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

13 brands and 103 sellers compete in Microwave Rice on Amazon United Kingdom. The top 5 Microwave Rice products take 19% of clicks and its top 5 brands hold 92% of demand.

What do buyers complain about in Microwave Rice?

Microwave Rice buyers on Amazon United Kingdom complain most about Taste-Overall, Quality-Overall, Flavor, the themes mined from the niche's reviews. Its return rate is 0.0%.

What does it cost to enter the Microwave Rice niche?

Microwave Rice sells for £3.68 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.58–£27.32. The average incumbent carries 450 reviews — the moat a new listing must climb.

Microwave Rice

Microwave Rice shows searches that convert (19.9% search→purchase), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Microwave Rice profitable on Amazon?

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.

Microwave Rice: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved -5.4% over the last 90 days and 19.9% of searches end in a purchase.

£379K

revenue / yr

Units sold / yr200K

Search volume / yr-5.4%518K

Conversion rate19.9%

Avg price£3.68

Who owns the niche?

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

open market share

Brands · sellers13 · 103

Top-5 product click share19%

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 · 87 products

Top Microwave 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

Tilda Pure Steamed Basmati Rice 250g

Price: £1.14
Rating: 4.7/5
Reviews: 730
Age: 14y ago

Bens Original Basmati Microwave Rice Bulk Multipack 6 x 220 g pouches

Price: £5.27
Rating: 4.7/5
Reviews: 1,403
Age: 3y ago

by Amazon Meditterenean Microwave Rice 250g

Price: £0.65
Rating: 4.6/5
Reviews: 287
Age: 1y ago

Bens Original Golden Vegetable Microwave Rice Pouch 220g

Price: £1.15
Rating: 4.6/5
Reviews: 505
Age: 3y ago

BENS ORIGINAL Golden Vegetable Microwave Rice Bulk Multipack 6 x 220g pouches

Price: £5.35
Rating: 4.6/5
Reviews: 914
Age: 3y ago

Newest

by launch date

Morrisons Chinese Fried Rice 250g

Price: £0.92
Rating: 4.2/5
Reviews: 135
Age: 1y ago

Morrisons Chicken & Sweetcorn Micro Rice 250g

Price: £0.92
Rating: 4.3/5
Reviews: 53
Age: 1y ago

Morrisons Wholegrain Rice 250g

Price: £0.72
Rating: 4.5/5
Reviews: 95
Age: 1y ago

by Amazon Meditterenean Microwave Rice 250g

Price: £0.65
Rating: 4.6/5
Reviews: 287
Age: 1y ago

by Amazon Long Grain Rice Pouch 250g

Price: £0.60
Rating: 4.4/5
Reviews: 836
Age: 1y ago

Competition: brands, sellers & click share

Clicks spread well past the top 5 (19% combined) — an open shelf where new products get seen.

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

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

Microwave Rice demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume518KCVR19.9%Products87Brands13Top 5 Brands92%OOS Rate1.1%Rating4.5★Reviews450Avg BSR#105

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

Top Microwave Rice search terms shoppers use

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

microwave rice192K/yr +8.5%19.0% conv.
uncle bens rice60K/yr +0.9%20.7% conv.
tilda rice52K/yr -14.7%12.3% conv.
tilda29K/yr -10.5%12.7% conv.
uncle bens29K/yr -28.5%9.7% conv.
bens rice18K/yr -16.5%14.5% conv.
packet rice13K/yr +8.9%16.4% conv.
rice microwave27K/yr -56.3%12.9% conv.
micro rice12K/yr -1.2%17.3% conv.
bens original14K/yr -15.1%5.3% conv.

What reviews say buyers love and hate about Microwave Rice

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

What buyers love

91% of reviews

Taste-Overall32%

“It tastes lovely”

Value For Money15%

“Good price”

Cooking Instructions12%

“Easy cooking ready in minutes”

Quality-Overall9%

“As good as other supermarket own brands”

Flavor8%

“The texture/aroma is great”

What buyers complain about

74% of reviews

Taste-Overall32%

“Strange taste”

Quality-Overall9%

“Absolutely appalling”

Flavor5%

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

Smell5%

“Smells worse”

Texture/Consistency-Overall5%

“Sickly too rich and gooey”

Common Microwave Rice questions

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

Flapen scores Microwave Rice 58/100 on Amazon United Kingdom — Worth a look. The niche generates £379K/yr across 87 tracked products. 2 of 3 products launched in the last 360 days are still selling. Search demand moved -5.4% over the last 90 days.