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Electric Multi-cookers

Fail

Demand is soft, at -38.0% this quarter, so Electric Multi-cookers is a Fail.

Flapen Score
40
40 / 100
Ranks 4,839 of 5,777 Home & Garden niches · −11 vs the category median of 51
Market size
£297K/yr493K searches / yr
90-day growth
-38.0%search demand this quarter
Competition
48%top-5 click share · 17 brands · 146 sellers

Flapen Score

Electric Multi-cookers against its category

The dotted line is the Home & Garden average. Past it, Electric Multi-cookers is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Electric Multi-cookers market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Electric Multi-cookers 493K times last year and spent an estimated £297K. The top 5 brands take 74% of clicks. Demand peaks in Oct–Nov–Dec. Flapen scores it 40 out of 100, a Fail.

01 · Demand

0.8% of searches ended in a purchase last week.

Shoppers searched for this 493K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 0.8% of those searches ended in a purchase. Searches in the last 90 days moved -38.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated £297K a year.

Searches, last 12 months
493K
Growth, 90 days vs prior 90
-38.0%
Conversion, latest week
0.8%
Market size, estimated
£297Ka year
Peak month
November2.6× the quietest month
Top search term
multi cooker136K searches a year

02 · Price

A sale here is worth £80.35.

Listings sell for £80.35 on average, from £19.34 to £201.22. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 100 to 250 of them. At £80.35 that is £8K to £20K a year per listing.

Average price
£80.35inside the $15 to $100 sweet spot
Price range
£19.34–£201.22
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
3K–4K
Units per listing a year
100–250
Revenue per listing a year
£8K–£20K
Returns
4.3%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

84% of listings pay for placement with sponsored ads. 78% ship with Prime. On an average day, 9.6% of listings are out of stock. The average listing ranks #571 within Cookware. It carries 2,660 reviews at 4.48 stars, so a new listing needs social proof before a better product.

Sponsored listings
84%
Prime listings
78%
Out of stock, average day
9.6%
Average rank
#571in Cookware
Average rating
4.48 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,660per listing
Listings tracked
32

04 · Newcomers

Amazon counts 3 of last year's 8 launches as successful.

8 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 48 months on average, so the names here are settling in.

Launched, last 12 months
8
Successful launches
3Amazon's first-year sales bar
Average brand age
48 months

Products

Top Electric Multi-cookers 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 48% of clicks. Leaders hold, but buyers still shop past them.

£0£12K£24K£36K£48K1101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

17 falling

Sellers

146

Top-5 brand share

74%

Top 20: 100%

Top-5 click share

48%

Top 20: 86%

Open market

21%

  • Instant Pot24%
  • Midea18%
  • Ninja16%
  • Russell Hobbs10%
  • Drew&Cole5%
  • Cosori5%

Demand

Electric Multi-cookers search demand

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

18K13KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.6×

Search terms

Top Electric Multi-cookers search terms shoppers use

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

  • multi cooker136K/yr
  • electric pressure cooker80K/yr
  • multicooker58K/yr
  • pressure cooker electric45K/yr
  • multicooker electric23K/yr
  • multi cooker with pressure cooker13K/yr
  • pressure king pro19K/yr
  • electric multicooker7K/yr
  • electric multi-cookers23K/yr
  • tefal multi cooker13K/yr

Reviews and returns

What reviews say buyers love and hate about Electric Multi-cookers

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

Complain

Durability15%−0.10

broke within the first week

now decided to stop working

Doesn't last

Heating6%−0.03

Gets far too hot

doesnt heat up

no heating

Size-Overall6%+0.24

Didnt expect it to be so big

the lid didnt fit

Very large

Quality-Overall6%+0.23

really poor quality construction

Poor quality control by Ninja

Poor quality

Cooking Experience4%+0.59

it stop working while I am cooking

and so stops cooking

Decreases cooking time

Love

Cooking Experience17%+0.59

Cooks faster

Great for pressure cooking

I enjoy cooking

Ease Of Use16%+1.53

super easy to make

It makes your life pretty easier

Ease of use

Quality-Overall13%+0.23

Excellent Product

the build quality is excellent

The build quality is solid

Value For Money9%+0.61

Value for money

Excellent value

Good Value

Ease Of Cleaning6%+0.37

Easy cleaning

easy to clean Perfect all in one cooking pan

Cleaning is straightforward

Return

4.3% Return rate 57% Fixable by listing

Size-Overall42%▇▇███▇

Didnt expect it to be so big

the lid didnt fit

Very large

Functionality-Overall12%▆▆█▆▅█

Doesnt work

Doesnt work properly

Stop working

Heating5%▇█▅▄▄▃

Gets far too hot

doesnt heat up

no heating

Product Condition4%▅▇▆▆█▇
Advertised Vs Actual Product3%▇▄▃▆▅█

FAQ

Common Electric Multi-cookers questions

Answered from the same tracked data.