plate
Worth a lookShows low returns (1.4%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Returns
Great1.4%return rate — above 5% kills the launch gate
Brand share
Great56%top-5 brand share — no brand owns this niche
Competition
Great37%top-5 click share — an open shelf
Avg price
Great£15.81avg listing price — sweet spot $15–$100
Price range
Good£3.15–£41.57cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Good889.16avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Market size
Okay£193K£193K/yr · 489K searches
Conversion
Okay2.5%search→purchase rate — share of searches ending in a sale
Growth
Bad-23.8%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, plate is a £193K/yr Amazon United Kingdom market (489K searches/yr). The top 5 brands hold 56% of demand. Demand peaks in Dec. Verdict: Worth a look — 56/100.
Data updated Jul 27, 2026 · scored weekly · How we score niches
plate market data
- Units sold / yr
- 10K–13K
- avg 100–250/product
- Revenue / yr
- £158K–£198K
- units × avg price
- Conversion rate
- 2.5%
- Avg BSR
- #73
- Page quality
- 0%
- Prime
- 78%
- Sponsored
- 80%
- Out of stock
- 15.4%
- Avg brand age
- 43 months
- Avg seller age
- 182 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
30 falling
Sellers
45
Top-5 brand share
56%
Top 20: 92%
Top-5 click share
37%
Top 20: 68%
Open market
38%
- Argon Tableware26%
- Amazon Basics14%
- vancasso6%
- Miicol5%
- Nicola Spring5%
- Vital Baby5%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -23.8% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 2.6×
Top plate search terms
- side plates92K/yr
- small plates33K/yr
- small dinner plates32K/yr
- dessert plates33K/yr
- white plates33K/yr
- white dinner plates36K/yr
- dinner plate31K/yr
- ceramic plates26K/yr
- side plates set of 627K/yr
- side plates set of 417K/yr
Top plate 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
Argon Tableware 6X White 15.4cm (6 Inch) Wide Rimmed Side Plates - Desert Serving Dinner Set Bread Plate - Dishwasher and Microwave Safe Ceramic
Argon Tableware£9.314.1★1,295 rev
Amazon Basics 6-Piece White Dinner Plate Set 10.5 inches
Amazon Basics£11.684.6★12,522 rev
Nicola Spring Hand-Printed Side Plates - 18cm - 6 Colours - Pack of 6 - Porcelain Decorative Patterned Dining Dish Plates for Snacks Starters Dinner Dessert
Nicola Spring£16.944.3★1,012 rev
Vital Baby Nourish Perfectly Simple Plates Stackable EarthSmart Biodegradable Microwave & Dishwasher Safe Durable Plates for Toddlers & Family BPA-Free 6m+ 5 Pack
Vital Baby£3.154.8★3,106 rev
Argon Tableware 6-Piece Classic White Dinner Plates 27cm - Dishwasher and Microwave Safe Porcelain 10.5 inches Large Main Course Plate Dinner Serving Dishes Set
Argon Tableware£12.664.6★1,416 rev
Newest
by launch date
Amazon Basics Glazed Stoneware Appetizer Plates 6-Piece Set Microwave and Dishwasher-Safe 17cm Linen Gray
Amazon Basics£13.1249 rev
Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Olive
Amazon Basics£19.43142 rev
WishDeco White Dinner Plates Set of 6 Porcelain Salad Plates 23 cm / 9 inch Modern Kitchen Plate Round Serving Dishes Microwave and Dishwasher Safe Scratch Resistant Smooth Glaze
WishDeco£28.13242 rev
MALACASA 8.25 Inch Small Ceramic Plates Set for 6 Scratch Resistant Kitchen Side Plates for Dessert/Pasta/Main Course/Salad Dishwasher and Microwave Safe Ivory White
MALACASA£19.7040 rev
ZPPLD 9inch Deep Ceramic Dinner Plates Plates Set for 6 People Plate Set Dessert Plates Tableware for Dishwasher and Microwave Pasta Breakfast Plate
ZPPLD£19.2999 rev
Trending
90-day click momentum
Miicol Small Dessert Plates Side Plates Set of 6 Ceramic White Appetizer Tea Plates 15cm / 6 Inch Mini Porcelain Serving Plate for Cake Bread Salad Snack
Miicol£13.404.6★
Amazon Basics Glazed Stoneware Appetizer Plates 6-Piece Set Microwave and Dishwasher-Safe 17cm Linen Gray
Amazon Basics£13.124.3★
Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Olive
Amazon Basics£19.434.7★
Argon Tableware 12x White Dessert Plates 19cm (7.5) - Wide Rim Small Dinner & Bread Plates - Elegant Dessert Serving Set for Home & Restaurants - Microwave & Dishwasher Safe
Argon Tableware£15.524.5★
Vital Baby Nourish Perfectly Simple Plates Stackable EarthSmart Biodegradable Microwave & Dishwasher Safe Durable Plates for Toddlers & Family BPA-Free 6m+ 5 Pack
Vital Baby£3.154.8★
What buyers say about plate
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent quality”
“Good size”
“worth it”
“Beautiful colours”
“just like their photo”
“Dishwasher safe”
“Great Design”
“Very sturdy plates”
“Very useful”
“Good cake plates”
What buyers complain about
“Small plates”
“Not recommended, look cheap”
“however a little expensive”
“there are also some slight yellow tinges on what should be white”
“Very heavy plates”
“Having read a review that mentioned the plates broke in the dishwasher”
“Bargains galore porcelain”
“Didn't last long”
“thickish - a little overpriced”
“It doesn't say that in the description”
Top return reasons
Common questions
- Is plate profitable to sell on Amazon United Kingdom?
- The niche generates £193K/yr across 55 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is -23.8%. Flapen's verdict: Worth a look (56/100).
- How competitive is the plate niche?
- 30 brands and 45 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 56% of demand.
- What do buyers complain about in plate?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 1.4%.
- When does demand for plate peak?
- Demand peaks in Dec; the busiest month runs 2.6× the quietest.
- What does it cost to enter the plate niche?
- Listings span £3.15–£41.57; the average listing price is £15.81 (sweet spot $15–$100). The average incumbent carries 889 reviews — the moat a new listing must climb.