Is slow cooker profitable to sell on Amazon United Kingdom?

The niche generates £3.6M/yr across 42 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -44.7%. Flapen's verdict: Worth a look (53/100).

How competitive is the slow cooker niche?

10 brands and 305 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in slow cooker?

Top complaints mined from reviews: Durability, Heating, Size-Overall. The return rate is 2.6%.

When does demand for slow cooker peak?

Demand peaks in Jan–Oct–Nov–Dec; the busiest month runs 5.2× the quietest.

What does it cost to enter the slow cooker niche?

Listings span £12.43–£111.26; the average listing price is £32.52 (sweet spot $15–$100). The average incumbent carries 3,746 reviews — the moat a new listing must climb.

slow cooker

Worth a look

Shows a $3.6M/yr market, but soft demand (-44.7% this quarter) keeps it on the watch list.

Market size

Incredible£3.6M

£3.6M/yr · 3.3M searches

Avg price

Incredible£32.52

avg listing price — sweet spot $15–$100

Price range

Great£12.43–£111.26

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

Competition

Great38%

top-5 click share — an open shelf

Returns

Good2.6%

return rate — above 5% kills the launch gate

Conversion

Okay3.4%

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

Brand share

Okay81%

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

Review moat

Okay3,746.31

avg incumbent reviews — the moat a new listing must climb

Quality gap

Okay4.6★

avg incumbent rating — lower means beatable quality

Growth

Bad-44.7%

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

According to Flapen's Amazon United Kingdom niche tracking, slow cooker is a £3.6M/yr Amazon United Kingdom market (3.3M searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Jan–Oct–Nov–Dec. Verdict: Worth a look — 53/100.

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

slow cooker market data

Units sold / yr: 100K–125K; avg 2,000–2,500/product
Revenue / yr: £3.3M–£4.1M; units × avg price
Conversion rate: 3.4%
Avg BSR: #12
Page quality: 0%
Prime: 93%
Sponsored: 95%
Out of stock: 1.7%
Avg brand age: 54 months
Avg seller age: 173 days

Competition & brand share

Clicks spread well past the top 5 (38% combined) — an open shelf where new products get seen.

Brands

10 flat

Sellers

305

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

38%

Top 20: 79%

Open market

12%

Crock-Pot29%
Morphy Richards18%
Swan16%
Tower11%
Russell Hobbs7%
Ninja7%
Open — no brand owns it (4 brands, 12%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -44.7% search growth over the last 90 days.

Peak months: Jan, Oct, Nov, Dec · busiest ÷ quietest = 5.2×

Open Trend

Top slow cooker search terms

slow cooker1.9M/yr -33.8%2.9% conv.
slow cookers171K/yr -45.7%1.6% conv.
slow cookers 6.5 litres379K/yr -76.5%3.2% conv.
crock pot105K/yr -6.5%2.4% conv.
slow cookers 3.5+ litres21K/yr -52.3%3.1% conv.
slow cookers 3.5 litres277K/yr -84.8%4.7% conv.
slow cookers 6.5+ litres6K/yr >1,000%2.7% conv.
crockpot slow cookers44K/yr -47.3%2.8% conv.
crockpot47K/yr -46.4%2.6% conv.
large slow cooker57K/yr -46.5%1.7% conv.

All search terms

Top slow 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

Crock-Pot Slow Cooker | Removable Easy-Clean Ceramic Bowl | 6.5 L (8+ People) | Black [SCV655B]

Crock-Pot£25.454.5★2,616 rev

Crock-Pot Slow Cooker | Removable Easy-Clean Ceramic Bowl | 1.8 L Small Slow Cooker (Serves 1-2 People) | Energy Efficient | Black [CSC080]

Crock-Pot£12.434.6★14,222 rev

Morphy Richards 3.5L Sear & Stew Slow Cooker Shatter Resistant Aluminium Pot 3 Heat Settings Hob Proof Easy Clean 163W Black 460012

