---
title: "Jollof Rice — £53K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/jollof-rice"
last_updated: "2026-07-31T20:22:28.701Z"
locale: en
meta:
description: "Niche score 40/100 · £53K/yr market · 62K searches/yr · £10.63 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 40/100 · £53K/yr market · 62K searches/yr · £10.63 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Jollof Rice — £53K/yr Amazon UK Niche (2026) - Flapen"
---
# **jollof rice**
**Skip it**
A small market ($53K/yr) — this niche doesn't clear our bar today.
Market size 13Growth 20Conversion 79Competition 20Returns 100Price range 46Avg price 39Brand share 19Review moat 93Quality gap 37
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Review moat**
**Great****139.13**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Great****8.0%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Okay****£2.48–£25.46**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Okay****£10.63**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-10.0%**
90-day search growth — must beat 0% to launch
**Competition**
**Bad****76%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****92%**
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 ~~](https://flapen.com/research/methodology)
## **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 rice**19K/yr-6.0%7.8% conv. - **jollof rice**13K/yr-17.2%2.0% conv. - **sella basmati rice**10K/yr-23.8%4.9% conv. - **golden sella**3K/yr+76.8%9.7% conv. - **sella rice**6K/yr-13.8%4.5% conv. - **tropical sun golden sella basmati rice 10kg**4K/yr+25.6%9.4% conv. - **jollof**3K/yr+4.0%2.0% conv. - **golden sella basmati rice 10kg**4K/yr-65.4%4.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/jollof-rice/search-terms)
## **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.
0%10%£5K20%£11K30%£16K40%£21K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 16 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£11.45**4.7★816 rev](https://www.amazon.co.uk/dp/B07JBM2P2T) [2**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**£21.18**4.7★816 rev](https://www.amazon.co.uk/dp/B07JCHBQ7X) [3**Laila Golden Sella Basmati Rice Long Grain 5kg**LAILA**£8.01**4.2★278 rev](https://www.amazon.co.uk/dp/B0191ZIVE6) [4**Tropical Sun GOLDEN SELLA 1KG**Tropical Sun**£3.92**5.0★5 rev](https://www.amazon.co.uk/dp/B0FPB3FNLJ) [5**TILDA GOLDEN SELLA BASMATI RICE**Tilda**£25.46**4.7★74 rev](https://www.amazon.co.uk/dp/B09MKW3LQQ)
**~~View all top sellers →~~**
### **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**£18.55**2 rev5mo ago](https://www.amazon.co.uk/dp/B0GJTYVTDW) [**Tropical Sun GOLDEN SELLA 1KG**Tropical Sun**£3.92**5 rev6mo ago](https://www.amazon.co.uk/dp/B0FPB3FNLJ) [**MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Authentic West African Recipe Vegetarian friendly (4)**Meji Foods**£10.77**4 rev7mo ago](https://www.amazon.co.uk/dp/B0G62T5Y46) [**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**£2.48**5 rev11mo ago](https://www.amazon.co.uk/dp/B0FNLSN4GT) [**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**£3.94**10 rev11mo ago](https://www.amazon.co.uk/dp/B0FNLZ41C4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Tropical Sun GOLDEN SELLA 1KG**Tropical Sun**£3.92**5.0★**▲ 107%**](https://www.amazon.co.uk/dp/B0FPB3FNLJ) [**MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Authentic West African Recipe Vegetarian friendly (4)**Meji Foods**£10.77**3.6★**▲ 106%**](https://www.amazon.co.uk/dp/B0G62T5Y46) [**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**£18.55**4.5★**▲ 67%**](https://www.amazon.co.uk/dp/B0GJTYVTDW) [**MEJI Foods Jollof Rice Instant Microwave Rice Ready in 90 Seconds Box of 8 x 250g Authentic West African Recipe Vegetarian friendly**Meji Foods**£18.32**4.6★**▲ 55%**](https://www.amazon.co.uk/dp/B0FPGLFCJY) [**Laila Golden Sella Basmati Rice 2 kg**LAILA**£5.59**4.5★**▲ 29%**](https://www.amazon.co.uk/dp/B01DT0WDOS)
**~~View all trending →~~**
## **What buyers say about jollof rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**34%
*“Good quality”*
**Taste-Overall**18%
*“Excellent taste”*
**Cooking Instructions**16%
*“Very nice cooks well”*
**Value For Money**14%
*“Worth it”*
**Moist/Dry**3%
*“Basmatic rice - It doesn't get soggy after cooking”*
**Flavor**3%
*“Lovely aromatic basmati rice”*
**Soft Feel**2%
*“soft”*
**Spiciness**2%
*“Great sauce”*
**Ease Of Use**2%
*“Best grain and easy to cook”*
**Smell**2%
*“It has that classic basmati fragrance”*
### **What buyers complain about **
**Taste-Overall**26%
*“tastes horrible”*
**Quality-Overall**20%
*“Very poor quality rice”*
**Smell**17%
*“It doesnt smell like basmati, its par boiled and tastes horrible”*
**Stale/Rotten/Spoiled**11%
*“Not fresh”*
**Hard Feel**6%
*“Could be softer”*
**Spiciness**6%
*“not more spicy”*
**Color**6%
*“The rice is half BLACK”*
### **Top return reasons **
**Value For Money**67%
**Gap/Hole**33%
## **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.
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