jollof rice
Skip itA small market ($53K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Review moat
Great139.13avg incumbent reviews — the moat a new listing must climb
Conversion
Great8.0%search→purchase rate — share of searches ending in a sale
Price range
Okay£2.48–£25.46cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Okay£10.63avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-10.0%90-day search growth — must beat 0% to launch
Competition
Bad76%top-5 click share — a locked-up shelf
Brand share
Bad92%top-5 brand share — brand-locked demand
Market size
Bad£53K£53K/yr · 62K searches
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.
Data updated Jul 24, 2026 · scored weekly · How we score niches
jollof rice market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- £32K–£43K
- units × avg price
- Conversion rate
- 8.0%
- Avg BSR
- #87
- Page quality
- 0%
- Prime
- 75%
- Sponsored
- 50%
- Out of stock
- 11.1%
- Avg brand age
- 64 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products capture 76% of clicks — a locked-up shelf that new listings rarely crack.Brands
8 flat
Sellers
28
Top-5 brand share
92%
Top 20: 100%
Top-5 click share
76%
Top 20: 100%
Open market
5%
- Tropical Sun59%
- LAILA20%
- Meji Foods6%
- Tilda4%
- Mammy Market4%
- Africa's Finest3%
- Open — no brand owns it (2 brands, 5%)
Top jollof rice search terms
- golden sella basmati rice19K/yr
- jollof rice13K/yr
- sella basmati rice10K/yr
- golden sella3K/yr
- sella rice6K/yr
- tropical sun golden sella basmati rice 10kg4K/yr
- jollof3K/yr
- golden sella basmati rice 10kg4K/yr
Top jollof 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 16 tracked products in this niche — three views at once, no toggling.
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).
Tropical Sun£11.454.7★816 rev
Tropical Sun Golden Sella Basmati Rice 10kg - Extra Long Grain Parboiled Rice - Naturally Aromatic - Non-Sticky & Fluffy Rice for Biryani Pilaf Curries & Everyday Cooking
Tropical Sun£21.184.7★816 rev
Laila Golden Sella Basmati Rice Long Grain 5kg
LAILA£8.014.2★278 rev
Tropical Sun GOLDEN SELLA 1KG
Tropical Sun£3.925.0★5 rev
TILDA GOLDEN SELLA BASMATI RICE
Tilda£25.464.7★74 rev
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
Meji Foods£18.552 rev
Tropical Sun GOLDEN SELLA 1KG
Tropical Sun£3.925 rev
MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Authentic West African Recipe Vegetarian friendly (4)
Meji Foods£10.774 rev
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
Mammy Market£2.485 rev
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.
Mammy Market£3.9410 rev
Trending
90-day click momentumTropical Sun GOLDEN SELLA 1KG
Tropical Sun£3.925.0★
MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Authentic West African Recipe Vegetarian friendly (4)
Meji Foods£10.773.6★
MEJI Foods Jollof Rice Spicy Flavour Instant Microwave Rice Ready in 90 Seconds Box of 8 x 250g Authentic West African Recipe Vegetarian Friendly
Meji Foods£18.554.5★
MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Box of 8 x 250g Authentic West African Recipe Vegetarian friendly
Meji Foods£18.324.6★
Laila Golden Sella Basmati Rice 2 kg
LAILA£5.594.5★
What buyers say about jollof rice
What buyers praise and complain about, mined from review topics.What buyers love
“Good quality”
“Excellent taste”
“Very nice cooks well”
“Worth it”
“Basmatic rice - It doesn't get soggy after cooking”
“Lovely aromatic basmati rice”
“soft”
“Great sauce”
“Best grain and easy to cook”
“It has that classic basmati fragrance”
What buyers complain about
“tastes horrible”
“Very poor quality rice”
“It doesnt smell like basmati, its par boiled and tastes horrible”
“Not fresh”
“Could be softer”
“not more spicy”
“The rice is half BLACK”
Top return reasons
Common questions
- Is jollof rice profitable to sell on Amazon United Kingdom?
- The niche generates £53K/yr across 16 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -10.0%. Flapen's verdict: Skip it (40/100).
- How competitive is the jollof rice niche?
- 8 brands and 28 sellers compete. The top 5 products take 76% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in jollof rice?
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Smell. The return rate is 0.1%.
- What does it cost to enter the jollof rice niche?
- Listings span £2.48–£25.46; the average listing price is £10.63 (sweet spot $15–$100). The average incumbent carries 139 reviews — the moat a new listing must climb.