---
title: "Built in Microwave — £224K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/built-in-microwave"
last_updated: "2026-07-31T17:29:45.011Z"
locale: en
meta:
description: "Niche score 43/100 · £224K/yr market · 197K searches/yr · £140.79 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 43/100 · £224K/yr market · 197K searches/yr · £140.79 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Built in Microwave — £224K/yr Amazon UK Niche (2026) - Flapen"
---
# **built in microwave**
**Skip it**
Weak search conversion (0.8%) — this niche doesn't clear our bar today.
Market size 43Growth 18Conversion 10Competition 65Returns 63Price range 10Avg price 61Brand share 34Review moat 95Quality gap 52
**Review moat**
**Great****109.72**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****46%**
top-5 click share — leaders hold, buyers still browse
**Returns**
**Good****2.5%**
return rate — above 5% kills the launch gate
**Avg price**
**Good****£140.79**
avg listing price — sweet spot $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Market size**
**Okay****£224K**
£224K/yr · 197K searches
**Brand share**
**Okay****85%**
top-5 brand share — brands hold most of the demand
**Growth**
**Bad****-13.4%**
90-day search growth — must beat 0% to launch
**Conversion**
**Bad****0.8%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Bad****£74.35–£339.31**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Signals**[** High Price**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
6K4KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/home-garden/built-in-microwave/trend)
## **Top built in microwave search terms**
- **integrated microwave**57K/yr-16.5%0.6% conv. - **built in microwave**63K/yr-31.5%0.8% conv. - **built in microwave oven**16K/yr+21.2%0.4% conv. - **integrated microwave oven built in**18K/yr-7.5%0.5% conv. - **integrated microwave oven**13K/yr+61.6%0.5% conv. - **built in microwave 45cm height**14K/yr+37.6%0.2% conv. - **microwaves built in**5K/yr-51.8%0.1% conv. - **microwave built in**4K/yr-4.5%0.7% conv. - **built-in microwave**5K/yr-7.7%0.5% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/built-in-microwave/search-terms)
## **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.
0%4%£9K8%£18K12%£27K16%£36K1101001K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Russell Hobbs RHBM2503 25L Built In Digital 900w Combination Microwave Stainless Steel**Russell Hobbs**£152.02**4.7★362 rev](https://www.amazon.co.uk/dp/B00IJZZF0I) [2**Cookology 20L Built-in Microwave Oven - 25.5cm Turntable - Stainless Steel**Cookology**£89.72**4.5★71 rev](https://www.amazon.co.uk/dp/B0DT4GQ57R) [3**Russell Hobbs Digital Built in Microwave 20 Litre 800 W Stainless Steel Integrated with 8 Auto Cook Settings Defrost Function Clock and Timer RHBM2001**--**£117.26**4.4★627 rev](https://www.amazon.co.uk/dp/B00IJZZF12) [4**Cookology 20L Built-in Microwave Oven - 25.5cm Turntable - Black**Cookology**£89.96**4.5★71 rev](https://www.amazon.co.uk/dp/B0DT4JHBM5) [5**Cookology Essentials 21L Compact Built-in Microwave - 750W - Black**Cookology**£76.43**4.6★3 rev](https://www.amazon.co.uk/dp/B0GGP7VFBR)
**~~View all top sellers →~~**
### **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**£112.01**6 rev6mo ago](https://www.amazon.co.uk/dp/B0GH5834HP) [**Cookology Essentials 21L Compact Built-in Microwave - 750W - Black**Cookology**£76.43**3 rev6mo ago](https://www.amazon.co.uk/dp/B0GGP7VFBR) [**Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Stainless Steel**Cookology**£97.14**4 rev6mo ago](https://www.amazon.co.uk/dp/B0GGNYX266) [**Cookology Essentials 20L Compact Built-in Microwave - Stainless Steel**Cookology**£80.24**0 rev6mo ago](https://www.amazon.co.uk/dp/B0GGPKQF6Y) [**Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Black**Cookology**£97.48**4 rev6mo ago](https://www.amazon.co.uk/dp/B0GGPL1LXV)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Cookology Essentials 21L Compact Built-in Microwave - 750W - Black**Cookology**£76.43**4.6★**▲ 141%**](https://www.amazon.co.uk/dp/B0GGP7VFBR) [**SIA AMZBIM25SS 25L Integrated Built 900W Microwave Oven Silver Stainless Steel Digital Controls 8 Cooking Functions 2 Years Parts and Labour Guarantee**SIA**£107.82**4.0★**▲ 135%**](https://www.amazon.co.uk/dp/B08NGLF3DS) [**Cookology Essentials 25L Built-in 900W Microwave Oven & Grill Compact - 8 Auto Programs - 5 Power Levels - Defrost - Child Safety Lock - Stainless Steel**Cookology**£97.14**4.7★**▲ 101%**](https://www.amazon.co.uk/dp/B0GGNYX266) [**Cookology Essentials 20L Compact Built-in Microwave - Stainless Steel**Cookology**£80.24**0.0★**▲ 97%**](https://www.amazon.co.uk/dp/B0GGPKQF6Y) [**Cookology 25L Built-in Integrated Microwave Oven - Stainless Steel**Cookology**£160.19**4.6★**▲ 97%**](https://www.amazon.co.uk/dp/B010TL17JM)
**~~View all trending →~~**
## **What buyers say about built in microwave**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Size-Overall**31%
*“Happy with price and fitting”*
**Value For Money**23%
*“Great Value”*
**Ease Of Use**15%
*“Easy to use”*
**Quality-Overall**11%
*“Great product”*
**Advertised Vs Actual Product**2%
*“Does the job”*
**Design-Overall**2%
*“Sleek and smart”*
**Grilling**2%
*“Having used it every day for a month it cooks food perfectly”*
**Baking**1%
*“Fantastic microwave/convection makes amazing Yorkshire puddings and cakes”*
**Instructions/User Manual/Troubleshooting**1%
*“Easy instructions well worth the money”*
**Compactness**1%
*“Great compact microwave does the job it needs to”*
### **What buyers complain about **
**Size-Overall**41%
*“As a result it did not fit our required area”*
**Quality-Overall**7%
*“Overall a cheap”*
**Advertised Vs Actual Product**6%
*“Unfortunately it was described as an oven”*
**Noise Level**6%
*“made a noise”*
**Value For Money**6%
*“Not worth the money for”*
**Defective Material/Parts**6%
*“Check the item before installing as there is a dent at the internal back”*
**Heating**3%
*“Looks good, takes ages to heat food”*
**Touch/Button Controls**3%
*“we managed to break the button mechanism”*
**Brightness/Shine/Glow**1%
*“The interior light is a tad dull”*
**Durability**1%
*“broke down within 2 years of use”*
### **Top return reasons **
**Size-Overall**64%
**Defective Material/Parts**10%
**Functionality-Overall**5%
**Compatibility-Overall**3%
**Heating**3%
**Compactness**3%
**Scratch Resistance**2%
**Noise Level**2%
**Storage Capacity**2%
**Product Condition**2%
## **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.
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