Is tray profitable to sell on Amazon United Kingdom?

The niche generates £422K/yr across 102 tracked products. 3 of 12 products launched in the last 360 days are still selling. 90-day search growth is -20.7%. Flapen's verdict: Worth a look (59/100).

How competitive is the tray niche?

70 brands and 121 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 36% of demand.

What do buyers complain about in tray?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Strength. The return rate is 1.0%.

When does demand for tray peak?

Demand is steady year-round — the busiest month runs 1.4× the quietest.

What does it cost to enter the tray niche?

Listings span £1.81–£21.41; the average listing price is £9.67 (sweet spot $15–$100). The average incumbent carries 984 reviews — the moat a new listing must climb.

tray

Worth a look

Shows no brand lock-in (top 5 brands take 36% of clicks), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Brand share

Incredible36%

top-5 brand share — no brand owns this niche

Returns

Incredible1.0%

return rate — above 5% kills the launch gate

Competition

Great23%

top-5 click share — an open shelf

Review moat

Good983.96

avg incumbent reviews — the moat a new listing must climb

Market size

Good£422K

£422K/yr · 1.6M searches

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Conversion

Okay2.6%

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

Price range

Okay£1.81–£21.41

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

Avg price

Okay£9.67

avg listing price — sweet spot $15–$100

Growth

Bad-20.7%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, tray is a £422K/yr Amazon United Kingdom market (1.6M searches/yr). The top 5 brands hold 36% of demand. Verdict: Worth a look — 59/100.

Data updated Jul 27, 2026 · scored weekly · How we score niches

tray market data

Units sold / yr: 30K–40K; avg 250–500/product
Revenue / yr: £290K–£387K; units × avg price
Conversion rate: 2.6%
Avg BSR: #97
Page quality: 0%
Prime: 91%
Sponsored: 77%
Out of stock: 6.4%
Avg brand age: 37 months
Avg seller age: 175 days

Competition & brand share

Clicks spread well past the top 5 (23% combined) — an open shelf where new products get seen.

Brands

70 rising

Sellers

121

Top-5 brand share

36%

Top 20: 70%

Top-5 click share

23%

Top 20: 52%

Open market

59%

essen13%
Amazon Basics7%
Zuvo6%
Vencier5%
HENDI5%
DIVCHI5%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -20.7% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.4×

Open Trend

Top tray search terms

tray366K/yr -24.2%1.7% conv.
serving tray217K/yr -19.3%1.3% conv.
wooden tray187K/yr -25.9%1.3% conv.
trays136K/yr -25.1%1.7% conv.
plastic tray99K/yr -13.7%1.8% conv.
trays for food serving78K/yr -16.2%2.2% conv.
tea tray84K/yr -34.9%1.6% conv.
food tray68K/yr -11.9%2.0% conv.
small tray59K/yr -21.8%1.0% conv.
food trays40K/yr +5.8%2.6% conv.

All search terms

Top tray 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

Essen 2-Pack Serving Tray Set Non-Slip Lap Boards with Grip Handles Ideal for Food Prep Tea Breakfast in Bed Plastic Tray for Stable Dining Dishwasher Safe (Black/Black)

essen£6.534.7★3,370 rev

Vencier Bamboo Serving Trays - Set of 3 | Wooden Platters | Raised Edges & Lightweight | Perfect for Breakfast in Bed & Tea | Board with Handles

Vencier£14.524.6★257 rev

Amazon Basics Plastic Organizer - Accessory Tray Rectangular Desk Tray for Papers and Office Supplies Modular Stackable Design 23.8 x 17 x 5 cm White

Amazon Basics£4.554.5★2,148 rev

Essen 2-Pack Serving Tray Set Non-Slip Lap Boards with Grip Handles Ideal for Food Prep Tea Breakfast in Bed Plastic Tray for Stable Dining Dishwasher Safe (Grey/White)

essen£6.604.7★3,370 rev

Zuvo Anti-Slip Food Serving Tray with Handles (Set of 2) BPA-Free Plastic Lightweight & Durable Couch Trays for Eating & Drinks (Black)

Zuvo£5.484.6★1,624 rev

Newest

by launch date

Lifewit Plastic Serving Tray White Serving Platters for Party Food BPA Free Trays for Charcuterie Dishes Reusable Platter for Snacks Fruit Cookies Sandwich Set of 4 34 x 24 cm

Lifewit£12.322,513 rev

7mo ago

Amazon Basics Wooden Serving Tray Acacia Wood 43.18cm x 30.48 cm

Amazon Basics£11.85302 rev

8mo ago

Fibogollo Set of 2 Acacia Wood Serving Tray with Handles Decorative Trays Platter Breakfast Tray in Bed Food Drinks Trays for Eating Working Storing

Fibogollo£19.8521 rev

1y ago

Set of 2 Rectangular Serving Trays Kitchen Trays Fast Food Breakfast Trays Serving Trays Snack Trays White Gastro Tray Serving Plates Coffee Tray Reusable (12.2 x 8.66 Inch)

FENGQQKJ£6.3269 rev

1y ago

Grey Deep Multipurpose Plastic Rectangular Household Trays Indoor & Outdoor Use Storage Solution (1)

STORM TRADING GROUP£12.0552 rev

2y ago

What buyers say about tray

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

What buyers love

Quality-Overall24%

“Very good strong quality”

Value For Money16%

“Good value for money”

Size-Overall13%

“they fit snugly”

Advertised Vs Actual Product8%

“Just what I needed”

Strength8%

“Great sturdy table”

Grip5%

“Non Slip”

Ease Of Cleaning5%

“incredible value - wiping clean really easily”

Ease Of Use3%

“easy to use”

Weight Light2%

“lightweight”

Durability2%

“Durable”

What buyers complain about

Size-Overall35%

“Dont fit”

Quality-Overall13%

“The overall build quality is extremely poor”

Strength9%

“Not quite as strong as it appears to be”

Value For Money4%

“very small for price”

Thickness4%

“Ordered these for sandwiches they are not deep enough for a basic triangle as not deep enough”

Durability4%

“they break easily”

Wood Quality3%

“finish to the wood”

Color3%

“I received two different colours”

Advertised Vs Actual Product1%

“the photos are misleading”

Material Quality1%

“Not solid bamboo”

Top return reasons

Size-Overall63%

Quality-Overall6%

Defective Material/Parts6%

Color4%

Strength3%

Material Quality2%

Advertised Vs Actual Product2%

Wood Quality2%

Value For Money1%

Scratch Resistance1%

Common questions

Is tray profitable to sell on Amazon United Kingdom?: The niche generates £422K/yr across 102 tracked products. 3 of 12 products launched in the last 360 days are still selling. 90-day search growth is -20.7%. Flapen's verdict: Worth a look (59/100).
How competitive is the tray niche?: 70 brands and 121 sellers compete. The top 5 products take 23% of clicks and top 5 brands hold 36% of demand.
What do buyers complain about in tray?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Strength. The return rate is 1.0%.
When does demand for tray peak?: Demand is steady year-round — the busiest month runs 1.4× the quietest.
What does it cost to enter the tray niche?: Listings span £1.81–£21.41; the average listing price is £9.67 (sweet spot $15–$100). The average incumbent carries 984 reviews — the moat a new listing must climb.