How competitive is the Oatmeal niche on Amazon United Kingdom?

16 brands and 94 sellers compete in Oatmeal on Amazon United Kingdom. The top 5 Oatmeal products take 42% of clicks and its top 5 brands hold 80% of demand.

What does it cost to enter the Oatmeal niche?

Oatmeal sells for £5.60 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £1.35–£20.49. The average incumbent carries 582 reviews — the moat a new listing must climb.

Oatmeal

soft demand (-37.9% this quarter) — Oatmeal doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Oatmeal profitable on Amazon?

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.

Oatmeal: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -37.9% over the last 90 days and 9.4% of searches end in a purchase.

£35K

revenue / yr

Units sold / yr8K

Search volume / yr-37.9%67K

Conversion rate9.4%

Avg price£5.60

Who owns the niche?

The top 5 brands hold 80% of demand, so 20% of the market is open.

20%

open market share

Brands · sellers16 · 94

Top-5 product click share42%

Open market20%

Avg brand age76 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 · 40 products

Top Oatmeal 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

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

Price: £3.49
Rating: 4.6/5
Reviews: 140
Age: 2y ago

Minton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking

Price: £2.01
Rating: 4.5/5
Reviews: 140
Age: 1y ago

Oatmeal Fine Stabilised 1kg

Price: £6.19
Rating: 4.6/5
Reviews: 460
Age: 5y ago

Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives

Price: £9.12
Rating: 4.3/5
Reviews: 29
Age: 2y ago

Organic Oatmeal Fine 1kg (BWFO)

Price: £2.53
Rating: 4.6/5
Reviews: 87
Age: 9y ago

Newest

by launch date

Minton & Donello Pinhead Oatmeal 500g High Fibre Low Fat Oats Great for Porridge Flapjacks Satisfying Breakfast Bowls & Everyday Cooking

Price: £2.01
Rating: 4.5/5
Reviews: 140
Age: 1y ago

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

Price: £3.49
Rating: 4.6/5
Reviews: 140
Age: 2y ago

Organic Fine Oatmeal 500g by Hatton Hill Organic

Price: £6.11
Rating: 4.7/5
Reviews: 4
Age: 2y ago

Trend Organic Medium Oatmeal Stoneground 1kg - Wholesome Fibre Boost for Culinary Excellence High in Protein Certified Organic Vegan GMO-Free No Additives No Preservatives

Price: £9.12
Rating: 4.3/5
Reviews: 29
Age: 2y ago

Organic Oatmeal Pinhead 1kg (BWFO)

Price: £2.31
Rating: 4.7/5
Reviews: 96
Age: 3y ago

Competition: brands, sellers & click share

The top 5 products take 42% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

16 rising

Sellers

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%)

Oatmeal demand & seasonality

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

Volume67KCVR9.4%Products40Brands16Top 5 Brands80%OOS Rate0.2%Rating4.5★Reviews582Avg BSR#16

Top Oatmeal search terms shoppers use

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

oatmeal53K/yr -39.1%6.8% conv.
fine oatmeal4K/yr -18.7%8.0% conv.
medium oatmeal6K/yr -45.5%10.9% conv.
oat meal2K/yr -20.9%5.7% conv.
medium oatmeal for parkin3K/yr -43.8%17.4% conv.

What reviews say buyers love and hate about Oatmeal

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

What buyers love

85% of reviews

Taste-Overall27%

“Smooth taste”

Quality-Overall18%

“Oatmeal seems good quality”

Value For Money10%

“Good price”

Flavor6%

“Great flavour and easy to cook”

Texture/Consistency-Overall5%

“Great chunky texture”

What buyers complain about

66% of reviews

Taste-Overall16%

“And have a weird bitter taste”

Value For Money10%

“Crazy expensive”

Powdered/Crumbled8%

“Arrived crushed/powdery”

Advertised Vs Actual Product7%

“no where near the appearance of what was shown”

Quality-Overall6%

“The oats the product image shows are different to the quality I received”

Oatmeal return rate & reasons

Why buyers send it back, as a share of all return requests.

0.0%

Return rate

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Certifications

100%

Common Oatmeal questions

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

Flapen scores Oatmeal 45/100 on Amazon United Kingdom — Skip it. The niche generates £35K/yr across 40 tracked products. Search demand moved -37.9% over the last 90 days.

Oatmeal buyers on Amazon United Kingdom complain most about Taste-Overall, Value For Money, Powdered/Crumbled, the themes mined from the niche's reviews. Its return rate is 0.0%.