Is oven dish profitable to sell on Amazon United Kingdom?

The niche generates £282K/yr across 49 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is -38.0%. Flapen's verdict: Worth a look (58/100).

How competitive is the oven dish niche?

31 brands and 87 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 57% of demand.

What do buyers complain about in oven dish?

Top complaints mined from reviews: Size-Overall, Durability, Advertised Vs Actual Product. The return rate is 1.8%.

When does demand for oven dish peak?

Demand peaks in Jan–Nov–Dec; the busiest month runs 2.1× the quietest.

What does it cost to enter the oven dish niche?

Listings span £2.95–£37.62; the average listing price is £16.40 (sweet spot $15–$100). The average incumbent carries 1,128 reviews — the moat a new listing must climb.

oven dish

Worth a look

Shows a fragmented shelf (top 5 take 33% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Competition

Great33%

top-5 click share — an open shelf

Returns

Great1.8%

return rate — above 5% kills the launch gate

Avg price

Great£16.40

avg listing price — sweet spot $15–$100

Brand share

Great57%

top-5 brand share — no brand owns this niche

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Price range

Good£2.95–£37.62

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

Review moat

Good1,128.31

avg incumbent reviews — the moat a new listing must climb

Market size

Good£282K

£282K/yr · 575K searches

Conversion

Okay3.0%

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

Growth

Bad-38.0%

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

According to Flapen's Amazon United Kingdom niche tracking, oven dish is a £282K/yr Amazon United Kingdom market (575K searches/yr). The top 5 brands hold 57% of demand. Demand peaks in Jan–Nov–Dec. Verdict: Worth a look — 58/100.

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

oven dish market data

Units sold / yr: 15K–20K; avg 250–500/product
Revenue / yr: £246K–£328K; units × avg price
Conversion rate: 3.0%
Avg BSR: #1,935
Page quality: 0%
Prime: 94%
Sponsored: 76%
Out of stock: 11.1%
Avg brand age: 43 months
Avg seller age: 181 days

Competition & brand share

Clicks spread well past the top 5 (33% combined) — an open shelf where new products get seen.

Brands

31 rising

Sellers

Top-5 brand share

57%

Top 20: 92%

Top-5 click share

33%

Top 20: 73%

Open market

38%

Pyrex23%
Mason Cash12%
MALACASA9%
TuYines7%
Hioph6%
LE CREUSET6%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -38.0% search growth over the last 90 days.

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 2.1×

Open Trend

Top oven dish search terms

lasagne dish114K/yr -39.6%2.7% conv.
oven dish96K/yr -37.7%2.2% conv.
baking dish56K/yr -40.8%2.0% conv.
oven dishes37K/yr -28.4%1.8% conv.
baking dishes36K/yr -30.3%0.6% conv.
lasagne dishes for oven28K/yr -43.6%2.3% conv.
baking dishes for oven26K/yr -47.5%2.3% conv.
ceramic dish17K/yr -23.5%0.5% conv.
lasagna dish19K/yr -35.1%2.1% conv.
oven proof dishes24K/yr -43.7%1.8% conv.

All search terms

Top oven dish 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

Pyrex 8023510 Set of 3 Borosilicate Glass Oven Plates Extreme Resistance Made in France

Pyrex£17.884.8★5,972 rev

Baking Dishes set of 2 10.5 Lasagne Dish Ceramics Rectangular Baking Dishes with Handles Ceramic Baking Dish Oven Dish Lasagna Casserole Pan Oven Safe & Microwave Safe

TuYines£13.534.2★59 rev

Mason Cash Innovative Kitchen 31.5cm Lasagne Dish | Grey & Cream Stoneware with Air Vent Base & Right-Angle Corners | Perfect Fit for Lasagne Sheets Quiches Flans & Pies

Mason Cash£13.984.3★1,016 rev

Le Creuset Heritage Rectangular Dish Stoneware 26 cm 2.4 litres Deep Teal 71102266420001

LE CREUSET£31.334.5★708 rev

white Small Ceramics Rectangular Baking Dishes with Handle for Oven Ceramic Baking Pan Lasagna Casserole Pan Individual Bakeware 9x5 inch

HCHLQLZ£8.084.2★712 rev

Newest

by launch date

4 Pack Lasagna Baking Dish Set Ceramic Rectangular Dishes with Heat-Resistant Handles Oven Safe& Microwave Safe (Ribbed)

Hioph£15.2310 rev

8mo ago

Baking Dishes Ceramic Bakeware Sets of 3 Porcelain Baking Pan with Handle

Houbobo£17.126 rev

9mo ago

Rectangular Glass Lasagne Dish 1.6L Tempered Glass Casserole Baking Dishes Oven Proof

SURPZON£10.695 rev

10mo ago

Hioph Lasagna Baking Dish Set of 2 Ceramic Baking Dishes Heat-Resistant Handles Rectangular Wide Baking Dish Oven Safe

Hioph£11.6728 rev

1y ago

MALACASA 4.5L Lasagne Dishes for Oven 9 x 13 Inches Grey Ceramic Oven Dish with Handles Deep Rectangular Baking Dish Casserole Dishes Lasagna Pan Bakeware for Roasting Series TARA

MALACASA£23.851,512 rev

1y ago

What buyers say about oven dish

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

What buyers love

Quality-Overall27%

“Good quality, cookability is excellent, good price”

Size-Overall19%

“Good sizes”

Value For Money12%

“Good for the price”

Advertised Vs Actual Product7%

“does the job”

Baking6%

“Lovely little baking/serving dishes”

Ease Of Cleaning5%

“This is a great dish cleans really well”

Cooking Experience4%

“Cute little dishes”

Durability2%

“Feels good and does not crack during use”

Color2%

“Colour is great”

Strength2%

“Sturdy and easy to clean”

What buyers complain about

Size-Overall50%

“I mean it isn't a PERFECT fit”

Durability13%

“Broke in use”

Advertised Vs Actual Product6%

“Not even close to the size that it looks like in the photos”

Quality-Overall3%

“Poor Quality”

Value For Money3%

“So very expensive for what is”

Thickness2%

“Not very deep”

Storage Capacity2%

“Capacity wrong”

Cooking Experience2%

“found that the dish had broken into two pieces. oven on 200C for 30 minutes”

Weight Heavy1%

“a tiny bit on the heavy side for their size”

Temperature Control1%

“no temp over 220”

Top return reasons

Size-Overall72%

Defective Material/Parts13%

Quality-Overall2%

Advertised Vs Actual Product2%

Weight Heavy2%

Durability1%

Thickness1%

Maintenance And Repair1%

Scratch Resistance1%

Compatibility-Overall1%

Common questions

Is oven dish profitable to sell on Amazon United Kingdom?: The niche generates £282K/yr across 49 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is -38.0%. Flapen's verdict: Worth a look (58/100).
How competitive is the oven dish niche?: 31 brands and 87 sellers compete. The top 5 products take 33% of clicks and top 5 brands hold 57% of demand.
What do buyers complain about in oven dish?: Top complaints mined from reviews: Size-Overall, Durability, Advertised Vs Actual Product. The return rate is 1.8%.
When does demand for oven dish peak?: Demand peaks in Jan–Nov–Dec; the busiest month runs 2.1× the quietest.
What does it cost to enter the oven dish niche?: Listings span £2.95–£37.62; the average listing price is £16.40 (sweet spot $15–$100). The average incumbent carries 1,128 reviews — the moat a new listing must climb.