Morphy Richards£19.844.7★14,079 rev

Russell Hobbs Good-to-Go 6.5L Electric Multicooker - 8 Digital functions inc Sear Slow Cook Steam Boil Keep warm & Roast Cast aluminium housing Glass lid Dishwasher safe parts 750W 28270

Russell Hobbs£41.454.4★2,242 rev

Swan Retro Slow Cooker with 3 Temperature Settings Keep Warm Function Removable Dishwasher Safe Pot Up to 4 Portions 3.5L 200W Retro Cream SF17021CN

Swan£17.504.6★4,094 rev

Newest

by launch date

Andrew James 6.5L Slow Cooker Sear-to-Simmer - Large Hob-Proof Aluminium Pot Shatter-Resistant & Easy-Clean Design 3 Heat Settings & Glass Lid Ideal for Family Meals Curries & Batch Cooking

andrew james£31.12842 rev

8mo ago

Morphy Richards Accents 6.5L Sear & Stew Slow Cooker Shatter Resistant Non Stick Aluminium Pot Single Pot Cooking 3 Heat Settings Hob Proof Glass Lid Easy Clean & View Blue 461023

Morphy Richards£36.58587 rev

11mo ago

Ninja Foodi PossibleCooker 6L Slow Cooker & Rice Cooker MC1101UK

Ninja£83.211,753 rev

1y ago

Tower Slow Cooker with 3 Heat Settings and Removable Dishwasher Safe Pot Up to 4 Portions 3.5 Litre Stainless Steel T16039Y

Tower£18.26648 rev

2y ago

Hamilton Beach 3.5L Comfort Cook Slow Cooker 160W Energy-Efficient Design Removable Oven-Safe Ceramic Bowl 3 Heat Settings Compact for 2-4 People Easy Clean Black - HBSC040B

Hamilton Beach£20.644,830 rev

3y ago

What buyers say about slow cooker

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

What buyers love

Value For Money14%

“Good value for money”

Quality-Overall14%

“Really good build quality”

Size-Overall13%

“Perfect size for my family”

Cooking Experience12%

“Cooks perfectly”

Ease Of Use9%

“Ease of use”

Ease Of Cleaning9%

“Really easy to set up, use and clean”

Time Taken3%

“This gives faster”

Advertised Vs Actual Product3%

“Just what I needed for me”

Weight Light2%

“Good lightweight cooker”

Color2%

“Love the colour”

What buyers complain about

Durability11%

“Broke on first use”

Heating11%

“Runs way too hot”

Size-Overall11%

“Very large”

Cooking Experience9%

“Seems to take an eternity to cook”

Quality-Overall8%

“i was surprised at how cheap the quality was”

Functionality-Overall3%

“Doesnt work well”

Adhesion/Stickiness2%

“now stuck with it”

Value For Money2%

“A complete waste of money”

Weight Heavy2%

“It is a little heavy for me”

Strength2%

“the ceramic pot is not as sturdy as I would like”

Top return reasons

Size-Overall53%

Heating8%

Functionality-Overall7%

Quality-Overall3%

Product Condition3%

Weight Heavy2%

Advertised Vs Actual Product2%

Scratch Resistance2%

Cooking Experience2%

Compatibility-Overall2%

Common questions

Is slow cooker profitable to sell on Amazon United Kingdom?: The niche generates £3.6M/yr across 42 tracked products. 4 of 4 products launched in the last 360 days are still selling. 90-day search growth is -44.7%. Flapen's verdict: Worth a look (53/100).
How competitive is the slow cooker niche?: 10 brands and 305 sellers compete. The top 5 products take 38% of clicks and top 5 brands hold 81% of demand.
What do buyers complain about in slow cooker?: Top complaints mined from reviews: Durability, Heating, Size-Overall. The return rate is 2.6%.
When does demand for slow cooker peak?: Demand peaks in Jan–Oct–Nov–Dec; the busiest month runs 5.2× the quietest.
What does it cost to enter the slow cooker niche?: Listings span £12.43–£111.26; the average listing price is £32.52 (sweet spot $15–$100). The average incumbent carries 3,746 reviews — the moat a new listing must climb.