oatmeal
Skip itSoft demand (-37.9% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Great9.4%search→purchase rate — share of searches ending in a sale
Review moat
Good581.58avg incumbent reviews — the moat a new listing must climb
Competition
Good42%top-5 click share — leaders hold, buyers still browse
Brand share
Okay80%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£1.35–£20.49cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£5.60avg listing price — sweet spot $15–$100
Market size
Bad£35K£35K/yr · 67K searches
Growth
Bad-37.9%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, oatmeal is a £35K/yr Amazon United Kingdom market (67K searches/yr). The top 5 brands hold 80% of demand. Verdict: Skip it — 45/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
oatmeal market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- £34K–£45K
- units × avg price
- Conversion rate
- 9.4%
- Avg BSR
- #16
- Page quality
- 0%
- Prime
- 80%
- Sponsored
- 53%
- Out of stock
- 0.2%
- Avg brand age
- 76 months
- Avg seller age
- 167 days
Competition & brand share
The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.Brands
16 rising
Sellers
94
Top-5 brand share
80%
Top 20: 100%
Top-5 click share
42%
Top 20: 78%
Open market
15%
- Minton & Donello28%
- Wholefood Earth21%
- Buy Whole Foods Online12%
- Quaker12%
- Trend Organic6%
- Thames Organic6%
- Open — no brand owns it (10 brands, 15%)
Demand
Weekly Amazon search volume, last 31 weeks — -37.9% search growth over the last 90 days.Top oatmeal search terms
- oatmeal53K/yr
- fine oatmeal4K/yr
- medium oatmeal6K/yr
- oat meal2K/yr
- medium oatmeal for parkin3K/yr
Top oatmeal 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
Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
Minton & Donello£3.494.6★140 rev
Minton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking
Minton & Donello£2.014.5★140 rev
Oatmeal Fine Stabilised 1kg
Wholefood Earth£6.194.6★460 rev
Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives
Trend Organic£9.124.3★29 rev
Organic Oatmeal Fine 1kg (BWFO)
Buy Whole Foods Online£2.534.6★87 rev
Newest
by launch dateMinton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking
Minton & Donello£2.01140 rev
Minton & Donello Pinhead Oatmeal 1kg - Traditional Steel Cut Oats High In Fibre Natural Ingredients for Breakfast Baking & Cooking Hearty Texture Filling Slow Release Energy Oatmeal
Minton & Donello£3.49140 rev
Organic Fine Oatmeal 500g by Hatton Hill Organic
Hatton Hill£6.114 rev
Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives
Trend Organic£9.1229 rev
Organic Oatmeal Pinhead 1kg (BWFO)
Buy Whole Foods Online£2.3196 rev
Trending
90-day click momentum
Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals
Minton & Donello£2.764.4★
Organic Oatmeal Pinhead 1kg (BWFO)
Buy Whole Foods Online£2.314.7★
Organic Fine Oatmeal 500g by Hatton Hill Organic
Hatton Hill£6.114.7★
Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives
Trend Organic£9.124.3★
Organic Oatmeal Fine 1kg (BWFO)
Buy Whole Foods Online£2.534.6★
What buyers say about oatmeal
What buyers praise and complain about, mined from review topics.What buyers love
“Smooth taste”
“Oatmeal seems good quality”
“Good price”
“Great flavour and easy to cook”
“Great chunky texture”
“also great for including in several recipes”
“Great for baking”
“Good nutrition value high fiber”
“Organic”
“Easy and quick”
What buyers complain about
“And have a weird bitter taste”
“Crazy expensive”
“Arrived crushed/powdery”
“no where near the appearance of what was shown”
“The oats the product image shows are different to the quality I received”
“Poor consistency, didnt use it”
“don't smell good”
“Too milled”
“The milled oats are too large”
“Rubbish”
Top return reasons
Common questions
- Is oatmeal profitable to sell on Amazon United Kingdom?
- The niche generates £35K/yr across 40 tracked products. 90-day search growth is -37.9%. Flapen's verdict: Skip it (45/100).
- How competitive is the oatmeal niche?
- 16 brands and 94 sellers compete. The top 5 products take 42% of clicks and top 5 brands hold 80% of demand.
- What do buyers complain about in oatmeal?
- Top complaints mined from reviews: Taste-Overall, Value For Money, Powdered/Crumbled. The return rate is 0.0%.
- What does it cost to enter the oatmeal niche?
- Listings span £1.35–£20.49; the average listing price is £5.60 (sweet spot $15–$100). The average incumbent carries 582 reviews — the moat a new listing must climb.