---
title: "Japanese Rice — £206K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/japanese-rice"
last_updated: "2026-07-31T21:55:55.003Z"
locale: en
meta:
description: "Niche score 54/100 · £206K/yr market · 128K searches/yr · £16.58 avg price. Soft demand (-14.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £206K/yr market · 128K searches/yr · £16.58 avg price. Soft demand (-14.4% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Japanese Rice — £206K/yr Amazon UK Niche (2026) - Flapen"
---
# **japanese rice**
**Worth a look**
Shows low returns (0.1%), but soft demand (-14.4% this quarter) keeps it on the watch list.
Market size 40Growth 18Conversion 86Competition 45Returns 100Price range 71Avg price 79Brand share 46Review moat 68Quality gap 48
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****9.7%**
search→purchase rate — share of searches ending in a sale
**Avg price**
**Great****£16.58**
avg listing price — sweet spot $15–$100
**Price range**
**Good****£1.49–£47.60**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Good****794.11**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****78%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****58%**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov · busiest ÷ quietest = 1.8×
[**Open Trend **](https://flapen.com/research/uk/grocery/japanese-rice/trend)
## **Top japanese rice search terms**
- **japanese rice**91K/yr-12.0%8.2% conv. - **short grain rice**21K/yr-23.2%8.0% conv. - **koshihikari rice**6K/yr-18.5%11.3% conv. - **japanese short grain rice**3K/yr-21.1%10.0% conv. - **rice japanese**3K/yr-2.3%10.4% conv. - **japonica rice**2K/yr-13.1%7.0% conv. [**All search terms **](https://flapen.com/research/uk/grocery/japanese-rice/search-terms)
## **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.
0%5%£10K10%£21K15%£31K20%£41K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 19 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals**Yutaka**£9.23**4.6★136 rev](https://www.amazon.co.uk/dp/B0DLCQD7P7) [2**Toyama Koshihikari Japanese Rice 5kg**神明**£25.15**4.6★432 rev](https://www.amazon.co.uk/dp/B005GNVF0A) [3**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**£13.89**4.6★1,173 rev](https://www.amazon.co.uk/dp/B086BX7LVB) [4**YUMENISHIKI Short Grain Rice 5 kg**Yume Nishiki**£21.34**4.6★591 rev](https://www.amazon.co.uk/dp/B003WAPYVA) [5**Emma Basic - Koshi Haruki Sushi Rice 5kg | Superior Grade | Gluten Free | Sticky | Perfect for sushi rice and everyday Asian cooking**Emma Basic**£12.59**4.4★177 rev](https://www.amazon.co.uk/dp/B0DG957VL2)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Emma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain**Emma Basic**£2.96**38 rev7mo ago](https://www.amazon.co.uk/dp/B0G6M7F5BW) [**Hokkaido Nanatsuboshi Rice 10kg | Premium Japanese Short Grain Rice | Soft Fluffy Texture with Natural Sweetness | Ideal for Sushi Rice Bowls & Everyday Meals**神明**£47.60**1,078 rev11mo ago](https://www.amazon.co.uk/dp/B08JC2KW7D) [**Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals**Yutaka**£9.23**136 rev1y ago](https://www.amazon.co.uk/dp/B0DLCQD7P7) [**Emma Basic - Koshi Haruki Sushi Rice 5kg | Superior Grade | Gluten Free | Sticky | Perfect for sushi rice and everyday Asian cooking**Emma Basic**£12.59**177 rev1y ago](https://www.amazon.co.uk/dp/B0DG957VL2) [**Ubara Japanese Rice 5kg | Premium Short Grain Rice from Ibaraki Japan**Hyakushoichiba Co**£17.65**44 rev1y ago](https://www.amazon.co.uk/dp/B0DBJ2L7L8)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Emma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain**Emma Basic**£2.96**4.5★**▲ 197%**](https://www.amazon.co.uk/dp/B0G6M7F5BW) [**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**£5.61**4.2★**▲ 67%**](https://www.amazon.co.uk/dp/B09SHWVFQF) [**Nishiki Premium Grade Rice (Medium Grain) 5kg**Starry Asian Market**£16.61**4.0★**▲ 54%**](https://www.amazon.co.uk/dp/B08W4QG13W) [**Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals**Yutaka**£9.23**4.6★**▲ 43%**](https://www.amazon.co.uk/dp/B0DLCQD7P7) [**Hokkaido Nanatsuboshi Rice 10kg | Premium Japanese Short Grain Rice | Soft Fluffy Texture with Natural Sweetness | Ideal for Sushi Rice Bowls & Everyday Meals**神明**£47.60**4.2★**▲ 18%**](https://www.amazon.co.uk/dp/B08JC2KW7D)
**~~View all trending →~~**
## **What buyers say about japanese rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**29%
*“Fantastic creamy rice”*
**Quality-Overall**16%
*“Good quality”*
**Value For Money**13%
*“GREAT PRICE”*
**Cooking Instructions**8%
*“Easy to cook following the simple instructions”*
**Baking**7%
*“It was the best pudding rice ever”*
**Texture/Consistency-Overall**5%
*“This is a great product great quality good texture good value for money would buy again”*
**Flavor**4%
*“Great tast and flavour”*
**Ingredients-Overall**3%
*“Good quality short grain rice”*
**Ease Of Use**2%
*“Really easy to cook”*
**Advertised Vs Actual Product**2%
*“As described”*
### **What buyers complain about **
**Taste-Overall**19%
*“really bad taste”*
**Quality-Overall**14%
*“Disappointing quality”*
**Value For Money**13%
*“expensive”*
**Size-Overall**6%
*“This bag is massive”*
**Advertised Vs Actual Product**6%
*“False Advertising”*
**Smell**6%
*“smells awful”*
**Weight Light**3%
*“the net weight is less than that”*
**Stale/Rotten/Spoiled**3%
*“didn't seem like new rice”*
**Thickness**3%
*“as thinning thick plastic upon closer inspection”*
**Cooking Instructions**2%
*“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.
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