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Cookware

Maybe

The top 5 products take only 18% of clicks. But shoppers spend only $46K a year here, so Cookware is a Maybe.

Flapen Score
55
55 / 100
Top 33% of 5,777 Home & Garden niches · +4 vs the category median of 51
Market size
£46K/yr82K searches / yr
90-day growth
-26.5%search demand this quarter
Competition
18%top-5 click share · 41 brands · 411 sellers

Flapen Score

Cookware against its category

The dotted line is the Home & Garden average. Past it, Cookware is stronger. Inside it, weaker.

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Cookware market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Cookware 82K times last year and spent an estimated £46K. The top 5 brands take 47% of clicks. Demand peaks in Sep–Oct. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

2.2% of searches ended in a purchase last week.

Shoppers searched for this 82K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.2% of those searches ended in a purchase. Searches in the last 90 days moved -26.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £46K a year.

Searches, last 12 months
82K
Growth, 90 days vs prior 90
-26.5%
Conversion, latest week
2.2%
Market size, estimated
£46Ka year
Peak month
September2.7× the quietest month
Top search term
deep frying pan41K searches a year

02 · Price

A sale here is worth £25.35.

Listings sell for £25.35 on average, from £6.35 to £112.96. Amazon reports units sold in ranges. This niche sold 2K to 2K a year. The average listing sells 0 to 100 of them. At £25.35 that is £0 to £3K a year per listing.

Average price
£25.35inside the $15 to $100 sweet spot
Price range
£6.35–£112.96
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
2K–2K
Units per listing a year
0–100
Revenue per listing a year
£0–£3K
Returns
2.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads and reviews.

91% of listings pay for placement with sponsored ads. 86% ship with Prime. On an average day, 9.1% of listings are out of stock. The average listing ranks #2,141 within Cookware. It carries 2,910 reviews at 4.29 stars, so a new listing needs social proof before a better product.

Sponsored listings
91%
Prime listings
86%
Out of stock, average day
9.1%
Average rank
#2,141in Cookware
Average rating
4.29 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,910per listing
Listings tracked
103

04 · Newcomers

Amazon counts 8 of last year's 18 launches as successful.

18 products launched here in the last 12 months. Amazon counts 8 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 47 months on average, so the names here are settling in.

Launched, last 12 months
18
Successful launches
8Amazon's first-year sales bar
Average brand age
47 months

Products

Top Cookware products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take only 18% of clicks. An open shelf where new products get seen.

£0£920£2K£3K£4K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

41 falling

Sellers

411

Top-5 brand share

47%

Top 20: 85%

Top-5 click share

18%

Top 20: 48%

Open market

46%

  • Tefal13%
  • SENSARTE11%
  • GiPP8%
  • Kordisen7%
  • nuovva7%
  • Rainberg7%

Demand

Cookware search demand

Weekly searches over the year, seasonality beneath. Pick a range.

5K3KSpike '24Black Friday '24Spike '25Prime Day '25SepDecMarJunAugNovMarMay

Peak months: Sep, Oct · busiest ÷ quietest = 2.7×

Search terms

Top Cookware search terms shoppers use

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

  • deep frying pan41K/yr
  • frying pan set non stick7K/yr
  • non stick stainless steel frying pan6K/yr
  • induction frying pan set6K/yr
  • frying pan sets5K/yr
  • enamel frying pan5K/yr
  • non toxic pan5K/yr
  • ceramic coated frying pan4K/yr
  • frying pans nonstick set4K/yr

Reviews and returns

What reviews say buyers love and hate about Cookware

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Adhesion/Stickiness23%−0.24

Sticking

Everything sticks

Not none stick

Quality-Overall11%+1.34

Rubbish quality

These are cheap compared to competitors because they are appalling quality

Bad quality

Durability6%−0.04

Unfortunately, the problems started from the very first use

Its not durable

May not last

Size-Overall5%+0.23

too big

Very small

the lid didn't fit

Weight Heavy4%+0.15

heavier than I expected

Heavier than expected

are very heavy

Love

Quality-Overall24%+1.34

Very good quality set

Amazing quality

Good quality, i've been using for a couple of months, and look like they will last

Value For Money13%+0.86

Fair price

affordable price

Money well spent

Ease Of Cleaning10%+0.86

cleans up so easily

Cleans easily

cleans up so well

Size-Overall5%+0.23

Nice assortment of sizes

Decent size

Good size range

Frying Quality5%+0.40

This is a great frying pan

One of the best fry pans I own

Best fry pan

Return

2.1% Return rate 49% Fixable by listing

Size-Overall36%████▇█

too big

Very small

the lid didn't fit

Compatibility-Overall15%▇▇▇█▇▇
Functionality-Overall7%▄▅▆██▅
Adhesion/Stickiness6%█▅▅▅▅▅

Sticking

Everything sticks

Not none stick

Quality-Overall5%█▆▅▅█▆

Rubbish quality

These are cheap compared to competitors because they are appalling quality

Bad quality

FAQ

Common Cookware questions

Answered from the same tracked data.