Microwave
Microwave shows a $11.8M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Top 20% of 5,777 Home & Garden niches · +8 vs the category median of 51
Is Microwave profitable on Amazon?
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.
Microwave: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -18.0% over the last 90 days and 2.2% of searches end in a purchase.
£11.8M
revenue / yr
Who owns the niche?
The top 5 brands hold 79% of demand, so 21% of the market is open.
21%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.
0/100
page quality · 40 products
Top Microwave products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £58.71
- Rating
- 4.6/5
- Reviews
- 21,058
- Age
- 15y 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)
- Price
- £48.02
- Rating
- 4.3/5
- Reviews
- 237
- Age
- 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)
- Price
- £42.46
- Rating
- 4.3/5
- Reviews
- 143
- Age
- 9mo ago
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
- Price
- £41.67
- Rating
- 4.1/5
- Reviews
- 727
- Age
- 1y ago
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)
- Price
- £75.61
- Rating
- 4.5/5
- Reviews
- 244
- Age
- 9mo ago
Trending
90-day click momentum
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
- Price
- £50.81
- Rating
- 4.4/5
- Reviews
- 63
- Age
- 4mo ago
Chefman 20L Countertop Microwave Oven 700W 10 Power Levels Mute Button
- Price
- £45.16
- Rating
- 4.4/5
- Reviews
- 3,465
- Age
- 7mo ago
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)
- Price
- £75.61
- Rating
- 4.5/5
- Reviews
- 244
- Age
- 9mo ago
TOSHIBA Black Mirror Microwave 20Liter 800W Digital Solo Small Microwave with 11 Power Levels One Touch Express Cook with 6 Auto Menus Defrost Digital Display Perfect for 9Pizza MW3-EM20PF(MB)
- Price
- £58.41
- Rating
- 4.4/5
- Reviews
- 156
- Age
- 9mo 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)
- Price
- £48.02
- Rating
- 4.3/5
- Reviews
- 237
- Age
- 7mo ago
Newest
by launch dateKeplin 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
- Price
- £50.81
- Rating
- 4.4/5
- Reviews
- 63
- Age
- 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)
- Price
- £48.02
- Rating
- 4.3/5
- Reviews
- 237
- Age
- 7mo ago
Chefman 20L Countertop Microwave Oven 700W 10 Power Levels Mute Button
- Price
- £45.16
- Rating
- 4.4/5
- Reviews
- 3,465
- Age
- 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)
- Price
- £42.46
- Rating
- 4.3/5
- Reviews
- 143
- Age
- 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)
- Price
- £46.51
- Rating
- 4.3/5
- Reviews
- 69
- Age
- 9mo ago
Competition: brands, sellers & click share
Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.
Brands
15 rising
Sellers
43
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%)
Microwave demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.0×
Top Microwave search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- microwave6.2M/yr
- microwave oven1.1M/yr
- microwave ovens347K/yr
- black microwave274K/yr
- russell hobbs microwave241K/yr
- microwaves204K/yr
- small microwave191K/yr
- digital microwave134K/yr
- flatbed microwave133K/yr
- mini microwave118K/yr
What reviews say buyers love and hate about Microwave
What buyers mention most, as a share of all reviews.
What buyers love
84% of reviews“Easy to operate”
“Excellent value for money”
“Excellent Quality”
“A good family size”
“As advertised”
What buyers complain about
58% of reviews“Far too small”
“Not durable”
“Awful quality”
“Just didnt heat anything”
“Did not work”
Microwave return rate & reasons
Why buyers send it back, as a share of all return requests.
2.2%
Return rate
44%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Microwave questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
