Is air fryer profitable to sell on Amazon United Kingdom?

The niche generates £10.9M/yr across 50 tracked products. 12 of 12 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (59/100).

How competitive is the air fryer niche?

20 brands and 264 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 62% of demand.

What do buyers complain about in air fryer?

Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 2.3%.

When does demand for air fryer peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the air fryer niche?

Listings span £20.87–£170.45; the average listing price is £61.37 (sweet spot $15–$100). The average incumbent carries 3,562 reviews — the moat a new listing must climb.

air fryer

Worth a look

Shows a $10.9M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible£10.9M

£10.9M/yr · 11.4M searches

Avg price

Great£61.37

avg listing price — sweet spot $15–$100

Competition

Great34%

top-5 click share — an open shelf

Brand share

Good62%

top-5 brand share — brands hold most of the demand

Returns

Good2.3%

return rate — above 5% kills the launch gate

Price range

Good£20.87–£170.45

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,561.88

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-4.8%

90-day search growth — must beat 0% to launch

Conversion

Bad1.6%

search→purchase rate — share of searches ending in a sale

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, air fryer is a £10.9M/yr Amazon United Kingdom market (11.4M searches/yr). The top 5 brands hold 62% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 59/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

air fryer market data

Units sold / yr: 150K–200K; avg 2,500–3,000/product
Revenue / yr: £9.2M–£12.3M; units × avg price
Conversion rate: 1.6%
Avg BSR: #29
Page quality: 0%
Prime: 82%
Sponsored: 92%
Out of stock: 7.7%
Avg brand age: 36 months
Avg seller age: 171 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — 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 & seasonality

Weekly Amazon search volume, last 104 weeks — -4.8% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top air fryer search terms

air fryer8.3M/yr -3.1%1.3% conv.
airfryer662K/yr +5.3%1.3% conv.
air fryers390K/yr -4.0%1.1% conv.
tower air fryer327K/yr -21.3%0.7% conv.
dual air fryer313K/yr -11.4%1.2% conv.
fryers241K/yr -4.0%0.1% conv.
double air fryer231K/yr -18.1%1.1% conv.
small air fryer140K/yr +27.9%2.3% conv.
airfryer oven100K/yr +2.7%0.9% conv.
air fryer 10 litres94K/yr -41.4%1.7% conv.

All search terms

Top air fryer 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.

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

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

KEPLIN£42.194.4★2,658 rev

Ninja Foodi Dual Zone Digital Air Fryer 2 Drawers 6-in-1 Black AF300UK

Ninja£109.164.8★18,262 rev

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)

Midea£21.584.5★1,099 rev

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

EMtronics£44.374.5★3,207 rev

Ninja Air Fryer PRO 4.7L Single Drawer 4-in-1 Black AF140UK

Ninja£66.804.8★879 rev

Newest

by launch date

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

KEPLIN£33.442,658 rev

3mo ago

Amazon Basics 4.2L Air Fryer with Easy View Window 8 Preset Menus 1500W Black

Amazon Basics£33.0145 rev

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

KEPLIN£29.172,658 rev

7mo ago

Chefman 2L Mini Air Fryer PFAS-Free Nonstick Basket Digital Timer

Chefman£32.653,241 rev

7mo ago

Tower Digital Single Basket Air Fryer 4L Capacity Overheat Protection 1300W Black Medium T17205AFR

Tower£25.41377 rev

11mo ago

What buyers say about air fryer

What buyers praise and complain about, mined from review topics.

What buyers love

Frying Quality21%

“best fryer I've ever had”

Ease Of Use14%

“Easy to operate”

Value For Money13%

“Great value”

Quality-Overall10%

“build quality appears to be good”

Size-Overall6%

“Quality product perfect size for my needs”

Cooking Experience6%

“Cooks perfectly”

Ease Of Cleaning5%

“cleans up lovely”

Advertised Vs Actual Product3%

“does the job perfectly”

Compactness2%

“Compact and Effective”

Efficiency2%

“Effective and efficient”

What buyers complain about

Durability17%

“Falls apart”

Size-Overall12%

“slightly shorter”

Quality-Overall7%

“Bad quality”

Functionality-Overall5%

“Did not work”

Instructions/User Manual/Troubleshooting4%

“Instructions were pretty rubbish”

Cooking Experience4%

“cooking is so uneven”

Touch/Button Controls3%

“Touch sensors not working”

Value For Money3%

“A bit expensive though”

Heating3%

“It did NOT turn on or heat anything”

Ease Of Use2%

“is virtually impossible to remove”

Top return reasons

Size-Overall48%

Functionality-Overall14%

Heating4%

Color4%

Touch/Button Controls2%

Smell2%

Quality-Overall2%

Value For Money2%

Durability2%

Product Condition2%

Common questions

Is air fryer profitable to sell on Amazon United Kingdom?: The niche generates £10.9M/yr across 50 tracked products. 12 of 12 products launched in the last 360 days are still selling. 90-day search growth is -4.8%. Flapen's verdict: Worth a look (59/100).
How competitive is the air fryer niche?: 20 brands and 264 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 62% of demand.
What do buyers complain about in air fryer?: Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 2.3%.
When does demand for air fryer peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the air fryer niche?: Listings span £20.87–£170.45; the average listing price is £61.37 (sweet spot $15–$100). The average incumbent carries 3,562 reviews — the moat a new listing must climb.