sushi rice
Skip itSoft demand (-19.0% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible16.7%search→purchase rate — share of searches ending in a sale
Review moat
Great450.89avg incumbent reviews — the moat a new listing must climb
Market size
Okay£237K£237K/yr · 181K searches
Price range
Okay£1.97–£25.15cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Okay65%top-5 click share — leaders hold, buyers still browse
Brand share
Okay86%top-5 brand share — brands hold most of the demand
Avg price
Bad£7.84avg listing price — sweet spot $15–$100
Growth
Bad-19.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, sushi rice is a £237K/yr Amazon United Kingdom market (181K searches/yr). The top 5 brands hold 86% of demand. Verdict: Skip it — 48/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
sushi rice market data
- Units sold / yr
- 25K–30K
- avg 1,000–1,250/product
- Revenue / yr
- £196K–£235K
- units × avg price
- Conversion rate
- 16.7%
- Avg BSR
- #49
- Page quality
- 0%
- Prime
- 94%
- Sponsored
- 72%
- Out of stock
- 0.0%
- Avg brand age
- 61 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
27
Top-5 brand share
86%
Top 20: 100%
Top-5 click share
65%
Top 20: 100%
Open market
11%
- Yutaka37%
- Emma Basic27%
- AKSOY8%
- Haruka7%
- I-Sushi7%
- TIGER SUSHI3%
- Open — no brand owns it (6 brands, 11%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -19.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top sushi rice search terms
- sushi rice163K/yr
- sushi rice 5kg6K/yr
- sushi rice 10kg8K/yr
- sushi rice 1kg4K/yr
Top sushi 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.
All 18 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Emma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain
Emma Basic£2.964.5★38 rev
Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
Yutaka£9.234.6★136 rev
Yutaka Koshi Rice 5kg | Premium Grade Japanese Short Grain Rice | Authentic Japanese Rice Round Grain | Perfect for sushi rice sticky rice and everyday Asian cooking
Yutaka£13.894.6★1,173 rev
HARUKA Sushi Rice 1kg
Haruka£2.974.7★455 rev
I Sushi Premium Sushi Rice 5kg
I-Sushi£12.844.5★2,943 rev
Newest
by launch date
Akira Sushi Rice 1Kg
Akira£3.506 rev
Emma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain
Emma Basic£2.9638 rev
Tiger Tiger Sushi Rice 10kg Authentic Japanese Short Grain Rice for Sushi Onigiri & Asian Dishes Premium Sushi Rice 10 kg Bag
EDE Group£18.5716 rev
Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
Yutaka£9.23136 rev
Emma Basic - Koshi Haruki Sushi Rice 5kg | Superior Grade | Gluten Free | Sticky | Perfect for sushi rice and everyday Asian cooking
Emma Basic£12.59177 rev
Trending
90-day click momentumAkira Sushi Rice 1Kg
Akira£3.504.0★
AKSOY Premium Quality Sushi Rice 1 KG || Japanese Style Short Grain Rice Perfectly Sticky Pantry Staple Non-GMO
AKSOY£2.660.0★
Emma Basic - Koshi Haruki Sushi Rice 500g | Superior Grade | Gluten Free | Vegan | Short Grain
Emma Basic£2.964.5★
Aksoy Premium Sushi Rice 5KG | Authentic Japanese-Style Short Grain Rice | Perfect Texture for Sushi & Asian Dishes | Non-GMO Soft & Sticky | Ideal for Rolls Nigiri Onigiri (Pack may vary)
AKSOY£5.614.2★
Eat Wholesome Sushi Rice Seasoning 500 ml
Eat Wholesome£5.494.7★
What buyers say about sushi rice
What buyers praise and complain about, mined from review topics.What buyers love
“Great taste”
“Good Quality Product”
“Easy to cook following the simple instructions”
“Excellent value for money”
“Great tast and flavour”
“Good quality short grain rice”
“the texture and stickiness is perfect”
“soft japanese sushi rice”
“Really easy to cook”
“item as described”
What buyers complain about
“I would not recommend, so tasteless”
“Disappointing quality”
“expensive”
“This bag is massive”
“smells awful”
“Misled product description”
“A bit too sweet for my liking I will stick to making my own”
“as thinning thick plastic upon closer inspection”
“the rice is still hard”
“the net weight is less than that”
Common questions
- Is sushi rice profitable to sell on Amazon United Kingdom?
- The niche generates £237K/yr across 18 tracked products. 0 of 3 products launched in the last 360 days are still selling. 90-day search growth is -19.0%. Flapen's verdict: Skip it (48/100).
- How competitive is the sushi rice niche?
- 12 brands and 27 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 86% of demand.
- What do buyers complain about in sushi rice?
- Top complaints mined from reviews: Taste-Overall, Quality-Overall, Value For Money. The return rate is 0.1%.
- When does demand for sushi rice peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the sushi rice niche?
- Listings span £1.97–£25.15; the average listing price is £7.84 (sweet spot $15–$100). The average incumbent carries 451 reviews — the moat a new listing must climb.