evaporated milk
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible18.7%search→purchase rate — share of searches ending in a sale
Review moat
Good534.4avg incumbent reviews — the moat a new listing must climb
Price range
Okay£0.60–£27.48cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Okay£135K£135K/yr · 116K searches
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-8.6%90-day search growth — must beat 0% to launch
Competition
Bad78%top-5 click share — a locked-up shelf
Avg price
Bad£6.23avg listing price — sweet spot $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, evaporated milk is a £135K/yr Amazon United Kingdom market (116K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 40/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
evaporated milk market data
- Units sold / yr
- 40K–50K
- avg 3,000–4,000/product
- Revenue / yr
- £249K–£312K
- units × avg price
- Conversion rate
- 18.7%
- Avg BSR
- #678
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 30%
- Out of stock
- 7.1%
- Avg brand age
- 62 months
- Avg seller age
- 182 days
Competition & brand share
The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.Brands
2 falling
Sellers
59
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
78%
Top 20: 100%
Open market
0%
- Carnation55%
- Morrisons45%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -8.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top evaporated milk search terms
- evaporated milk85K/yr
- carnation milk22K/yr
- carnation evaporated milk4K/yr
- evaporated milk pack of 125K/yr
Top evaporated milk 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.
All 10 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Carnation Evaporated Milk 410g
Carnation£1.414.7★625 rev
Morrisons Evaporated Milk Full Cream 410 g
Morrisons£0.764.6★1,357 rev
Morrisons Eat Smart Reduced Fat Evaporated Milk 410g
Morrisons£0.694.6★375 rev
Carnation Topping Evaporated Milk 170 g
Carnation£0.934.6★145 rev
Nestle Carnation Evaporated Milk 410g (Pack of 1)
Carnation£1.684.6★490 rev
Newest
by launch date
Morrisons Evaporated Milk Full Cream 410 g (Pack of 12) Packaging May Vary
Morrisons£9.26202 rev
Morrisons Eat Smart Reduced Fat Evaporated Milk 410 g x 12
Morrisons£10.60144 rev
Carnation Evaporated Milk 170g (Pack of 12)
Carnation£8.91142 rev
Morrisons Eat Smart Reduced Fat Evaporated Milk 410g
Morrisons£0.69375 rev
Morrisons Evaporated Milk Full Cream 170g
Morrisons£0.601,357 rev
Trending
90-day click momentumMorrisons Evaporated Milk Full Cream 410 g (Pack of 12) Packaging May Vary
Morrisons£9.264.5★
Morrisons Eat Smart Reduced Fat Evaporated Milk 410g
Morrisons£0.694.6★
Carnation Topping Evaporated Milk 170 g
Carnation£0.934.6★
Morrisons Evaporated Milk Full Cream 170g
Morrisons£0.604.6★
Carnation Evaporated Milk 410g
Carnation£1.414.7★
What buyers say about evaporated milk
What buyers praise and complain about, mined from review topics.What buyers love
“Taste is good”
“Brilliant quality”
“Good value for money”
“Does the job”
“it makes it creamier”
“Comes in quite handy for my deserts”
“Well priced coffee addition”
“Also sweetens-up a cup of Tea or coffee”
“Its also easy on the digestive tract”
“Its profound diversity with porridge,fruits Salads, Oats, etc its a great catalyst for my morning stability”
What buyers complain about
“Why does it cost so much”
“Was disappointed that one of the tins was so badly damaged can't be used as contaminated”
“Evaporated milk like in my coffee creamy”
“* Sweetness Confusion: Often mistaken for condensed milk. Note: This is completely unsweetened”
Common questions
- Is evaporated milk profitable to sell on Amazon United Kingdom?
- The niche generates £135K/yr across 10 tracked products. 90-day search growth is -8.6%. Flapen's verdict: Skip it (40/100).
- How competitive is the evaporated milk niche?
- 2 brands and 59 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in evaporated milk?
- Top complaints mined from reviews: Value For Money, Contamination, Storage Temperature. The return rate is 0.0%.
- When does demand for evaporated milk peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the evaporated milk niche?
- Listings span £0.60–£27.48; the average listing price is £6.23 (sweet spot $15–$100). The average incumbent carries 534 reviews — the moat a new listing must climb.