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Toilet Paper

Fail

Shoppers spend an estimated $10K a year here, so Toilet Paper is a Fail.

Flapen Score
46
46 / 100
Top 14% of 198 Health, Household and Personal Care niches · +9 vs the category median of 37
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.

46Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

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.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 44% of clicks. Leaders hold, but buyers still shop past them.

$0$411$821$1K$2K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

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.

40%of positive reviews mention “Value For Money”
100%of negative reviews mention “Hard Feel”
<0.1%of orders come back, a rate Amazon rounds to zero
“Not soft at all”
A buyer, on “Hard Feel”100% of negative reviews mention the same topic

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

NegativePositive

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