Is electric multi-cookers profitable to sell on Amazon United Kingdom?

The niche generates £297K/yr across 32 tracked products. 3 of 8 products launched in the last 360 days are still selling. 90-day search growth is -38.0%. Flapen's verdict: Skip it (40/100).

How competitive is the electric multi-cookers niche?

17 brands and 146 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 74% of demand.

What do buyers complain about in electric multi-cookers?

Top complaints mined from reviews: Durability, Heating, Size-Overall. The return rate is 4.3%.

When does demand for electric multi-cookers peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.6× the quietest.

What does it cost to enter the electric multi-cookers niche?

Listings span £19.34–£201.22; the average listing price is £80.35 (sweet spot $15–$100). The average incumbent carries 2,660 reviews — the moat a new listing must climb.

electric multi-cookers

Skip it

Soft demand (-38.0% this quarter) — this niche doesn't clear our bar today.

Avg price

Great£80.35

avg listing price — sweet spot $15–$100

Competition

Good48%

top-5 click share — leaders hold, buyers still browse

Brand share

Good74%

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

Market size

Good£297K

£297K/yr · 493K searches

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Price range

Okay£19.34–£201.22

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

Review moat

Okay2,659.63

avg incumbent reviews — the moat a new listing must climb

Returns

Okay4.3%

return rate — above 5% kills the launch gate

Conversion

Bad0.8%

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

Growth

Bad-38.0%

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

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, electric multi-cookers is a £297K/yr Amazon United Kingdom market (493K searches/yr). The top 5 brands hold 74% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 40/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

electric multi-cookers market data

Units sold / yr: 3K–4K; avg 100–250/product
Revenue / yr: £241K–£321K; units × avg price
Conversion rate: 0.8%
Avg BSR: #571
Page quality: 0%
Prime: 78%
Sponsored: 84%
Out of stock: 9.6%
Avg brand age: 48 months
Avg seller age: 169 days

Competition & brand share

The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.

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 & seasonality

Weekly Amazon search volume, last 104 weeks — -38.0% search growth over the last 90 days.

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

Open Trend

Top electric multi-cookers search terms

multi cooker136K/yr -38.3%0.8% conv.
electric pressure cooker80K/yr -29.6%0.8% conv.
multicooker58K/yr -28.8%0.6% conv.
pressure cooker electric45K/yr -24.0%0.8% conv.
multicooker electric23K/yr -52.8%0.8% conv.
multi cooker with pressure cooker13K/yr -21.8%0.8% conv.
pressure king pro19K/yr -45.0%0.5% conv.
electric multicooker7K/yr -27.4%0.8% conv.
electric multi-cookers23K/yr -53.7%0.4% conv.
tefal multi cooker13K/yr -59.1%0.2% conv.

All search terms

Top electric multi-cookers 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★)1 product missing review or click data not plotted

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Instant Pot Duo 7-in-1 Electric Multi-Cooker 5.7L - Brushed Stainless Steel Large Pressure Cooker Slow Cooker Rice Cooker Sauté Yoghurt Maker Food Steamer Pot and Food Warmer Dishwasher Safe

Instant Pot£58.494.7★19,872 rev

Midea Pressure Cooker 6L 70% Faster 14 Presets Nourish Pro 9-in-1 Multi Cooker(Yogurt Maker Rice Cooker Slow Cooker Sauté Steamer etc.) Stainless Steels Inner Pot Non-Stick Dishwasher Safe

Midea£56.444.5★392 rev

Russell Hobbs Good-to-Go 6.5L Electric Multicooker - 8 Digital functions inc Sear Slow Cook Steam Boil Keep warm & Roast Cast aluminium housing Glass lid Dishwasher safe parts 750W 28270

Russell Hobbs£41.454.4★2,242 rev

Instant Pot DUO MINI 3L Electric Pressure Cooker. 7-in-1: Pressure Cooker Slow Cooker Rice Cooker Sauté Pan Yoghurt Maker Steamer and Food Warmer Black silver

Instant Pot£55.664.7★19,872 rev

Drew&Cole CleverChef 14-in-1 Multi Cooker - Stew Roast Slow Cooker Steam Bake Bread Maker Rice Soup Maker & More - Large Capacity Family Batch Cooking - Cooks 5 Portions

Drew&Cole£50.554.4★3,852 rev

Newest

by launch date

KOMORE 12-in-1 Electric Multi-Cooker 6L with Digital Display Multi Cooker Stainless Steel Slow Cooker Rice Cooker Steam Sauté Yogurt Maker Timer Keep Warm Dishwasher Safe

KOMORE£57.466 rev

1mo ago

KOMORE 12-in-1 Electric Multi-Cooker 6L with Digital Display Multi Cooker Stainless Steel Slow Cooker Rice Cooker Steam Sauté Yogurt Maker Timer Keep Warm Dishwasher Safe

KOMORE£71.4813 rev

2mo ago

Multifunctional Electric Pressure Cooker with 8 Preset Programs 24H Reservation & Keep Warm Food-Grade Aluminum Inner Pot for Rice Soup Meat Cake (size 3)

sports flyfree£38.340 rev

4mo ago

DMD Collective - 6L Pressure Cooker 23-in-1 Electric Multi-Cooker

DMD Collective£55.9531 rev

6mo ago

Ninja Speedi 12-in-1 Multi-Cooker Air Fryer and Slow Cooker Grey ON500UK

Ninja£133.52131 rev

11mo ago

What buyers say about electric multi-cookers

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

What buyers love

Cooking Experience17%

“Cooks faster”

Ease Of Use16%

“super easy to make”

Quality-Overall13%

“Excellent Product”

Value For Money9%

“Value for money”

Ease Of Cleaning6%

“Easy cleaning”

Time Taken4%

“It cooks fast”

Size-Overall3%

“Brilliant size”

Advertised Vs Actual Product3%

“AS DESCRIBED”

Heating2%

“It heats evenly”

Durability2%

“durable”

What buyers complain about

Durability15%

“broke within the first week”

Heating6%

“Gets far too hot”

Size-Overall6%

“Didnt expect it to be so big”

Quality-Overall6%

“really poor quality construction”

Cooking Experience4%

“it stop working while I am cooking”

Instructions/User Manual/Troubleshooting4%

“poor instructions”

Functionality-Overall4%

“Doesnt work”

Value For Money3%

“A waste of money”

Ease Of Use3%

“Bit difficult to understand”

Non-Stick Coating3%

“Not non stick”

Top return reasons

Size-Overall42%

Functionality-Overall12%

Heating5%

Product Condition4%

Advertised Vs Actual Product3%

Quality-Overall3%

Weight Heavy3%

Value For Money2%

Handle Quality2%

Ease Of Use2%

Common questions

Is electric multi-cookers profitable to sell on Amazon United Kingdom?: The niche generates £297K/yr across 32 tracked products. 3 of 8 products launched in the last 360 days are still selling. 90-day search growth is -38.0%. Flapen's verdict: Skip it (40/100).
How competitive is the electric multi-cookers niche?: 17 brands and 146 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 74% of demand.
What do buyers complain about in electric multi-cookers?: Top complaints mined from reviews: Durability, Heating, Size-Overall. The return rate is 4.3%.
When does demand for electric multi-cookers peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.6× the quietest.
What does it cost to enter the electric multi-cookers niche?: Listings span £19.34–£201.22; the average listing price is £80.35 (sweet spot $15–$100). The average incumbent carries 2,660 reviews — the moat a new listing must climb.