toilet paper
Skip itA small market ($10K/yr) — this niche doesn't clear our bar today.
Returns
Incredible0.0%return rate — above 5% kills the launch gate
Review moat
Good606.47avg incumbent reviews — the moat a new listing must climb
Competition
Good44%top-5 click share — leaders hold, buyers still browse
Price range
Good$5.55–$30.50cheapest to priciest tracked listing — scored on the share inside $15–$100
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Avg price
Okay$11.37avg listing price — sweet spot $15–$100
Growth
Okay+13.9%90-day search growth — must beat 0% to launch
Brand share
Okay83%top-5 brand share — brands hold most of the demand
Conversion
Bad0.8%search→purchase rate — share of searches ending in a sale
Market size
Bad$10K$10K/yr · 114K searches
According to Flapen's Amazon Singapore niche tracking, toilet paper is a $10K/yr Amazon Singapore market (114K searches/yr). The top 5 brands hold 83% of demand. Verdict: Skip it — 46/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
toilet paper market data
- Units sold / yr
- 30K–40K
- avg 2,000–2,500/product
- Revenue / yr
- $341K–$455K
- units × avg price
- Conversion rate
- 0.8%
- Avg BSR
- #33
- Page quality
- 0%
- Prime
- 81%
- Sponsored
- 22%
- Out of stock
- 48.7%
- Avg brand age
- 59 months
- Avg seller age
- 0 days
Competition & brand share
The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.Brands
12 rising
Sellers
7
Top-5 brand share
83%
Top 20: 100%
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%)
Top toilet paper search terms
- toilet paper75K/yr
- toilet roll20K/yr
- kleenex toilet paper16K/yr
- toilet tissue3K/yr
Top toilet paper 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
Kleenex Ultra Soft Bath Tissue 200ct (Pack of 20)
Kleenex$12.064.6★234 rev
Kleenex 3Ply Cottony Clean Toilet Tissue 20 Rolls + FOC 2R 4-Ply Toilet Tissue
Kleenex$10.444.6★234 rev
Kleenex Ultra Soft & Thick 4-Ply Toilet Tissue - 20 Rolls White 10030130
Kleenex$11.144.5★77 rev
NooTrees Bamboo 3-Ply Bathroom Rolls Pack (10 Rolls 220 Sheets Each)
NooTrees$6.014.6★6 rev
Kleenex Ultra Soft Bath Tissue 200 count (Pack of 10)
Kleenex$6.924.7★93 rev
Newest
by launch date
Kleenex Long Lasting Toilet 8 Rolls 82.5 m Single
Kleenex$11.87293 rev
TEMPO Prestige Toilet Tissue 4ply Neutral 10 Rolls
Tempo$12.331 rev
TEMPO Prestige Toilet Tissue 4-Ply Bluebell 10 Rolls
Tempo$13.221 rev
Kleenex Ultra Soft & Thick 4-Ply Toilet Tissue 30x180sheets + Free Moist Toilet Tissue 40sheets
Kleenex$14.1813 rev
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
Pinse$18.379 rev
Trending
90-day click momentum
365 Everyday Value Bath Tissue 30 Count
365 by Whole Foods Market$30.504.4★
Kleenex Long Lasting Toilet 8 Rolls 82.5 m Single
Kleenex$11.874.4★
365 by Whole Foods Market Sustainably Soft Bath Tissue Hypoallergenic 286 Sheets per Roll 6 Count
365 by Whole Foods Market$8.264.3★
365 by Whole Foods Market 100% Recycled Bath Tissue Ultra-Strong 260 Sheets per Roll 6 Count
365 by Whole Foods Market$5.784.4★
TEMPO Prestige Toilet Tissue 4ply Neutral 10 Rolls
Tempo$12.335.0★
What buyers say about toilet paper
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent value for money 💰 Awesome buy 🌟🌟🌟”
“Exactly the product I needed”
“Decent quality”
“Soft and feel supple on skin contact”
“Good All-rounder Toilet Roll”
“Holds well and does not break apart easily when wiping”
What buyers complain about
“Not soft at all”
Common questions
- Is toilet paper profitable to sell on Amazon Singapore?
- The niche generates $10K/yr across 32 tracked products. 90-day search growth is +13.9%. Flapen's verdict: Skip it (46/100).
- How competitive is the toilet paper niche?
- 12 brands and 7 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 83% of demand.
- What do buyers complain about in toilet paper?
- Top complaints mined from reviews: Hard Feel. The return rate is 0.0%.
- What does it cost to enter the toilet paper niche?
- Listings span $5.55–$30.50; the average listing price is $11.37 (sweet spot $15–$100). The average incumbent carries 606 reviews — the moat a new listing must climb.