Niche Kitchen Appliances Driving Millions on Amazon
Last week, we posted an article on the Home and Garden category on Amazon, having previously completed some review work. This week, we are looking at which more unique appliances consumers are buying and what potential opportunities exist in this space. The home category in general is dominated by Ninja, but particularly for less common appliances, we are seeing a wider mix of brands leading the way.
Sodastream is the most dominant, with its machines and refills taking up some of the most prominent spots among best-selling products. We then see the likes of Ninja, with a juicer as their most popular product in this segment. Beyond those, brands such as Hotel Chocolat with their Velvetiser and Yum Asia with rice cookers are also performing strongly.
Source: Jungle Scout Cobalt
This group of products is broad and clearly demonstrates there is appetite and opportunity for these types of products on Amazon. Within this segment, Yum Asia’s rice cooker is the most dominant, generating around £2M in revenue in 2024. Reviewing their product page, it’s clear they offer a high-quality product with plenty of reviews and an average rating of 4.7. Despite this, there is an opportunity to elevate the page by making image-based USPs more readable and better utilising A+ content to break up large blocks of text, in line with Tambo best practice. While there are some areas for improvement, the product is clearly a success to date.
When we look at search volumes, we can see strong growth in demand for rice cookers, which has likely driven Yum Asia’s sales. Outside of this, ice cream makers see seasonal peaks in search volume during the summer months and in Q4, which we can assume is linked to gifting. Juicers, on the other hand, have remained relatively flat, with only marginal growth in recent years.
Source: Helium 10
These insights indicate that Amazon can be a priority channel for a range of kitchen appliances. If the product is of good quality and serves a clear consumer need, and that need is consistently recognised, it is worth considering your approach. If you need support in understanding the demand for your products on Amazon and how to approach a launch, please get in touch.
