rice cakes
Worth a lookShows low returns (0.0%), but prices mostly outside the sweet spot ($0.97–$14.27) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Conversion
Incredible17.2%search→purchase rate — share of searches ending in a sale
Competition
Great38%top-5 click share — an open shelf
Review moat
Great450.78avg incumbent reviews — the moat a new listing must climb
Market size
Good£467K£467K/yr · 628K searches
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Brand share
Okay90%top-5 brand share — brands hold most of the demand
Growth
Bad-4.4%90-day search growth — must beat 0% to launch
Avg price
Bad£4.32avg listing price — sweet spot $15–$100
Price range
Bad£0.97–£14.27cheapest to priciest tracked listing — scored on the share inside $15–$100
According to Flapen's Amazon United Kingdom niche tracking, rice cakes is a £467K/yr Amazon United Kingdom market (628K searches/yr). The top 5 brands hold 90% of demand. Demand peaks in May. Verdict: Worth a look — 54/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
rice cakes market data
- Units sold / yr
- 125K–150K
- avg 2,000–2,500/product
- Revenue / yr
- £540K–£648K
- units × avg price
- Conversion rate
- 17.2%
- Avg BSR
- #330
- Page quality
- 0%
- Prime
- 90%
- Sponsored
- 15%
- Out of stock
- 3.8%
- Avg brand age
- 58 months
- Avg seller age
- 162 days
Competition & brand share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.Brands
11 falling
Sellers
59
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
38%
Top 20: 84%
Open market
6%
- Kallo34%
- Snack a Jacks27%
- Morrisons19%
- Walkers5%
- Organix4%
- Snack Jack4%
- Open — no brand owns it (5 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -4.4% search growth over the last 90 days.Peak months: May · busiest ÷ quietest = 2.0×
Top rice cakes search terms
- rice cakes338K/yr
- snack a jacks157K/yr
- rice cake35K/yr
- corn cakes15K/yr
- snack a jack9K/yr
- snack a jacks caramel11K/yr
- organix rice cakes20K/yr
- snackajacks8K/yr
- caramel snack a jacks6K/yr
- corn thins6K/yr
Top rice cakes 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
Kallo Blueberry & Vanilla Corn & Rice Cakes Wholegrain Low Fat Healthy Snacks for Adults & Children Vegan Friendly Gluten Free No Artificial Flavours or Preservatives Single Pack 1 x 131g
Kallo£1.564.4★4,374 rev
Snack A Jacks Salt&Vinegar 5 x 19g
Snack a Jacks£1.344.7★977 rev
Snack a Jacks Sour Cream & Chive Multipack Rice Cakes Crisps 5x19g
Snack a Jacks£1.324.6★585 rev
Snack a Jacks Sweet Chilli Multipack Rice Cakes Crisps 5 x 19g
Snack a Jacks£1.464.6★937 rev
Kallo Apple & Cinnamon Corn & Rice Cakes Vegan Gluten Free 1 x 127g
Kallo£1.824.1★1,324 rev
Newest
by launch date
Morrisons Milk Chocolate Rice Cakes 100g
Morrisons£1.689 rev
Morrisons Dark Chocolate Rice Cakes 100g
Morrisons£1.6812 rev
Morrisons Salt & Vinegar Rice Cakes 129g
Morrisons£1.328 rev
Morrisons Caramel Rice Cake 140g
Morrisons£1.3812 rev
SAJ Jumbo Choc Chip 180g
Walkers£2.15179 rev
Trending
90-day click momentumMorrisons Caramel Rice Cake 140g
Morrisons£1.384.3★
Morrisons Dark Chocolate Rice Cakes 100g
Morrisons£1.684.1★
Morrisons Milk Chocolate Rice Cakes 100g
Morrisons£1.684.3★
Morrisons Salt & Vinegar Rice Cakes 129g
Morrisons£1.324.3★
Snack a Jacks Sour Cream & Chive Multipack Rice Cakes Crisps 5x19g
Snack a Jacks£1.324.6★
What buyers say about rice cakes
What buyers praise and complain about, mined from review topics.What buyers love
“Great tasty snack”
“Great flavour”
“Good price”
“Excellent healthy snack”
“healthy snacks”
“Very nice and crunchy”
“Loving rice cakes”
“DELICIOUS & SWEET”
“Good quality”
“Nice, slightly salted expanded rice snacks”
What buyers complain about
“Artificial taste”
“Did not have any real flavour”
“the lightly salted ones are a bit plain by themselves”
“over priced”
“A lot smaller than they used to be”
“which defeats the object of trying to eat healthy”
“weirdly chewy and almost stale in texture, I don't like them at all”
“strong smelling items as well as not being packed securely they too were smashed”
“they are dry”
“rice so doubtless less sugar”
Top return reasons
Common questions
- Is rice cakes profitable to sell on Amazon United Kingdom?
- The niche generates £467K/yr across 40 tracked products. 0 of 8 products launched in the last 360 days are still selling. 90-day search growth is -4.4%. Flapen's verdict: Worth a look (54/100).
- How competitive is the rice cakes niche?
- 11 brands and 59 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in rice cakes?
- Top complaints mined from reviews: Taste-Overall, Flavor, Salt Content. The return rate is 0.0%.
- When does demand for rice cakes peak?
- Demand peaks in May; the busiest month runs 2.0× the quietest.
- What does it cost to enter the rice cakes niche?
- Listings span £0.97–£14.27; the average listing price is £4.32 (sweet spot $15–$100). The average incumbent carries 451 reviews — the moat a new listing must climb.