Is dining chairs profitable to sell on Amazon United Kingdom?

The niche generates £826K/yr across 67 tracked products. 11 of 24 products launched in the last 360 days are still selling. 90-day search growth is -21.6%. Flapen's verdict: Worth a look (56/100).

How competitive is the dining chairs niche?

25 brands and 29 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 66% of demand.

What do buyers complain about in dining chairs?

Top complaints mined from reviews: Assembly/Installation, Quality-Overall, Cushion. The return rate is 0.8%.

When does demand for dining chairs peak?

Demand peaks in Nov–Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the dining chairs niche?

Listings span £8.41–£242.57; the average listing price is £82.21 (sweet spot $15–$100). The average incumbent carries 558 reviews — the moat a new listing must climb.

dining chairs

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Competition

Great29%

top-5 click share — an open shelf

Avg price

Great£82.21

avg listing price — sweet spot $15–$100

Market size

Good£826K

£826K/yr · 3.1M searches

Review moat

Good557.82

avg incumbent reviews — the moat a new listing must climb

Brand share

Good66%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£8.41–£242.57

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

Growth

Bad-21.6%

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

Conversion

Bad0.3%

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

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, dining chairs is a £826K/yr Amazon United Kingdom market (3.1M searches/yr). The top 5 brands hold 66% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 56/100.

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

dining chairs market data

Units sold / yr: 8K–10K; avg 0–100/product
Revenue / yr: £658K–£822K; units × avg price
Conversion rate: 0.3%
Avg BSR: #40
Page quality: 0%
Prime: 36%
Sponsored: 79%
Out of stock: 8.8%
Avg brand age: 42 months
Avg seller age: 186 days

Competition & brand share

Clicks spread well past the top 5 (29% combined) — an open shelf where new products get seen.

Brands

25 falling

Sellers

Top-5 brand share

66%

Top 20: 97%

Top-5 click share

29%

Top 20: 60%

Open market

30%

Goeurvant22%
mcc direct21%
COLAMY15%
VASAGLE4%
MALOL4%
Millhouse4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -21.6% search growth over the last 90 days.

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

Open Trend

Top dining chairs search terms

dining chairs1.4M/yr -18.7%0.1% conv.
dining chairs set of 4468K/yr -30.4%0.2% conv.
dining chairs set of 6214K/yr -23.8%0.1% conv.
dining chair164K/yr -14.7%0.1% conv.
dining chairs set of 2134K/yr -26.3%0.2% conv.
kitchen chairs117K/yr -22.9%0.2% conv.
dining room chairs100K/yr -21.7%0.1% conv.
chairs for dining room84K/yr -34.4%0.1% conv.
set of 4 dining chairs58K/yr -19.7%0.2% conv.
black dining chairs57K/yr -23.8%0.2% conv.

All search terms

Top dining chairs 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

Goeurvant Dining Chairs Set of 4 Modern Kitchen Chairs with Backrest & Wooden Legs Upholstered Armchairs for Living Room Dining Room Lounge Polyester Fabric Beige

Goeurvant£139.494.8★172 rev

COLAMY Modern Dining Chairs Set with Wooden Legs Upholstered Fabric Dining Room Chairs with Curved Backrest Soft Cushion Seat and Sturdy Rubberwood Frame for Kitchen Living Room or Café

COLAMY£87.564.1★91 rev

COLAMY Modern Dining Chairs Set with Wooden Legs Upholstered Fabric Dining Room Chairs with Curved Backrest Soft Cushion Seat and Sturdy Rubberwood Frame for Kitchen Living Room or Café

COLAMY£171.514.1★91 rev

mcc direct Set of 4 Dining Chairs Wooden Legs Soft Cushion Pad Stylish DELUXE Retro Lounge Dining Office EVA (White)

mcc direct£50.334.6★1,300 rev

Goeurvant Dining Chairs Set of 4 Polyester Chairs for Living Room with Wood Legs Upholstered Kitchen Chair Beige

Goeurvant£127.074.6★142 rev

Newest

by launch date

MALOL Dining Chairs Set of 4 Fabric Chairs for Dining Room with Metal Legs & Curved Backrest & Thick Cushion Upholstered Kitchen Chair with Anti-Slip Pads Camel

MALOL£122.297 rev

2mo ago

Dining Chairs Set of 4 Upholstered Chenille Dining Room Chairs with Brown Solid Rubber Wood Frame Soft Cushioned Seat Kitchen Chairs Modern Nordic Accent Chairs for Dining Room Kitchen Beige

MALOL£199.4018 rev

4mo ago

VASAGLE Velvet Dining Chairs Upholstered Kitchen Chairs Adjustable Feet Modern Metal Frame Supports up to 120 kg Each for Kitchen or Living Room Set of 4 Slate Grey KDC080GN02

VASAGLE£67.73110 rev

7mo ago

COLAMY Velvet Dining Chairs Set of 4 Velvet Chairs for Dining Room with Metal Legs and Thick Seat Cushion Upholstered Kitchen Chair with Anti-Slip Pads Khaki

COLAMY£131.3042 rev

9mo ago

COLAMY Velvet Dining Chairs Set of 2 Velvet Chairs for Dining Room with Metal Legs and Thick Seat Cushion Upholstered Kitchen Chair with Anti-Slip Pads Khaki

COLAMY£67.9042 rev

9mo ago

What buyers say about dining chairs

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

What buyers love

Quality-Overall19%

“Good looking chair covers, great quality”

Value For Money17%

“Affordable price”

Assembly/Installation14%

“Assembly is straightforward”

Comfort-Overall14%

“They are very comfortable”

Strength6%

“Nice and sturdy”

Cushion4%

“The seat is well padded”

Color3%

“Color is according to pic and nice”

Size-Overall3%

“Fits perfectly”

Advertised Vs Actual Product2%

“Exactly what I needed”

Design-Overall2%

“Easy to build and looks good”

What buyers complain about

Assembly/Installation11%

“Impossible assembly”

Quality-Overall8%

“Poor quality”

Cushion6%

“Padding is ok not great”

Size-Overall5%

“Size incorrect”

Strength5%

“Not strong”

Value For Money3%

“These chairs look much more expensive than they actually are”

Durability3%

“dont expect they will last long wish i never brought them very disappointed”

Alignment3%

“One chair wasnt coming up to perfect alignment”

Defective Material/Parts2%

“the material starts to sew off from the connecting parts”

Comfort-Overall2%

Top return reasons

Size-Overall30%

Color20%

Quality-Overall7%

Defective Material/Parts6%

Material Quality5%

Comfort-Overall3%

Assembly/Installation3%

Advertised Vs Actual Product3%

Strength2%

Height2%

Common questions

Is dining chairs profitable to sell on Amazon United Kingdom?: The niche generates £826K/yr across 67 tracked products. 11 of 24 products launched in the last 360 days are still selling. 90-day search growth is -21.6%. Flapen's verdict: Worth a look (56/100).
How competitive is the dining chairs niche?: 25 brands and 29 sellers compete. The top 5 products take 29% of clicks and top 5 brands hold 66% of demand.
What do buyers complain about in dining chairs?: Top complaints mined from reviews: Assembly/Installation, Quality-Overall, Cushion. The return rate is 0.8%.
When does demand for dining chairs peak?: Demand peaks in Nov–Dec; the busiest month runs 2.0× the quietest.
What does it cost to enter the dining chairs niche?: Listings span £8.41–£242.57; the average listing price is £82.21 (sweet spot $15–$100). The average incumbent carries 558 reviews — the moat a new listing must climb.