instant pot
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Price range
Incredible£50.66–£100.05cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Great£70.28avg listing price — sweet spot $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Good£348K£348K/yr · 603K searches
Review moat
Bad5,100avg incumbent reviews — the moat a new listing must climb
Returns
Bad5.2%return rate — above 5% kills the launch gate
Growth
Bad-19.3%90-day search growth — must beat 0% to launch
Conversion
Bad0.8%search→purchase rate — share of searches ending in a sale
Competition
Bad89%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, instant pot is a £348K/yr Amazon United Kingdom market (603K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Skip it — 32/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
instant pot market data
- Units sold / yr
- 8K–10K
- avg 750–1,000/product
- Revenue / yr
- £562K–£703K
- units × avg price
- Conversion rate
- 0.8%
- Avg BSR
- #5
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 88%
- Out of stock
- 5.4%
- Avg brand age
- 47 months
- Avg seller age
- 165 days
Competition & brand share
The top 5 products capture 89% of clicks — a locked-up shelf that new listings rarely crack.Brands
1 falling
Sellers
11
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
89%
Top 20: 100%
Open market
0%
- Instant Pot100%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -19.3% search growth over the last 90 days.Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.7×
Top instant pot search terms
- instant pot470K/yr
- instant pot pressure cooker42K/yr
- instapot24K/yr
- instant pot duo14K/yr
- one pot12K/yr
- insta pot8K/yr
- instant pot duo crisp6K/yr
- instantpot6K/yr
- instant pot duo plus5K/yr
- instant pot 3l5K/yr
Top instant pot 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 8 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
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
Instant Pot 5.7L Classic Electric Multicooker - 7-in-1 Smart Cooker - Pressure Slow Steamer Sauté Yogurt Maker Egg Cooker Food Warmer - Stainless Steel Black
Instant Pot£61.734.5★205 rev
Instant Pot 3.8L Multicooker 7-in-1 Smart Cooker - Pressure Cooker Slow Cooker Steamer Sauté Yogurt Maker Egg Cooker and Food Warmer Stainless Steel Inner Pot Black
Instant Pot£58.604.5★205 rev
Instant Pot Duo Plus with WhisperQuiet Multi-Cooker 5.7L - Black Electric Pressure Cooker Slow Cooker Rice Cooker Sauté Pan Yoghurt Maker Food Warmer Steamer Pot Sous Vide Easy Clean
Instant Pot£85.444.5★307 rev
Newest
by launch dateInstant Pot 3.8L Multicooker 7-in-1 Smart Cooker - Pressure Cooker Slow Cooker Steamer Sauté Yogurt Maker Egg Cooker and Food Warmer Stainless Steel Inner Pot Black
Instant Pot£58.60205 rev
Instant Pot Plus 9-in-1 Electric Multi-Cooker 5.7L - Brushed Stainless Steel Pressure Cooker Slow Cooker Rice Cooker Sauté Pan Yoghurt Maker Food Warmer Steamer Pot Sous Vide Steriliser
Instant Pot£91.6143 rev
Instant Pot 5.7L Classic Electric Multicooker - 7-in-1 Smart Cooker - Pressure Slow Steamer Sauté Yogurt Maker Egg Cooker Food Warmer - Stainless Steel Black
Instant Pot£61.73205 rev
Instant Pot XL 7.1L Electric Multicooker - 7-in-1 Smart Cooker - Pressure Slow Steamer Sauté Yogurt Maker Egg Cooker and Food Warmer - Stainless Steel Inner Pot Black
Instant Pot£100.0568 rev
Instant Pot Duo Plus with WhisperQuiet Multi-Cooker 5.7L - Black Electric Pressure Cooker Slow Cooker Rice Cooker Sauté Pan Yoghurt Maker Food Warmer Steamer Pot Sous Vide Easy Clean
Instant Pot£85.44307 rev
Trending
90-day click momentumInstant Pot 3.8L Multicooker 7-in-1 Smart Cooker - Pressure Cooker Slow Cooker Steamer Sauté Yogurt Maker Egg Cooker and Food Warmer Stainless Steel Inner Pot Black
Instant Pot£58.604.5★
Instant Pot 5.7L Classic Electric Multicooker - 7-in-1 Smart Cooker - Pressure Slow Steamer Sauté Yogurt Maker Egg Cooker Food Warmer - Stainless Steel Black
Instant Pot£61.734.5★
Instant Pot Plus 9-in-1 Electric Multi-Cooker 5.7L - Brushed Stainless Steel Pressure Cooker Slow Cooker Rice Cooker Sauté Pan Yoghurt Maker Food Warmer Steamer Pot Sous Vide Steriliser
Instant Pot£91.613.9★
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★
Instant Pot - Superior Slow Cooker - 7.1L Multi-Function Cooking System with Slow Cook Saute Steam & Keep Warm Settings - Non-Stick Inner Pot with EasyGrab Handles for Family Meals & Entertaining
Instant Pot£50.664.1★
What buyers say about instant pot
What buyers praise and complain about, mined from review topics.What buyers love
“Its super user-friendly with its multiple cooking options”
“Easy to cook easy to use”
“Good quality pot”
“Value for money”
“Fantastic time saving gadget”
“has got perfect size for me”
“After 5 years of intense use, it is good like new”
“Its also easy to clean”
“it also makes great rice”
“it has so far done the job as advertised”
What buyers complain about
“go for a cheaper brand”
“The 5.7l is small in my opinion”
“However, the Keep Warm function is not really keeping warm, just lukewarm”
“pressure leaking out even with seal locked”
“then the start button failed”
“the way its cooked is nowhere near as good as the oven”
“This one is being discarded after a couple of very frustrating months”
“Unsafe coating”
“it proved too complex”
“Two Functions not working”
Top return reasons
Common questions
- Is instant pot profitable to sell on Amazon United Kingdom?
- The niche generates £348K/yr across 8 tracked products. 90-day search growth is -19.3%. Flapen's verdict: Skip it (32/100).
- How competitive is the instant pot niche?
- 1 brands and 11 sellers compete. The top 5 products take 89% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in instant pot?
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Heating. The return rate is 5.2% — above our launch gate.
- When does demand for instant pot peak?
- Demand peaks in Oct–Nov–Dec; the busiest month runs 2.7× the quietest.
- What does it cost to enter the instant pot niche?
- Listings span £50.66–£100.05; the average listing price is £70.28 (sweet spot $15–$100). The average incumbent carries 5,100 reviews — the moat a new listing must climb.