microwave rice
Worth a lookShows searches that convert (19.9% search→purchase), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Conversion
Incredible19.9%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Competition
Incredible19%top-5 click share — an open shelf
Review moat
Great450.2avg incumbent reviews — the moat a new listing must climb
Market size
Good£379K£379K/yr · 518K searches
Price range
Okay£0.58–£27.32cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-5.4%90-day search growth — must beat 0% to launch
Brand share
Bad92%top-5 brand share — brand-locked demand
Avg price
Bad£3.68avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, microwave rice is a £379K/yr Amazon United Kingdom market (518K searches/yr). The top 5 brands hold 92% of demand. Demand peaks in Jan–Jul–Sep. Verdict: Worth a look — 58/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
microwave rice market data
- Units sold / yr
- 150K–200K
- avg 1,500–2,000/product
- Revenue / yr
- £552K–£736K
- units × avg price
- Conversion rate
- 19.9%
- Avg BSR
- #105
- Page quality
- 0%
- Prime
- 99%
- Sponsored
- 26%
- Out of stock
- 1.1%
- Avg brand age
- 64 months
- Avg seller age
- 174 days
Competition & brand share
Clicks spread well past the top 5 (19% combined) — an open shelf where new products get seen.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 & seasonality
Weekly Amazon search volume, last 96 weeks — -5.4% search growth over the last 90 days.Peak months: Jan, Jul, Sep · busiest ÷ quietest = 2.0×
Top microwave rice search terms
- 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
Top microwave 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Tilda Pure Steamed Basmati Rice 250g
Tilda£1.144.7★730 rev
Bens Original Basmati Microwave Rice Bulk Multipack 6 x 220 g pouches
Ben's Original£5.274.7★1,403 rev
by Amazon Meditterenean Microwave Rice 250g
by Amazon£0.654.6★287 rev
Bens Original Golden Vegetable Microwave Rice Pouch 220g
Ben's Original£1.154.6★505 rev
BENS ORIGINAL Golden Vegetable Microwave Rice Bulk Multipack 6 x 220g pouches
Ben's Original£5.354.6★914 rev
Newest
by launch date
Morrisons Chinese Fried Rice 250g
Morrisons£0.92135 rev
Morrisons Chicken & Sweetcorn Micro Rice 250g
Morrisons£0.9253 rev
Morrisons Wholegrain Rice 250g
Morrisons£0.7295 rev
by Amazon Meditterenean Microwave Rice 250g
by Amazon£0.65287 rev
by Amazon Long Grain Rice Pouch 250g
by Amazon£0.60836 rev
Trending
90-day click momentumby Amazon Long Grain Rice Pouch 250g
by Amazon£0.604.4★
Morrisons Wholegrain Rice 250g
Morrisons£0.724.5★
Morrisons Chicken & Sweetcorn Micro Rice 250g
Morrisons£0.924.3★
Morrisons Microwave Egg Fried Rice 250G
Morrisons£0.894.4★
Tilda Pure Steamed Basmati Rice 250 grams
Tilda£1.154.6★
What buyers say about microwave rice
What buyers praise and complain about, mined from review topics.What buyers love
“It tastes lovely”
“Good price”
“Easy cooking ready in minutes”
“As good as other supermarket own brands”
“The texture/aroma is great”
“Easy to use”
“Great with many different meals”
“honestly its much nicer than I expected”
“nice texture”
“Useful staple ingredient in pantry”
What buyers complain about
“Strange taste”
“Absolutely appalling”
“then you may be somewhat disappointed as there isn't really any garlic or butter flavouring”
“Smells worse”
“Sickly too rich and gooey”
“Very spicy”
“Very clumpy”
“Found these bland”
“DO NOT COOK IN THE BAG”
“what you end up with is incredibly dry clumps of nasty rubbish”
Common questions
- Is microwave rice profitable to sell on Amazon United Kingdom?
- The niche generates £379K/yr across 87 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -5.4%. Flapen's verdict: Worth a look (58/100).
- How competitive is the microwave rice niche?
- 13 brands and 103 sellers compete. The top 5 products take 19% of clicks and top 5 brands hold 92% of demand.
- What do buyers complain about in microwave rice?
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Flavor. The return rate is 0.0%.
- When does demand for microwave rice peak?
- Demand peaks in Jan–Jul–Sep; the busiest month runs 2.0× the quietest.
- What does it cost to enter the microwave rice niche?
- Listings span £0.58–£27.32; the average listing price is £3.68 (sweet spot $15–$100). The average incumbent carries 450 reviews — the moat a new listing must climb.