Toaster
Toaster shows a $5.5M/yr market, but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Is Toaster profitable on Amazon?
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.
Toaster: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -23.7% over the last 90 days and 4.0% of searches end in a purchase.
£5.5M
revenue / yr
Who owns the niche?
The top 5 brands hold 76% of demand, so 24% of the market is open.
24%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.2★ — the gap to enter on.
0/100
page quality · 44 products
Top Toaster products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
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
- Price
- £15.84
- Rating
- 4.3/5
- Reviews
- 35,431
- Age
- 10y ago
Amazon Basics Toaster 2 Slice with 7 Shade Settings and Removable Crumb Tray Extra Wide Slots 800W Black
- Price
- £14.41
- Rating
- 4.4/5
- Reviews
- 760
- Age
- 1y ago
Quest 4 Slice Toaster Black - Extra Wide Long Slots for Crumpets and Bagels - 6 Settings - Reheat and Defrost
- Price
- £19.39
- Rating
- 4.0/5
- Reviews
- 6,777
- Age
- 7y ago
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
- Price
- £30.96
- Rating
- 4.4/5
- Reviews
- 14,413
- Age
- 8y ago
![Breville Bold 2 Slice Toaster with High-Lift & Wide Slots | Cream & Silver Chrome [VTR003]](https://m.media-amazon.com/images/I/41Y2ctQji5L.jpg)
Breville Bold 2 Slice Toaster with High-Lift & Wide Slots | Cream & Silver Chrome [VTR003]
- Price
- £20.46
- Rating
- 4.3/5
- Reviews
- 8,677
- Age
- 5y ago
Trending
90-day click momentum
HOMILEC 4 Slice Toaster Black - Extra Wide Long Slots for Breads Crumpets and Bagels Reheat and Defrost with 5 Level Browning Control
- Price
- £17.24
- Rating
- 3.2/5
- Reviews
- 46
- Age
- 4mo ago
Daewoo Argyle Collection Toaster 2 Slice With Defrost Reheat And Browning Control To Use At Your Convenience While The Removable Crumb Tray Makes Cleaning Quick White
- Price
- £13.29
- Rating
- 4.5/5
- Reviews
- 781
- Age
- 6y ago
bella 2 Slice toaster Black with Stainless Steel
- Price
- £12.13
- Rating
- 4.2/5
- Reviews
- 1,328
- Age
- 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
- Price
- £22.10
- Rating
- 4.0/5
- Reviews
- 165
- Age
- 2y ago
Russell Hobbs Textures 2 Slice Toaster (Extra Wide Slots 6 Browning levels Frozen cancel & reheat function with indicator lights Removable crumb tray 850W White matt & high gloss finish) 21640
- Price
- £15.21
- Rating
- 4.3/5
- Reviews
- 35,431
- Age
- 10y ago
Newest
by launch dateHOMILEC 4 Slice Toaster Black - Extra Wide Long Slots for Breads Crumpets and Bagels Reheat and Defrost with 5 Level Browning Control
- Price
- £17.24
- Rating
- 3.2/5
- Reviews
- 46
- Age
- 4mo ago
Amazon Basics Toaster 2 Slice with 7 Shade Settings and Removable Crumb Tray Extra Wide Slots 800W Black
- Price
- £14.41
- Rating
- 4.4/5
- Reviews
- 760
- Age
- 1y ago
Amazon Basics Toaster 4 Slice with 7 Shade Settings and Removable Crumb Tray Extra Wide Slots 1500W Black
- Price
- £25.86
- Rating
- 4.4/5
- Reviews
- 760
- Age
- 1y ago
Russell Hobbs Eden 2 Slice Toaster (6 Browning Settings High Lift Feature Frozen reheat Cancel Functions Removable Crumb Tray 800W Pistachio) 27374
- Price
- £16.61
- Rating
- 4.4/5
- Reviews
- 1,382
- Age
- 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
- Price
- £22.10
- Rating
- 4.0/5
- Reviews
- 165
- Age
- 2y ago
Competition: brands, sellers & click 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%
Toaster demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Oct, Nov · busiest ÷ quietest = 1.8×
Top Toaster search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- toaster2.0M/yr
- toaster 4 slice960K/yr
- toaster 2 slice741K/yr
- 4 slice toaster542K/yr
- toasters372K/yr
- 2 slice toaster177K/yr
- russell hobbs toaster180K/yr
- 4 slice toasters wide slots129K/yr
- black toaster115K/yr
- toasters 2 with wide slots95K/yr
What reviews say buyers love and hate about Toaster
What buyers mention most, as a share of all reviews.
What buyers love
85% of reviews“Happy with toaster”
“Excellent value”
“Looks good, usually reliable manufacturer,”
“It does the job”
“controls are easy”
What buyers complain about
79% of reviews“Doesn't toast”
“broke within one week”
“Poor quality and flimsy”
“not all fit”
“Doesnt work well”
Toaster return rate & reasons
Why buyers send it back, as a share of all return requests.
2.2%
Return rate
26%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Toaster questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
