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Rice Cooker

Maybe

Shoppers spend $3.8M a year here. But demand is soft, at -18.9% this quarter, so Rice Cooker is a Maybe.

Flapen Score
54
54 / 100
Top 36% of 5,777 Home & Garden niches · +3 vs the category median of 51
Market size
£3.8M/yr3.6M searches / yr
90-day growth
-18.9%search demand this quarter
Competition
52%top-5 click share · 15 brands · 38 sellers

Flapen Score

Rice Cooker against its category

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

54Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Rice Cooker market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Rice Cooker 3.6M times last year and spent an estimated £3.8M. The top 5 brands take 76% of clicks. Demand peaks in Jan–Sep–Oct. Flapen scores it 54 out of 100, a Maybe.

01 · Demand

2.5% of searches ended in a purchase last week.

Shoppers searched for this 3.6M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 2.5% of those searches ended in a purchase. Searches in the last 90 days moved -18.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated £3.8M a year.

Searches, last 12 months
3.6M
Growth, 90 days vs prior 90
-18.9%
Conversion, latest week
2.5%
Market size, estimated
£3.8Ma year
Peak month
January1.7× the quietest month
Top search term
rice cooker2.6M searches a year

02 · Price

A sale here is worth £41.10.

Listings sell for £41.10 on average, from £16.06 to £111.55. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 2,000 to 2,500 of them. At £41.10 that is £82K to £103K a year per listing.

Average price
£41.10inside the $15 to $100 sweet spot
Price range
£16.06–£111.55
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
60K–80K
Units per listing a year
2,000–2,500
Revenue per listing a year
£82K–£103K
Returns
3.6%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

85% of listings pay for placement with sponsored ads. 92% ship with Prime. On an average day, 7.7% of listings are out of stock. The average listing ranks #7 within Small Kitchen Appliances. It carries 4,486 reviews at 4.37 stars, so a new listing needs social proof before a better product.

Sponsored listings
85%
Prime listings
92%
Out of stock, average day
7.7%
Average rank
#7in Small Kitchen Appliances
Average rating
4.37 starsAmazon United Kingdom average 4.36 stars
Average reviews
4,486per listing
Listings tracked
26

04 · Newcomers

Amazon counts 3 of last year's 3 launches as successful.

3 products launched here in the last 12 months. Amazon counts 3 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 44 months on average, so the names here are settling in.

Launched, last 12 months
3
Successful launches
3Amazon's first-year sales bar
Average brand age
44 months

Products

Top Rice Cooker 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 52% of clicks. Leaders hold, but buyers still shop past them.

£0£190K£381K£571K£761K1001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 falling

Sellers

38

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

52%

Top 20: 92%

Open market

19%

  • Russell Hobbs33%
  • Yum Asia16%
  • Bear14%
  • GEEPAS7%
  • Breville7%
  • Tristar5%

Demand

Rice Cooker search demand

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

125K75KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Jan, Sep, Oct · busiest ÷ quietest = 1.7×

Search terms

Top Rice Cooker search terms shoppers use

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

  • rice cooker2.6M/yr
  • rice cooker small319K/yr
  • rice cookers149K/yr
  • mini rice cooker86K/yr
  • small rice cooker87K/yr
  • rice cooker large70K/yr
  • rice maker38K/yr
  • electric rice cooker33K/yr
  • rice cooker with steamer15K/yr
  • rice steamer26K/yr

Reviews and returns

What reviews say buyers love and hate about Rice Cooker

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

Complain

Durability27%−0.35

Doesnt last

Broke on first use

Quickly broke

Size-Overall10%+0.26

It's small

Small cooker

This is huge

Quality-Overall6%+0.59

Poor quality, broken within 1 month

Bad quality

It feels cheaply made

Functionality-Overall6%−0.06

Not working

Very Limited Performance

Will not switch on

Cooking Experience6%+1.18

Won't cook

Can't see how long it's cooking for - just a 10 min count down

cooks too slowly

Love

Cooking Experience22%+1.18

It cooked rice well

Perfect rice every time

Cooks Well

Ease Of Use15%+1.12

Easy to use

Really handy

Its straightforward to use

Quality-Overall14%+0.59

Excellent product

So quality feels solid

Good quality rice cooker

Value For Money7%+0.39

Good for the money

Excellent value

Excellent value for money

Ease Of Cleaning6%+0.22

Cleans easily,

Easy to wash

Kept it clean

Return

3.6% Return rate 73% Fixable by listing

Size-Overall64%▆█▇▇██

It's small

Small cooker

This is huge

Functionality-Overall12%█▅▆▆▆▅

Not working

Very Limited Performance

Will not switch on

Heating3%█▅▄▇▅▄

no working no lights on or heating up

overheating and now fully wont work

Won't cook

Durability2%█▅▇▇▄▅

Doesnt last

Broke on first use

Quickly broke

Quality-Overall2%▃█▇█▃▆

Poor quality, broken within 1 month

Bad quality

It feels cheaply made

FAQ

Common Rice Cooker questions

Answered from the same tracked data.