Is white microwave profitable to sell on Amazon United Kingdom?

The niche generates £304K/yr across 32 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is -15.8%. Flapen's verdict: Worth a look (50/100).

How competitive is the white microwave niche?

17 brands and 44 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 81% of demand.

What do buyers complain about in white microwave?

Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 2.6%.

When does demand for white microwave peak?

Demand peaks in Nov; the busiest month runs 1.6× the quietest.

What does it cost to enter the white microwave niche?

Listings span £24.53–£104.12; the average listing price is £55.56 (sweet spot $15–$100). The average incumbent carries 1,317 reviews — the moat a new listing must climb.

white microwave

Worth a look

Shows a sweet-spot price point ($55.56 avg), but soft demand (-15.8% this quarter) keeps it on the watch list.

Avg price

Great£55.56

avg listing price — sweet spot $15–$100

Price range

Great£24.53–£104.12

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

Competition

Good40%

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

Returns

Good2.6%

return rate — above 5% kills the launch gate

Review moat

Good1,316.59

avg incumbent reviews — the moat a new listing must climb

Market size

Good£304K

£304K/yr · 261K searches

Brand share

Okay81%

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Conversion

Okay2.1%

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

Growth

Bad-15.8%

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

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, white microwave is a £304K/yr Amazon United Kingdom market (261K searches/yr). The top 5 brands hold 81% of demand. Demand peaks in Nov. Verdict: Worth a look — 50/100.

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

white microwave market data

Units sold / yr: 5K–6K; avg 100–250/product
Revenue / yr: £278K–£333K; units × avg price
Conversion rate: 2.1%
Avg BSR: #35
Page quality: 0%
Prime: 75%
Sponsored: 84%
Out of stock: 12.6%
Avg brand age: 48 months
Avg seller age: 180 days

Competition & brand share

The top 5 products take 40% of clicks — established leaders, but buyers still shop beyond them.

Brands

17 flat

Sellers

Top-5 brand share

81%

Top 20: 100%

Top-5 click share

40%

Top 20: 90%

Open market

17%

Russell Hobbs44%
Toshiba13%
Tower10%
HYUNDAI7%
COMFEE'6%
Cookology3%
Open — no brand owns it (11 brands, 17%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -15.8% search growth over the last 90 days.

Peak months: Nov · busiest ÷ quietest = 1.6×

Open Trend

Top white microwave search terms

white microwave142K/yr -16.0%1.6% conv.
microwave white61K/yr -8.8%2.1% conv.
white microwave 800w13K/yr -26.9%2.3% conv.
white microwave 900w13K/yr -37.4%1.3% conv.
white digital microwave8K/yr -17.5%1.6% conv.
white microwave oven5K/yr +7.4%1.6% conv.
small white microwave5K/yr +9.4%1.8% conv.
russell hobbs microwave white7K/yr -22.4%4.5% conv.
microwave oven white5K/yr -23.4%3.5% conv.
russell hobbs white microwave3K/yr -26.4%5.0% conv.

All search terms

Top white microwave 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 20 Litre 800W White Solo Manual Microwave 5 Power Levels Integrated Timer and Defrost Function Easy Clean RHM2027

Russell Hobbs£54.924.5★854 rev

Russell Hobbs 17L Small Microwave White Manual Textures 700W with 5 Power Levels & 30 min Timer Defrost Function & Easy Clean RHM1725

Russell Hobbs£45.164.6★765 rev

TOSHIBA 20 Liter 800W Digital Solo Small Microwave With 11 Power Levels One-touch Express Cook with 6 Preset Recipe Defrost Digital Display Perfect for 9 pizza Easy Clean White- MM-EM20P(WH)

Toshiba£57.504.4★5,709 rev

Hyundai 800W 20L White Solo Microwave Dial Control Stainless Steel Interior Defrost Function 6 Power Levels 24.5cm Turntable

HYUNDAI£53.124.8★34 rev

Russell Hobbs Eden 17L 700W Manual Microwave in White with 5 Power Levels Defrost & Reheat Function 35 Minute Timer Dial Controls 1M Power Cord and Pull Handle Door RHMM725

Russell Hobbs£51.924.6★33 rev

Newest

by launch date

Hyundai 800W 20L White Solo Microwave Dial Control Stainless Steel Interior Defrost Function 6 Power Levels 24.5cm Turntable

HYUNDAI£53.1234 rev

4mo ago

Russell Hobbs Eden 17L 700W Manual Microwave in White with 5 Power Levels Defrost & Reheat Function 35 Minute Timer Dial Controls 1M Power Cord and Pull Handle Door RHMM725

Russell Hobbs£51.9233 rev

4mo ago

Morphy Richards Clay Digital White Microwave 20L Capacity Stainless Steel Inner Cavity 95 Minute Timer 11 Power Levels Defrost mode Glass Turntable Easy Clean 800W China Clay 512002

Morphy Richards£102.678 rev

6mo ago

Smad 20L Solo Microwave Oven 700 W Compact Manual Microwave with 5 Power Levels 35-Minute Timer Defrost by Weight and Time LED Light White

Smad£24.5328 rev

7mo ago

Tower Manual 20 Litre 800W Microwave with Dial Controls 5 Power Levels Defrost Function 30 Minute Timer White T24044WHT

Tower£56.4749 rev

7mo ago

What buyers say about white microwave

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

What buyers love

Ease Of Use23%

“Ease of use”

Value For Money18%

“Great value”

Quality-Overall16%

“Good quality kitchen essential”

Size-Overall8%

“But happy with the size very much”

Advertised Vs Actual Product6%

“Works perfectly”

Compactness4%

“Doesn't take up much room”

Design-Overall4%

“Great design”

Ease Of Cleaning3%

“Easy to clean”

Touch/Button Controls3%

“The controls are straightforward”

Heating2%

“heats stuff well”

What buyers complain about

Durability17%

“broke after 1 year of use”

Size-Overall10%

“smaller than a dinner plate”

Quality-Overall10%

“Awful quality”

Heating7%

“just stopped heating”

Rusts/Corrodes5%

“It gets rust very easily”

Value For Money4%

“Cheap you get what you pay for”

Ease Of Use3%

“they are quite hard to turn around”

Touch/Button Controls3%

“its not clear when using what the buttons are”

Strength3%

“Easily broken”

Noise Level3%

“Noisy”

Top return reasons

Size-Overall21%

Heating13%

Functionality-Overall12%

Defective Material/Parts11%

Color8%

Noise Level6%

Touch/Button Controls4%

Mechanism Issues3%

Quality-Overall2%

Ease Of Use2%

Common questions

Is white microwave profitable to sell on Amazon United Kingdom?: The niche generates £304K/yr across 32 tracked products. 7 of 9 products launched in the last 360 days are still selling. 90-day search growth is -15.8%. Flapen's verdict: Worth a look (50/100).
How competitive is the white microwave niche?: 17 brands and 44 sellers compete. The top 5 products take 40% of clicks and top 5 brands hold 81% of demand.
What do buyers complain about in white microwave?: Top complaints mined from reviews: Durability, Size-Overall, Quality-Overall. The return rate is 2.6%.
When does demand for white microwave peak?: Demand peaks in Nov; the busiest month runs 1.6× the quietest.
What does it cost to enter the white microwave niche?: Listings span £24.53–£104.12; the average listing price is £55.56 (sweet spot $15–$100). The average incumbent carries 1,317 reviews — the moat a new listing must climb.