grey kettle
Skip itSoft demand (-36.0% this quarter) — this niche doesn't clear our bar today.
Avg price
Great£20.99avg listing price — sweet spot $15–$100
Price range
Great£10.74–£31.03cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Competition
Good51%top-5 click share — leaders hold, buyers still browse
Conversion
Good4.4%search→purchase rate — share of searches ending in a sale
Returns
Good2.9%return rate — above 5% kills the launch gate
Brand share
Okay85%top-5 brand share — brands hold most of the demand
Market size
Okay£133K£133K/yr · 143K searches
Review moat
Bad4,338.36avg incumbent reviews — the moat a new listing must climb
Growth
Bad-36.0%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, grey kettle is a £133K/yr Amazon United Kingdom market (143K searches/yr). The top 5 brands hold 85% of demand. Verdict: Skip it — 44/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
grey kettle market data
- Units sold / yr
- 5K–6K
- avg 100–250/product
- Revenue / yr
- £105K–£126K
- units × avg price
- Conversion rate
- 4.4%
- Avg BSR
- #70
- Page quality
- 0%
- Prime
- 96%
- Sponsored
- 72%
- Out of stock
- 0.2%
- Avg brand age
- 49 months
- Avg seller age
- 170 days
Competition & brand share
The top 5 products take 51% of clicks — established leaders, but buyers still shop beyond them.Brands
10 falling
Sellers
64
Top-5 brand share
85%
Top 20: 100%
Top-5 click share
51%
Top 20: 95%
Open market
8%
- Swan22%
- Russell Hobbs19%
- Tower17%
- Breville17%
- Morphy Richards10%
- Daewoo7%
- Open — no brand owns it (4 brands, 8%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -36.0% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.8×
Top grey kettle search terms
- grey kettle110K/yr
- kettle grey19K/yr
- grey kettles6K/yr
- breville kettle grey5K/yr
- russell hobbs kettle grey3K/yr
Top grey 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Russell Hobbs Honeycomb Electric 1.7L Cordless Kettle (Fast Boil 3KW Grey premium plastic matt & high gloss finish Removable washable anti-scale filter Push button lid Perfect pour spout) 26053
Russell Hobbs£18.034.5★6,211 rev
Swan Windsor Rapid Boil Kettle with Removable Limescale Filter Boil Dry Protection and Hidden Cord Storage 1.7L 3KW Grey SK14611GRY
Swan£15.464.3★1,950 rev
Morphy Richards Equip Kettle 1.7L 3Kw Rapid boil Removable Limescale Filter Easy View Water Gauge Stainless Steel Case Grey 102787
Morphy Richards£19.304.4★10,980 rev
![Breville Bold Ice Grey Electric Kettle | 1.7L | 3kW Fast Boil | Grey & Silver Chrome [VKT222]](https://m.media-amazon.com/images/I/31CU6tR6Y1L.jpg)
Breville Bold Ice Grey Electric Kettle | 1.7L | 3kW Fast Boil | Grey & Silver Chrome [VKT222]
Breville£20.924.6★8,863 rev
![Breville Curve Electric Kettle | 1.7 Litre | 3KW Fast Boil | Grey & Chrome [VKT227]](https://m.media-amazon.com/images/I/41t1pbBT2jL.jpg)
Breville Curve Electric Kettle | 1.7 Litre | 3KW Fast Boil | Grey & Chrome [VKT227]
Breville£25.754.6★3,409 rev
Newest
by launch date
Swan SK19025GRY Retro Jug Kettle Rapid Boil Removable Limescale Filter Easy Pour 360 Degree Base Water Indicator Window and Boil Dry Protection 1.7L 3KW Grey and Stainless Steel
Swan£28.79304 rev
Morphy Richards Equip Kettle 1.7L 3Kw Rapid boil Removable Limescale Filter Easy View Water Gauge Stainless Steel Case Grey 102787
Morphy Richards£19.3010,980 rev
Andrew James Fast Boil Electric Kettle Large 1.7L Capacity Cordless Quiet Kettle with Reusable Filter Quick Boil Modern Stylish Practical Lumiglo 3000W (Grey)
andrew james£23.284,088 rev
Swan SK19024 Fjord Jug Kettle with Rapid Boil 360 Degree Swivel Base Wood Effect Handle 1.7L 3000W Grey
Swan£22.27152 rev
Swan Windsor Rapid Boil Kettle with Removable Limescale Filter Boil Dry Protection and Hidden Cord Storage 1.7L 3KW Grey SK14611GRY
Swan£15.461,950 rev
Trending
90-day click momentum
Morphy Richards Hive Kettle 1.5L Easy Fill System Enhanced Waterspout 3KW Rapid Boil 360 Degree Base Limescale Filter Water Viewing Window Grey 108273
Morphy Richards£21.834.5★
Tower T10075GRY Solitaire Kettle with 360 Swivel Base Cord Storage 1.5L 3KW Grey and Chrome Accents
Tower£13.524.4★
Morphy Richards Equip Kettle 1.7L 3Kw Rapid boil Removable Limescale Filter Easy View Water Gauge Stainless Steel Case Grey 102787
Morphy Richards£19.304.4★
Swan SK19024 Fjord Jug Kettle with Rapid Boil 360 Degree Swivel Base Wood Effect Handle 1.7L 3000W Grey
Swan£22.274.3★
Breville Curve Electric Kettle | 1.7 Litre | 3KW Fast Boil | Grey & Chrome [VKT227]
Breville£25.754.6★
What buyers say about grey kettle
What buyers praise and complain about, mined from review topics.What buyers love
“Great kettle”
“Good value for money”
“Love the colour”
“Does The Job”
“not to heavy”
“Easy to use”
“Lovely design”
“does actually boil really quick”
“Easy to keep clean”
“Goes with the toaster we bought at the same time”
What buyers complain about
“its just broken”
“returned, leaking”
“very shoddy quality control”
“Blue light stopped working”
“not cheap”
“Poor material”
“I do find it slightly heavy to lift”
“Design could be improved”
“Water doesn't come out the spout properly and spills everywhere”
“The biggest problem is the filter that is meant to catch any timescale is next to useless”
Top return reasons
Common questions
- Is grey kettle profitable to sell on Amazon United Kingdom?
- The niche generates £133K/yr across 25 tracked products. 90-day search growth is -36.0%. Flapen's verdict: Skip it (44/100).
- How competitive is the grey kettle niche?
- 10 brands and 64 sellers compete. The top 5 products take 51% of clicks and top 5 brands hold 85% of demand.
- What do buyers complain about in grey kettle?
- Top complaints mined from reviews: Durability, Leak-Proof, Quality-Overall. The return rate is 2.9%.
- When does demand for grey kettle peak?
- Demand is steady year-round — the busiest month runs 1.8× the quietest.
- What does it cost to enter the grey kettle niche?
- Listings span £10.74–£31.03; the average listing price is £20.99 (sweet spot $15–$100). The average incumbent carries 4,338 reviews — the moat a new listing must climb.