---
title: "4 ply toilet paper — Niche Verdict: Worth a look (53/100) | Amazon United States - Flapen"
canonical_url: "https://flapen.com/amazon/research/us/clothing-shoes-jewelry/4-ply-toilet-paper"
last_updated: "2026-07-14T04:37:30.828Z"
locale: en
meta:
  description: "4 ply toilet paper shows low returns (0.1%), but a deep review moat (55,311 avg reviews) keeps it on the watch list."
  "og:description": "4 ply toilet paper shows low returns (0.1%), but a deep review moat (55,311 avg reviews) keeps it on the watch list."
  "og:title": "4 ply toilet paper — Niche Verdict: Worth a look (53/100) | Amazon United States - Flapen"
---

Back to Flapen home

# **4 ply toilet paper**

**Worth a look**

Shows low returns (0.1%), but a deep review moat (55,311 avg reviews) keeps it on the watch list.

Market size 98Growth 6Conversion 73Competition 52Returns 100Price range 66Avg price 81Brand share 29Review moat 0Quality gap 25

**Returns**

**Incredible****0.1%**

return rate — above 6% kills the launch gate

**Market size**

**Incredible****$5.6M**

$5.6M/yr · 4.7M searches

**Avg price**

**Great****$17.47**

avg listing price — sweet spot $15–$100

**Conversion**

**Good****6.8%**

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

**Price range**

**Good****$6.88–$31.00**

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

**Competition**

**Good****54%**

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

**Brand share**

**Okay****88%**

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

**Quality gap**

**Okay****4.6★**

avg incumbent rating — lower means beatable quality

**Growth**

**Bad****-38.8%**

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

**Review moat**

**Bad****55,311.48**

avg incumbent reviews — the moat a new listing must climb

## **Competition**

The top 5 products take 54% of clicks — established leaders, but buyers still shop beyond them.

**Brands**

**10 **▲rising

**Sellers**

**80**

**Top-5 brand share**

**88%**

**Open market**

**8%**

- Quilted Northern62% - Zeagoo11% - JEMITOP6% - JojoQueen5% - LOMON4% - --4% - Open — no brand owns it (4 brands, 8%)

## **Product shelf**

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

0%5%$281K10%$563K15%$844K20%$1.1M1001K10K100K1.0M Reviews — right = deep review moatMarket share (90d) ≈ est. sales

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 21 tracked products in this niche — three views at once, no toggling.

### **Top sellers**

by 90-day click share

[1![Quilted Northern Ultra Plush Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X More Absorbent* 3-Ply Soft Toilet Tissue](https://m.media-amazon.com/images/I/51cOFMOVfsL.jpg)**Quilted Northern Ultra Plush Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X More Absorbent* 3-Ply Soft Toilet Tissue**Quilted Northern**$21.88**4.8★97,897 rev](https://www.amazon.com/dp/B0CQMJFR1S) [2![Quilted Northern Ultra Plush Toilet Paper 6 Mega Rolls = 24 Regular Rolls 3X Thicker* 3 Ply Soft Toilet Tissue](https://m.media-amazon.com/images/I/51pnftHhEAL.jpg)**Quilted Northern Ultra Plush Toilet Paper 6 Mega Rolls = 24 Regular Rolls 3X Thicker* 3 Ply Soft Toilet Tissue**Quilted Northern**$6.88**4.8★97,897 rev](https://www.amazon.com/dp/B0BB3JGBH5) [3![Zeagoo 3/4 Sleeve Top for Women Dressy V Neck Floral Blouses Bright Floral Shirts Cute Tunic Tops L](https://m.media-amazon.com/images/I/51+3eLW-ZXL.jpg)**Zeagoo 3/4 Sleeve Top for Women Dressy V Neck Floral Blouses Bright Floral Shirts Cute Tunic Tops L**Zeagoo**$12.48**4.2★4,977 rev](https://www.amazon.com/dp/B0F3CT2KKF) [4![Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51ts9ri4q1L.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$18.14**4.7★89,160 rev](https://www.amazon.com/dp/B0FQK412R6) [5![Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51tDJpTLOFL.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$21.31**4.7★89,160 rev](https://www.amazon.com/dp/B0FQK32FL7)

