Is filter kettle profitable to sell on Amazon United Kingdom?

The niche generates £450K/yr across 6 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -27.1%. Flapen's verdict: Skip it (39/100).

How competitive is the filter kettle niche?

3 brands and 34 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.

What do buyers complain about in filter kettle?

Top complaints mined from reviews: Leak-Proof, Durability, Quality-Overall. The return rate is 3.2%.

When does demand for filter kettle peak?

Demand peaks in Nov; the busiest month runs 1.7× the quietest.

What does it cost to enter the filter kettle niche?

Listings span £21.26–£58.89; the average listing price is £36.04 (sweet spot $15–$100). The average incumbent carries 10,158 reviews — the moat a new listing must climb.

filter kettle

Skip it

Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.

Avg price

Incredible£36.04

avg listing price — sweet spot $15–$100

Price range

Incredible£21.26–£58.89

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

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Conversion

Good5.8%

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

Market size

Good£450K

£450K/yr · 215K searches

Returns

Okay3.2%

return rate — above 5% kills the launch gate

Review moat

Bad10,158

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-27.1%

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

Competition

Bad97%

top-5 click share — a locked-up shelf

Brand share

Bad100%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, filter kettle is a £450K/yr Amazon United Kingdom market (215K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Nov. Verdict: Skip it — 39/100.

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

filter kettle market data

Units sold / yr: 10K–13K; avg 2,500–3,000/product
Revenue / yr: £360K–£451K; units × avg price
Conversion rate: 5.8%
Avg BSR: #23
Page quality: 0%
Prime: 100%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 45 months
Avg seller age: 165 days

Competition & brand share

The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.

Brands

3 flat

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

97%

Top 20: 100%

Open market

Russell Hobbs87%
Breville10%
Gaberlee3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -27.1% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 1.7×

Open Trend

Top filter kettle search terms

brita kettle42K/yr -14.3%6.4% conv.
filter kettle41K/yr -35.4%3.1% conv.
brita filter kettle23K/yr -28.9%5.2% conv.
kettle with filter18K/yr -30.6%1.9% conv.
brita kettle with water filter17K/yr -48.6%4.7% conv.
water filter kettle11K/yr -22.4%2.5% conv.
kettle filter14K/yr -30.3%1.1% conv.
kettle with water filter12K/yr -32.1%2.5% conv.
filter kettles with brita maxtra8K/yr -6.3%5.9% conv.
kettle with filter limescale6K/yr -31.3%1.9% conv.

All search terms

Top filter kettle 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 6 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Russell Hobbs 22851 Brita Purity Kettle 1L 3000W 3 Year Guarantee

Russell Hobbs£23.084.4★12,750 rev

Russell Hobbs BRITA Filter Purity Glass 1.5L Electric Cordless Kettle for Cleaner Clearer Water (Free BRITA MAXTRA PRO Limescale Expert Filter Included Fast Boil 3KW Perfect Pour spout) 20760-10

Russell Hobbs£33.804.5★5,612 rev

Russell Hobbs Illuminating 1.7L Electric Cordless Glass Kettle with black/brushed stainless steel accents (Fast Boil 3KW Washable anti-scale filter Button to open lid Perfect pour spout) 21600-10

Russell Hobbs£29.684.4★15,014 rev

Breville BRITA HotCup Hot Water Dispenser | Integrated Water Filter | 1.8L with 3kW Fast Boil & Variable Dispense | Energy-efficient use | Stainless Steel [VKJ367]

Breville£58.894.5★6,430 rev

GABERLEE Electric Kettle 1.7L 3000W Fast Boil Quiet Glass Tea Kettle with Keep Warm Function Blue LED Anti-Limescale Filter Auto Shut-Off & Boil-Dry Protection BPA-Free Black

Gaberlee£21.263.7★2,355 rev

Newest

by launch date

GABERLEE Electric Kettle 1.7L 3000W Fast Boil Quiet Glass Tea Kettle with Keep Warm Function Blue LED Anti-Limescale Filter Auto Shut-Off & Boil-Dry Protection BPA-Free Black

Gaberlee£21.262,355 rev

8mo ago

Russell Hobbs BRITA Filter Purity Glass 1.5L Electric Cordless Kettle for Cleaner Clearer Water (Free BRITA MAXTRA PRO Limescale Expert Filter Included Fast Boil 3KW Perfect Pour spout) 20760-10

Russell Hobbs£33.805,612 rev

9y ago

Russell Hobbs Illuminating 1.7L Electric Cordless Glass Kettle with black/brushed stainless steel accents (Fast Boil 3KW Washable anti-scale filter Button to open lid Perfect pour spout) 21600-10

Russell Hobbs£29.6815,014 rev

9y ago

Russell Hobbs 22851 Brita Purity Kettle 1L 3000W 3 Year Guarantee

Russell Hobbs£23.0812,750 rev

10y ago

Breville BRITA HotCup Hot Water Dispenser | Integrated Water Filter | 1.8L with 3kW Fast Boil & Variable Dispense | Energy-efficient use | Stainless Steel [VKJ367]

Breville£58.896,430 rev

15y ago

What buyers say about filter kettle

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

What buyers love

Value For Money17%

“great price”

Ease Of Use14%

“It is easy to use the lid opens easily”

Quality-Overall14%

“Great product looks good and very efficient”

Heating7%

“the keep warm feature is great”

Filtration5%

“Efficient, easy to refill filter”

Advertised Vs Actual Product5%

“does the job”

Size-Overall4%

“Size is good”

Durability3%

“Good while it lasted”

Efficiency2%

“Works great”

Temperature Retention2%

“It works quickly and generates water hot enough for tea and coffee”

What buyers complain about

Leak-Proof12%

“Its started leaking now”

Durability9%

“which broke down suddenly”

Quality-Overall8%

“That the item you ordered is off the quality you expected”

Heating8%

“Water is very hot”

Filtration5%

“No filter”

Ease Of Use5%

“Lid is hard to open”

Material Quality4%

“The material of the kettle is plastic not glass”

Functionality-Overall4%

“Not working”

Advertised Vs Actual Product4%

“False advertising”

Value For Money3%

“It would have been a lot cheaper”

Top return reasons

Functionality-Overall18%

Leak-Proof12%

Filtration10%

Size-Overall8%

Material Quality8%