---
title: "Toilet Paper — $10K/yr Amazon SG Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/sg/health-household-and-personal-care/toilet-paper"
last_updated: "2026-08-06T01:19:04.816Z"
locale: en
meta:
description: "Niche score 46/100 · $10K/yr market · 114K searches/yr · $11.37 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 46/100 · $10K/yr market · 114K searches/yr · $11.37 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Toilet Paper — $10K/yr Amazon SG Niche (2026) - Flapen"
---
# **toilet paper**
**Skip it**
A small market ($10K/yr) — this niche doesn't clear our bar today.
Market size 3Growth 42Conversion 10Competition 68Returns 100Price range 62Avg price 45Brand share 36Review moat 72Quality gap 52
**Returns**
**Incredible****0.0%**
return rate — above 5% kills the launch gate
**Review moat**
**Good****606.47**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Good****44%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****$5.55–$30.50**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Okay****$11.37**
avg listing price — sweet spot $15–$100
**Growth**
**Okay****+13.9%**
90-day search growth — must beat 0% to launch
**Brand share**
**Okay****83%**
top-5 brand share — brands hold most of the demand
**Conversion**
**Bad****0.8%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Bad****$10K**
$10K/yr · 114K searches
**Signals**[** Out of Stock**](https://flapen.com/research/niches?market=sg&signal=out_of_stock "OOS rate > 10%")
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 ~~](https://flapen.com/research/methodology)
## **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 paper**75K/yr+6.3%9.7% conv. - **toilet roll**20K/yr+19.5%7.1% conv. - **kleenex toilet paper**16K/yr+39.2%4.4% conv. - **toilet tissue**3K/yr+74.1%5.3% conv. [**All search terms **](https://flapen.com/research/sg/health-household-and-personal-care/toilet-paper/search-terms)
## **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.
0%4%$4118%$82112%$1K16%$2K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Kleenex Ultra Soft Bath Tissue 200ct (Pack of 20)**Kleenex**$12.06**4.6★234 rev](https://www.amazon.sg/dp/B072DY4R96) [2**Kleenex 3Ply Cottony Clean Toilet Tissue 20 Rolls + FOC 2R 4-Ply Toilet Tissue**Kleenex**$10.44**4.6★234 rev](https://www.amazon.sg/dp/B095D873N3) [3**Kleenex Ultra Soft & Thick 4-Ply Toilet Tissue - 20 Rolls White 10030130**Kleenex**$11.14**4.5★77 rev](https://www.amazon.sg/dp/B09SH4KXCB) [4**NooTrees Bamboo 3-Ply Bathroom Rolls Pack (10 Rolls 220 Sheets Each)**NooTrees**$6.01**4.6★6 rev](https://www.amazon.sg/dp/B07JQ1WSTT) [5**Kleenex Ultra Soft Bath Tissue 200 count (Pack of 10)**Kleenex**$6.92**4.7★93 rev](https://www.amazon.sg/dp/B071V9521N)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Kleenex Long Lasting Toilet 8 Rolls 82.5 m Single**Kleenex**$11.87**293 rev1y ago](https://www.amazon.sg/dp/B0BTPB8DCP) [**TEMPO Prestige Toilet Tissue 4ply Neutral 10 Rolls**Tempo**$12.33**1 rev1y ago](https://www.amazon.sg/dp/B0DDTD53VS) [**TEMPO Prestige Toilet Tissue 4-Ply Bluebell 10 Rolls**Tempo**$13.22**1 rev1y ago](https://www.amazon.sg/dp/B0DDTFNGLX) [**Kleenex Ultra Soft & Thick 4-Ply Toilet Tissue 30x180sheets + Free Moist Toilet Tissue 40sheets**Kleenex**$14.18**13 rev2y ago](https://www.amazon.sg/dp/B0D7LXXVDP) [**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**$18.37**9 rev2y ago](https://www.amazon.sg/dp/B0D66T271F)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**365 Everyday Value Bath Tissue 30 Count**365 by Whole Foods Market**$30.50**4.4★**▲ 548%**](https://www.amazon.sg/dp/B07QKJFF56) [**Kleenex Long Lasting Toilet 8 Rolls 82.5 m Single**Kleenex**$11.87**4.4★**▲ 546%**](https://www.amazon.sg/dp/B0BTPB8DCP) [**365 by Whole Foods Market Sustainably Soft Bath Tissue Hypoallergenic 286 Sheets per Roll 6 Count**365 by Whole Foods Market**$8.26**4.3★**▲ 538%**](https://www.amazon.sg/dp/B07QMWSYLK) [**365 by Whole Foods Market 100% Recycled Bath Tissue Ultra-Strong 260 Sheets per Roll 6 Count**365 by Whole Foods Market**$5.78**4.4★**▲ 524%**](https://www.amazon.sg/dp/B07QLYPWCX) [**TEMPO Prestige Toilet Tissue 4ply Neutral 10 Rolls**Tempo**$12.33**5.0★**▲ 469%**](https://www.amazon.sg/dp/B0DDTD53VS)
**~~View all trending →~~**
## **What buyers say about toilet paper**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**40%
*“Excellent value for money 💰 Awesome buy 🌟🌟🌟”*
**Advertised Vs Actual Product**20%
*“Exactly the product I needed”*
**Quality-Overall**20%
*“Decent quality”*
**Soft Feel**7%
*“Soft and feel supple on skin contact”*
**Hygiene-Overall**7%
*“Good All-rounder Toilet Roll”*
**Durability**7%
*“Holds well and does not break apart easily when wiping”*
### **What buyers complain about **
**Hard Feel**100%
*“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.
## **Related niches in Health, Household and Personal Care**
- 47 [**psyllium husk**](https://flapen.com/research/sg/health-household-and-personal-care/psyllium-husk)$17K/yr+40.5%**Skip it**- 47 [**creatine**](https://flapen.com/research/sg/health-household-and-personal-care/creatine)$89K/yr+4.3%**Skip it**- 47 [**floss**](https://flapen.com/research/sg/health-household-and-personal-care/floss)$11K/yr-5.5%**Skip it**- 47 [**nmn**](https://flapen.com/research/sg/health-household-and-personal-care/nmn)$13K/yr+3.0%**Skip it**- 47 [**electric toothbrush**](https://flapen.com/research/sg/health-household-and-personal-care/electric-toothbrush)$98K/yr+35.9%**Skip it**- 47 [**magnesium**](https://flapen.com/research/sg/health-household-and-personal-care/magnesium)$8K/yr+6.2%**Skip it**[**All Health, Household and Personal Care niches **](https://flapen.com/research/sg/health-household-and-personal-care)