retro microwave
Skip itWeak search conversion (0.6%) — this niche doesn't clear our bar today.
Competition
Great32%top-5 click share — an open shelf
Avg price
Good£112.33avg listing price — sweet spot $15–$100
Brand share
Good70%top-5 brand share — brands hold most of the demand
Returns
Good2.7%return rate — above 5% kills the launch gate
Review moat
Good1,392.35avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Growth
Bad-4.9%90-day search growth — must beat 0% to launch
Market size
Bad£89K£89K/yr · 137K searches
Price range
Bad£8.14–£488.45cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad0.6%search→purchase rate — share of searches ending in a sale
According to Flapen's Amazon United Kingdom niche tracking, retro microwave is a £89K/yr Amazon United Kingdom market (137K searches/yr). The top 5 brands hold 70% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 43/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
retro microwave market data
- Units sold / yr
- 500–750
- avg 0–100/product
- Revenue / yr
- £56K–£84K
- units × avg price
- Conversion rate
- 0.6%
- Avg BSR
- #53
- Page quality
- 0%
- Prime
- 57%
- Sponsored
- 67%
- Out of stock
- 10.2%
- Avg brand age
- 42 months
- Avg seller age
- 192 days
Competition & brand share
Clicks spread well past the top 5 (32% combined) — an open shelf where new products get seen.Brands
19 rising
Sellers
49
Top-5 brand share
70%
Top 20: 100%
Top-5 click share
32%
Top 20: 70%
Open market
24%
- Russell Hobbs27%
- Smeg12%
- Hamilton Beach12%
- COMFEE'12%
- HADEN7%
- Swan6%
Demand & seasonality
Weekly Amazon search volume, last 87 weeks — -4.9% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 1.9×
Top retro microwave search terms
- retro microwave50K/yr
- smeg microwave38K/yr
- yellow microwave20K/yr
- microwave retro14K/yr
- delonghi argento flora microwave5K/yr
- scandi microwave6K/yr
- microwave smeg3K/yr
Top retro microwave 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
COMFEE 20L 700W Cream Compact Microwave Oven 5 Power Levels Defrost Function Manual Control & Safety Lock Ideal for Small Home & Kitchen CMO-M202NC(CM)
COMFEE'£51.274.7★112 rev
Russell Hobbs RHM2044C Retro 20 Litre Cream Digital Microwave 800W Mirror Finish 8 Auto Cook Settings 5 Power Levels
Russell Hobbs£72.194.4★583 rev
Hamilton Beach 20L Retro Microwave Compact 8 Presets 60 Min Timer Express Cooking Child Lock LED Display Defrost 700W - HB70H20C Cream
Hamilton Beach£55.254.6★608 rev
Swan Retro 20L Digital Microwave 5 Power Levels 12 Auto Cook Pre-sets Defrost by Weight or Time LED Display 800W Green SM4425GRN
Swan£70.084.7★41 rev
Russell Hobbs RHRETMM705C 17 L 700 W Cream Compact Retro Solo Manual Microwave with 5 Power Levels Timer Defrost Setting Easy Clean
Russell Hobbs£57.214.6★2,753 rev
Newest
by launch date
SMEG 27L Collezione Microwave With Grill Convection & Airfry 25 Auto cook Programmes 9 Cooking Functions Quick Start Soft Close Matt Black MOC02BLMUK
Smeg£432.690 rev
Swan Retro 20L Digital Microwave 5 Power Levels 12 Auto Cook Pre-sets Defrost by Weight or Time LED Display 800W Green SM4425GRN
Swan£70.0841 rev
Ariete 800W 20L Vintage Mechanical Microwave 5 Power Levels 30 Minute Timer Cooking End Signal Ideal for Heating Cooking and Defrosting (Green)
Ariete£67.85170 rev
COMFEE 20L 700W Cream Compact Microwave Oven 5 Power Levels Defrost Function Manual Control & Safety Lock Ideal for Small Home & Kitchen CMO-M202NC(CM)
COMFEE'£51.27112 rev
Hamilton Beach Kettle Toaster & Microwave Set Ella 1.7L Electric Kettle Wide Slot Toaster 2 Slice Microwave 20L Retro Kettle & Toaster Set Mint - ELLAMB
Hamilton Beach£100.3283 rev
Trending
90-day click momentumSMEG 27L Collezione Microwave With Grill Convection & Airfry 25 Auto cook Programmes 9 Cooking Functions Quick Start Soft Close Matt Black MOC02BLMUK
Smeg£432.690.0★
Smeg PBF00CRUK 50s Style Retro PBF00 Compact Personal Blender/Smoothie Maker Single Bottle - Cream
Smeg£58.470.0★
Swan Retro 20L Digital Microwave 5 Power Levels 12 Auto Cook Pre-sets Defrost by Weight or Time LED Display 800W Green SM4425GRN
Swan£70.084.7★
Russell Hobbs RHMM713MG-N 17 Litre Matt Green Manual Microwave with Wood Effect handle and dials
Russell Hobbs£71.944.5★
Hamilton Beach Kettle Toaster & Microwave Set Ella 1.7L Electric Kettle Wide Slot Toaster 2 Slice Microwave 20L Retro Kettle & Toaster Set Mint - ELLAMB
Hamilton Beach£100.324.3★
What buyers say about retro microwave
What buyers praise and complain about, mined from review topics.What buyers love
“Easy to operate”
“Excellent product”
“Excellent value”
“Colour is so pretty”
“Stylish design”
“Perfect size”
“Exactly what I wanted”
“Easy to clean”
“Its compact and easy to use”
“It seems to heat well”
What buyers complain about
“Failed just after one year”
“Small microwave”
“POOR QUALITY”
“Irregular heating”
“Loud”
“as its quite difficult to work out how it works”
“It would also be much cheaper”
“Didn't work”
“Two years this has lasted, full of rust which is now flaking off onto the food, dangerous”
“The colour is truly disturbing”
Top return reasons
Common questions
- Is retro microwave profitable to sell on Amazon United Kingdom?
- The niche generates £89K/yr across 54 tracked products. 7 of 16 products launched in the last 360 days are still selling. 90-day search growth is -4.9%. Flapen's verdict: Skip it (43/100).
- How competitive is the retro microwave niche?
- 19 brands and 49 sellers compete. The top 5 products take 32% of clicks and top 5 brands hold 70% of demand.
- What do buyers complain about in retro microwave?
- Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 2.7%.
- When does demand for retro microwave peak?
- Demand peaks in Oct–Nov; the busiest month runs 1.9× the quietest.
- What does it cost to enter the retro microwave niche?
- Listings span £8.14–£488.45; the average listing price is £112.33 (sweet spot $15–$100). The average incumbent carries 1,392 reviews — the moat a new listing must climb.