---
title: "Microwave — £11.8M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/microwave"
last_updated: "2026-08-01T00:44:12.828Z"
locale: en
meta:
description: "Niche score 59/100 · £11.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 59/100 · £11.8M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Microwave — £11.8M/yr Amazon UK Niche (2026) - Flapen"
---
# **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 100Growth 16Conversion 28Competition 77Returns 70Price range 95Avg price 92Brand share 43Review moat 34Quality gap 48
**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**
**Great****38%**
top-5 click share — an open shelf
**Returns**
**Good****2.2%**
return rate — above 5% kills the launch gate
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Okay****79%**
top-5 brand share — brands hold most of the demand
**Review moat**
**Okay****3,089.78**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Okay****2.2%**
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**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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**
**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%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -18.0% search growth over the last 90 days.
450K350KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Oct, Nov, Dec · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/home-garden/microwave/trend)
## **Top microwave search terms**
- **microwave**6.2M/yr-15.2%1.7% conv. - **microwave oven**1.1M/yr-30.9%1.6% conv. - **microwave ovens**347K/yr-30.8%0.6% conv. - **black microwave**274K/yr-25.2%1.8% conv. - **russell hobbs microwave**241K/yr-17.8%1.7% conv. - **microwaves**204K/yr-16.5%1.1% conv. - **small microwave**191K/yr-19.4%0.9% conv. - **digital microwave**134K/yr-16.0%1.1% conv. - **flatbed microwave**133K/yr-15.2%0.3% conv. - **mini microwave**118K/yr-13.6%0.3% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/microwave/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.
0%4%£471K8%£942K12%£1.4M16%£1.9M101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£58.71**4.6★21,058 rev](https://www.amazon.co.uk/dp/B00GYU8SFY) [2**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**£48.02**4.3★237 rev](https://www.amazon.co.uk/dp/B0GD7R5D53) [3**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'**£42.46**4.3★143 rev](https://www.amazon.co.uk/dp/B0FW433VF7) [4**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**£41.67**4.1★727 rev](https://www.amazon.co.uk/dp/B0DTKST4V7) [5**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**£75.61**4.5★244 rev](https://www.amazon.co.uk/dp/B0FVM77DML)
**~~View all top sellers →~~**
### **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**£50.81**63 rev4mo ago](https://www.amazon.co.uk/dp/B0GTLN7BSS) [**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**£48.02**237 rev7mo ago](https://www.amazon.co.uk/dp/B0GD7R5D53) [**Chefman 20L Countertop Microwave Oven 700W 10 Power Levels Mute Button**Chefman**£45.16**3,465 rev7mo ago](https://www.amazon.co.uk/dp/B0GCNJHJ5V) [**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'**£42.46**143 rev9mo ago](https://www.amazon.co.uk/dp/B0FW433VF7) [**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'**£46.51**69 rev9mo ago](https://www.amazon.co.uk/dp/B0FW3V3P2Q)
**~~View all new products →~~**
### **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**KEPLIN**£50.81**4.4★**▲ 340%**](https://www.amazon.co.uk/dp/B0GTLN7BSS) [**Chefman 20L Countertop Microwave Oven 700W 10 Power Levels Mute Button**Chefman**£45.16**4.4★**▲ 170%**](https://www.amazon.co.uk/dp/B0GCNJHJ5V) [**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**£75.61**4.5★**▲ 130%**](https://www.amazon.co.uk/dp/B0FVM77DML) [**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)**Toshiba**£58.41**4.4★**▲ 129%**](https://www.amazon.co.uk/dp/B0FVM7Y4HM) [**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**£48.02**4.3★**▲ 121%**](https://www.amazon.co.uk/dp/B0GD7R5D53)
**~~View all trending →~~**
## **What buyers say about microwave**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Ease Of Use**20%
*“Easy to operate”*
**Value For Money**19%
*“Excellent value for money”*
**Quality-Overall**15%
*“Excellent Quality”*
**Size-Overall**7%
*“A good family size”*
**Advertised Vs Actual Product**6%
*“As advertised”*
**Ease Of Cleaning**4%
*“One of the main things I love about this microwave is that it is so easy to clean”*
**Design-Overall**4%
*“Compact design”*
**Compactness**4%
*“Compact size”*
**Heating**3%
*“It heats well”*
**Touch/Button Controls**2%
*“And buttons are good”*
### **What buyers complain about **
**Size-Overall**11%
*“Far too small”*
**Durability**10%
*“Not durable”*
**Quality-Overall**8%
*“Awful quality”*
**Heating**7%
*“Just didnt heat anything”*
**Functionality-Overall**5%
*“Did not work”*
**Noise Level**4%
*“making weird noises”*
**Value For Money**4%
*“Cheap you get what you pay for”*
**Touch/Button Controls**3%
*“Power button doesn't work”*
**Brightness/Shine/Glow**3%
*“Not very bright light”*
**Instructions/User Manual/Troubleshooting**3%
*“An instruction book was missing”*
### **Top return reasons **
**Size-Overall**32%
**Heating**13%
**Functionality-Overall**12%
**Defective Material/Parts**9%
**Noise Level**5%
**Touch/Button Controls**3%
**Color**3%
**Mechanism Issues**3%
**Advertised Vs Actual Product**2%
**Quality-Overall**2%
## **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.
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