Toilet Paper
FailShoppers spend an estimated $10K a year here, so Toilet Paper is a Fail.
- Flapen Score
- 46 / 100Top 14% of 198 Health, Household and Personal Care niches · +9 vs the category median of 3746
- Market size
- $10K/yr114K searches / yr
- 90-day growth
- +13.9%search demand this quarter
- Competition
- 44%top-5 click share · 12 brands · 7 sellers
Flapen Score
Toilet Paper against its category
The dotted line is the Health, Household and Personal Care average. Past it, Toilet Paper is stronger. Inside it, weaker.
Market
The Toilet Paper market on Amazon at a glance
Shoppers on Amazon Singapore searched for Toilet Paper 114K times last year and spent an estimated $10K. The top 5 brands take 83% of clicks. Flapen scores it 46 out of 100, a Fail.
01 · Demand
An estimated 0.8% of those searches ended in a purchase.
Shoppers searched for this 114K times in the last 12 months. That counts every search on Amazon Singapore for this niche's terms. An estimated 0.8% of those searches ended in a purchase. Searches in the last 90 days moved +13.9% against the 90 days before. Searches, conversion and average price together put the market at an estimated $10K a year.
- Searches, last 12 months
- 114K
- Growth, 90 days vs prior 90
- +13.9%
- Conversion, latest week
- 0.8%
- Market size, estimated
- $10Ka year
- Top search term
- toilet paper75K searches a year
02 · Price
A sale here is worth $11.37.
Listings sell for $11.37 on average, from $5.55 to $30.50. Amazon reports units sold in ranges. This niche sold 30K to 40K a year. The average listing sells 2,000 to 2,500 of them. At $11.37 that is $23K to $28K a year per listing.
- Average price
- $11.37under the $15 to $100 sweet spot
- Price range
- $5.55–$30.50
- Amazon Singapore median price
- $30.00across 1,590 niches
- Units sold a year
- 30K–40K
- Units per listing a year
- 2,000–2,500
- Revenue per listing a year
- $23K–$28K
- Returns
- 0.0%of orders · Amazon Singapore median 0.0%
03 · Entry bar
The bar here is low.
22% of listings pay for placement with sponsored ads. 81% ship with Prime. On an average day, 48.7% of listings are out of stock. The average listing ranks #33 within Health, Household and Personal Care. It carries 606 reviews at 4.44 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 22%
- Prime listings
- 81%
- Out of stock, average day
- 48.7%
- Average rank
- #33in Health, Household and Personal Care
- Average rating
- 4.44 starsAmazon Singapore average 4.47 stars
- Average reviews
- 606per listing
- Listings tracked
- 32
04 · Newcomers
Brands here are settling in.
The brands on the shelf have sold for 59 months on average, so the names here are settling in.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 59 months
Products
Top Toilet Paper products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Kleenex Ultra Soft Bath Tissue 200ct (Pack of 20)
- Price
- $12.06
- Rating
- 4.6/5
- Reviews
- 234
- Age
- 7y ago

Kleenex 3Ply Cottony Clean Toilet Tissue 20 Rolls + FOC 2R 4-Ply Toilet Tissue
- Price
- $10.44
- Rating
- 4.6/5
- Reviews
- 234
- Age
- 5y ago

Kleenex Ultra Soft & Thick 4-Ply Toilet Tissue - 20 Rolls White 10030130
- Price
- $11.14
- Rating
- 4.5/5
- Reviews
- 77
- Age
- 4y ago

NooTrees Bamboo 3-Ply Bathroom Rolls Pack (10 Rolls 220 Sheets Each)
- Price
- $6.01
- Rating
- 4.6/5
- Reviews
- 6
- Age
- 10y ago

Kleenex Ultra Soft Bath Tissue 200 count (Pack of 10)
- Price
- $6.92
- Rating
- 4.7/5
- Reviews
- 93
- Age
- 7y ago
Trending
estimated 90-day click momentum
365 Everyday Value Bath Tissue 30 Count
- Price
- $30.50
- Rating
- 4.4/5
- Reviews
- 405
- Age
- 6y ago

Kleenex Long Lasting Toilet 8 Rolls 82.5 m Single
- Price
- $11.87
- Rating
- 4.4/5
- Reviews
- 293
- Age
- 1y ago

365 by Whole Foods Market Sustainably Soft Bath Tissue Hypoallergenic 286 Sheets per Roll 6 Count
- Price
- $8.26
- Rating
- 4.3/5
- Reviews
- 2,990
- Age
- 6y ago

365 by Whole Foods Market 100% Recycled Bath Tissue Ultra-Strong 260 Sheets per Roll 6 Count
- Price
- $5.78
- Rating
- 4.4/5
- Reviews
- 6,979
- Age
- 3y ago

TEMPO Prestige Toilet Tissue 4ply Neutral 10 Rolls
- Price
- $12.33
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 1y ago
Newest
by launch date
Kleenex Long Lasting Toilet 8 Rolls 82.5 m Single
- Price
- $11.87
- Rating
- 4.4/5
- Reviews
- 293
- Age
- 1y ago

TEMPO Prestige Toilet Tissue 4ply Neutral 10 Rolls
- Price
- $12.33
- Rating
- 5.0/5
- Reviews
- 1
- Age
- 1y ago

TEMPO Prestige Toilet Tissue 4-Ply Bluebell 10 Rolls
- Price
- $13.22
- Rating
- 4.0/5
- Reviews
- 1
- Age
- 1y ago

Kleenex Ultra Soft & Thick 4-Ply Toilet Tissue 30x180sheets + Free Moist Toilet Tissue 40sheets
- Price
- $14.18
- Rating
- 4.8/5
- Reviews
- 13
- Age
- 2y ago

OMAH TRADE Pinse Toilet paper 30 Rolls Of Ultra Soft Plant-Based Unbleached Smooth Feel 4-Ply 140g Bathroom Eco Toilet Paper Roll/local ready stock
- Price
- $18.37
- Rating
- 4.7/5
- Reviews
- 9
- Age
- 2y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 44% of clicks. Leaders hold, but buyers still shop past them.
Brands
12 rising
Sellers
7
Est. top-5 brand share
83%
Top 20: 100%
Est. top-5 click share
44%
Top 20: 87%
Open market
13%
- Kleenex53%
- VINDA10%
- PurSoft9%
- 365 by Whole Foods Market7%
- NooTrees5%
- Cloversoft4%
- Open — no brand owns it (6 brands, 13%)
Search terms
Top Toilet Paper search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- toilet paper75K/yr
- toilet roll20K/yr
- kleenex toilet paper16K/yr
- toilet tissue3K/yr
Reviews and returns
What reviews say buyers love and hate about Toilet Paper
We read the reviews and the return reasons for every product selling here.
“Not soft at all”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
7 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Toilet Paper questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









