Is brita water filter cartridges profitable to sell on Amazon United Kingdom?

The niche generates £6.4M/yr across 19 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -1.1%. Flapen's verdict: Worth a look (59/100).

How competitive is the brita water filter cartridges niche?

9 brands and 139 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 91% of demand.

What do buyers complain about in brita water filter cartridges?

Top complaints mined from reviews: Filtration, Value For Money, Compatibility-Overall. The return rate is 0.5%.

When does demand for brita water filter cartridges peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the brita water filter cartridges niche?

Listings span £9.62–£36.73; the average listing price is £16.81 (sweet spot $15–$100). The average incumbent carries 11,153 reviews — the moat a new listing must climb.

brita water filter cartridges

Worth a look

Shows a $6.4M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible£6.4M

£6.4M/yr · 3.1M searches

Returns

Incredible0.5%

return rate — above 5% kills the launch gate

Conversion

Incredible12.2%

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

Avg price

Great£16.81

avg listing price — sweet spot $15–$100

Price range

Great£9.62–£36.73

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

Competition

Okay58%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Growth

Bad-1.1%

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

Brand share

Bad91%

top-5 brand share — brand-locked demand

Review moat

Bad11,152.95

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United Kingdom niche tracking, brita water filter cartridges is a £6.4M/yr Amazon United Kingdom market (3.1M searches/yr). The top 5 brands hold 91% of demand. Verdict: Worth a look — 59/100.

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

brita water filter cartridges market data

Units sold / yr: 300K–400K; avg 15,000–20,000/product
Revenue / yr: £5.0M–£6.7M; units × avg price
Conversion rate: 12.2%
Avg BSR: #15
Page quality: 0%
Prime: 63%
Sponsored: 68%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 172 days

Competition & brand share

The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.

Brands

9 falling

Sellers

139

Top-5 brand share

91%

Top 20: 100%

Top-5 click share

58%

Top 20: 100%

Open market

BRITA63%
Waterdrop9%
BTRSOLUS8%
Amazon Basics6%
EVERSPRING5%
Watus3%
Open — no brand owns it (3 brands, 6%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -1.1% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top brita water filter cartridges search terms

brita water filter cartridges1.2M/yr -5.5%13.3% conv.
brita water filter358K/yr +4.8%7.1% conv.
brita299K/yr +7.5%3.3% conv.
water filter cartridges260K/yr -2.4%4.9% conv.
brita filter178K/yr -0.6%9.3% conv.
brita maxtra pro filter cartridge76K/yr +62.5%14.7% conv.
water filters93K/yr +5.5%3.7% conv.
brita maxtra pro105K/yr -33.6%10.4% conv.
brita filters68K/yr -4.5%13.2% conv.
brita filter cartridge61K/yr +9.7%12.6% conv.

All search terms

Top brita water filter cartridges 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 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

BRITA MAXTRA PRO Pure Performance Water Filter Cartridge - 6 Pack - Original BRITA Refill reducing impurities Chlorine PFAS pesticides and limescale for tap Water with Better Taste

BRITA£19.794.7★24,065 rev

BRITA MAXTRA PRO Limescale Expert Water Filter Cartridge 6 Pack (NEW) - Original BRITA refill for ultimate appliance protection reducing impurities chlorine and metals (Package may vary)

BRITA£20.394.7★8,197 rev

BRITA MAXTRA PRO Pure Performance Water Filter Cartridge - 4 Pack - Original BRITA Refill reducing impurities Chlorine PFAS pesticides and limescale for tap Water with Better Taste

BRITA£13.984.7★24,065 rev

6-Pack Brita Universal Filter Cartridges Replacement for All Brita Filter Jugs Long-Lasting Performance & Safety: Reduces Limescale Chlorine Lead Copper for Appliance Care and Healthier Water

BTRSOLUS£12.374.5★263 rev

Amazon Basics Water Filter Cartridges fits and compatible with all BRITA jugs incl PerfectFit 3 Count (Pack of 1)

Amazon Basics£9.624.5★16,236 rev

Newest

by launch date

6-Pack Brita Universal Filter Cartridges Replacement for All Brita Filter Jugs Long-Lasting Performance & Safety: Reduces Limescale Chlorine Lead Copper for Appliance Care and Healthier Water

BTRSOLUS£12.37263 rev

7mo ago

Tikstoy Water Filter Cartridges 6 PCS Water Filters Compatible with Brita Kettle MarellaJug Maxtra+Plus Maxtra Pro All-in-1 Reduces Chlorine Water Filter ByTikstoy Better Taste

Tikstoy£10.82416 rev

12mo ago

Water Filter Cartridges Classic Replacement Compatible with Brita Maxtra+ Plus & Maxtra Pro All-in-1 Fits Brita Marella Jug & Kettle Reduces Impurities Chlorine PFAS

Mutital£10.382,226 rev

1y ago

BRITA MAXTRA PRO Pure Performance Water Filter Cartridge - 3 Pack - Original BRITA Refill reducing impurities Chlorine PFAS pesticides and limescale for tap Water with Better Taste

BRITA£11.543,761 rev

2y ago

BRITA MAXTRA PRO Extra Limescale Protection Filter Cartridge Pack of 12 (Year Pack) - Replacement Water Filters for All BRITA Jugs - Limescale Reduction & Ultimate Device

BRITA£36.731,255 rev

2y ago

What buyers say about brita water filter cartridges

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

What buyers love

Value For Money24%

“Great Deal”

Filtration19%

“Excellent filter”

Quality-Overall18%

“Great quality, reliable performance, and Im very happy with it”

Advertised Vs Actual Product11%

“Works as advertised”

Size-Overall9%

“Fit perfect”

Ease Of Use3%

“Convenient pack”

Water Resistance2%

“Very nice and cleans water exceptionally well”

Efficiency2%

“Work very well”

Compatibility-Overall1%

“Filter cartridges, Happy with the, product, compatible with my asda water jug”

Assembly/Installation1%

“Easy to assemble”

What buyers complain about

Filtration25%

“Horrible filter”

Value For Money14%

“these weren't exactly cheap”

Compatibility-Overall9%

“Not really compatible- needs blue adapter”

Quality-Overall8%

“Bad quality”

Size-Overall7%

“Tight fit not impressed”

Functionality-Overall5%

“Doesn't work”

Leak-Proof4%

“Leakage inside”

Durability3%

“Broke after 1 year”

Instructions/User Manual/Troubleshooting2%

“Instructions useless”

Advertised Vs Actual Product2%

“Incorrect description”

Top return reasons

Size-Overall34%

Compatibility-Overall22%

Filtration20%

Functionality-Overall5%

Leak-Proof4%

Advertised Vs Actual Product3%