---
title: "Rice — £1.4M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/rice"
last_updated: "2026-07-31T08:30:46.510Z"
locale: en
meta:
description: "Niche score 61/100 · £1.4M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 61/100 · £1.4M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Rice — £1.4M/yr Amazon UK Niche (2026) - Flapen"
---
# **rice**
**Worth a look**
Shows low returns (0.0%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size 85Growth 20Conversion 97Competition 81Returns 100Price range 41Avg price 15Brand share 45Review moat 69Quality gap 32
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****15.4%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£1.4M**
£1.4M/yr · 1.7M searches
**Competition**
**Great****34%**
top-5 click share — an open shelf
**Review moat**
**Good****746.11**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Okay****78%**
top-5 brand share — brands hold most of the demand
**Price range**
**Okay****£0.60–£25.15**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Growth**
**Bad****-10.5%**
90-day search growth — must beat 0% to launch
**Avg price**
**Bad****£5.23**
avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, rice is a £1.4M/yr Amazon United Kingdom market (1.7M searches/yr). The top 5 brands hold 78% of demand. Verdict: Worth a look — 61/100.
Data updated Jul 24, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **rice market data**
- **Units sold / yr**
- **300K–400K**
- avg 5,000–6,000/product
- **Revenue / yr**
- **£1.6M–£2.1M**
- units × avg price
- **Conversion rate**
- **15.4%**
- **Avg BSR**
- **#87**
- **Page quality**
- **0%**
- **Prime**
- **100%**
- **Sponsored**
- **40%**
- **Out of stock**
- **0.0%**
- **Avg brand age**
- **74 months**
- **Avg seller age**
- **169 days**
## **Competition & brand share**
Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.
**Brands**
**14 **▼falling
**Sellers**
**90**
**Top-5 brand share**
**78%**
Top 20: 100%
**Top-5 click share**
**34%**
Top 20: 77%
**Open market**
**17%**
- Morrisons31% - by Amazon14% - LAILA14% - Tilda11% - Salaam8% - Mai Thai5% - Open — no brand owns it (8 brands, 17%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -10.5% search growth over the last 90 days.
45K35KSpike '24Holiday '24Spike '25Prime Day '25 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/grocery/rice/trend)
## **Top rice search terms**
- **rice**1.3M/yr-9.1%11.0% conv. - **basmati rice**294K/yr-11.3%13.3% conv. - **white rice**27K/yr-25.0%13.3% conv. - **rice 5kg**23K/yr-25.3%6.7% conv. - **basmati**17K/yr-15.1%14.2% conv. - **rice basmati**19K/yr-28.3%8.3% conv. - **5kg rice**10K/yr-27.6%8.0% conv. - **rice bag**8K/yr-25.8%3.6% conv. - **roce**4K/yr-4.0%4.0% conv. - **indian rice**5K/yr-23.8%0.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/rice/search-terms)
## **Top rice 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.
0%3%£42K6%£84K9%£126K12%£168K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals**Salaam**£5.93**4.5★869 rev](https://www.amazon.co.uk/dp/B071453VP3) [2**by Amazon Basmati Rice 1kg**by Amazon**£1.92**4.6★1,230 rev](https://www.amazon.co.uk/dp/B0B9H3C23V) [3**Morrisons Basmati Rice 1kg**Morrisons**£1.99**4.7★501 rev](https://www.amazon.co.uk/dp/B01BMA0GBO) [4**Laila Longer Basmati Rice 5Kg**LAILA**£7.35**4.5★1,389 rev](https://www.amazon.co.uk/dp/B091631LCC) [5**Morrisons Easy Cook Long Grain Rice 1kg**Morrisons**£1.43**4.5★1,177 rev](https://www.amazon.co.uk/dp/B07CPW2X23)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style**LAILA**£7.40**129 rev1y ago](https://www.amazon.co.uk/dp/B0F9FPV265) [**Morrisons Piri-Piri Rice 250g**Morrisons**£0.88**33 rev1y ago](https://www.amazon.co.uk/dp/B0F99SQXLZ) [**Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals**Salaam**£5.93**869 rev1y ago](https://www.amazon.co.uk/dp/B071453VP3) [**Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals**Yutaka**£9.23**136 rev1y ago](https://www.amazon.co.uk/dp/B0DLCQD7P7) [**by Amazon Basmati Rice 1kg**by Amazon**£1.92**1,230 rev3y ago](https://www.amazon.co.uk/dp/B0B9H3C23V)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Morrisons Piri-Piri Rice 250g**Morrisons**£0.88**4.0★**▲ 169%**](https://www.amazon.co.uk/dp/B0F99SQXLZ) [**Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style**LAILA**£7.40**4.6★**▲ 84%**](https://www.amazon.co.uk/dp/B0F9FPV265) [**Laila Longer Basmati Rice 5Kg**LAILA**£7.35**4.5★**▲ 68%**](https://www.amazon.co.uk/dp/B091631LCC) [**Morrisons Golden Vegetable Rice 250g**Morrisons**£0.96**4.4★**▲ 59%**](https://www.amazon.co.uk/dp/B07FT1CR5P) [**Green Dragon Thai Fragrant Jasmine Rice 2KG - Thai Hom Mali - AAA Premium White Rice - Ideal for Thai and Asian Cuisine**GREEN DRAGON**£6.40**4.7★**▲ 59%**](https://www.amazon.co.uk/dp/B00LMIJ8T8)
**~~View all trending →~~**
## **What buyers say about rice**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Taste-Overall**24%
*“Tastes as I would expect”*
**Value For Money**22%
*“Good value for money”*
**Quality-Overall**19%
*“Best quality”*
**Cooking Instructions**11%
*“Great fir everyday cooking as well ad special occasions”*
**Flavor**4%
*“The rice absorbs flavours well”*
**Smell**3%
*“It has that authentic nutty aroma that fills the kitchen while it's cooking”*
**Size-Overall**2%
*“Great size and value”*
**Ease Of Use**2%
*“Great to keep for an easy option”*
**Advertised Vs Actual Product**2%
*“As expected”*
**Crispiness**1%
*“Really tasty and not claggy”*
### **What buyers complain about **
**Taste-Overall**18%
*“Didnt like the taste”*
**Quality-Overall**18%
*“Poor quality, unedible”*
**Smell**13%
*“Chemical smell”*
**Value For Money**7%
*“Far too expensive”*
**Cooking Instructions**5%
*“Mushy after cooking”*
**Flavor**3%
*“chemically flavour”*
**Advertised Vs Actual Product**3%
*“does not match what was originally advertised”*
**Thickness**2%
*“Very thick”*
**Stale/Rotten/Spoiled**2%
*“not that fragrant”*
**Color**2%
*“But it is brown rice”*
## **Common questions**
- **Is rice profitable to sell on Amazon United Kingdom?**
- The niche generates £1.4M/yr across 47 tracked products. 90-day search growth is -10.5%. Flapen's verdict: Worth a look (61/100).
- **How competitive is the rice niche?**
- 14 brands and 90 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 78% of demand.
- **What do buyers complain about in rice?**
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Smell. The return rate is 0.0%.
- **When does demand for rice peak?**
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- **What does it cost to enter the rice niche?**
- Listings span £0.60–£25.15; the average listing price is £5.23 (sweet spot $15–$100). The average incumbent carries 746 reviews — the moat a new listing must climb.
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