Is cutlery set profitable to sell on Amazon United Kingdom?

The niche generates £1.8M/yr across 41 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is -8.4%. Flapen's verdict: Worth a look (64/100).

How competitive is the cutlery set niche?

24 brands and 43 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 58% of demand.

What do buyers complain about in cutlery set?

Top complaints mined from reviews: Quality-Overall, Size-Overall, Rusts/Corrodes. The return rate is 1.3%.

When does demand for cutlery set peak?

Demand peaks in Dec; the busiest month runs 2.3× the quietest.

What does it cost to enter the cutlery set niche?

Listings span £5.14–£49.91; the average listing price is £15.03 (sweet spot $15–$100). The average incumbent carries 1,395 reviews — the moat a new listing must climb.

cutlery set

Worth a look

Shows a $1.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Great£1.8M

£1.8M/yr · 3.4M searches

Returns

Great1.3%

return rate — above 5% kills the launch gate

Brand share

Great58%

top-5 brand share — no brand owns this niche

Price range

Great£5.14–£49.91

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

Competition

Great40%

top-5 click share — an open shelf

Avg price

Great£15.03

avg listing price — sweet spot $15–$100

Review moat

Good1,395.24

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Okay3.4%

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

Growth

Bad-8.4%

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

According to Flapen's Amazon United Kingdom niche tracking, cutlery set is a £1.8M/yr Amazon United Kingdom market (3.4M searches/yr). The top 5 brands hold 58% of demand. Demand peaks in Dec. Verdict: Worth a look — 64/100.

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

cutlery set market data

Units sold / yr: 125K–150K; avg 3,000–4,000/product
Revenue / yr: £1.9M–£2.3M; units × avg price
Conversion rate: 3.4%
Avg BSR: #78
Page quality: 0%
Prime: 98%
Sponsored: 93%
Out of stock: 2.6%
Avg brand age: 44 months
Avg seller age: 183 days

Competition & brand share

Clicks spread well past the top 5 (40% combined) — an open shelf where new products get seen.

Brands

24 rising

Sellers

Top-5 brand share

58%

Top 20: 98%

Top-5 click share

40%

Top 20: 83%

Open market

36%

BEWOS22%
NINIROR11%
Otto Koning11%
Russell Hobbs8%
Bestdin6%
Viners6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -8.4% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.3×

Open Trend

Top cutlery set search terms

cutlery set2.1M/yr -7.8%2.8% conv.
cutlery491K/yr -9.1%2.8% conv.
knife and fork sets187K/yr -4.9%2.8% conv.
cutlery sets128K/yr -12.3%1.5% conv.
cutlery set for 6 people95K/yr -11.1%2.2% conv.
knives and forks set84K/yr -11.4%3.2% conv.
stainless steel cutlery set57K/yr -5.3%1.7% conv.
cutlery set for 454K/yr +9.7%3.3% conv.
knife fork spoon set32K/yr -12.7%1.8% conv.
cutlery set for 8 people52K/yr -24.8%2.5% conv.

All search terms

Top cutlery set 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 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Cutlery Set BEWOS 16 Piece Stainless Steel Flatware Set Tableware Silverware Set with Spoon Knife and Fork Set Service for 4 Dishwasher Safe/Easy Clean Mirror Polished

BEWOS£6.804.5★3,790 rev

Russell Hobbs Vienna Cutlery Set 24 Piece Stainless Steel

Russell Hobbs£16.144.4★2,478 rev

Cutlery Set BEWOS 32 Piece Stainless Steel Flatware Set Tableware Silverware Set with Spoon Knife and Fork Set Service for 8 Dishwasher Safe/Easy Clean Mirror Polished

BEWOS£12.304.4★1,764 rev

Cutlery Set NINIROR 16 Piece Food-Grade Stainless Steel Flatware Set Silverware Set for 4 People Include Spoon Knife and Fork Sets Mirror Polished Dishwasher Safe for Home Restaurant Modern Design

NINIROR£5.604.6★555 rev

Cutlery Set for 4 People 16 Pieces - Otto Koning Frankfurt- Stainless Steel Flatware Set Mirror Polished. Silverware Set with Spoon Knife and Fork. Classic & Simple Design

Otto Koning£6.794.6★6,555 rev

Newest

by launch date

32 Pieces Cutlery Sets Includes Dinner Knife Fork and Tea Spoons Sets for Kitchen Stainless Steel Silverware Sets for Tableware Sets Flatware Sets Service for 8

Dehov£12.791,106 rev

9mo ago

BEWOS 16 Pcs Cutlery Set - Stainless Steel Cutlery Set for 4 People with Ergonomic Handle Silver Knife and Fork Sets Ideal for Family Dining Camping Mirror Polished & Dishwasher Safe

BEWOS£5.9312 rev

9mo ago

Viners Sicily 16 Pieces Cutlery Set |18/0 Stainless Steel | Teardrop Spoon Shape Mirror Polish | Serves 4 | Dishwasher Safe

Viners£16.38113 rev

10mo ago

20 Pcs Cutlery Set with Steak Knives NINIROR Food-Grade Stainless Steel Flatware Set Silverware Set for 4 People Include Spoon Knife and Fork Sets Mirror Polished Dishwasher Safe for Home Restaurant

NINIROR£9.56105 rev

10mo ago

16 Piece Cutlery Set for 4 NINIROR Stainless Steel Flatware Set - Mirror Polished Dishwasher Safe Silverware Includes Spoons Knives & Forks - Food-Grade for Home Kitchen Restaurant

NINIROR£5.33142 rev

11mo ago

What buyers say about cutlery set

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

What buyers love

Value For Money32%

“Good Value”

Quality-Overall31%

“Excellent product”

Advertised Vs Actual Product6%

“As described”

Strength5%

“Great sturdy set”

Weight Light3%

“This is a nice lightweight set, easy to use & ideal for a caravan or motorhome, where weight & size is important”

Durability2%

“Durable,has smooth edges”

Dishwasher Safe2%

“Washes well in dishwasher”

Sharpness2%

“Sharp edges”

Design-Overall2%

“feel sturdier than I expected”

Ease Of Use1%

“easy to use”

What buyers complain about

Quality-Overall18%

“Cheap and flimsy”

Size-Overall9%

“The tea spoons are very big”

Rusts/Corrodes8%

“Actually began to rust”

Sharpness7%

“Not sharp from the edges at all”

Thickness7%

“Slightly thin,”

Strength7%

“Too flimsy”

Advertised Vs Actual Product4%

“Awful look nothing like photo”

Value For Money4%

“Looks more expensive than it is”

Handle Quality3%

“The handles on all are long ish”

Color3%

“as soon as they are washed they went brown”

Top return reasons

Quality-Overall37%

Size-Overall10%

Strength7%

Thin6%

Weight Light6%