Is waffle maker profitable to sell on Amazon United Kingdom?

The niche generates £809K/yr across 28 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -27.1%. Flapen's verdict: Worth a look (57/100).

How competitive is the waffle maker niche?

17 brands and 61 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 65% of demand.

What do buyers complain about in waffle maker?

Top complaints mined from reviews: Durability, Adhesion/Stickiness, Quality-Overall. The return rate is 2.9%.

When does demand for waffle maker peak?

Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.

What does it cost to enter the waffle maker niche?

Listings span £10.26–£54.08; the average listing price is £21.28 (sweet spot $15–$100). The average incumbent carries 2,427 reviews — the moat a new listing must climb.

waffle maker

Worth a look

Shows a sweet-spot price point ($21.28 avg), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Avg price

Great£21.28

avg listing price — sweet spot $15–$100

Price range

Great£10.26–£54.08

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

Quality gap

Great4.2★

avg incumbent rating — lower means beatable quality

Market size

Good£809K

£809K/yr · 1.4M searches

Brand share

Good65%

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

Competition

Good47%

top-5 click share — leaders hold, buyers still browse

Returns

Good2.9%

return rate — above 5% kills the launch gate

Review moat

Okay2,426.96

avg incumbent reviews — the moat a new listing must climb

Conversion

Okay2.7%

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

Growth

Bad-27.1%

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

Signals No Dominant Brand

According to Flapen's Amazon United Kingdom niche tracking, waffle maker is a £809K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 65% of demand. Demand peaks in Nov–Dec. Verdict: Worth a look — 57/100.

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

waffle maker market data

Units sold / yr: 30K–40K; avg 500–750/product
Revenue / yr: £638K–£851K; units × avg price
Conversion rate: 2.7%
Avg BSR: #15
Page quality: 0%
Prime: 96%
Sponsored: 93%
Out of stock: 5.6%
Avg brand age: 50 months
Avg seller age: 175 days

Competition & brand share

The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 falling

Sellers

Top-5 brand share

65%

Top 20: 100%

Top-5 click share

47%

Top 20: 92%

Open market

27%

BELLA19%
SNAILAR14%
Breville13%
Salter10%
Global Gourmet Est. 20138%
Amazon Basics8%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -27.1% search growth over the last 90 days.

Peak months: Nov, Dec · busiest ÷ quietest = 2.4×

Open Trend

Top waffle maker search terms

waffle maker1.1M/yr -23.9%2.2% conv.
waffle iron50K/yr -46.5%1.6% conv.
waffle machine33K/yr -18.6%2.1% conv.
waffle makers & irons43K/yr -42.6%0.4% conv.
ninja waffle maker upright35K/yr -49.9%0.1% conv.
belgian waffle maker20K/yr -36.8%2.1% conv.
ninja waffle maker33K/yr -51.4%0.5% conv.
waffle and pancake maker9K/yr -26.5%0.4% conv.
waffles maker8K/yr -26.4%1.7% conv.
double waffle maker8K/yr -23.0%1.9% conv.

All search terms

Top waffle maker 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

BELLA Classic Rotating Belgian Waffle Maker with Nonstick Plates Removable Drip Tray Adjustable Browning Control and Cool Touch Handles 1000 Watt Black

BELLA£20.354.4★12,701 rev

Breville DuraCeramic Waffle Maker | Non-Stick and Easy Clean Waffle Iron with Deep-Fill Removable Plates | White and Stainless Steel [VST072]

Breville£34.304.6★1,925 rev

Amazon Basics Belgian Waffle Maker with Round 20cm Ceramic Non-Stick Plate Browning Control Black

Amazon Basics£14.934.1★162 rev

SNAILAR Mini Waffle Maker 550W Waffle Iron Ready Indicator Light Non Stick Coating Cool Touch Handle Compact Size Green

SNAILAR£11.194.2★2,516 rev

Global Gourmet - FULL SIZE American Waffle Maker Iron Machine 700W I Electric I Stainless Steel Mould I Non-Stick Coating I Recipes I Deep Cooking Plates I Adjustable Temperature Control - Black

Global Gourmet Est. 2013£21.144.4★6,833 rev

Newest

by launch date

Amazon Basics Belgian Waffle Maker with Round 20cm Ceramic Non-Stick Plate Browning Control Black

Amazon Basics£14.93162 rev

10mo ago

Henotix Waffle Maker 3 in 1 with Removable Plates Sandwich & Toastie Maker with 5 Adjustable Temperature Control 1200W Fast Cooking for Grill Safe Knob Non Stick Coating Cool Touch Handle

Henotix£37.2322 rev

12mo ago

Gadgy Double Belgian Waffle Maker 1200W Makes 4 Waffles White

Gadgy£21.331,385 rev

1y ago

YASHE Double Mini Waffle Maker Non-Stick Waffle Machine Cast iron waffle maker Automatic Temperature Control Cool Touch Handle

YASHE£15.61186 rev

1y ago

BELLA Classic Rotating Belgian Waffle Maker with Nonstick Plates Removable Drip Tray Adjustable Browning Control and Cool Touch Handles 1000 Watt Black

BELLA£20.3512,701 rev

2y ago

What buyers say about waffle maker

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

What buyers love

Ease Of Cleaning13%

“less mess”

Quality-Overall13%

“The build quality feels solid and sturdy, which gives you confidence itll last”

Value For Money12%

“Good for the price”

Ease Of Use11%

“Easy to use”

Cooking Experience6%

“cooks very well”

Baking4%

“whatever you baked in it, it comes perfect”

Toasting3%

“produces good Toasties”

Heating3%

“doesn't take much time to heat up”

Size-Overall2%

“Excellent size”

Efficiency2%

“Good and very efficient”

What buyers complain about

Durability11%

“Broke after first use”

Adhesion/Stickiness9%

“Poor product the non stick is non existent”

Quality-Overall8%

“poor performance”

Size-Overall8%

“Trying to find bread that actually fits is proving difficult”

Heating7%

“It gets hot”

Ease Of Cleaning7%

“it can make a mess”

Functionality-Overall7%

“Did not work”

Cooking Experience3%

“cooking is inconsistent”

Jamming/Clogging2%

“I have used it only twice then waffel started to stuck”

Leak-Proof2%

“Leaks an very small”

Top return reasons

Size-Overall20%

Functionality-Overall16%

Heating14%

Quality-Overall7%

Product Condition6%

Durability4%

Adhesion/Stickiness4%

Ease Of Cleaning2%

Smell2%

Advertised Vs Actual Product2%

Common questions

Is waffle maker profitable to sell on Amazon United Kingdom?: The niche generates £809K/yr across 28 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -27.1%. Flapen's verdict: Worth a look (57/100).
How competitive is the waffle maker niche?: 17 brands and 61 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 65% of demand.
What do buyers complain about in waffle maker?: Top complaints mined from reviews: Durability, Adhesion/Stickiness, Quality-Overall. The return rate is 2.9%.
When does demand for waffle maker peak?: Demand peaks in Nov–Dec; the busiest month runs 2.4× the quietest.
What does it cost to enter the waffle maker niche?: Listings span £10.26–£54.08; the average listing price is £21.28 (sweet spot $15–$100). The average incumbent carries 2,427 reviews — the moat a new listing must climb.