average reviews
153per listing
Listings tracked
38

04 · Newcomers

Amazon counts 2 of last year's 5 launches as successful.

5 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 80 months on average, so the names here are established.

Launched, last 12 months
5
Successful launches
2Amazon's first-year sales bar
Average brand age
80 months

Products

Top Butter Chicken products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 38% of clicks. An open shelf where new products get seen.

£0£3K£7K£10K£14K1101001K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

14 falling

Sellers

45

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

Butter Chicken search demand

Weekly searches over the year. Pick a range.

1K750May '26May '26May '26Jun '26Jun '26Jul '26

Search terms

Top Butter Chicken search terms shoppers use

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

  • butter chicken34K/yr
  • kohinoor curry sauce pouches10K/yr
  • kohinoor16K/yr
  • butter chicken sauce7K/yr

Reviews and returns

What reviews say buyers love and hate about Butter Chicken

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Spiciness12%

Way too mild for me

This sauce is much spicier than what I was ecpecting

could be a bit spicier if being fussy

Taste-Overall10%+1.97

Zero curry taste

Not worth the price, tasted cheap, dry and stringy

Bought this total tasteless wouldn't recommend watery

Salt Content8%−0.07

These need a touch more salt

reconstituted chicken and extremely salty

so salty

Flavor7%+1.43

Good flavour not a lot of chicken

it didn't have the flavour of chicken

Texture/Consistency-Overall7%−0.07

Not a nice texture at all

it's texture was slimy

Love

Taste-Overall34%+1.97

Very delicious sauce

Very tasty and handy

Amazing taste

Flavor18%+1.43

The flavour is authentic

flavorful

Really good flavoured chicken

Value For Money10%+0.24

Great value

Great Price

great value for money

Spiciness8%

Spicy and creamy

Nice spices

The sauce was very nice

Quality-Overall5%+0.10

Excellent product

Quality Products

Getting this quality at this price is unbelievable

FAQ

Common Butter Chicken questions

Answered from the same tracked data.