wild rice
Worth a lookShows low returns (0.0%), but a small market ($66K/yr) keeps it on the watch list.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Great200.21avg incumbent reviews — the moat a new listing must climb
Conversion
Great8.7%search→purchase rate — share of searches ending in a sale
Competition
Great37%top-5 click share — an open shelf
Price range
Good£0.93–£31.36cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Good73%top-5 brand share — brands hold most of the demand
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Avg price
Okay£9.48avg listing price — sweet spot $15–$100
Market size
Bad£66K£66K/yr · 80K searches
Growth
Bad-17.7%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, wild rice is a £66K/yr Amazon United Kingdom market (80K searches/yr). The top 5 brands hold 73% of demand. Verdict: Worth a look — 52/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
wild rice market data
- Units sold / yr
- 8K–10K
- avg 250–500/product
- Revenue / yr
- £76K–£95K
- units × avg price
- Conversion rate
- 8.7%
- Avg BSR
- #81
- Page quality
- 0%
- Prime
- 75%
- Sponsored
- 60%
- Out of stock
- 0.0%
- Avg brand age
- 84 months
- Avg seller age
- 186 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
20 rising
Sellers
50
Top-5 brand share
73%
Top 20: 100%
Top-5 click share
37%
Top 20: 79%
Open market
21%
- Biona29%
- Hatton Hill19%
- Buy Whole Foods Online10%
- Thames Organic9%
- Morrisons7%
- Wholefood Earth6%
Demand & seasonality
Weekly Amazon search volume, last 76 weeks — -17.7% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.5×
Top wild rice search terms
- wild rice49K/yr
- organic rice18K/yr
- organic basmati rice6K/yr
- wild rice organic7K/yr
Top wild 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Organic Wild Rice 250g by Hatton Hill Organic
Hatton Hill£9.244.7★43 rev
Biona Organic Wild Rice Mix 500g
Biona£6.744.0★33 rev
Biona Organic Wild Rice Mix 500g
Biona£3.934.5★763 rev
Wild Rice 1kg by Hatton Hill
Hatton Hill£20.435.0★6 rev
Morrisons Basmati and Wild Rice 500g
Morrisons£2.524.7★264 rev
Newest
by launch dateOrganic Wild Rice 250g by Hatton Hill Organic
Hatton Hill£9.2443 rev
Wild Rice 1kg by Hatton Hill
Hatton Hill£20.436 rev
Wild Rice 250g by Hatton Hill
Hatton Hill£8.142 rev
Trend Organic Wild Rice Mix 500g - Nutty Flavour Chewy Texture - Culinary Excellence Rich in Protein and Fibre Certified Organic Vegan GMO Free No Preservatives No Additives
Trend Organic£9.4311 rev
Organic Basmati White Rice 5kg (BWFO)
Buy Whole Foods Online£18.0160 rev
Trending
90-day click momentum
Organic Country Rice Mix 500g (BWFO)
Buy Whole Foods Online£4.695.0★
Wild Rice 250g by Hatton Hill
Hatton Hill£8.145.0★
Wild Rice 1kg by Hatton Hill
Hatton Hill£20.435.0★
Biona Organic Wild Rice Mix 500g
Biona£6.744.0★
Wholefood Earth Organic White Basmati Rice 1kg Vegan | GMO Free | Certified Organic
Wholefood Earth£11.164.4★
What buyers say about wild rice
What buyers praise and complain about, mined from review topics.What buyers love
“Really tasty”
“Good quality”
“Flavoursome”
“very healthy”
“The organic wild rice❤️ I love this, the taste is good and very healthy, my husband love this too”
“Just as expected”
“Premium price”
“Best option for Healthy Mixed Organic Wild Rice with Fibre”
“which makes it a bit quicker to cook”
“It has a lovely chewy texture”
What buyers complain about
“very expensive”
“only recently such a quality issue observed”
“Smell”
“been disappointed with the amount of 'bits”
“It does take longer to cook than white rice. probably twice as long”
“Texture is little bit chewy”
“Texture is little bit chewy”
“depends how I'm serving it - with curry it needs no salt or added flavour”
Top return reasons
Common questions
- Is wild rice profitable to sell on Amazon United Kingdom?
- The niche generates £66K/yr across 48 tracked products. 90-day search growth is -17.7%. Flapen's verdict: Worth a look (52/100).
- How competitive is the wild rice niche?
- 20 brands and 50 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 73% of demand.
- What do buyers complain about in wild rice?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Smell. The return rate is 0.0%.
- When does demand for wild rice peak?
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- What does it cost to enter the wild rice niche?
- Listings span £0.93–£31.36; the average listing price is £9.48 (sweet spot $15–$100). The average incumbent carries 200 reviews — the moat a new listing must climb.