dish
Worth a lookShows low returns (0.9%), but a small market ($26K/yr) keeps it on the watch list.
Returns
Incredible0.9%return rate — above 5% kills the launch gate
Brand share
Incredible40%top-5 brand share — no brand owns this niche
Competition
Great26%top-5 click share — an open shelf
Avg price
Great£15.22avg listing price — sweet spot $15–$100
Price range
Good£1.83–£50.41cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Review moat
Okay1,557.25avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.4%search→purchase rate — share of searches ending in a sale
Market size
Bad£26K£26K/yr · 124K searches
Growth
Bad-36.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, dish is a £26K/yr Amazon United Kingdom market (124K searches/yr). The top 5 brands hold 40% of demand. Verdict: Worth a look — 52/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
dish market data
- Units sold / yr
- 3K–3K
- avg 0–100/product
- Revenue / yr
- £38K–£46K
- units × avg price
- Conversion rate
- 1.4%
- Avg BSR
- #1,149
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 81%
- Out of stock
- 10.8%
- Avg brand age
- 43 months
- Avg seller age
- 177 days
Competition & brand share
Clicks spread well past the top 5 (26% combined) — an open shelf where new products get seen.Brands
39 falling
Sellers
89
Top-5 brand share
40%
Top 20: 86%
Top-5 click share
26%
Top 20: 64%
Open market
55%
- Pyrex10%
- Stanley Rogers9%
- HCHLQLZ8%
- MALACASA7%
- Mason Cash6%
- MasterClass5%
Demand
Weekly Amazon search volume, last 29 weeks — -36.5% search growth over the last 90 days.Top dish search terms
- dish41K/yr
- small oven dish21K/yr
- ceramic baking tray16K/yr
- small baking dish11K/yr
- oven dish set9K/yr
- ceramic oven tray6K/yr
- ovenware5K/yr
- oven to table serving dishes6K/yr
- casserole dish set5K/yr
- oven bowl4K/yr
Top dish 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
white Small Ceramics Rectangular Baking Dishes with Handle for Oven Ceramic Baking Pan Lasagna Casserole Pan Individual Bakeware 9x5 inch
HCHLQLZ£8.074.2★712 rev
Pyrex 8023510 Set of 3 Borosilicate Glass Oven Plates Extreme Resistance Made in France
Pyrex£17.884.8★5,951 rev
Ceramic Baking Dishes set of 4 Square Baking Dishes Small Baking Dish for Air Fryer Ceramic Bakeware with Handles Oven & Microwave Safe
Yeqqzq£11.864.4★26 rev
MasterClass Smart Ceramic Baking Tray Robust with PTFE PFOA and BPA Free Non Stick Carbon Steel 40 x 27cm Large Stackable Cookie Sheet
MasterClass£11.984.5★386 rev
Stanley Rogers Ceramabake Healthy Non-Stick Ceramic Baking Tray Bake Without PFAS PTFE PFOS PFOA Cadmium & Lead Oven Tray for Cookies Roasting Veg and Everyday Baking 34x24x1.5cm
Stanley Rogers£11.434.2★21 rev
Newest
by launch date
HONGBAKE Non Stick Ceramic Baking Tray Set of 3 Heavy Duty Aluminized Steel Oven Trays - PFOA/PTFE Free Baking Sheets for Oven with Silicone Handles Professional Bakeware Set
HONGBAKE£28.9013 rev
Stanley Rogers Ceramabake Healthy Non-Stick Ceramic Baking Tray Bake Without PFAS PTFE PFOS PFOA Cadmium & Lead Oven Tray for Cookies Roasting Veg and Everyday Baking 34x24x1.5cm
Stanley Rogers£11.4321 rev
Ceramic Baking Dishes Set of 4 - Square Individual Pie Dishes - 400 ml Small Oven Dish with Handle - Ceramic Bakeware for Air Fryer
binsakao£13.364 rev
Ceramic Baking Dishes set of 4 Square Baking Dishes Small Baking Dish for Air Fryer Ceramic Bakeware with Handles Oven & Microwave Safe
Yeqqzq£11.8626 rev
Stanley Rogers Ceramabake Healthy Non-Stick Ceramic Baking Tray Oven Tray Bake Without PFAS PTFE PFOS PFOA Cadmium & Lead. Ideal for Roasting Baking and Everyday Cooking 23x16x2cm
Stanley Rogers£6.6254 rev
Trending
90-day click momentum
Morrisons White Ceramic Rectangular Roaster 31 Cm
Morrisons£4.644.4★
Ceramic Baking Dishes Set of 4 - Square Individual Pie Dishes - 400 ml Small Oven Dish with Handle - Ceramic Bakeware for Air Fryer
binsakao£13.365.0★
HONGBAKE Non Stick Ceramic Baking Tray Set of 3 Heavy Duty Aluminized Steel Oven Trays - PFOA/PTFE Free Baking Sheets for Oven with Silicone Handles Professional Bakeware Set
HONGBAKE£28.904.3★
Ceramic Baking Dishes set of 4 Square Baking Dishes Small Baking Dish for Air Fryer Ceramic Bakeware with Handles Oven & Microwave Safe
Yeqqzq£11.864.4★
Ceramic Baking Dish Square Baking Dishes Lasagne Dishes 600 ml Small Baking Dish for Air Fryer Bakeware with Handles for Lasagne Pies Casserole Tapas
TuYines£11.504.5★
What buyers say about dish
What buyers praise and complain about, mined from review topics.What buyers love
“very good quality very nice trays”
“Excellent value”
“Perfect portion size”
“Easy to wash”
“does the job”
“Very nice baking trays”
“Very useful”
“Durable”
“Great nice & sturdy”
“Great dish”
What buyers complain about
“much bigger overall”
“2 broke”
“Poor Quality: Cracks”
“Just a little bit pricey”
“a tiny bit on the heavy side for their size”
“found that the dish had broken into two pieces. oven on 200C for 30 minutes”
“then on stick came off”
“After first use for roast dinner yesterday the trays were cleaned in the dishwasher”
“I was worried that they wouldnt be deep enough”
“They distort when placed in hot oven”
Top return reasons
Common questions
- Is dish profitable to sell on Amazon United Kingdom?
- The niche generates £26K/yr across 69 tracked products. 0 of 18 products launched in the last 360 days are still selling. 90-day search growth is -36.5%. Flapen's verdict: Worth a look (52/100).
- How competitive is the dish niche?
- 39 brands and 89 sellers compete. The top 5 products take 26% of clicks and top 5 brands hold 40% of demand.
- What do buyers complain about in dish?
- Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 0.9%.
- What does it cost to enter the dish niche?
- Listings span £1.83–£50.41; the average listing price is £15.22 (sweet spot $15–$100). The average incumbent carries 1,557 reviews — the moat a new listing must climb.