organic oats
Skip itPrices mostly outside the sweet spot ($1.98–$12.54) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible13.6%search→purchase rate — share of searches ending in a sale
Review moat
Good643.15avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Bad71%top-5 click share — a locked-up shelf
Brand share
Bad91%top-5 brand share — brand-locked demand
Avg price
Bad£5.63avg listing price — sweet spot $15–$100
Market size
Bad£58K£58K/yr · 76K searches
Growth
Bad-20.5%90-day search growth — must beat 0% to launch
Price range
Bad£1.98–£12.54cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, organic oats is a £58K/yr Amazon United Kingdom market (76K searches/yr). The top 5 brands hold 91% of demand. Demand peaks in Feb. Verdict: Skip it — 38/100.
Data updated Jul 23, 2026 · scored weekly · How we score niches
organic oats market data
- Units sold / yr
- 13K–15K
- avg 500–750/product
- Revenue / yr
- £70K–£84K
- units × avg price
- Conversion rate
- 13.6%
- Avg BSR
- #3
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 62%
- Out of stock
- 0.4%
- Avg brand age
- 77 months
- Avg seller age
- 166 days
Competition & brand share
The top 5 products capture 71% of clicks — a locked-up shelf that new listings rarely crack.Brands
9 falling
Sellers
22
Top-5 brand share
91%
Top 20: 100%
Top-5 click share
71%
Top 20: 100%
Open market
6%
- Minton & Donello48%
- Wholefood Earth16%
- Flahavan's11%
- Amisa8%
- Biona7%
- Whole Foods Market3%
- Open — no brand owns it (3 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 88 weeks — -20.5% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 1.9×
Top organic oats search terms
- organic oats41K/yr
- organic porridge oats14K/yr
- organic rolled oats6K/yr
- organic porridge4K/yr
- oats organic3K/yr
- rolled oats organic5K/yr
- organic oats 1kg3K/yr
Top organic oats 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
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★236 rev
Minton & Donello Organic Jumbo Oats 1kg Bag - Wholegrain Rolled Oats for Porridge & Overnight High Fibre No Added Sugar Creamy Texture
Minton & Donello£2.464.6★298 rev
Amisa Organic Gluten-Free Porridge Oats 1kg - Batch Tested High Fibre 100% Recyclable Paper Packaging - Ideal for Breakfast Cooking & Baking Pack of 1
Amisa£4.744.5★604 rev
Flahavans Organic Porridge Oats 1000g
Flahavan's£3.094.7★98 rev
Biona Organic Porridge Oats 500 g - Organically Grown Breakfast Oats - High Fibre - Sustainable 100% Recyclable Paper Packaging - For Cooking Breakfast or Baking
Biona£1.984.2★190 rev
Newest
by launch date
Trend Organic Jumbo Oat Flakes 1kg- Wholesome Fibre Boost for Culinary Excellence Rich in Essential Vitamins and Minerals Certified by UK Soil Association GMO-Free No Additives
Trend Organic£9.0523 rev
Amisa Organic Gluten-Free Porridge Oats 1kg - Batch Tested High Fibre 100% Recyclable Paper Packaging - Ideal for Breakfast Cooking & Baking Pack of 1
Amisa£4.74604 rev
Biona Organic Porridge Oats 500 g - Organically Grown Breakfast Oats - High Fibre - Sustainable 100% Recyclable Paper Packaging - For Cooking Breakfast or Baking
Biona£1.98190 rev
Minton & Donello Organic Porridge Oats 1kg Wholesome Creamy Oats Great for Breakfast Baking Smooth & Warming Bowls and Nutritious Everyday Meals
Minton & Donello£2.76236 rev
Minton & Donello Organic Jumbo Oats 1kg Bag - Wholegrain Rolled Oats for Porridge & Overnight High Fibre No Added Sugar Creamy Texture
Minton & Donello£2.46298 rev
Trending
90-day click momentumTrend Organic Jumbo Oat Flakes 1kg- Wholesome Fibre Boost for Culinary Excellence Rich in Essential Vitamins and Minerals Certified by UK Soil Association GMO-Free No Additives
Trend Organic£9.054.7★
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★
Jordans Organic Porridge 750g
JORDANS£2.684.6★
Biona Organic Porridge Oats 500 g - Organically Grown Breakfast Oats - High Fibre - Sustainable 100% Recyclable Paper Packaging - For Cooking Breakfast or Baking
Biona£1.984.2★
Wholefood Earth Organic Porridge Oats 1 kg | GMO Free | Vegan | High Fibre | Certified Organic
Wholefood Earth£7.344.5★
What buyers say about organic oats
What buyers praise and complain about, mined from review topics.What buyers love
“It is worth every penny for a pure, delicious, and comforting breakfast”
“Good quality oats”
“Good value for money”
“Organic”
“Great chunky texture”
“Creamy, nutritious and delicious”
“Absolutely lovely and creamy”
“Gluten free and yummy”
“Top quality healthy oats”
“good size”
What buyers complain about
“no where near the appearance of what was shown”
“Crazy expensive”
“Although I believe they are high quality I gave them away as they didn't work for making a smooth porridge”
“Arrived crushed/powdery”
“Very chewy even after soaking them overnight”
“And have a weird bitter taste”
“Too milled”
“Does not smell good”
“lack the chewy texture I expected from jumbo oats”
“no compostable guidance which says to me that its neither compostable or recyclable”
Top return reasons
Common questions
- Is organic oats profitable to sell on Amazon United Kingdom?
- The niche generates £58K/yr across 13 tracked products. 90-day search growth is -20.5%. Flapen's verdict: Skip it (38/100).
- How competitive is the organic oats niche?
- 9 brands and 22 sellers compete. The top 5 products take 71% of clicks and top 5 brands hold 91% of demand.
- What do buyers complain about in organic oats?
- Top complaints mined from reviews: Advertised Vs Actual Product, Value For Money, Quality-Overall. The return rate is 0.0%.
- When does demand for organic oats peak?
- Demand peaks in Feb; the busiest month runs 1.9× the quietest.
- What does it cost to enter the organic oats niche?
- Listings span £1.98–£12.54; the average listing price is £5.63 (sweet spot $15–$100). The average incumbent carries 643 reviews — the moat a new listing must climb.