---
title: "Microwave Rice — £379K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/microwave-rice"
last_updated: "2026-07-31T19:22:14.906Z"
locale: en
meta:
description: "Niche score 58/100 · £379K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 58/100 · £379K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Microwave Rice — £379K/yr Amazon UK Niche (2026) - Flapen"
---
# **microwave rice**
**Worth a look**
Shows searches that convert (19.9% search→purchase), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 55Growth 22Conversion 100Competition 95Returns 100Price range 46Avg price 10Brand share 21Review moat 77Quality gap 38
**Conversion**
**Incredible****19.9%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Competition**
**Incredible****19%**
top-5 click share — an open shelf
**Review moat**
**Great****450.2**
avg incumbent reviews — the moat a new listing must climb
**Market size**
**Good****£379K**
£379K/yr · 518K searches
**Price range**
**Okay****£0.58–£27.32**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-5.4%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****92%**
top-5 brand share — brand-locked demand
**Avg price**
**Bad****£3.68**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
10K6KSpike '25Spike '26Prime Day '26 seasonDecMarJunAugNovMarMay
Peak months: Jan, Jul, Sep · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/grocery/microwave-rice/trend)
## **Top microwave rice search terms**
- **microwave rice**192K/yr+8.5%19.0% conv. - **uncle bens rice**60K/yr+0.9%20.7% conv. - **tilda rice**52K/yr-14.7%12.3% conv. - **tilda**29K/yr-10.5%12.7% conv. - **uncle bens**29K/yr-28.5%9.7% conv. - **bens rice**18K/yr-16.5%14.5% conv. - **packet rice**13K/yr+8.9%16.4% conv. - **rice microwave**27K/yr-56.3%12.9% conv. - **micro rice**12K/yr-1.2%17.3% conv. - **bens original**14K/yr-15.1%5.3% conv. [**All search terms **](https://flapen.com/research/uk/grocery/microwave-rice/search-terms)
## **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.
0%2%£8K4%£15K6%£23K8%£30K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Tilda Pure Steamed Basmati Rice 250g**Tilda**£1.14**4.7★730 rev](https://www.amazon.co.uk/dp/B006TD1FOW) [2**Bens Original Basmati Microwave Rice Bulk Multipack 6 x 220 g pouches**Ben's Original**£5.27**4.7★1,403 rev](https://www.amazon.co.uk/dp/B0B9T1KGZT) [3**by Amazon Meditterenean Microwave Rice 250g**by Amazon**£0.65**4.6★287 rev](https://www.amazon.co.uk/dp/B0DHY64CD3) [4**Bens Original Golden Vegetable Microwave Rice Pouch 220g**Ben's Original**£1.15**4.6★505 rev](https://www.amazon.co.uk/dp/B0C6YDTVF8) [5**BENS ORIGINAL Golden Vegetable Microwave Rice Bulk Multipack 6 x 220g pouches**Ben's Original**£5.35**4.6★914 rev](https://www.amazon.co.uk/dp/B0C5N9JMRC)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Morrisons Chinese Fried Rice 250g**Morrisons**£0.92**135 rev1y ago](https://www.amazon.co.uk/dp/B0F99W3LLZ) [**Morrisons Chicken & Sweetcorn Micro Rice 250g**Morrisons**£0.92**53 rev1y ago](https://www.amazon.co.uk/dp/B0F99WL31S) [**Morrisons Wholegrain Rice 250g**Morrisons**£0.72**95 rev1y ago](https://www.amazon.co.uk/dp/B0F5XB7PKZ) [**by Amazon Meditterenean Microwave Rice 250g**by Amazon**£0.65**287 rev1y ago](https://www.amazon.co.uk/dp/B0DHY64CD3) [**by Amazon Long Grain Rice Pouch 250g**by Amazon**£0.60**836 rev1y ago](https://www.amazon.co.uk/dp/B0DHY822Y4)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**by Amazon Long Grain Rice Pouch 250g**by Amazon**£0.60**4.4★**▲ 214%**](https://www.amazon.co.uk/dp/B0DHY822Y4) [**Morrisons Wholegrain Rice 250g**Morrisons**£0.72**4.5★**▲ 130%**](https://www.amazon.co.uk/dp/B0F5XB7PKZ) [**Morrisons Chicken & Sweetcorn Micro Rice 250g**Morrisons**£0.92**4.3★**▲ 63%**](https://www.amazon.co.uk/dp/B0F99WL31S) [**Morrisons Microwave Egg Fried Rice 250G**Morrisons**£0.89**4.4★**▲ 60%**](https://www.amazon.co.uk/dp/B07VS4L81N) [**Tilda Pure Steamed Basmati Rice 250 grams**Tilda**£1.15**4.6★**▲ 58%**](https://www.amazon.co.uk/dp/B016IPMBAW)
**~~View all trending →~~**
## **What buyers say about microwave rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**32%
*“It tastes lovely”*
**Value For Money**15%
*“Good price”*
**Cooking Instructions**12%
*“Easy cooking ready in minutes”*
**Quality-Overall**9%
*“As good as other supermarket own brands”*
**Flavor**8%
*“The texture/aroma is great”*
**Ease Of Use**7%
*“Easy to use”*
**Nutritional Content**3%
*“Great with many different meals”*
**Advertised Vs Actual Product**2%
*“honestly its much nicer than I expected”*
**Texture/Consistency-Overall**1%
*“nice texture”*
**Ingredients-Overall**1%
*“Useful staple ingredient in pantry”*
### **What buyers complain about **
**Taste-Overall**32%
*“Strange taste”*
**Quality-Overall**9%
*“Absolutely appalling”*
**Flavor**5%
*“then you may be somewhat disappointed as there isn't really any garlic or butter flavouring”*
**Smell**5%
*“Smells worse”*
**Texture/Consistency-Overall**5%
*“Sickly too rich and gooey”*
**Spiciness**5%
*“Very spicy”*
**Chunk/Clump/Collection**5%
*“Very clumpy”*
**Stale/Rotten/Spoiled**3%
*“Found these bland”*
**Cooking Instructions**3%
*“DO NOT COOK IN THE BAG”*
**Moist/Dry**2%
*“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.
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