white kettle
Worth a lookShows a sweet-spot price point ($20.43 avg), but soft demand (-25.1% this quarter) keeps it on the watch list.
Avg price
Great£20.43avg listing price — sweet spot $15–$100
Price range
Great£8.99–£37.70cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.3★avg incumbent rating — lower means beatable quality
Returns
Good2.4%return rate — above 5% kills the launch gate
Conversion
Good5.7%search→purchase rate — share of searches ending in a sale
Competition
Good53%top-5 click share — leaders hold, buyers still browse
Market size
Good£316K£316K/yr · 272K searches
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Review moat
Bad5,192.36avg incumbent reviews — the moat a new listing must climb
Growth
Bad-25.1%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, white kettle is a £316K/yr Amazon United Kingdom market (272K searches/yr). The top 5 brands hold 83% of demand. Verdict: Worth a look — 51/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
white kettle market data
- Units sold / yr
- 10K–13K
- avg 250–500/product
- Revenue / yr
- £204K–£255K
- units × avg price
- Conversion rate
- 5.7%
- Avg BSR
- #68
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 77%
- Out of stock
- 2.9%
- Avg brand age
- 41 months
- Avg seller age
- 171 days
Competition & brand share
The top 5 products take 53% of clicks — established leaders, but buyers still shop beyond them.Brands
11 falling
Sellers
87
Top-5 brand share
83%
Top 20: 100%
Top-5 click share
53%
Top 20: 98%
Open market
12%
- Russell Hobbs32%
- Swan17%
- Breville14%
- Daewoo14%
- Tower6%
- Tefal6%
- Open — no brand owns it (5 brands, 12%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -25.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.6×
Top white kettle search terms
- white kettle186K/yr
- kettle white39K/yr
- white kettles12K/yr
- white electric kettle9K/yr
- white kettles electric9K/yr
- russell hobbs kettle white6K/yr
- breville kettle white5K/yr
- breville white kettle4K/yr
- russell hobbs white kettle3K/yr
Top white kettle 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.
All 22 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Russell Hobbs Honeycomb Electric 1.7L Cordless Kettle (Fast Boil 3KW White premium plastic matt & high gloss finish Removable washable anti-scale filter Push button lid Perfect pour spout) 26050
Russell Hobbs£18.934.6★8,273 rev
Swan Windsor Rapid Boil Kettle with Removable Limescale Filter Boil Dry Protection and Hidden Cord Storage 1.7L 3KW White SK14611WHT
Swan£15.144.3★1,950 rev
Daewoo Argyle Collection 1.7L Electric Kettle With Removable Lid and Filter For An Easy Clean Auto Shut Off And Power Indicator For Safety White
Daewoo£17.034.5★3,255 rev
Russell Hobbs Textures Electric 1.7L Cordless Kettle (Fast Boil 3KW White premium plastic matt & high gloss finish Removable washable anti-scale filter Push to open lid Perfect pour spout) 21270
Russell Hobbs£15.374.3★35,431 rev
![Breville Bold White Electric Kettle | 1.7L | 3kW Fast Boil | White & Silver Chrome [VKT257]](https://m.media-amazon.com/images/I/415rb2832XL.jpg)
Breville Bold White Electric Kettle | 1.7L | 3kW Fast Boil | White & Silver Chrome [VKT257]
Breville£20.464.6★8,863 rev
Newest
by launch date
GABERLEE Electric Kettle 1.7L Fast Boil Quiet Glass Kettle with Blue LED Auto Shut-Off and Boil-Dry Protection Stainless Steel Inner BPA-Free 2200W
Gaberlee£17.84800 rev
Swan Hexton 1.7L Electric Kettle 3KW Rapid Boil Flip Top Lid Removable Limescale Filter 360-Degree Base Cord Storage White with Chrome Accents SK19038WHT
Swan£18.5651 rev
Olvy Electric Kettle 1.7L with Temperature Control - 2200W Fast Boil - Keep Warm Function - Double-Wall Stainless Steel - Cool-Touch Exterior - Anti-Scale Filter (White)
Olvy£19.75293 rev
Tower T10083WHT Sonar Textured Kettle with Large Viewing Window & Blue Light 360 Degree Base 3000W 1.7L White
Tower£15.83966 rev
Swan Fjord Jug Kettle with Rapid Boil 360 Degree Swivel Base Wood Effect Handle 1.7L 3000W White SK19024WHT
Swan£21.87152 rev
Trending
90-day click momentumSwan Hexton 1.7L Electric Kettle 3KW Rapid Boil Flip Top Lid Removable Limescale Filter 360-Degree Base Cord Storage White with Chrome Accents SK19038WHT
Swan£18.564.1★
Olvy Electric Kettle 1.7L with Temperature Control - 2200W Fast Boil - Keep Warm Function - Double-Wall Stainless Steel - Cool-Touch Exterior - Anti-Scale Filter (White)
Olvy£19.754.1★
Tower T10075WHT Solitaire Kettle with 360 Swivel Base Cord Storage 1.5L 3KW White and Chrome Accents
Tower£15.954.4★
Tefal Loft Electric Kettle 1.7L Fast Boil Cordless Kettle Water level Window 3000W Removable Anti-Scale Filter Quiet Precise Pouring Spout KO250140 White Glossy Finish
Tefal£21.624.5★
GABERLEE Electric Kettle 1.7L Fast Boil Quiet Glass Kettle with Blue LED Auto Shut-Off and Boil-Dry Protection Stainless Steel Inner BPA-Free 2200W
Gaberlee£17.843.6★
What buyers say about white kettle
What buyers praise and complain about, mined from review topics.What buyers love
“Good price”
“Quality kettle”
“Easy to use”
“As described”
“It's lightweight”
“A very sleek”
“Efficient”
“Lovely colour”
“Stylish & Useful”
“Nice size”
What buyers complain about
“Does not last”
“Constantly leaks”
“I expected much better quality from Tefal”
“Cup of tea Smells of plastic”
“Looks quite expensive”
“This kettle does not turn itself off”
“the white plastic looks poor quality”
“Bigger than i thought”
“It's a bit flimsy and very lightweight, and the glass seems quite thin”
“Takes a long time to boil”
Top return reasons
Common questions
- Is white kettle profitable to sell on Amazon United Kingdom?
- The niche generates £316K/yr across 22 tracked products. 2 of 3 products launched in the last 360 days are still selling. 90-day search growth is -25.1%. Flapen's verdict: Worth a look (51/100).
- How competitive is the white kettle niche?
- 11 brands and 87 sellers compete. The top 5 products take 53% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in white kettle?
- Top complaints mined from reviews: Durability, Leak-Proof, Quality-Overall. The return rate is 2.4%.
- When does demand for white kettle peak?
- Demand is steady year-round — the busiest month runs 1.6× the quietest.
- What does it cost to enter the white kettle niche?
- Listings span £8.99–£37.70; the average listing price is £20.43 (sweet spot $15–$100). The average incumbent carries 5,192 reviews — the moat a new listing must climb.