**~~View all top sellers →~~**

### **Newest**

by launch date

[![WIHOLL Summer Tops for Women Trendy 2026 Short Sleeve Shirts Cruise Essentials Beach Vacation Fashion Clothes Scoop Neck Loose Fit Blouses Travel Airport Outfits Polka Dot XL](https://m.media-amazon.com/images/I/41oi28-053L.jpg)**WIHOLL Summer Tops for Women Trendy 2026 Short Sleeve Shirts Cruise Essentials Beach Vacation Fashion Clothes Scoop Neck Loose Fit Blouses Travel Airport Outfits Polka Dot XL**WIHOLL**$16.61**1,833 rev2mo ago](https://www.amazon.com/dp/B0GRVN4M9R) [![Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51ts9ri4q1L.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$18.14**89,160 rev2mo ago](https://www.amazon.com/dp/B0FQK412R6) [![Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51tDJpTLOFL.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$21.31**89,160 rev2mo ago](https://www.amazon.com/dp/B0FQK32FL7) [![Quilted Northern Ultra Soft & Strong Toilet Paper 32 Mega Rolls = 128 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51fBDabx6AL.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 32 Mega Rolls = 128 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$28.38**89,160 rev2mo ago](https://www.amazon.com/dp/B0FQK4SFV3) [![OFEEFAN Womens Clothing Spring Tops for Women Teacher Shirts Summer Outfits for Women 3/4 Length Sleeve Blouses D-Beige Print L](https://m.media-amazon.com/images/I/51VJhdTz2tL.jpg)**OFEEFAN Womens Clothing Spring Tops for Women Teacher Shirts Summer Outfits for Women 3/4 Length Sleeve Blouses D-Beige Print L**OFEEFAN**$10.90**254 rev6mo ago](https://www.amazon.com/dp/B0FWKF67QQ)

**~~View all new products →~~**

### **Trending**

90-day click momentum

[![WIHOLL Summer Tops for Women Trendy 2026 Short Sleeve Shirts Cruise Essentials Beach Vacation Fashion Clothes Scoop Neck Loose Fit Blouses Travel Airport Outfits Polka Dot XL](https://m.media-amazon.com/images/I/41oi28-053L.jpg)**WIHOLL Summer Tops for Women Trendy 2026 Short Sleeve Shirts Cruise Essentials Beach Vacation Fashion Clothes Scoop Neck Loose Fit Blouses Travel Airport Outfits Polka Dot XL**WIHOLL**$16.61**4.4★**▲ 333%**](https://www.amazon.com/dp/B0GRVN4M9R) [![Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51tDJpTLOFL.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 24 Mega Rolls = 96 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$21.31**4.7★**▲ 329%**](https://www.amazon.com/dp/B0FQK32FL7) [![LOMON Cotton 3/4 Sleeve Button Down Shirts for Women Gingham Plaid Striped Tops V Neck Casual Loose Blouse](https://m.media-amazon.com/images/I/51JZTR38oYL.jpg)**LOMON Cotton 3/4 Sleeve Button Down Shirts for Women Gingham Plaid Striped Tops V Neck Casual Loose Blouse**LOMON**$18.25**4.2★**▲ 328%**](https://www.amazon.com/dp/B0FX4WCHCB) [![Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51ts9ri4q1L.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 18 Mega Rolls = 72 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$18.14**4.7★**▲ 327%**](https://www.amazon.com/dp/B0FQK412R6) [![Quilted Northern Ultra Soft & Strong Toilet Paper 6 Mega Rolls = 24 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue](https://m.media-amazon.com/images/I/51DH8PXi6EL.jpg)**Quilted Northern Ultra Soft & Strong Toilet Paper 6 Mega Rolls = 24 Regular Rolls 4X Stronger* Premium Soft Toilet Tissue**Quilted Northern**$7.70**4.7★**▲ 327%**](https://www.amazon.com/dp/B0FQK3SMK2)

**~~View all trending →~~**

## **Demand & seasonality**

Weekly Amazon search volume, last 102 weeks — -38.8% search growth over the last 90 days.

80K60KPrime Day '24Spike '24Spike '25Prime Day '25Spike '26 seasonDecMarJunAugNovMarMay

Peak months: Apr, May, Jun · busiest ÷ quietest = 3.4×

## **Reviews**

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

### **What buyers love **

**Soft Feel**24%

*“Fluffy and soft”*

**Quality-Overall**18%

*“The quality is consistent”*

**Value For Money**14%

*“Great Value”*

**Durability**7%

*“It does not break”*

**Comfort-Overall**5%

*“So comfortable”*

**Thickness**4%

*“The sheets are thick”*

**Advertised Vs Actual Product**4%

*“True to advertised”*

**Size-Overall**4%

*“Fit great”*

**Strength**4%

*“Good and strong toilet paper”*

**Absorbency**2%

*“Great absorbency”*

### **What buyers complain about **

**Size-Overall**13%

*“Runs VERY SMALL”*

**Thickness**11%

*“This toilet paper is thick”*

**Quality-Overall**8%

*“Not good quality”*

**Value For Money**7%

*“they are expensive”*

**Hard Feel**4%

*“it was rough”*

**Jamming/Clogging**3%

*“But IF you not careful it clogged my pipes”*

**Durability**3%

*“breaks apart too much”*

**Ease Of Cleaning**2%

*“Leaves You dirty”*

**Advertised Vs Actual Product**2%

*“Their not what they claim”*

**Smell**2%

*“Funky smell”*

### **Top return reasons **

**Size-Overall**43%

**Advertised Vs Actual Product**9%

**Value For Money**6%

**Material Quality**5%

**Color**5%

**Length**4%

**Chest Fit**3%

**Quality-Overall**2%

**Waist Fit**2%

**Thin**2%