japanese rice
Worth a lookShows low returns (0.1%), but soft demand (-14.4% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great9.7%search→purchase rate — share of searches ending in a sale
Avg price
Great£16.58avg listing price — sweet spot $15–$100
Price range
Good£1.49–£47.60cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good794.11avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay78%top-5 brand share — brands hold most of the demand
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Market size
Okay£206K£206K/yr · 128K searches
Growth
Bad-14.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, japanese rice is a £206K/yr Amazon United Kingdom market (128K searches/yr). The top 5 brands hold 78% of demand. Demand peaks in Oct–Nov. Verdict: Worth a look — 54/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
japanese rice market data
- Units sold / yr
- 13K–15K
- avg 250–500/product
- Revenue / yr
- £207K–£249K
- units × avg price
- Conversion rate
- 9.7%
- Avg BSR
- #28
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 63%
- Out of stock
- 3.9%
- Avg brand age
- 66 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.Brands
13 falling
Sellers
25
Top-5 brand share
78%
Top 20: 100%
Top-5 click share
58%
Top 20: 100%
Open market
18%
- Yutaka34%
- 神明17%
- Emma Basic13%
- Yume Nishiki8%
- あかふじ6%
- Hyakushoichiba Co4%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -14.4% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 1.8×
Top japanese rice search terms
- japanese rice91K/yr
- short grain rice21K/yr
- koshihikari rice6K/yr
- japanese short grain rice3K/yr
- rice japanese3K/yr
- japonica rice2K/yr
Top japanese rice 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 19 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
Yutaka£9.234.6★136 rev
Toyama Koshihikari Japanese Rice 5kg
神明£25.154.6★432 rev
Yutaka Koshi Rice 5kg | Premium Grade Japanese Short Grain Rice | Authentic Japanese Rice Round Grain | Perfect for sushi rice sticky rice and everyday Asian cooking
Yutaka£13.894.6★1,173 rev
YUMENISHIKI Short Grain Rice 5 kg
Yume Nishiki£21.344.6★591 rev
Emma Basic - Koshi Haruki Sushi Rice 5kg | Superior Grade | Gluten Free | Sticky | Perfect for sushi rice and everyday Asian cooking
Emma Basic£12.594.4★177 rev
Newest
by launch date
Emma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain
Emma Basic£2.9638 rev
Hokkaido Nanatsuboshi Rice 10kg | Premium Japanese Short Grain Rice | Soft Fluffy Texture with Natural Sweetness | Ideal for Sushi Rice Bowls & Everyday Meals
神明£47.601,078 rev
Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
Yutaka£9.23136 rev
Emma Basic - Koshi Haruki Sushi Rice 5kg | Superior Grade | Gluten Free | Sticky | Perfect for sushi rice and everyday Asian cooking
Emma Basic£12.59177 rev
Ubara Japanese Rice 5kg | Premium Short Grain Rice from Ibaraki Japan
Hyakushoichiba Co£17.6544 rev
Trending
90-day click momentumEmma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain
Emma Basic£2.964.5★
Aksoy Premium Sushi Rice 5KG | Authentic Japanese-Style Short Grain Rice | Perfect Texture for Sushi & Asian Dishes | Non-GMO Soft & Sticky | Ideal for Rolls Nigiri Onigiri (Pack may vary)
AKSOY£5.614.2★
Nishiki Premium Grade Rice (Medium Grain) 5kg
Starry Asian Market£16.614.0★
Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
Yutaka£9.234.6★
Hokkaido Nanatsuboshi Rice 10kg | Premium Japanese Short Grain Rice | Soft Fluffy Texture with Natural Sweetness | Ideal for Sushi Rice Bowls & Everyday Meals
神明£47.604.2★
What buyers say about japanese rice
What buyers praise and complain about, mined from review topics.What buyers love
“Fantastic creamy rice”
“Good quality”
“GREAT PRICE”
“Easy to cook following the simple instructions”
“It was the best pudding rice ever”
“This is a great product great quality good texture good value for money would buy again”
“Great tast and flavour”
“Good quality short grain rice”
“Really easy to cook”
“As described”
What buyers complain about
“really bad taste”
“Disappointing quality”
“expensive”
“This bag is massive”
“False Advertising”
“smells awful”
“the net weight is less than that”
“didn't seem like new rice”
“as thinning thick plastic upon closer inspection”
“Excellent sushi rice although I found the guideline for water needed didn't work”
Common questions
- Is japanese rice profitable to sell on Amazon United Kingdom?
- The niche generates £206K/yr across 19 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -14.4%. Flapen's verdict: Worth a look (54/100).
- How competitive is the japanese rice niche?
- 13 brands and 25 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 78% of demand.
- What do buyers complain about in japanese rice?
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Value For Money. The return rate is 0.1%.
- When does demand for japanese rice peak?
- Demand peaks in Oct–Nov; the busiest month runs 1.8× the quietest.
- What does it cost to enter the japanese rice niche?
- Listings span £1.49–£47.60; the average listing price is £16.58 (sweet spot $15–$100). The average incumbent carries 794 reviews — the moat a new listing must climb.