How competitive is the Jollof Rice niche on Amazon United Kingdom?

8 brands and 28 sellers compete in Jollof Rice on Amazon United Kingdom. The top 5 Jollof Rice products take 76% of clicks and its top 5 brands hold 92% of demand.

What does it cost to enter the Jollof Rice niche?

Jollof Rice sells for £10.63 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £2.48–£25.46. The average incumbent carries 139 reviews — the moat a new listing must climb.

Jollof Rice

a small market ($53K/yr) — Jollof Rice doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Jollof Rice profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Jollof Rice is a £53K/yr Amazon United Kingdom market (62K searches/yr). The top 5 brands hold 92% of demand. Verdict: Skip it — 40/100.

Jollof Rice: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -10.0% over the last 90 days and 8.0% of searches end in a purchase.

£53K

revenue / yr

Units sold / yr4K

Search volume / yr-10.0%62K

Conversion rate8.0%

Avg price£10.63

Who owns the niche?

The top 5 brands hold 92% of demand, so 8% of the market is open.

open market share

Brands · sellers8 · 28

Top-5 product click share76%

Open market8%

Avg brand age64 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 16 products

Top Jollof Rice products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Tropical Sun Golden Sella Basmati Rice 5kg - Extra Long Grain Parboiled Rice - Naturally Aromatic - Non-Sticky & Fluffy Rice for Biryani Pilaf Curries & Everyday Cooking(Pack of 1).

Price: £11.45
Rating: 4.7/5
Reviews: 816
Age: 7y ago

Tropical Sun Golden Sella Basmati Rice 10kg - Extra Long Grain Parboiled Rice - Naturally Aromatic - Non-Sticky & Fluffy Rice for Biryani Pilaf Curries & Everyday Cooking

Price: £21.18
Rating: 4.7/5
Reviews: 816
Age: 7y ago

Laila Golden Sella Basmati Rice Long Grain 5kg

Price: £8.01
Rating: 4.2/5
Reviews: 278
Age: 10y ago

Tropical Sun GOLDEN SELLA 1KG

Price: £3.92
Rating: 5.0/5
Reviews: 5
Age: 6mo ago

TILDA GOLDEN SELLA BASMATI RICE

Price: £25.46
Rating: 4.7/5
Reviews: 74
Age: 3y ago

Newest

by launch date

MEJI Foods Jollof Rice Spicy Flavour Instant Microwave Rice Ready in 90 Seconds Box of 8 x 250g Authentic West African Recipe Vegetarian Friendly

Price: £18.55
Rating: 4.5/5
Reviews: 2
Age: 5mo ago

Tropical Sun GOLDEN SELLA 1KG

Price: £3.92
Rating: 5.0/5
Reviews: 5
Age: 6mo ago

MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Authentic West African Recipe Vegetarian friendly (4)

Price: £10.77
Rating: 3.6/5
Reviews: 4
Age: 7mo ago

Mammy Market Jollof Rice - original flavour Ready to eat. Microwave in 90 secs and youre good to go Shipping discount on multiple packs and on large orders

Price: £2.48
Rating: 4.6/5
Reviews: 5
Age: 11mo ago

Mammy Market Jollof Sauce -350g jar Authentic ready to use African sauce made in England Makes jollof rice easy to cook. Can also be used for other dishes just heat and eat.

Price: £3.94
Rating: 4.3/5
Reviews: 10
Age: 11mo ago

Competition: brands, sellers & click share

The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

8 flat

Sellers

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

76%

Top 20: 100%

Open market

Tropical Sun59%
LAILA20%
Meji Foods6%
Tilda4%
Mammy Market4%
Africa's Finest3%
Open — no brand owns it (2 brands, 5%)

Top Jollof Rice search terms shoppers use

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

golden sella basmati rice19K/yr -6.0%7.8% conv.
jollof rice13K/yr -17.2%2.0% conv.
sella basmati rice10K/yr -23.8%4.9% conv.
golden sella3K/yr +76.8%9.7% conv.
sella rice6K/yr -13.8%4.5% conv.
tropical sun golden sella basmati rice 10kg4K/yr +25.6%9.4% conv.
jollof3K/yr +4.0%2.0% conv.
golden sella basmati rice 10kg4K/yr -65.4%4.3% conv.

What reviews say buyers love and hate about Jollof Rice

What buyers mention most, as a share of all reviews.

What buyers love

96% of reviews

Quality-Overall34%

“Good quality”

Taste-Overall18%

“Excellent taste”

Cooking Instructions16%

“Very nice cooks well”

Value For Money14%

“Worth it”

Moist/Dry3%

“Basmatic rice - It doesn't get soggy after cooking”

What buyers complain about

91% of reviews

Taste-Overall26%

“tastes horrible”

Quality-Overall20%

“Very poor quality rice”

Smell17%

“It doesnt smell like basmati, its par boiled and tastes horrible”

Stale/Rotten/Spoiled11%

“Not fresh”

Hard Feel6%

“Could be softer”

Jollof Rice return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Value For Money

67%

2Gap/Hole

33%

Common Jollof Rice questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Jollof Rice 40/100 on Amazon United Kingdom — Skip it. The niche generates £53K/yr across 16 tracked products. 0 of 5 products launched in the last 360 days are still selling. Search demand moved -10.0% over the last 90 days.

Jollof Rice buyers on Amazon United Kingdom complain most about Taste-Overall, Quality-Overall, Smell, the themes mined from the niche's reviews. Its return rate is 0.1%.