built in microwave
Skip itWeak search conversion (0.8%) — this niche doesn't clear our bar today.
Review moat
Great109.72avg incumbent reviews — the moat a new listing must climb
Competition
Good46%top-5 click share — leaders hold, buyers still browse
Returns
Good2.5%return rate — above 5% kills the launch gate
Avg price
Good£140.79avg listing price — sweet spot $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay£224K£224K/yr · 197K searches
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Growth
Bad-13.4%90-day search growth — must beat 0% to launch
Conversion
Bad0.8%search→purchase rate — share of searches ending in a sale
Price range
Bad£74.35–£339.31cheapest to priciest tracked listing — scored on the share inside $15–$100
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.
Data updated Jul 28, 2026 · scored weekly · How we score niches
built in microwave market data
- Units sold / yr
- 1K–2K
- avg 0–100/product
- Revenue / yr
- £176K–£211K
- units × avg price
- Conversion rate
- 0.8%
- Avg BSR
- #69
- Page quality
- 0%
- Prime
- 31%
- Sponsored
- 69%
- Out of stock
- 17.8%
- Avg brand age
- 52 months
- Avg seller age
- 196 days
Competition & brand share
The top 5 products take 46% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
22
Top-5 brand share
85%
Top 20: 91%
Top-5 click share
46%
Top 20: 93%
Open market
6%
- Cookology46%
- Russell Hobbs20%
- SIA10%
- --9%
- Hisense5%
- HYE4%
- Open — no brand owns it (5 brands, 6%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -13.4% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 2.0×
Top built in microwave search terms
- integrated microwave57K/yr
- built in microwave63K/yr
- built in microwave oven16K/yr
- integrated microwave oven built in18K/yr
- integrated microwave oven13K/yr
- built in microwave 45cm height14K/yr
- microwaves built in5K/yr
- microwave built in4K/yr
- built-in microwave5K/yr
Top built in microwave 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Russell Hobbs RHBM2503 25L Built In Digital 900w Combination Microwave Stainless Steel
Russell Hobbs£152.024.7★362 rev
Cookology 20L Built-in Microwave Oven - 25.5cm Turntable - Stainless Steel
Cookology£89.724.5★71 rev
Russell Hobbs Digital Built in Microwave 20 Litre 800 W Stainless Steel Integrated with 8 Auto Cook Settings Defrost Function Clock and Timer RHBM2001
--£117.264.4★627 rev
Cookology 20L Built-in Microwave Oven - 25.5cm Turntable - Black
Cookology£89.964.5★71 rev
Cookology Essentials 21L Compact Built-in Microwave - 750W - Black
Cookology£76.434.6★3 rev
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)
MoraRise£112.016 rev
Cookology Essentials 21L Compact Built-in Microwave - 750W - Black
Cookology£76.433 rev
Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Stainless Steel
Cookology£97.144 rev
Cookology Essentials 20L Compact Built-in Microwave - Stainless Steel
Cookology£80.240 rev
Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Black
Cookology£97.484 rev
Trending
90-day click momentumCookology Essentials 21L Compact Built-in Microwave - 750W - Black
Cookology£76.434.6★
SIA AMZBIM25SS 25L Integrated Built 900W Microwave Oven Silver Stainless Steel Digital Controls 8 Cooking Functions 2 Years Parts and Labour Guarantee
SIA£107.824.0★
Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Stainless Steel
Cookology£97.144.7★
Cookology Essentials 20L Compact Built-in Microwave - Stainless Steel
Cookology£80.240.0★
Cookology 25L Built-in Integrated Microwave Oven - Stainless Steel
Cookology£160.194.6★
What buyers say about built in microwave
What buyers praise and complain about, mined from review topics.What buyers love
“Happy with price and fitting”
“Great Value”
“Easy to use”
“Great product”
“Does the job”
“Sleek and smart”
“Having used it every day for a month it cooks food perfectly”
“Fantastic microwave/convection makes amazing Yorkshire puddings and cakes”
“Easy instructions well worth the money”
“Great compact microwave does the job it needs to”
What buyers complain about
“As a result it did not fit our required area”
“Overall a cheap”
“Unfortunately it was described as an oven”
“made a noise”
“Not worth the money for”
“Check the item before installing as there is a dent at the internal back”
“Looks good, takes ages to heat food”
“we managed to break the button mechanism”
“The interior light is a tad dull”
“broke down within 2 years of use”
Top return reasons
Common questions
- Is built in microwave profitable to sell on Amazon United Kingdom?
- The niche generates £224K/yr across 29 tracked products. 0 of 5 products launched in the last 360 days are still selling. 90-day search growth is -13.4%. Flapen's verdict: Skip it (43/100).
- How competitive is the built in microwave niche?
- 11 brands and 22 sellers compete. The top 5 products take 46% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in built in microwave?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Advertised Vs Actual Product. The return rate is 2.5%.
- When does demand for built in microwave peak?
- Demand peaks in Oct–Nov; the busiest month runs 2.0× the quietest.
- What does it cost to enter the built in microwave niche?
- Listings span £74.35–£339.31; the average listing price is £140.79 (sweet spot $15–$100). The average incumbent carries 110 reviews — the moat a new listing must climb.