oil
Worth a lookShows low returns (0.1%), but soft demand (-17.5% this quarter) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.8%search→purchase rate — share of searches ending in a sale
Market size
Good£670K£670K/yr · 911K searches
Competition
Good54%top-5 click share — leaders hold, buyers still browse
Review moat
Good1,432.38avg incumbent reviews — the moat a new listing must climb
Price range
Okay£1.55–£25.33cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Quality gap
Bad4.7★avg incumbent rating — lower means beatable quality
Growth
Bad-17.5%90-day search growth — must beat 0% to launch
Avg price
Bad£5.73avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, oil is a £670K/yr Amazon United Kingdom market (911K searches/yr). The top 5 brands hold 85% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
oil market data
- Units sold / yr
- 125K–150K
- avg 4,000–5,000/product
- Revenue / yr
- £716K–£860K
- units × avg price
- Conversion rate
- 12.8%
- Avg BSR
- #180
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 21%
- Out of stock
- 1.5%
- Avg brand age
- 66 months
- Avg seller age
- 164 days
Competition & brand share
The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
73
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
54%
Top 20: 96%
Open market
10%
- Morrisons30%
- by Amazon18%
- Flora15%
- Crisp 'N' Dry14%
- Filippo Berio8%
- Pura5%
- Open — no brand owns it (6 brands, 10%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -17.5% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.3×
Top oil search terms
- oil348K/yr
- cooking oil194K/yr
- sunflower oil145K/yr
- vegetable oil126K/yr
- sunflower oil 5l19K/yr
- veg oil11K/yr
- vegetable oil 5 litre11K/yr
- vegetable oil cooking6K/yr
- oil 5l6K/yr
- cooking oil 5l8K/yr
Top oil 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
Flora Pure Sunflower Oil 1 Litre (Pack of 1)
Flora£2.494.7★1,011 rev
Morrisons Vegetable Oil 1000ml
Morrisons£2.124.6★1,690 rev
by Amazon Sunflower Oil 1L
by Amazon£1.894.7★901 rev
Morrisons Sunflower Oil 1 Litre
Morrisons£2.104.7★357 rev
Crisp N Dry Rapeseed Vegetable Oil 2 Litre (Pack of 1)
Crisp 'N' Dry£3.924.7★1,915 rev
Newest
by launch date
Laila Sunflower Oil 5L
LAILA£9.4918 rev
by Amazon Organic Sunflower Oil 1L
by Amazon£1.98212 rev
by Amazon Sunflower Oil 1L
by Amazon£1.89901 rev
Tropical Sun Sunflower Oil 1L (Pack of 1) 100% Pure Sunflower Cooking Oil for Frying Baking & Roasting Neutral Taste Edible Oil for Everyday Kitchen Use Single Bottle Pack
Tropical Sun£2.34195 rev
by Amazon Sunflower Oil 1L
by Amazon£1.75633 rev
What buyers say about oil
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent price”
“The quality is very consistent”
“Amazing Cooking Oil”
“As advertised”
“there's no horrible taste or anything like that”
“It's the right oil spec for my car”
“The fact that its organic gives me extra peace of mind”
“Fine as a basic cooking oil”
“had no issues with it being overly splashy or smelling weird”
“easy to use”
What buyers complain about
“Could be a bit cheaper”
“Rubbish doesnt taste nice”
“Not good quality”
“The worst oil I've ever had”
“Not really a perfect fit”
“not great fo flavour”
“My car never consumes oil”
“I think my bottle was tampered with as cap is a different colour”
“I wouldnt have bought it had it been clearly stated it is seed oil. Extremely misleading”
“Watered down”
Top return reasons
Common questions
- Is oil profitable to sell on Amazon United Kingdom?
- The niche generates £670K/yr across 24 tracked products. 0 of 2 products launched in the last 360 days are still selling. 90-day search growth is -17.5%. Flapen's verdict: Worth a look (51/100).
- How competitive is the oil niche?
- 12 brands and 73 sellers compete. The top 5 products take 54% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in oil?
- Top complaints mined from reviews: Value For Money, Taste-Overall, Quality-Overall. The return rate is 0.1%.
- When does demand for oil peak?
- Demand is steady year-round — the busiest month runs 1.3× the quietest.
- What does it cost to enter the oil niche?
- Listings span £1.55–£25.33; the average listing price is £5.73 (sweet spot $15–$100). The average incumbent carries 1,432 reviews — the moat a new listing must climb.