How competitive is the Built in Microwave niche on Amazon United Kingdom?

11 brands and 22 sellers compete in Built in Microwave on Amazon United Kingdom. The top 5 Built in Microwave products take 46% of clicks and its top 5 brands hold 85% of demand.

What do buyers complain about in Built in Microwave?

Built in Microwave buyers on Amazon United Kingdom complain most about Size-Overall, Quality-Overall, Advertised Vs Actual Product, the themes mined from the niche's reviews. Its return rate is 2.5%.

What does it cost to enter the Built in Microwave niche?

Built in Microwave sells for £140.79 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £74.35–£339.31. The average incumbent carries 110 reviews — the moat a new listing must climb.

Built in Microwave

weak search conversion (0.8%) — Built in Microwave doesn't clear our bar today.

Signals High Price

Flapen Score

Skip it

This niche Category average

Is Built in Microwave profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, Built in Microwave is a £224K/yr Amazon United Kingdom market (197K searches/yr). The top 5 brands hold 85% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 43/100.

Built in Microwave: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -13.4% over the last 90 days and 0.8% of searches end in a purchase.

£224K

revenue / yr

Units sold / yr2K

Search volume / yr-13.4%197K

Conversion rate0.8%

Avg price£140.79

Who owns the niche?

The top 5 brands hold 85% of demand, so 15% of the market is open.

15%

open market share

Brands · sellers11 · 22

Top-5 product click share46%

Open market15%

Avg brand age52 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 29 products

Top Built in Microwave products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Russell Hobbs RHBM2503 25L Built In Digital 900w Combination Microwave Stainless Steel

Price: £152.02
Rating: 4.7/5
Reviews: 362
Age: 12y ago

Cookology 20L Built-in Microwave Oven - 25.5cm Turntable - Stainless Steel

Price: £89.72
Rating: 4.5/5
Reviews: 71
Age: 1y ago

Russell Hobbs Digital Built in Microwave 20 Litre 800 W Stainless Steel Integrated with 8 Auto Cook Settings Defrost Function Clock and Timer RHBM2001

Price: £117.26
Rating: 4.4/5
Reviews: 627
Age: 12y ago

Cookology 20L Built-in Microwave Oven - 25.5cm Turntable - Black

Price: £89.96
Rating: 4.5/5
Reviews: 71
Age: 1y ago

Cookology Essentials 21L Compact Built-in Microwave - 750W - Black

Price: £76.43
Rating: 4.6/5
Reviews: 3
Age: 6mo ago

Newest

by launch date

MoraRise 20L Built-in Microwave and Grill Combination | 800W Power 5 Levels | Integrated Digital Touch Control Microwave Oven with Defrost Auto-Cook & Child Lock | Stainless Steel (Sliver 20L)

Price: £112.01
Rating: 4.0/5
Reviews: 6
Age: 6mo ago

Cookology Essentials 21L Compact Built-in Microwave - 750W - Black

Price: £76.43
Rating: 4.6/5
Reviews: 3
Age: 6mo ago

Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Stainless Steel

Price: £97.14
Rating: 4.7/5
Reviews: 4
Age: 6mo ago

Cookology Essentials 20L Compact Built-in Microwave - Stainless Steel

Price: £80.24
Rating: 0.0/5
Reviews: 0
Age: 6mo ago

Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Black

Price: £97.48
Rating: 4.7/5
Reviews: 4
Age: 6mo ago

Competition: brands, sellers & click share

The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

11 falling

Sellers

Top-5 brand share

85%

Top 20: 91%

Top-5 click share

46%

Top 20: 93%

Open market

Cookology46%
Russell Hobbs20%
SIA10%
--9%
Hisense5%
HYE4%
Open — no brand owns it (5 brands, 6%)

Built in Microwave demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume197KCVR0.8%Products29Brands11Top 5 Brands85%OOS Rate17.8%Rating4.4★Reviews110Avg BSR#69

Peak months: Oct, Nov · busiest ÷ quietest = 2.0×

Top Built in Microwave search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

integrated microwave57K/yr -16.5%0.6% conv.
built in microwave63K/yr -31.5%0.8% conv.
built in microwave oven16K/yr +21.2%0.4% conv.
integrated microwave oven built in18K/yr -7.5%0.5% conv.
integrated microwave oven13K/yr +61.6%0.5% conv.
built in microwave 45cm height14K/yr +37.6%0.2% conv.
microwaves built in5K/yr -51.8%0.1% conv.
microwave built in4K/yr -4.5%0.7% conv.
built-in microwave5K/yr -7.7%0.5% conv.

What reviews say buyers love and hate about Built in Microwave

What buyers mention most, as a share of all reviews.

What buyers love

89% of reviews

Size-Overall31%

“Happy with price and fitting”

Value For Money23%

“Great Value”

Ease Of Use15%

“Easy to use”

Quality-Overall11%

“Great product”

Advertised Vs Actual Product2%

“Does the job”

What buyers complain about

79% of reviews

Size-Overall41%

“As a result it did not fit our required area”

Quality-Overall7%

“Overall a cheap”

Advertised Vs Actual Product6%

“Unfortunately it was described as an oven”

Noise Level6%

“made a noise”

Value For Money6%

“Not worth the money for”

Built in Microwave return rate & reasons

Why buyers send it back, as a share of all return requests.

2.5%

Return rate

68%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Size-Overall

64%

2Defective Material/Parts

10%

3Functionality-Overall

4Compatibility-Overall

5Heating

Common Built in Microwave questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Built in Microwave 43/100 on Amazon United Kingdom — Skip it. The niche generates £224K/yr across 29 tracked products. 0 of 5 products launched in the last 360 days are still selling. Search demand moved -13.4% over the last 90 days.