Is rice cooker profitable to sell on Amazon United Kingdom?

The niche generates £3.8M/yr across 26 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -18.9%. Flapen's verdict: Worth a look (54/100).

How competitive is the rice cooker niche?

15 brands and 38 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in rice cooker?

Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 3.6%.

When does demand for rice cooker peak?

Demand peaks in Jan–Sep–Oct; the busiest month runs 1.7× the quietest.

What does it cost to enter the rice cooker niche?

Listings span £16.06–£111.55; the average listing price is £41.10 (sweet spot $15–$100). The average incumbent carries 4,486 reviews — the moat a new listing must climb.

rice cooker

Worth a look

Shows a $3.8M/yr market, but soft demand (-18.9% this quarter) keeps it on the watch list.

Market size

Incredible£3.8M

£3.8M/yr · 3.6M searches

Avg price

Incredible£41.10

avg listing price — sweet spot $15–$100

Price range

Great£16.06–£111.55

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Competition

Good52%

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

Brand share

Okay76%

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

Returns

Okay3.6%

return rate — above 5% kills the launch gate

Conversion

Okay2.5%

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

Review moat

Bad4,485.65

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-18.9%

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

According to Flapen's Amazon United Kingdom niche tracking, rice cooker is a £3.8M/yr Amazon United Kingdom market (3.6M searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Jan–Sep–Oct. Verdict: Worth a look — 54/100.

Data updated Jul 28, 2026 · scored weekly · How we score niches

rice cooker market data

Units sold / yr: 60K–80K; avg 2,000–2,500/product
Revenue / yr: £2.5M–£3.3M; units × avg price
Conversion rate: 2.5%
Avg BSR: #7
Page quality: 0%
Prime: 92%
Sponsored: 85%
Out of stock: 7.7%
Avg brand age: 44 months
Avg seller age: 168 days

Competition & brand share

The top 5 products take 52% of clicks — established leaders, but buyers still shop beyond them.

Brands

15 falling

Sellers

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 & seasonality

Weekly Amazon search volume, last 104 weeks — -18.9% search growth over the last 90 days.

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

Open Trend

Top rice cooker search terms

rice cooker2.6M/yr -16.2%2.3% conv.
rice cooker small319K/yr -38.1%2.4% conv.
rice cookers149K/yr -24.6%0.7% conv.
mini rice cooker86K/yr -24.8%1.3% conv.
small rice cooker87K/yr -25.3%2.0% conv.
rice cooker large70K/yr -17.0%1.9% conv.
rice maker38K/yr -21.7%2.7% conv.
electric rice cooker33K/yr -10.5%1.3% conv.
rice cooker with steamer15K/yr +61.3%1.7% conv.
rice steamer26K/yr -26.4%1.5% conv.

All search terms

Top rice cooker 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

Russell Hobbs Electric Rice Cooker - 1.2kg (6 Portion - 145g per serving) Removable non stick bowl Dishwasher-safe bowl & lid Steamer basket measuring cup & spoon inc Energy saving 300W 27030

Russell Hobbs£19.934.2★6,602 rev

Bear Small Rice Cooker 4 Cup 2L Multifunctional with Steamer White

Bear£35.364.3★4,335 rev

Russell Hobbs Electric Rice Cooker & Steamer - 1.8L (10 cup) Keep warm function Removable non stick bowl Easy to clean Steamer basket measuring cup & spoon inc Energy saving 700W 19750

Russell Hobbs£23.844.2★14,149 rev

Breville£23.314.1★192 rev

Russell Hobbs Electric Rice Cooker - 2kg (14 Portion - 145g per serving) Removable non stick bowl Dishwasher-safe bowl & lid Steamer basket measuring cup & spoon inc Energy Saving 500W 27040

Russell Hobbs£23.574.2★6,602 rev

Newest

by launch date

Tristar Stainless Steel Rice Cooker 1 L Capacity Keep-Warm Function and Steam Tray RK-6144BS

Tristar£20.396,904 rev

6mo ago

Tristar Rice Cooker 0.6 L Compact Capacity Metal Housing Non-Stick Inner Pot Keep-Warm Function Includes Measuring Cup and Spoon RK-6142BS

Tristar£16.436,904 rev

6mo ago

Yum Asia Kotori Mini Donburi Rice Cooker with Advanced Fuzzy Logic Ninja Ceramic Bowl (1 Cup 0.18L) 3 Rice Functions 3 Multicooker Settings LED Display 220-240V (Charcoal Black)

Yum Asia£53.43156 rev

10mo ago

Morphy Richards Rice Cooker 1.5L 8 Cups Compact Automatic Cooking User Friendly Non-stick Aluminum Inner Pot Glass Lid Easy Clean Keep Warm Includes Steam Tray and Accessories 471001

Morphy Richards£29.552,021 rev

1y ago

Breville£23.31192 rev

1y ago

What buyers say about rice cooker

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

What buyers love

Cooking Experience22%

“It cooked rice well”

Ease Of Use15%

“Easy to use”

Quality-Overall14%

“Excellent product”

Value For Money7%

“Good for the money”

Ease Of Cleaning6%

“Cleans easily,”

Size-Overall6%

“compact size are what I wanted”

Compactness3%

“compact & smart”

Advertised Vs Actual Product3%

“Works exactly as it should”

Heating2%

“It staying on to keep food warm is nice”

Durability1%

“Durable product”

What buyers complain about

Durability27%

“Doesnt last”

Size-Overall10%

“It's small”

Quality-Overall6%

“Poor quality, broken within 1 month”

Functionality-Overall6%

“Not working”

Cooking Experience6%

“Won't cook”

Value For Money3%

“this Sakura cooker is much more expensive”

Ease Of Cleaning3%

“making a mess”

Instructions/User Manual/Troubleshooting3%

“No instruction given”

Heating2%

“no working no lights on or heating up”

Leak-Proof2%

“water gets out everyyime”

Top return reasons

Size-Overall64%

Functionality-Overall12%

Heating3%

Durability2%

Quality-Overall2%

Cooking Experience2%

Smell1%

Product Condition1%

Advertised Vs Actual Product1%

Value For Money1%

Common questions

Is rice cooker profitable to sell on Amazon United Kingdom?: The niche generates £3.8M/yr across 26 tracked products. 3 of 3 products launched in the last 360 days are still selling. 90-day search growth is -18.9%. Flapen's verdict: Worth a look (54/100).
How competitive is the rice cooker niche?: 15 brands and 38 sellers compete. The top 5 products take 52% of clicks and top 5 brands hold 76% of demand.
What do buyers complain about in rice cooker?: Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 3.6%.
When does demand for rice cooker peak?: Demand peaks in Jan–Sep–Oct; the busiest month runs 1.7× the quietest.
What does it cost to enter the rice cooker niche?: Listings span £16.06–£111.55; the average listing price is £41.10 (sweet spot $15–$100). The average incumbent carries 4,486 reviews — the moat a new listing must climb.