kettle
Worth a lookShows a $9.7M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Market size
Incredible£9.7M£9.7M/yr · 10.2M searches
Avg price
Great£21.09avg listing price — sweet spot $15–$100
Competition
Great30%top-5 click share — an open shelf
Price range
Great£8.26–£57.40cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Great4.3★avg incumbent rating — lower means beatable quality
Returns
Good2.1%return rate — above 5% kills the launch gate
Brand share
Good65%top-5 brand share — brands hold most of the demand
Conversion
Good4.5%search→purchase rate — share of searches ending in a sale
Review moat
Bad6,588.46avg incumbent reviews — the moat a new listing must climb
Growth
Bad-21.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, kettle is a £9.7M/yr Amazon United Kingdom market (10.2M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Oct–Nov. Verdict: Worth a look — 67/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
kettle market data
- Units sold / yr
- 400K–500K
- avg 4,000–5,000/product
- Revenue / yr
- £8.4M–£10.5M
- units × avg price
- Conversion rate
- 4.5%
- Avg BSR
- #76
- Page quality
- 0%
- Prime
- 97%
- Sponsored
- 86%
- Out of stock
- 8.4%
- Avg brand age
- 52 months
- Avg seller age
- 171 days
Competition & brand share
Clicks spread well past the top 5 (30% combined) — an open shelf where new products get seen.Brands
28 falling
Sellers
291
Top-5 brand share
65%
Top 20: 96%
Top-5 click share
30%
Top 20: 65%
Open market
30%
- Russell Hobbs41%
- Cosori6%
- Amazon Basics6%
- Daewoo6%
- Swan6%
- Gaberlee5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -21.4% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 1.7×
Top kettle search terms
- kettle6.1M/yr
- electric kettles701K/yr
- kettles electric616K/yr
- russell hobbs kettle497K/yr
- black kettle447K/yr
- kettles392K/yr
- electric kettle362K/yr
- stainless steel kettle244K/yr
- electric kettles clearance128K/yr
- grey kettle110K/yr
Top 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 Black premium plastic matt & high gloss finish Removable washable anti-scale filter Push button lid Perfect pour spout) 26051
Russell Hobbs£18.624.5★12,834 rev
Russell Hobbs Brushed Stainless Steel Electric 1.7L Cordless Kettle (Quiet & Fast Boil 3KW Removable washable anti-scale filter Push button lid Perfect pour spout) 20460
Russell Hobbs£24.364.3★24,963 rev
Russell Hobbs Brushed Stainless Steel & Black Electric 1.7L Cordless Kettle (Fast Boil 3KW Removable Washable Anti-Scale Filter Push to Open lid Perfect Pour spout) 20441
Russell Hobbs£18.664.3★3,528 rev
Russell Hobbs Textures Electric 1.7L Cordless Kettle (Fast Boil 3KW Black Premium Plastic matt & high Gloss Finish Removable Washable Anti-Scale Filter Push to Open lid Perfect Pour spout) 21271
Russell Hobbs£15.154.3★35,431 rev
Cosori Kettle Plastic-Free Water Contact Brushed Stainless Steel
Cosori£23.904.4★18,984 rev
Newest
by launch dateCosori Kettle Plastic-Free Water Contact Brushed Stainless Steel
Cosori£23.9018,984 rev
GABERLEE Electric Kettle 1.7L 3000W Fast Boil Quiet Glass Kettle Black
Gaberlee£21.79524 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£21.262,355 rev
Chefman 1L Small Electric Kettle 1500W BPA Free Auto Shut-Off
Chefman£14.385,235 rev
Chefman 1L Small Electric Kettle with Tea Infuser 1500W BPA Free
Chefman£12.498,022 rev
Trending
90-day click momentumCosori Kettle Plastic-Free Water Contact Brushed Stainless Steel
Cosori£23.904.4★
Chefman 1L Small Electric Kettle with Tea Infuser 1500W BPA Free
Chefman£12.494.5★
Daewoo Argyle Collection 1.7L Electric Kettle With Removable Lid and Filter For An Easy Clean Auto Shut Off And Power Indicator For Safety White
Daewoo£17.034.5★
Chefman 1L Small Electric Kettle 1500W BPA Free Auto Shut-Off
Chefman£14.384.4★
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★
What buyers say about kettle
What buyers praise and complain about, mined from review topics.What buyers love
“Very fair price”
“Great quality kettle”
“Easy to handle”
“AS expected”
“clean design”
“Heats up quickly”
“Excellent purchase lightweight”
“Decent size”
“Colors are nice”
“And its really accessible to clean”
What buyers complain about
“Broke after a week”
“IT LEAKS”
“Awful quality”
“heats up fast it is a little noisy”
“It's small”
“Doesnt work properly”
“Awful chemical smell”
“the price was quite inflated”
“Very hard to open”
“having a filter did not help”
Top return reasons
Common questions
- Is kettle profitable to sell on Amazon United Kingdom?
- The niche generates £9.7M/yr across 72 tracked products. 12 of 14 products launched in the last 360 days are still selling. 90-day search growth is -21.4%. Flapen's verdict: Worth a look (67/100).
- How competitive is the kettle niche?
- 28 brands and 291 sellers compete. The top 5 products take 30% of clicks and top 5 brands hold 65% of demand.
- What do buyers complain about in kettle?
- Top complaints mined from reviews: Durability, Leak-Proof, Quality-Overall. The return rate is 2.1%.
- When does demand for kettle peak?
- Demand peaks in Oct–Nov; the busiest month runs 1.7× the quietest.
- What does it cost to enter the kettle niche?
- Listings span £8.26–£57.40; the average listing price is £21.09 (sweet spot $15–$100). The average incumbent carries 6,588 reviews — the moat a new listing must climb.