---
title: "Butter Chicken — £86K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/butter-chicken"
last_updated: "2026-07-31T08:42:56.818Z"
locale: en
meta:
description: "Niche score 55/100 · £86K/yr market · 67K searches/yr · £6.77 avg price. Soft demand (-15.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £86K/yr market · 67K searches/yr · £6.77 avg price. Soft demand (-15.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Butter Chicken — £86K/yr Amazon UK Niche (2026) - Flapen"
---
# **butter chicken**
**Worth a look**
Shows low returns (0.0%), but soft demand (-15.4% this quarter) keeps it on the watch list.
Market size 22Growth 17Conversion 99Competition 77Returns 100Price range 44Avg price 19Brand share 39Review moat 92Quality gap 62
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****19.0%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Great****152.55**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Great****38%**
top-5 click share — an open shelf
**Quality gap**
**Good****4.4★**
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**
**Okay****81%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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**
Weekly Amazon search volume, last 12 weeks — -15.4% search growth over the last 90 days.
1K750May '26May '26May '26Jun '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/grocery/butter-chicken/trend)
## **Top butter chicken search terms**
- **butter chicken**34K/yr-10.3%19.4% conv. - **kohinoor curry sauce pouches**10K/yr+23.6%5.4% conv. - **kohinoor**16K/yr-41.2%7.8% conv. - **butter chicken sauce**7K/yr-28.8%11.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/butter-chicken/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.
0%4%£3K8%£7K12%£10K16%£14K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**Pataks Butter Chicken Curry Sauce 450g | Mild Spice | Serves 4 | Authentic Indian Simmer/Cooking Sauce**Patak's**£2.16**4.5★327 rev](https://www.amazon.co.uk/dp/B015828HN6) [2**Kohinoor Delhi Butter Chicken Cooking Sauce 375g**Koh-I-Noor**£1.92**4.4★158 rev](https://www.amazon.co.uk/dp/B07VS49LTP) [3**Kohinoor Delhi Butter Chicken Cooking Sauce 375 g Pack of 6**Kohinoor**£10.96**4.7★480 rev](https://www.amazon.co.uk/dp/B07KWDV217) [4**Morrisons Butter Chicken 400g**Morrisons**£4.47**4.6★16 rev](https://www.amazon.co.uk/dp/B0DK7T85W7) [5**Morrisons The Best Butter Chicken with Rice 400g**Morrisons**£3.72**4.2★43 rev](https://www.amazon.co.uk/dp/B0FZW1MZLZ)
**~~View all top sellers →~~**
### **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**£14.97**11 rev7mo ago](https://www.amazon.co.uk/dp/B0G6FQFJ3Z) [**Morrisons The Best Butter Chicken with Rice 400g**Morrisons**£3.72**43 rev8mo ago](https://www.amazon.co.uk/dp/B0FZW1MZLZ) [**Morrisons The Best Butter Chicken Cooking Sauce 340g**Morrisons**£2.61**2 rev8mo ago](https://www.amazon.co.uk/dp/B0FZWY6XPD) [**Kohinoor Tikka Sauce 375g**Kohinoor**£1.90**7 rev1y ago](https://www.amazon.co.uk/dp/B0FCFYX988) [**Morrisons Butter Chicken & Rice 400g**Morrisons**£3.69**112 rev1y ago](https://www.amazon.co.uk/dp/B0DLLCLJTD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£14.97**4.3★**▲ 135%**](https://www.amazon.co.uk/dp/B0G6FQFJ3Z) [**Morrisons The Best Butter Chicken Cooking Sauce 340g**Morrisons**£2.61**4.5★**▲ 97%**](https://www.amazon.co.uk/dp/B0FZWY6XPD) [**Morrisons The Best Butter Chicken with Rice 400g**Morrisons**£3.72**4.2★**▲ 77%**](https://www.amazon.co.uk/dp/B0FZW1MZLZ) [**Pataks Butter Chicken Curry Sauce 450g | Mild Spice | Serves 4 | Authentic Indian Simmer/Cooking Sauce**Patak's**£2.16**4.5★**▲ 72%**](https://www.amazon.co.uk/dp/B015828HN6) [**Booths Premium Medium Spiced Butter Chicken 350g**Booths**£3.86**4.4★**▲ 25%**](https://www.amazon.co.uk/dp/B075XPP8ZJ)
**~~View all trending →~~**
## **What buyers say about butter chicken**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**34%
*“Very delicious sauce”*
**Flavor**18%
*“The flavour is authentic”*
**Value For Money**10%
*“Great value”*
**Spiciness**8%
*“Spicy and creamy”*
**Quality-Overall**5%
*“Excellent product”*
**Ingredients-Overall**2%
*“tasty with NO nastie additives”*
**Soft Feel**2%
*“Very nice smooth”*
**Blend/Ratio**2%
*“Great pick and mix”*
**Cooking Instructions**2%
*“It was very easy to use so even the newest cook would be able to make an amazing meal”*
**Crispiness**2%
*“Creamy chicken”*
### **What buyers complain about **
**Spiciness**12%
*“Way too mild for me”*
**Taste-Overall**10%
*“Zero curry taste”*
**Salt Content**8%
*“These need a touch more salt”*
**Flavor**7%
*“Good flavour not a lot of chicken”*
**Texture/Consistency-Overall**7%
*“Not a nice texture at all”*
**Value For Money**6%
*“It's just a sauce you can get much cheaper in the supermarket”*
**Quality-Overall**5%
*“very poor quality”*
**Advertised Vs Actual Product**2%
*“Not fresh sliced chicken breast as pictured”*
**Moist/Dry**2%
*“Dry and bland”*
**Sour**2%
*“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.
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