Air Fryer
MaybeShoppers spend $10.9M a year here. But buyers convert on only 1.6% of searches, so Air Fryer is a Maybe.
- Flapen Score
- 59 / 100Top 20% of 5,777 Home & Garden niches · +8 vs the category median of 5159
- Market size
- £10.9M/yr11.4M searches / yr
- 90-day growth
- -4.8%search demand this quarter
- Competition
- 34%top-5 click share · 20 brands · 264 sellers
Flapen Score
Air Fryer against its category
The dotted line is the Home & Garden average. Past it, Air Fryer is stronger. Inside it, weaker.
Market
The Air Fryer market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Air Fryer 11.4M times last year and spent an estimated £10.9M. The top 5 brands take 62% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 59 out of 100, a Maybe.
01 · Demand
1.6% of searches ended in a purchase last week.
Shoppers searched for this 11.4M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.6% of those searches ended in a purchase. Searches in the last 90 days moved -4.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £10.9M a year.
- Searches, last 12 months
- 11.4M
- Growth, 90 days vs prior 90
- -4.8%
- Conversion, latest week
- 1.6%
- Market size, estimated
- £10.9Ma year
- Peak month
- November2.4× the quietest month
- Top search term
- air fryer8.3M searches a year
02 · Price
A sale here is worth £61.37.
Listings sell for £61.37 on average, from £20.87 to £170.45. Amazon reports units sold in ranges. This niche sold 150K to 200K a year. The average listing sells 2,500 to 3,000 of them. At £61.37 that is £153K to £184K a year per listing.
- Average price
- £61.37inside the $15 to $100 sweet spot
- Price range
- £20.87–£170.45
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 150K–200K
- Units per listing a year
- 2,500–3,000
- Revenue per listing a year
- £153K–£184K
- Returns
- 2.3%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is ads and reviews.
92% of listings pay for placement with sponsored ads. 82% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #29 within Small Kitchen Appliances. It carries 3,562 reviews at 4.50 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 92%
- Prime listings
- 82%
- Out of stock, average day
- 7.7%
- Average rank
- #29in Small Kitchen Appliances
- Average rating
- 4.50 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 3,562per listing
- Listings tracked
- 50
04 · Newcomers
Amazon counts 12 of last year's 12 launches as successful.
12 products launched here in the last 12 months. Amazon counts 12 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 36 months on average, so the names here are settling in.
- Launched, last 12 months
- 12
- Successful launches
- 12Amazon's first-year sales bar
- Average brand age
- 36 months
Products
Top Air Fryer products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
Top sellers
by 90-day click share
Keplin 9L Dual Zone Air Fryer - 8 in1 Cooking Functions - 2700W Energy-Saving Cooker - Extra-Large Capacity for Healthy Meals - Roast Bake Dehydrate Reheat - Family Size (9L)- 2 Years Warranty
- Price
- £42.19
- Rating
- 4.4/5
- Reviews
- 2,658
- Age
- 1y ago
Ninja Foodi Dual Zone Digital Air Fryer 2 Drawers 6-in-1 Black AF300UK
- Price
- £109.16
- Rating
- 4.8/5
- Reviews
- 18,262
- Age
- 5y ago
Midea Compact 2L Air Fryer 12 Preset Menus Adjustable Timer 80-200C Temperature Control 1150W Dishwasher-Safe Non-Stick Basket BPA-Free Space-Saving Design Ideal for Small Kitchens (Black)
- Price
- £21.58
- Rating
- 4.5/5
- Reviews
- 1,099
- Age
- 2y ago
EMtronics EMAFDD9LSL Dual Air Fryer Extra Large Family Size Double XL 9 Litre with 8 Pre-Set Menus for Oil Free & Low Fat Healthy Cooking Easy Clean Metal Interior 99-Minute Timer - Stainless Steel
- Price
- £44.37
- Rating
- 4.5/5
- Reviews
- 3,207
- Age
- 3y ago
Ninja Air Fryer PRO 4.7L Single Drawer 4-in-1 Black AF140UK
- Price
- £66.80
- Rating
- 4.8/5
- Reviews
