---
title: "Rice Cooker — £3.8M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/home-garden/rice-cooker"
last_updated: "2026-07-31T17:31:42.816Z"
locale: en
meta:
description: "Niche score 54/100 · £3.8M/yr market · 3.6M searches/yr · £41.10 avg price. Soft demand (-18.9% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £3.8M/yr market · 3.6M searches/yr · £41.10 avg price. Soft demand (-18.9% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Rice Cooker — £3.8M/yr Amazon UK Niche (2026) - Flapen"
---
# **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 97Growth 16Conversion 32Competition 55Returns 43Price range 85Avg price 95Brand share 48Review moat 25Quality gap 63
**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**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Competition**
**Good****52%**
top-5 click share — leaders hold, buyers still browse
**Brand share**
**Okay****76%**
top-5 brand share — brands hold most of the demand
**Returns**
**Okay****3.6%**
return rate — above 5% kills the launch gate
**Conversion**
**Okay****2.5%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Bad****4,485.65**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 104 weeks — -18.9% search growth over the last 90 days.
125K75KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Sep, Oct · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/home-garden/rice-cooker/trend)
## **Top rice cooker search terms**
- **rice cooker**2.6M/yr-16.2%2.3% conv. - **rice cooker small**319K/yr-38.1%2.4% conv. - **rice cookers**149K/yr-24.6%0.7% conv. - **mini rice cooker**86K/yr-24.8%1.3% conv. - **small rice cooker**87K/yr-25.3%2.0% conv. - **rice cooker large**70K/yr-17.0%1.9% conv. - **rice maker**38K/yr-21.7%2.7% conv. - **electric rice cooker**33K/yr-10.5%1.3% conv. - **rice cooker with steamer**15K/yr+61.3%1.7% conv. - **rice steamer**26K/yr-26.4%1.5% conv. [**All search terms **](https://flapen.com/research/uk/home-garden/rice-cooker/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.
0%5%£190K10%£381K15%£571K20%£761K1001K10K100K 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**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**£19.93**4.2★6,602 rev](https://www.amazon.co.uk/dp/B083V96Q9G) [2**Bear Small Rice Cooker 4 Cup 2L Multifunctional with Steamer White**Bear**£35.36**4.3★4,335 rev](https://www.amazon.co.uk/dp/B0CNP5LW3T) [3**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**£23.84**4.2★14,149 rev](https://www.amazon.co.uk/dp/B00ABYI0IE) [4**Breville Electric Rice Cooker | 1.8L (10 Cup) Capacity | Serves up to 8 People | Keep Warm Function | Non Stick Removable Bowl | Spoon & Measuring Cup Included | VTP209 Black**Breville**£23.31**4.1★192 rev](https://www.amazon.co.uk/dp/B0F7HDYS9N) [5**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**£23.57**4.2★6,602 rev](https://www.amazon.co.uk/dp/B083V9MNF2)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Tristar Stainless Steel Rice Cooker 1 L Capacity Keep-Warm Function and Steam Tray RK-6144BS**Tristar**£20.39**6,904 rev6mo ago](https://www.amazon.co.uk/dp/B0GGRXJQYL) [**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**£16.43**6,904 rev6mo ago](https://www.amazon.co.uk/dp/B0GGSD1W9P) [**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**£53.43**156 rev10mo ago](https://www.amazon.co.uk/dp/B0FSX61BJD) [**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**£29.55**2,021 rev1y ago](https://www.amazon.co.uk/dp/B0F99YD6DJ) [**Breville Electric Rice Cooker | 1.8L (10 Cup) Capacity | Serves up to 8 People | Keep Warm Function | Non Stick Removable Bowl | Spoon & Measuring Cup Included | VTP209 Black**Breville**£23.31**192 rev1y ago](https://www.amazon.co.uk/dp/B0F7HDYS9N)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£16.43**4.4★**▲ 394%**](https://www.amazon.co.uk/dp/B0GGSD1W9P) [**Tristar Stainless Steel Rice Cooker 1 L Capacity Keep-Warm Function and Steam Tray RK-6144BS**Tristar**£20.39**4.4★**▲ 378%**](https://www.amazon.co.uk/dp/B0GGRXJQYL) [**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**£53.43**4.3★**▲ 51%**](https://www.amazon.co.uk/dp/B0FSX61BJD) [**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**£19.93**4.2★**▲ 44%**](https://www.amazon.co.uk/dp/B083V96Q9G) [**Breville Electric Rice Cooker | 1.8L (10 Cup) Capacity | Serves up to 8 People | Keep Warm Function | Non Stick Removable Bowl | Spoon & Measuring Cup Included | VTP209 Black**Breville**£23.31**4.1★**▲ 42%**](https://www.amazon.co.uk/dp/B0F7HDYS9N)
**~~View all trending →~~**
## **What buyers say about rice cooker**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Cooking Experience**22%
*“It cooked rice well”*
**Ease Of Use**15%
*“Easy to use”*
**Quality-Overall**14%
*“Excellent product”*
**Value For Money**7%
*“Good for the money”*
**Ease Of Cleaning**6%
*“Cleans easily,”*
**Size-Overall**6%
*“compact size are what I wanted”*
**Compactness**3%
*“compact & smart”*
**Advertised Vs Actual Product**3%
*“Works exactly as it should”*
**Heating**2%
*“It staying on to keep food warm is nice”*
**Durability**1%
*“Durable product”*
### **What buyers complain about **
**Durability**27%
*“Doesnt last”*
**Size-Overall**10%
*“It's small”*
**Quality-Overall**6%
*“Poor quality, broken within 1 month”*
**Functionality-Overall**6%
*“Not working”*
**Cooking Experience**6%
*“Won't cook”*
**Value For Money**3%
*“this Sakura cooker is much more expensive”*
**Ease Of Cleaning**3%
*“making a mess”*
**Instructions/User Manual/Troubleshooting**3%
*“No instruction given”*
**Heating**2%
*“no working no lights on or heating up”*
**Leak-Proof**2%
*“water gets out everyyime”*
### **Top return reasons **
**Size-Overall**64%
**Functionality-Overall**12%
**Heating**3%
**Durability**2%
**Quality-Overall**2%
**Cooking Experience**2%
**Smell**1%
**Product Condition**1%
**Advertised Vs Actual Product**1%
**Value For Money**1%
## **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.
## **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)