Is baking tray profitable to sell on Amazon United Kingdom?

The niche generates £1.4M/yr across 21 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -25.1%. Flapen's verdict: Worth a look (57/100).

How competitive is the baking tray niche?

18 brands and 49 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in baking tray?

Top complaints mined from reviews: Adhesion/Stickiness, Size-Overall, Quality-Overall. The return rate is 0.8%.

When does demand for baking tray peak?

Demand peaks in Nov–Dec; the busiest month runs 2.2× the quietest.

What does it cost to enter the baking tray niche?

Listings span £3.01–£19.07; the average listing price is £11.59 (sweet spot $15–$100). The average incumbent carries 1,548 reviews — the moat a new listing must climb.

baking tray

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Market size

Great£1.4M

£1.4M/yr · 1.9M searches

Conversion

Good6.4%

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

Brand share

Good65%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Review moat

Okay1,548.33

avg incumbent reviews — the moat a new listing must climb

Avg price

Okay£11.59

avg listing price — sweet spot $15–$100

Competition

Okay57%

top-5 click share — leaders hold, buyers still browse

Price range

Okay£3.01–£19.07

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

Growth

Bad-25.1%

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

According to Flapen's Amazon United Kingdom niche tracking, baking tray is a £1.4M/yr Amazon United Kingdom market (1.9M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 57/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

baking tray market data

Units sold / yr: 100K–125K; avg 3,000–4,000/product
Revenue / yr: £1.2M–£1.4M; units × avg price
Conversion rate: 6.4%
Avg BSR: #14
Page quality: 0%
Prime: 86%
Sponsored: 81%
Out of stock: 1.2%
Avg brand age: 42 months
Avg seller age: 175 days

Competition & brand share

The top 5 products take 57% of clicks — established leaders, but buyers still shop beyond them.

Brands

18 falling

Sellers

Top-5 brand share

65%

Top 20: 100%

Top-5 click share

57%

Top 20: 99%

Open market

29%

Kitcheneur20%
BLUES13%
Russell Hobbs12%
Chef Aid10%
ThingsPlus10%
Prochef6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -25.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.2×

Open Trend

Top baking tray search terms

baking tray626K/yr -22.3%4.5% conv.
oven tray304K/yr -24.4%3.6% conv.
baking trays for oven non stick227K/yr -36.6%5.9% conv.
baking trays172K/yr -21.0%5.2% conv.
oven trays123K/yr -10.8%4.9% conv.
oven trays non stick74K/yr -24.6%6.2% conv.
baking tray set66K/yr -30.4%2.3% conv.
non stick baking trays62K/yr -36.6%4.4% conv.
cooking trays34K/yr -19.1%3.4% conv.
baking trays for oven35K/yr -39.8%4.3% conv.

All search terms

Top baking tray 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

3-Pack - Essentials Baking Tray Set 32cm -Non-Stick Tin Multi-Pack Set Oven Pan - Dishwasher Safe and Easy Clean by KITCHENEUR

Kitcheneur£8.044.4★2,551 rev

Non-Stick Baking Trays Set of 3 32cm Oven Tray Set Baking Sheet & Cookie Sheet Heavy Duty Baking Tray Dishwasher Safe Easy Clean Bakeware by BLUES

BLUES£7.934.2★1,324 rev

ThingsPlus Set of 2 Baking Trays for Oven Non Stick Premium Carbon Steel Oven Trays Non Stick with Teflon Coating Durable & Easy-Clean NonStick Baking Tray Set for Cookies & Savories (32x22x2cm)

ThingsPlus£9.814.4★1,044 rev

Russell Hobbs Nightfall Stone Baking Trays - Set of 2 38cm Non-Stick Oven Tray Lightweight Oven Sheet for Biscuits Cookies and Chips Easy Clean Durable Carbon Steel Bakeware PFOA Free

Russell Hobbs£14.604.5★1,273 rev

ProChef Brand Non-Stick Baking Tray Sets (3 x Oven Trays)

Prochef£10.774.6★2,319 rev

Newest

by launch date

Utensilas Baking Trays for Oven Non Stick Roasting Tins- Carbon Steel Roasting Trays & Oven Tray (PFOA Free) Bakeware for Cookies Cakes Baking Roasting Pack of 3 with 2 Free Silicone Mitts

Utensilas£18.6143 rev

6mo ago

Morphy Richards Oven Tray Set 13x9 Heavy Duty Carbon Steel | Non-Stick Coating | Oven Dishwasher & Freezer Safe | Ideal for Baking Roasting & Grilling | 849004

Morphy Richards£11.4050 rev

10mo ago

Zuvo Baking Trays 3 Pack 32cm Non-Stick Carbon Steel Oven Tray Set

Zuvo£8.9139 rev

11mo ago

3 Pack Essentials Non-Stick Baking Oven Tray Set 35cm 31cm & 28cm Multi-Pack Oven/Pan Dishwasher Safe & Easy to Clean (Set of 3 (1 x 35 1 x 31 & 1 x 28cm))

STORM TRADING GROUP£9.23116 rev

1y ago

Fusion Bliss Non-Stick Baking Tray Set for Oven Heavy Duty Carbon Steel Roasting Trays & Oven Trays Bakeware for Cookies Cakes and Cooking Trays Assorted. Hand wash Recommended (Pack of 3)

Fusion Bliss Shop£19.07204 rev

1y ago

What buyers say about baking tray

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

What buyers love

Quality-Overall24%

“Excellent product”

Value For Money14%

“Good value for money”

Size-Overall10%

“Decent size”

Ease Of Cleaning10%

“Brilliant trays very easy to clean”

Advertised Vs Actual Product7%

“Just what we needed”

Baking6%

“Great for baking tray bakes”

Strength5%

“The trays feel sturdy”

Non-Stick Coating3%

“Non-stick actually works”

Adhesion/Stickiness3%

“Nothing sticks, and I like how easy they are to use”

Cooking Experience2%

“I have had great pleasure in using these for cooking”

What buyers complain about

Adhesion/Stickiness17%

“NOT NON STICK”

Size-Overall13%

“Too big”

Quality-Overall10%

“not quite as good as some other baking trays I have”

Rusts/Corrodes8%

“They have started to rust”

Durability5%

“Not very durable”

Non-Stick Coating3%

“Coating has gone already”

Dishwasher Safe3%

“washing in the dishwasher the black coating is already coming off”

Value For Money3%

“Not worth the money”

Cooking Experience3%

“This can make certain foods cook unevenly as they can roll to the edge”

Heating2%

“The trays warped in first 5min of use at 170°C”

Top return reasons

Size-Overall80%

Quality-Overall4%

Advertised Vs Actual Product2%

Compatibility-Overall2%

Rusts/Corrodes1%

Thin1%

Adhesion/Stickiness1%

Thickness1%

Scratch Resistance1%

Strength1%

Common questions

Is baking tray profitable to sell on Amazon United Kingdom?: The niche generates £1.4M/yr across 21 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -25.1%. Flapen's verdict: Worth a look (57/100).
How competitive is the baking tray niche?: 18 brands and 49 sellers compete. The top 5 products take 57% of clicks and top 5 brands hold 65% of demand.
What do buyers complain about in baking tray?: Top complaints mined from reviews: Adhesion/Stickiness, Size-Overall, Quality-Overall. The return rate is 0.8%.
When does demand for baking tray peak?: Demand peaks in Nov–Dec; the busiest month runs 2.2× the quietest.
What does it cost to enter the baking tray niche?: Listings span £3.01–£19.07; the average listing price is £11.59 (sweet spot $15–$100). The average incumbent carries 1,548 reviews — the moat a new listing must climb.