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Plate Warmer

Fail

Demand is soft, at -64.8% this quarter, so Plate Warmer is a Fail.

Flapen Score
49
49 / 100
Ranks 3,207 of 5,777 Home & Garden niches · −2 vs the category median of 51
Market size
£82K/yr127K searches / yr
90-day growth
-64.8%search demand this quarter
Competition
64%top-5 click share · 20 brands · 30 sellers

Flapen Score

Plate Warmer against its category

The dotted line is the Home & Garden average. Past it, Plate Warmer is stronger. Inside it, weaker.

49Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Plate Warmer market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Plate Warmer 127K times last year and spent an estimated £82K. The top 5 brands take 69% of clicks. Demand peaks in Jan–Nov–Dec. Flapen scores it 49 out of 100, a Fail.

01 · Demand

4.0% of searches ended in a purchase last week.

Shoppers searched for this 127K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 4.0% of those searches ended in a purchase. Searches in the last 90 days moved -64.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £82K a year.

Searches, last 12 months
127K
Growth, 90 days vs prior 90
-64.8%
Conversion, latest week
4.0%
Market size, estimated
£82Ka year
Peak month
December15.1× the quietest month
Top search term
plate warmer68K searches a year

02 · Price

A sale here is worth £16.12.

Listings sell for £16.12 on average, from £6.51 to £39.81. Amazon reports units sold in ranges. This niche sold 5K to 6K a year. The average listing sells 250 to 500 of them. At £16.12 that is £4K to £8K a year per listing.

Average price
£16.12inside the $15 to $100 sweet spot
Price range
£6.51–£39.81
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
5K–6K
Units per listing a year
250–500
Revenue per listing a year
£4K–£8K
Returns
1.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is low.

64% of listings pay for placement with sponsored ads. 73% ship with Prime. On an average day, 32.2% of listings are out of stock. The average listing ranks #1,341 within Dishware & Serving Pieces. It carries 523 reviews at 4.07 stars, so a new listing needs social proof before a better product.

Sponsored listings
64%
Prime listings
73%
Out of stock, average day
32.2%
Average rank
#1,341in Dishware & Serving Pieces
Average rating
4.07 starsAmazon United Kingdom average 4.36 stars
Average reviews
523per listing
Listings tracked
22

04 · Newcomers

Amazon counts 1 of last year's 7 launches as successful.

7 products launched here in the last 12 months. Amazon counts 1 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 49 months on average, so the names here are settling in.

Launched, last 12 months
7
Successful launches
1Amazon's first-year sales bar
Average brand age
49 months

Products

Top Plate Warmer products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 64% of clicks. Leaders hold, but buyers still shop past them.

£0£8K£16K£25K£33K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)1 product missing review or click data not plotted

Brands

20 rising

Sellers

30

Top-5 brand share

69%

Top 20: 100%

Top-5 click share

64%

Top 20: 98%

Open market

27%

  • Straame21%
  • Navaris19%
  • Betterkook12%
  • VonShef12%
  • Chefman4%
  • Waveware3%

Demand

Plate Warmer search demand

Weekly searches over the year, seasonality beneath. Pick a range.

10K6KSpike '24Holiday '24Spike '25Holiday '25SepDecMarJunAugNovMarMay

Peak months: Jan, Nov, Dec · busiest ÷ quietest = 15.1×

Search terms

Top Plate Warmer search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • plate warmer68K/yr
  • electric plate warmer9K/yr
  • plate warmers12K/yr
  • plate warmers for 6 plates7K/yr
  • microwave plate warmers7K/yr
  • plate warmer electric11K/yr
  • keep warm plate4K/yr
  • plate warmers for 12 plates9K/yr

Reviews and returns

What reviews say buyers love and hate about Plate Warmer

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Heating31%−0.23

it comes out hot

What heat? Definitely not fit for purpose. There were no instructions. They never got properly hot

They never got properly hot

Size-Overall15%

Not fit for purpose really

It is quite large

just too big for our table

Durability9%−0.13

this hasn't even lasted 6 months

Ceased working after 3 months

Instructions/User Manual/Troubleshooting6%−0.03

There were no instructions

Only four stars as no instructions supplied

Functionality-Overall6%−0.05

Its not working

Love

Quality-Overall19%+0.90

The build quality feels good, and the black finish gives it a smart, practical look

This plate warmer looks well made

Amazing quality

Heating15%−0.23

Great quick to heat plate warmers

Heats the plates really well

so the mat maintains the heat

Value For Money11%+0.74

worth the money so far

Excellent value for money

Good value

Ease Of Use10%+0.94

Easy to use

making storage easy even in a kitchen with limited space

Very handy

Temperature Retention9%−0.02

it does keep warm

once hot it holds temperature very well

Keep food hot for hours

Return

1.1% Return rate 40% Fixable by listing

Size-Overall34%▄█▆▆▆█

Not fit for purpose really

It is quite large

just too big for our table

Heating24%▅▅▅▅█▄

it comes out hot

What heat? Definitely not fit for purpose. There were no instructions. They never got properly hot

They never got properly hot

Functionality-Overall8%█▅▃▂▄▁

Its not working

Value For Money3%▁▁▁▄▁█

the price has now increased to £28

Waste of money - sorry

Warmth3%▁▁█▃▄▁

FAQ

Common Plate Warmer questions

Answered from the same tracked data.