Is microwave profitable to sell on Amazon United Kingdom?

The niche generates £11.8M/yr across 40 tracked products. 13 of 13 products launched in the last 360 days are still selling. 90-day search growth is -18.0%. Flapen's verdict: Worth a look (59/100).

How competitive is the microwave niche?

15 brands and 43 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in microwave?

Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 2.2%.

When does demand for microwave peak?

Demand peaks in Oct–Nov–Dec; the busiest month runs 2.0× the quietest.

What does it cost to enter the microwave niche?

Listings span £24.53–£100.44; the average listing price is £54.52 (sweet spot $15–$100). The average incumbent carries 3,090 reviews — the moat a new listing must climb.

microwave

Worth a look

Shows a $11.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible£11.8M

£11.8M/yr · 9.7M searches

Price range

Incredible£24.53–£100.44

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

Avg price

Great£54.52

avg listing price — sweet spot $15–$100

Competition

Great38%

top-5 click share — an open shelf

Returns

Good2.2%

return rate — above 5% kills the launch gate

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Brand share

Okay79%

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

Review moat

Okay3,089.78

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay2.2%

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

Growth

Bad-18.0%

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

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, microwave is a £11.8M/yr Amazon United Kingdom market (9.7M searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Oct–Nov–Dec. Verdict: Worth a look — 59/100.

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

microwave market data

Units sold / yr: 150K–200K; avg 3,000–4,000/product
Revenue / yr: £8.2M–£10.9M; units × avg price
Conversion rate: 2.2%
Avg BSR: #20
Page quality: 0%
Prime: 90%
Sponsored: 95%
Out of stock: 5.3%
Avg brand age: 44 months
Avg seller age: 171 days

Competition & brand share

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.

Brands

15 rising

Sellers

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

38%

Top 20: 83%

Open market

15%

Toshiba28%
Russell Hobbs26%
COMFEE'13%
Chefman6%
Samsung6%
Hisense6%
Open — no brand owns it (9 brands, 15%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -18.0% search growth over the last 90 days.

Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.0×

Open Trend

Top microwave search terms

microwave6.2M/yr -15.2%1.7% conv.
microwave oven1.1M/yr -30.9%1.6% conv.
microwave ovens347K/yr -30.8%0.6% conv.
black microwave274K/yr -25.2%1.8% conv.
russell hobbs microwave241K/yr -17.8%1.7% conv.
microwaves204K/yr -16.5%1.1% conv.
small microwave191K/yr -19.4%0.9% conv.
digital microwave134K/yr -16.0%1.1% conv.
flatbed microwave133K/yr -15.2%0.3% conv.
mini microwave118K/yr -13.6%0.3% conv.

All search terms

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

Top sellers

by 90-day click share

Russell Hobbs RHM2076B 20 Litre 800 W Black Digital Solo Microwave with 5 Power Levels Automatic Defrost 8 Auto Cook Menus Clock and Timer Easy Clean

Russell Hobbs£58.714.6★21,058 rev

TOSHIBA Black Mirror Front Microwave 20 Liter 700W Manual Control Compact with 5 Power Levels Automatic Defrost Perfect for 9 Pizza Clock and Timer Easy Clean MW2-MM20PF(MB)

Toshiba£48.024.3★237 rev

COMFEE 20L Compact Microwave 700W Black Solo Manual Microwave with Inverter 5 Power Levels Quick Defrost Easy Clean Dial Timer Small for Kitchen- CMO-MM202NF(BK)

COMFEE'£42.464.3★143 rev

Hisense 700 Watts 20 Litre Inverter Microwave Oven H20MOBP1HIUK Black Automatic Defrost 5 power levels Easy Clean H24.1 x W43.4 x D32.9 cm Freestanding

Hisense£41.674.1★727 rev

Toshiba Black Mirror Microwave 900w 23L Microwave Oven with Digital Display Solo Auto Defrost One-Touch Express Cook with 11 Power Levels 7 Auto Menus Perfect for 10 Pizza MW3-EM23PF(MB)

Toshiba£75.614.5★244 rev

Newest

by launch date

Keplin Black Microwave Oven 800W 20L Compact Small Countertop Digital Microwave with 5 Power Levels 8 Auto Cook Menus Touch Control LED Display Auto Defrost & 99 Minute Timer 2 Year Warranty

KEPLIN£50.8163 rev

4mo ago

TOSHIBA Black Mirror Front Microwave 20 Liter 700W Manual Control Compact with 5 Power Levels Automatic Defrost Perfect for 9 Pizza Clock and Timer Easy Clean MW2-MM20PF(MB)

Toshiba£48.02237 rev

7mo ago

Chefman 20L Countertop Microwave Oven 700W 10 Power Levels Mute Button

Chefman£45.163,465 rev

7mo ago

COMFEE 20L Compact Microwave 700W Black Solo Manual Microwave with Inverter 5 Power Levels Quick Defrost Easy Clean Dial Timer Small for Kitchen- CMO-MM202NF(BK)

COMFEE'£42.46143 rev

9mo ago

COMFEE 20L Digital Microwave Oven 700W Compact Countertop Microwave with Inverter 6 Auto Menus Multi-Stage Cooking ECO Mode Express Cook Black - CMO-EM202NF(BK)

COMFEE'£46.5169 rev

9mo ago

What buyers say about microwave

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

What buyers love

Ease Of Use20%

“Easy to operate”

Value For Money19%

“Excellent value for money”

Quality-Overall15%

“Excellent Quality”

Size-Overall7%

“A good family size”

Advertised Vs Actual Product6%

“As advertised”

Ease Of Cleaning4%

“One of the main things I love about this microwave is that it is so easy to clean”

Design-Overall4%

“Compact design”

Compactness4%

“Compact size”

Heating3%

“It heats well”

Touch/Button Controls2%

“And buttons are good”

What buyers complain about

Size-Overall11%

“Far too small”

Durability10%

“Not durable”

Quality-Overall8%

“Awful quality”

Heating7%

“Just didnt heat anything”

Functionality-Overall5%

“Did not work”

Noise Level4%

“making weird noises”

Value For Money4%

“Cheap you get what you pay for”

Touch/Button Controls3%

“Power button doesn't work”

Brightness/Shine/Glow3%

“Not very bright light”

Instructions/User Manual/Troubleshooting3%

“An instruction book was missing”

Top return reasons

Size-Overall32%

Heating13%

Functionality-Overall12%

Defective Material/Parts9%

Noise Level5%

Touch/Button Controls3%

Color3%

Mechanism Issues3%

Advertised Vs Actual Product2%

Quality-Overall2%

Common questions

Is microwave profitable to sell on Amazon United Kingdom?: The niche generates £11.8M/yr across 40 tracked products. 13 of 13 products launched in the last 360 days are still selling. 90-day search growth is -18.0%. Flapen's verdict: Worth a look (59/100).
How competitive is the microwave niche?: 15 brands and 43 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in microwave?: Top complaints mined from reviews: Size-Overall, Durability, Quality-Overall. The return rate is 2.2%.
When does demand for microwave peak?: Demand peaks in Oct–Nov–Dec; the busiest month runs 2.0× the quietest.
What does it cost to enter the microwave niche?: Listings span £24.53–£100.44; the average listing price is £54.52 (sweet spot $15–$100). The average incumbent carries 3,090 reviews — the moat a new listing must climb.