white toaster
Skip itSoft demand (-22.5% this quarter) — this niche doesn't clear our bar today.
Avg price
Great£20.86avg listing price — sweet spot $15–$100
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Price range
Great£9.58–£38.85cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Good48%top-5 click share — leaders hold, buyers still browse
Returns
Good2.8%return rate — above 5% kills the launch gate
Conversion
Good4.5%search→purchase rate — share of searches ending in a sale
Brand share
Okay76%top-5 brand share — brands hold most of the demand
Review moat
Okay3,691.23avg incumbent reviews — the moat a new listing must climb
Market size
Bad£67K£67K/yr · 71K searches
Growth
Bad-22.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, white toaster is a £67K/yr Amazon United Kingdom market (71K searches/yr). The top 5 brands hold 76% of demand. Demand peaks in Oct–Nov. Verdict: Skip it — 47/100.
Data updated Jul 28, 2026 · scored weekly · How we score niches
white toaster market data
- Units sold / yr
- 3K–4K
- avg 100–250/product
- Revenue / yr
- £63K–£83K
- units × avg price
- Conversion rate
- 4.5%
- Avg BSR
- #57
- Page quality
- 0%
- Prime
- 92%
- Sponsored
- 69%
- Out of stock
- 0.0%
- Avg brand age
- 49 months
- Avg seller age
- 177 days
Competition & brand share
The top 5 products take 48% of clicks — established leaders, but buyers still shop beyond them.Brands
14 falling
Sellers
120
Top-5 brand share
76%
Top 20: 100%
Top-5 click share
48%
Top 20: 94%
Open market
18%
- Russell Hobbs35%
- Breville16%
- Swan10%
- Daewoo9%
- Tower6%
- PIFCO6%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -22.5% search growth over the last 90 days.Peak months: Oct, Nov · busiest ÷ quietest = 2.0×
Top white toaster search terms
- white toaster40K/yr
- white toaster 2 slice14K/yr
- toaster white9K/yr
- toaster 2 slice white6K/yr
- russell hobbs toaster white3K/yr
Top white toaster 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 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share![Breville Bold 2 Slice Toaster with High-Lift and Wide Slots | White and Silver Chrome [VTR037]](https://m.media-amazon.com/images/I/51AtThW8RTL.jpg)
Breville Bold 2 Slice Toaster with High-Lift and Wide Slots | White and Silver Chrome [VTR037]
Breville£20.084.3★8,677 rev
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
Russell Hobbs£15.214.3★35,431 rev
Swan ST14071WHT Windsor 2 Slice Toaster with 7 Browning Levels Defrost/Reheat/Cancel Functions Self-Centring Functions and Removable Crumb Tray 900W White
Swan£14.664.3★551 rev
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
Daewoo£13.294.5★781 rev
PIFCO White Toaster 2 Slice - Affordable Variable Browning Controls Auto Shut-Off Removable Crumb Tray and User-Friendly Kitchen Essential - Compact 2 Slice Toaster for Modern Kitchens
PIFCO£9.763.9★3,363 rev
Newest
by launch date
Swan Hexton Variable Width 2 Slice Toaster 7 Browning Levels Cancel/Reheat/Defrost Removable Crumb Tray Cord Storage 900W White with Chrome Accents ST19037WHT
Swan£19.7026 rev
Quest 2 Slice Toasters with Extra Wide Slots / 6 Browning Levels/Reheat & Defrost/Crumb Tray & Cord Storage / 800W (White)
Quest£16.0272 rev
Russell Hobbs Eden 2 Slice Toaster (6 Browning settings High lift feature Frozen reheat cancel functions Removable crumb tray 800W White) 27370
Russell Hobbs£16.041,382 rev
Tower Sonar 2-Slice Toaster with 7 Browning Levels Defrost Reheat & Cancel Settings Removable Crumb Tray 900W White T20090WHT
Tower£17.14123 rev
Swan ST14071WHT Windsor 2 Slice Toaster with 7 Browning Levels Defrost/Reheat/Cancel Functions Self-Centring Functions and Removable Crumb Tray 900W White
Swan£14.66551 rev
Trending
90-day click momentumDaewoo 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
Daewoo£13.294.5★
Swan Hexton Variable Width 2 Slice Toaster 7 Browning Levels Cancel/Reheat/Defrost Removable Crumb Tray Cord Storage 900W White with Chrome Accents ST19037WHT
Swan£19.703.8★
Morphy Richards Hive 2 Slice Toaster Variable Browning Removable Crumb Tray Cancel Defrost Reheat Anti-jam feature Gloss Finish 850W White 220034
Morphy Richards£23.154.4★
Tower Sonar 2-Slice Toaster with 7 Browning Levels Defrost Reheat & Cancel Settings Removable Crumb Tray 900W White T20090WHT
Tower£17.144.2★
Quest 2 Slice Toasters with Extra Wide Slots / 6 Browning Levels/Reheat & Defrost/Crumb Tray & Cord Storage / 800W (White)
Quest£16.024.5★
What buyers say about white toaster
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent toaster”
“Good value”
“Fine for a bought medium sliced loaf”
“Does the job”
“Simple to use”
“Lovely design”
“easy to clean”
“Compact stylish”
“Very stylish and high quality for the price”
“Nice n fits perfectly in small places”
What buyers complain about
“The toaster doesnt toast”
“Didn't last”
“Bread does not fit”
“Cheap and nasty”
“Didnt Work”
“cheap price: you get what you pay for”
“4 stars as this is not that well built”
“It burns every time”
“The inside, centre heating elements stopped working after 4 months”
“Awful right hand side does not work poor quality”
Top return reasons
Common questions
- Is white toaster profitable to sell on Amazon United Kingdom?
- The niche generates £67K/yr across 26 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -22.5%. Flapen's verdict: Skip it (47/100).
- How competitive is the white toaster niche?
- 14 brands and 120 sellers compete. The top 5 products take 48% of clicks and top 5 brands hold 76% of demand.
- What do buyers complain about in white toaster?
- Top complaints mined from reviews: Toasting, Durability, Size-Overall. The return rate is 2.8%.
- When does demand for white toaster peak?
- Demand peaks in Oct–Nov; the busiest month runs 2.0× the quietest.
- What does it cost to enter the white toaster niche?
- Listings span £9.58–£38.85; the average listing price is £20.86 (sweet spot $15–$100). The average incumbent carries 3,691 reviews — the moat a new listing must climb.