- 879
- Age
- 2y ago
Trending
90-day click momentum
Keplin 6.3L Air Fryer with Digital Touchscreen - 8-in-1 Cooking Functions - 1700W Energy-Saving Oil-Free Cooker - 80200C Temperature Control - Roast Bake Dehydrate Reheat - 2-Year Warranty
- Price
- £33.44
- Rating
- 4.4/5
- Reviews
- 2,658
- Age
- 3mo ago
Ninja MAX Dual Zone Digital Air Fryer 9.5L Stone Gold DZ400UKSTGD
- Price
- £162.78
- Rating
- 4.7/5
- Reviews
- 457
- Age
- 1y ago
Amazon Basics 4.2L Air Fryer with Easy View Window 8 Preset Menus 1500W Black
- Price
- £33.01
- Rating
- 4.4/5
- Reviews
- 45
- Age
- 4mo ago
Philips Air Fryer 1000 Series Dual Basket 7.1L Mega Draw or Dual 3.5L+3.5L
- Price
- £70.66
- Rating
- 4.4/5
- Reviews
- 189
- Age
- 1y ago
Keplin 4.5L Digital Air Fryer - 8-in-1 Cooking Functions - 1430W Energy-Saving Cooker - Healthy Oil-Free Cooking - 360 Hot Air Circulation - Roast Bake Dehydrate Reheat - 2-Year Warranty
- Price
- £29.17
- Rating
- 4.4/5
- Reviews
- 2,658
- Age
- 7mo ago
Newest
by launch dateKeplin 6.3L Air Fryer with Digital Touchscreen - 8-in-1 Cooking Functions - 1700W Energy-Saving Oil-Free Cooker - 80200C Temperature Control - Roast Bake Dehydrate Reheat - 2-Year Warranty
- Price
- £33.44
- Rating
- 4.4/5
- Reviews
- 2,658
- Age
- 3mo ago
Amazon Basics 4.2L Air Fryer with Easy View Window 8 Preset Menus 1500W Black
- Price
- £33.01
- Rating
- 4.4/5
- Reviews
- 45
- Age
- 4mo ago
Keplin 4.5L Digital Air Fryer - 8-in-1 Cooking Functions - 1430W Energy-Saving Cooker - Healthy Oil-Free Cooking - 360 Hot Air Circulation - Roast Bake Dehydrate Reheat - 2-Year Warranty
- Price
- £29.17
- Rating
- 4.4/5
- Reviews
- 2,658
- Age
- 7mo ago
Chefman 2L Mini Air Fryer PFAS-Free Nonstick Basket Digital Timer
- Price
- £32.65
- Rating
- 4.5/5
- Reviews
- 3,241
- Age
- 7mo ago
Tower Digital Single Basket Air Fryer 4L Capacity Overheat Protection 1300W Black Medium T17205AFR
- Price
- £25.41
- Rating
- 4.3/5
- Reviews
- 377
- Age
- 11mo ago
Competition
Competition: brands, sellers & click share
The top 5 products take only 34% of clicks. An open shelf where new products get seen.
Brands
20 falling
Sellers
264
Top-5 brand share
62%
Top 20: 100%
Top-5 click share
34%
Top 20: 67%
Open market
32%
- Ninja21%
- KEPLIN16%
- PHILIPS10%
- Tower8%
- Tefal7%
- Russell Hobbs7%
Demand
Air Fryer search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.4×
Search terms
Top Air Fryer search terms shoppers use
The exact words shoppers type, with yearly volume, growth, and conversion.
- air fryer8.3M/yr
- airfryer662K/yr
- air fryers390K/yr
- tower air fryer327K/yr
- dual air fryer313K/yr
- fryers241K/yr
- double air fryer231K/yr
- small air fryer140K/yr
- airfryer oven100K/yr
- air fryer 10 litres94K/yr
Reviews and returns
What reviews say buyers love and hate about Air Fryer
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Falls apart
Not durable
Broken
slightly shorter
Quite huge
It's small
Bad quality
Disappointing quality - not recommended
Not the quality I was expecting
Did not work
Very poor functionality
it just didnt function
Instructions were pretty rubbish
No user manual provided :
No instructions included
Love
best fryer I've ever had
Excellent Fryer
Great Fryer
Easy to operate
Very handy
Ease of use
Great value
Great deal
Great buy
build quality appears to be good
Awesome quality
The build quality is excellent
Quality product perfect size for my needs
Excellent size
Great compact size
Return
2.3% Return rate 63% Fixable by listing
slightly shorter
Quite huge
It's small
Did not work
Very poor functionality
it just didnt function
It did NOT turn on or heat anything
Got hot,
It gets hot to the touch which concerned me
Touch sensors not working
All the buttons stopped working after a few uses
buttons dont work properly
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Air Fryer questions
Answered from the same tracked data.