Is toaster profitable to sell on Amazon United Kingdom?

The niche generates £5.5M/yr across 44 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -23.7%. Flapen's verdict: Worth a look (64/100).

How competitive is the toaster niche?

17 brands and 114 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 76% of demand.

What do buyers complain about in toaster?

Top complaints mined from reviews: Toasting, Durability, Quality-Overall. The return rate is 2.2%.

When does demand for toaster peak?

Demand peaks in Oct–Nov; the busiest month runs 1.8× the quietest.

What does it cost to enter the toaster niche?

Listings span £9.76–£93.45; the average listing price is £24.61 (sweet spot $15–$100). The average incumbent carries 6,074 reviews — the moat a new listing must climb.

toaster

Worth a look

Shows a $5.5M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Market size

Incredible£5.5M

£5.5M/yr · 5.6M searches

Avg price

Incredible£24.61

avg listing price — sweet spot $15–$100

Price range

Great£9.76–£93.45

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

Competition

Great34%

top-5 click share — an open shelf

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Returns

Good2.2%

return rate — above 5% kills the launch gate

Conversion

Okay4.0%

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

Brand share

Okay76%

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

Review moat

Bad6,074.27

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-23.7%

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

According to Flapen's Amazon United Kingdom niche tracking, toaster is a £5.5M/yr Amazon United Kingdom market (5.6M searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Oct–Nov. Verdict: Worth a look — 64/100.

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

toaster market data

Units sold / yr: 150K–200K; avg 3,000–4,000/product
Revenue / yr: £3.7M–£4.9M; units × avg price
Conversion rate: 4.0%
Avg BSR: #59
Page quality: 0%
Prime: 98%
Sponsored: 91%
Out of stock: 3.1%
Avg brand age: 49 months
Avg seller age: 175 days

Competition & brand share

Clicks spread well past the top 5 (34% combined) — an open shelf where new products get seen.

Brands

17 falling

Sellers

114

Top-5 brand share

76%

Top 20: 100%

Top-5 click share

34%

Top 20: 74%

Open market

19%

Russell Hobbs44%
Breville10%
Amazon Basics9%
BELLA9%
Quest5%
Tefal5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -23.7% search growth over the last 90 days.

Peak months: Oct, Nov · busiest ÷ quietest = 1.8×

Open Trend

Top toaster search terms

toaster2.0M/yr -17.4%2.7% conv.
toaster 4 slice960K/yr -25.0%3.0% conv.
toaster 2 slice741K/yr -16.4%4.2% conv.
4 slice toaster542K/yr -35.6%2.6% conv.
toasters372K/yr -27.4%1.1% conv.
2 slice toaster177K/yr -30.3%2.7% conv.
russell hobbs toaster180K/yr -35.4%3.0% conv.
4 slice toasters wide slots129K/yr -34.3%2.9% conv.
black toaster115K/yr -33.2%2.9% conv.
toasters 2 with wide slots95K/yr -33.8%3.7% conv.

All search terms

Top toaster 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 Textures 2 Slice Toaster (Extra Wide Slots 6 Browning levels Frozen cancel & reheat function with indicator lights Removable crumb tray 850W Black matt & high gloss finish) 21641

Russell Hobbs£15.844.3★35,431 rev

Amazon Basics Toaster 2 Slice with 7 Shade Settings and Removable Crumb Tray Extra Wide Slots 800W Black

Amazon Basics£14.414.4★760 rev

Quest 4 Slice Toaster Black - Extra Wide Long Slots for Crumpets and Bagels - 6 Settings - Reheat and Defrost

Quest£19.394.0★6,777 rev

Russell Hobbs Inspire 4 Slice Toaster (Extra wide slots High lift feature 6 Browning levels Frozen/Cancel/Reheat function with Blue LED illumination 1800W Black textured high gloss) 24381

Russell Hobbs£30.964.4★14,413 rev

Breville Bold 2 Slice Toaster with High-Lift & Wide Slots | Cream & Silver Chrome [VTR003]

Breville£20.464.3★8,677 rev

Newest

by launch date

HOMILEC 4 Slice Toaster Black - Extra Wide Long Slots for Breads Crumpets and Bagels Reheat and Defrost with 5 Level Browning Control

HOMILEC£17.2446 rev

4mo ago

Amazon Basics Toaster 2 Slice with 7 Shade Settings and Removable Crumb Tray Extra Wide Slots 800W Black

Amazon Basics£14.41760 rev

1y ago

Amazon Basics Toaster 4 Slice with 7 Shade Settings and Removable Crumb Tray Extra Wide Slots 1500W Black

Amazon Basics£25.86760 rev

1y ago

Russell Hobbs Eden 2 Slice Toaster (6 Browning Settings High Lift Feature Frozen reheat Cancel Functions Removable Crumb Tray 800W Pistachio) 27374

Russell Hobbs£16.611,382 rev

2y ago

bella 4 Slice Toaster with Auto Shut Off Extra Wide Slots & Removable Crumb Tray Cancel Defrost & Reheat Function Toast Bread Bagel & Waffle BPA Free Stainless Steel & Black

BELLA£22.10165 rev

2y ago

What buyers say about toaster

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

What buyers love

Toasting55%

“Happy with toaster”

Value For Money8%

“Excellent value”

Quality-Overall7%

“Looks good, usually reliable manufacturer,”

Advertised Vs Actual Product4%

“It does the job”

Ease Of Use3%

“controls are easy”

Size-Overall2%

“Looks great and the size isn't too big”

Design-Overall2%

“Good 👍🏻 simple and sleek”

Color1%

“Love the colour”

Ease Of Cleaning1%

“cleans up well”

Efficiency1%

“Efficient”

What buyers complain about

Toasting31%

“Doesn't toast”

Durability18%

“broke within one week”

Quality-Overall9%

“Poor quality and flimsy”

Size-Overall9%

“not all fit”

Functionality-Overall3%

“Doesnt work well”

Cooking Experience2%

“the other side is hardly toasted at all”

Heating2%

“Very hot”

Value For Money2%

“It looks more expensive than it was”

Flammable1%

“Fire hazard”

Strength1%

“The material is very flimsy”

Top return reasons

Toasting41%

Size-Overall15%

Functionality-Overall13%

Color6%

Heating3%

Quality-Overall3%

Mechanism Issues2%

Product Condition2%

Durability2%

Advertised Vs Actual Product1%

Common questions

Is toaster profitable to sell on Amazon United Kingdom?: The niche generates £5.5M/yr across 44 tracked products. 5 of 5 products launched in the last 360 days are still selling. 90-day search growth is -23.7%. Flapen's verdict: Worth a look (64/100).
How competitive is the toaster niche?: 17 brands and 114 sellers compete. The top 5 products take 34% of clicks and top 5 brands hold 76% of demand.
What do buyers complain about in toaster?: Top complaints mined from reviews: Toasting, Durability, Quality-Overall. The return rate is 2.2%.
When does demand for toaster peak?: Demand peaks in Oct–Nov; the busiest month runs 1.8× the quietest.
What does it cost to enter the toaster niche?: Listings span £9.76–£93.45; the average listing price is £24.61 (sweet spot $15–$100). The average incumbent carries 6,074 reviews — the moat a new listing must climb.