---
title: "Plates — £518K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/plates"
last_updated: "2026-07-31T22:24:45.367Z"
locale: en
meta:
description: "Niche score 56/100 · £518K/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 56/100 · £518K/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Plates — £518K/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 61Growth 15Conversion 28Competition 73Returns 96Price range 52Avg price 78Brand share 70Review moat 41Quality gap 53
**Returns**
**Incredible****0.8%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£16.24**
avg listing price — sweet spot $15–$100
**Competition**
**Good****41%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Good****63%**
top-5 brand share — brands hold most of the demand
**Market size**
**Good****£518K**
£518K/yr · 1.4M searches
**Quality gap**
**Good****4.4★**
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**
**Okay****2,416**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Okay****2.3%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**39**
**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.
60K40KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 2.4×
[**Open Trend **](https://flapen.com/research/uk/home-garden/plates/trend)
## **Top plates search terms**
- **plates**412K/yr-12.7%1.3% conv. - **dinner plates**329K/yr-20.8%1.1% conv. - **side plates**92K/yr-24.3%1.7% conv. - **plate**101K/yr-24.5%0.7% conv. - **dinner plates set of 6**79K/yr-27.0%1.1% conv. - **dinner plates set of 4**50K/yr-23.4%0.9% conv. - **small plates**33K/yr-22.2%1.9% conv. - **small dinner plates**32K/yr-25.5%0.4% conv. - **dessert plates**33K/yr-27.6%0.3% conv. - **white plates**33K/yr-15.2%2.1% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/plates/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.
0%4%£21K8%£41K12%£62K16%£83K101001K10K100K 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**Amazon Basics 6-Piece White Dinner Plate Set 10.5 inches**Amazon Basics**£11.68**4.6★12,522 rev](https://www.amazon.co.uk/dp/B0157FD9MS) [2**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**£9.31**4.1★1,295 rev](https://www.amazon.co.uk/dp/B071HT93NJ) [3**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**£12.66**4.6★1,416 rev](https://www.amazon.co.uk/dp/B07232FDJF) [4**Vital Baby Nourish Perfectly Simple Plates Stackable EarthSmart Biodegradable Microwave & Dishwasher Safe Durable Plates for Toddlers & Family BPA-Free 6m+ 5 Pack**Vital Baby**£3.15**4.8★3,106 rev](https://www.amazon.co.uk/dp/B0DLP4VS65) [5**12PC Dinnerware Porcelain White Set: 4 Dinner Plates 4 Side Plates & 4 Bowls. Dishwasher & Microwave Safe.**simpa**£19.50**4.3★337 rev](https://www.amazon.co.uk/dp/B0CSPQK79R)
**~~View all top sellers →~~**
### **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**£29.08**383 rev8mo ago](https://www.amazon.co.uk/dp/B0G2Y1JRTJ) [**Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Olive**Amazon Basics**£19.43**142 rev9mo ago](https://www.amazon.co.uk/dp/B0F4QJKD8F) [**Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Linen Gray**Amazon Basics**£20.67**142 rev9mo ago](https://www.amazon.co.uk/dp/B0F4QJKM66) [**Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Ivory**Amazon Basics**£19.49**142 rev9mo ago](https://www.amazon.co.uk/dp/B0F4QJFY82) [**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**£8.97**16 rev1y ago](https://www.amazon.co.uk/dp/B0F5NYG1HY)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£29.08**4.8★**▲ 220%**](https://www.amazon.co.uk/dp/B0G2Y1JRTJ) [**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**£15.52**4.5★**▲ 126%**](https://www.amazon.co.uk/dp/B072BVDSG2) [**Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Linen Gray**Amazon Basics**£20.67**4.7★**▲ 108%**](https://www.amazon.co.uk/dp/B0F4QJKM66) [**G4GADGET 100 Paper Plates 23cm - 9inch Paper Disposable Party**G4GADGET**£5.86**4.6★**▲ 107%**](https://www.amazon.co.uk/dp/B07YQ2WVD3) [**Amazon Basics Glazed Stoneware Dinner Plates 6-Piece Set Microwave and Dishwasher-Safe 26.67cm Olive**Amazon Basics**£19.43**4.7★**▲ 73%**](https://www.amazon.co.uk/dp/B0F4QJKD8F)
**~~View all trending →~~**
## **What buyers say about plates**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**24%
*“Beautiful quality”*
**Value For Money**15%
*“Good deal”*
**Size-Overall**15%
*“Good size”*
**Color**10%
*“Beautiful colours”*
**Advertised Vs Actual Product**4%
*“As expected, good purchase”*
**Design-Overall**4%
*“Great Design”*
**Strength**4%
*“Love the fact that they are not flimsy”*
**Dishwasher Safe**3%
*“Have been using them every day for weeks now and they are coping well with handling and the dishwasher”*
**Ease Of Use**3%
*“Handy”*
**Weight Light**2%
*“arent too heavy or too light”*
### **What buyers complain about **
**Size-Overall**35%
*“Small plates”*
**Quality-Overall**12%
*“Not up to desired quality”*
**Weight Heavy**7%
*“Much heavier than I expected”*
**Value For Money**7%
*“however a little expensive”*
**Thickness**4%
*“thickish - a little overpriced”*
**Color**3%
*“They are white and square ish tho”*
**Durability**2%
*“Not even 2 months old & the glaze has started to crack”*
**Microwave Safe**2%
*“plate disintegrated in the microwave”*
**Brightness/Shine/Glow**2%
*“Not as bright as the photos”*
**Advertised Vs Actual Product**2%
*“It doesn't say that in the description”*
### **Top return reasons **
**Size-Overall**70%
**Quality-Overall**6%
**Material Quality**5%
**Weight Heavy**3%
**Defective Material/Parts**2%
**Advertised Vs Actual Product**2%
**Value For Money**2%
**Color**1%
**Thin**1%
**Scratch Resistance**1%
## **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.
## **Related niches in Home & Garden**
- 79 [**mole repellent**](https://flapen.com/research/uk/home-garden/mole-repellent)£163K/yr+91.4%**Worth a look**- 80 [**sun lounger**](https://flapen.com/research/uk/home-garden/sun-lounger)£2.5M/yr+299.9%**Launch it**- 80 [**fly repellent fan**](https://flapen.com/research/uk/home-garden/fly-repellent-fan)£302K/yr>1,000%**Worth a look**- 80 [**ice maker**](https://flapen.com/research/uk/home-garden/ice-maker)£2.9M/yr+371.4%**Launch it**- 80 [**parasol base**](https://flapen.com/research/uk/home-garden/parasol-base)£1.1M/yr+904.4%**Launch it**- 80 [**air conditioner**](https://flapen.com/research/uk/home-garden/air-conditioner)£39.3M/yr>1,000%**Launch it**[**All Home & Garden niches **](https://flapen.com/research/uk/home-garden)