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Microwave Rice

Maybe

Buyers convert on 19.9% of searches. But products sell for $3.68 on average, outside the sweet spot, so Microwave Rice is a Maybe.

Flapen Score
58
58 / 100
Top 8% of 2,976 Grocery niches · +12 vs the category median of 46
Market size
£379K/yr518K searches / yr
90-day growth
-5.4%search demand this quarter
Competition
19%top-5 click share · 13 brands · 103 sellers

Flapen Score

Microwave Rice against its category

The dotted line is the Grocery average. Past it, Microwave Rice is stronger. Inside it, weaker.

58Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Microwave Rice market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Microwave Rice 518K times last year and spent an estimated £379K. The top 5 brands take 92% of clicks. Demand peaks in Jan–Jul–Sep. Flapen scores it 58 out of 100, a Maybe.

01 · Demand

19.9% of searches ended in a purchase last week.

Shoppers searched for this 518K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 19.9% of those searches ended in a purchase. Searches in the last 90 days moved -5.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £379K a year.

Searches, last 12 months
518K
Growth, 90 days vs prior 90
-5.4%
Conversion, latest week
19.9%
Market size, estimated
£379Ka year
Peak month
July2.0× the quietest month
Top search term
microwave rice192K searches a year

02 · Price

A sale here is worth £3.68.

Listings sell for £3.68 on average, from £0.58 to £27.32. Amazon reports units sold in ranges. This niche sold 150K to 200K a year. The average listing sells 1,500 to 2,000 of them. At £3.68 that is £6K to £7K a year per listing.

Average price
£3.68under the $15 to $100 sweet spot
Price range
£0.58–£27.32
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
150K–200K
Units per listing a year
1,500–2,000
Revenue per listing a year
£6K–£7K
Returns
0.0%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

26% of listings pay for placement with sponsored ads. 99% ship with Prime. On an average day, 1.1% of listings are out of stock. The average listing ranks #105 within Instant Meals & Sides. It carries 450 reviews at 4.52 stars, so a new listing needs social proof before a better product.

Sponsored listings
26%
Prime listings
99%
Out of stock, average day
1.1%
Average rank
#105in Instant Meals & Sides
Average rating
4.52 starsAmazon United Kingdom average 4.36 stars
Average reviews
450per listing
Listings tracked
87

04 · Newcomers

Amazon counts 2 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 2 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 64 months on average, so the names here are established.

Launched, last 12 months
3
Successful launches
2Amazon's first-year sales bar
Average brand age
64 months

Products

Top Microwave Rice products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 19% of clicks. An open shelf where new products get seen.

£0£8K£15K£23K£30K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 rising

Sellers

103

Top-5 brand share

92%

Top 20: 100%

Top-5 click share

19%

Top 20: 55%

Open market

6%

  • Ben's Original37%
  • Tilda24%
  • Morrisons15%
  • by Amazon9%
  • Uncle Ben's6%
  • VEETEE3%
  • Open — no brand owns it (7 brands, 6%)

Demand

Microwave Rice search demand

Weekly searches over the year, seasonality beneath. Pick a range.

10K6KSpike '25Spike '26Prime Day '26DecMarJunAugNovMarMay

Peak months: Jan, Jul, Sep · busiest ÷ quietest = 2.0×

Search terms

Top Microwave Rice search terms shoppers use

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

  • microwave rice192K/yr
  • uncle bens rice60K/yr
  • tilda rice52K/yr
  • tilda29K/yr
  • uncle bens29K/yr
  • bens rice18K/yr
  • packet rice13K/yr
  • rice microwave27K/yr
  • micro rice12K/yr
  • bens original14K/yr

Reviews and returns

What reviews say buyers love and hate about Microwave Rice

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Taste-Overall32%−0.09

Strange taste

Tastes like crap

Not Tasty

Quality-Overall9%

Absolutely appalling

Product qaulity low

Quality Concerns

Flavor5%−0.02

then you may be somewhat disappointed as there isn't really any garlic or butter flavouring

Flavour not great

Unfortunately, I really didnt enjoy it at all and honestly found it inedible, which was disappointing given the flavours I normally like

Smell5%−0.03

Smells worse

Well, to be fair Uncle Bens smells a bit like packet,

Smell very strongly of Hydrogen Sulphide nothing like the real thing

Texture/Consistency-Overall5%−0.03

Sickly too rich and gooey

Not as good a texture when reheated as other brands tried

has a firmer texture

Love

Taste-Overall32%−0.09

It tastes lovely

Absolutely delicious

Great taste,easy to do

Value For Money15%+1.76

Good price

Saves money

Excellent value

Cooking Instructions12%+1.00

Easy cooking ready in minutes

Cooks to perfection

Easy cook

Quality-Overall9%

As good as other supermarket own brands

Good quality rice

Good quality

Flavor8%−0.02

The texture/aroma is great

Great flavour

Very very strong flavour

FAQ

Common Microwave Rice questions

Answered from the same tracked data.