Is plates profitable to sell on Amazon United Kingdom?

The niche generates £518K/yr across 46 tracked products. 1 of 8 products launched in the last 360 days are still selling. 90-day search growth is -20.3%. Flapen's verdict: Worth a look (56/100).

How competitive is the plates niche?

26 brands and 39 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 63% of demand.

What do buyers complain about in plates?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Weight Heavy. The return rate is 0.8%.

When does demand for plates peak?

Demand peaks in Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the plates niche?

Listings span £1.86–£29.08; the average listing price is £16.24 (sweet spot $15–$100). The average incumbent carries 2,416 reviews — the moat a new listing must climb.

plates

Worth a look

Shows low returns (0.8%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.8%

return rate — above 5% kills the launch gate

Avg price

Great£16.24

avg listing price — sweet spot $15–$100

Competition

Good41%

top-5 click share — leaders hold, buyers still browse

Brand share

Good63%

top-5 brand share — brands hold most of the demand

Market size

Good£518K

£518K/yr · 1.4M searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Good£1.86–£29.08

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

Review moat

Okay2,416

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay2.3%

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

Growth

Bad-20.3%

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

According to Flapen's Amazon United Kingdom niche tracking, plates is a £518K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 63% of demand. Demand peaks in Dec. Verdict: Worth a look — 56/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

plates market data

Units sold / yr: 30K–40K; avg 500–750/product
Revenue / yr: £487K–£650K; units × avg price
Conversion rate: 2.3%
Avg BSR: #46
Page quality: 0%
Prime: 83%
Sponsored: 87%
Out of stock: 13.9%
Avg brand age: 45 months
Avg seller age: 182 days

Competition & brand share

The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.

Brands

26 falling

Sellers

Top-5 brand share

63%

Top 20: 94%

Top-5 click share

41%

Top 20: 72%

Open market

34%

Amazon Basics25%
Argon Tableware20%
vancasso8%
Vital Baby6%
simpa3%
MALACASA3%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -20.3% search growth over the last 90 days.

Peak months: Dec · busiest ÷ quietest = 2.4×

Open Trend

Top plates search terms

plates412K/yr -12.7%1.3% conv.
dinner plates329K/yr -20.8%1.1% conv.
side plates92K/yr -24.3%1.7% conv.
plate101K/yr -24.5%0.7% conv.
dinner plates set of 679K/yr -27.0%1.1% conv.
dinner plates set of 450K/yr -23.4%0.9% conv.
small plates33K/yr -22.2%1.9% conv.
small dinner plates32K/yr -25.5%0.4% conv.
dessert plates33K/yr -27.6%0.3% conv.
white plates33K/yr -15.2%2.1% conv.

All search terms

Top plates 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

Amazon Basics 6-Piece White Dinner Plate Set 10.5 inches

Amazon Basics£11.684.6★12,522 rev

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

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

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

12PC Dinnerware Porcelain White Set: 4 Dinner Plates 4 Side Plates & 4 Bowls. Dishwasher & Microwave Safe.

simpa£19.504.3★337 rev

Newest

by launch date

vancasso KRVI Dinner Plates Set of 6 10.5 Inch Bohemian Style Porcelain Dinnerware Set Microwave Oven and Dishwasher Safe Scratch Resistant Dessert Plates Pasta Plate Salad Plate for Kitchen

vancasso£29.08383 rev

8mo ago

Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Olive

Amazon Basics£19.43142 rev

9mo ago

Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Linen Gray

Amazon Basics£20.67142 rev

9mo ago

Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Ivory

Amazon Basics£19.49142 rev

9mo ago

Premium Porcelain Ceramic Dinner Arabesque Pattern Plates Set of 6 10.5 Inch Scratch Resistant Dinnerware Warm Color Pasta Salad Dessert Plates for Appetizer Dishwasher & Microwave Safe (Black)

Home & Treat£8.9716 rev

1y ago

What buyers say about plates

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

What buyers love

Quality-Overall24%

“Beautiful quality”

Value For Money15%

“Good deal”

Size-Overall15%

“Good size”

Color10%

“Beautiful colours”

Advertised Vs Actual Product4%

“As expected, good purchase”

Design-Overall4%

“Great Design”

Strength4%

“Love the fact that they are not flimsy”

Dishwasher Safe3%

“Have been using them every day for weeks now and they are coping well with handling and the dishwasher”

Ease Of Use3%

“Handy”

Weight Light2%

“arent too heavy or too light”

What buyers complain about

Size-Overall35%

“Small plates”

Quality-Overall12%

“Not up to desired quality”

Weight Heavy7%

“Much heavier than I expected”

Value For Money7%

“however a little expensive”

Thickness4%

“thickish - a little overpriced”

Color3%

“They are white and square ish tho”

Durability2%

“Not even 2 months old & the glaze has started to crack”

Microwave Safe2%

“plate disintegrated in the microwave”

Brightness/Shine/Glow2%

“Not as bright as the photos”

Advertised Vs Actual Product2%

“It doesn't say that in the description”

Top return reasons

Size-Overall70%

Quality-Overall6%

Material Quality5%

Weight Heavy3%

Defective Material/Parts2%

Advertised Vs Actual Product2%

Value For Money2%

Color1%

Thin1%

Scratch Resistance1%

Common questions

Is plates profitable to sell on Amazon United Kingdom?: The niche generates £518K/yr across 46 tracked products. 1 of 8 products launched in the last 360 days are still selling. 90-day search growth is -20.3%. Flapen's verdict: Worth a look (56/100).
How competitive is the plates niche?: 26 brands and 39 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 63% of demand.
What do buyers complain about in plates?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Weight Heavy. The return rate is 0.8%.
When does demand for plates peak?: Demand peaks in Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the plates niche?: Listings span £1.86–£29.08; the average listing price is £16.24 (sweet spot $15–$100). The average incumbent carries 2,416 reviews — the moat a new listing must climb.

plates

plates market data

Competition & brand share

Demand & seasonality

Top plates search terms

Top plates products on Amazon

Top sellers

Newest

Trending

What buyers say about plates

What buyers love

What buyers complain about

Top return reasons

Common questions

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