Paper Towels
Paper Towels shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.
Flapen Score
Is Paper Towels profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Paper Towels is a £1.4M/yr Amazon United Kingdom market (626K searches/yr). The top 5 brands hold 65% of demand. Verdict: Worth a look — 62/100.
Paper Towels: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -21.7% over the last 90 days and 18.5% of searches end in a purchase.
£1.4M
revenue / yr
Who owns the niche?
The top 5 brands hold 65% of demand, so 35% of the market is open.
35%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 32 products
Top Paper Towels products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 90-day click share
by Amazon Super Absorbent Kitchen Towel 3-ply 3 Rolls (1 Pack of 3) 80 Sheets per Roll FSC Certified
- Price
- £2.43
- Rating
- 4.5/5
- Reviews
- 11,038
- Age
- 2y ago
3000 x Z Fold WHITE Paper Hand Towels (23.5cm x 24cm) 2 Ply
- Price
- £13.88
- Rating
- 4.3/5
- Reviews
- 903
- Age
- 13y ago
AmazonCommercial Singlefold (V-Fold / ZZ-Fold) Paper Hand Towels 2-ply Cellulose 3990 Sheets (15 packs of 266) Sheet Size: 22 x 21 cm H3 Dispenser Compatible
- Price
- £23.51
- Rating
- 4.4/5
- Reviews
- 1,503
- Age
- 6y ago
Plenty Kitchen Roll 6 Rolls 2-Ply Tissue
- Price
- £6.32
- Rating
- 4.7/5
- Reviews
- 12,361
- Age
- 1y ago
Scott Essential Hand Towels Narrow Fold White Paper Towels for Bathroom Soft Strong Eco-Friendly Highly Absorbent 12 Clips x 220 N-Fold Paper Sheets (2 640 Sheets Total) model nr. 6636
- Price
- £23.49
- Rating
- 4.1/5
- Reviews
- 1,021
- Age
- 4y ago
Trending
90-day click momentum
3000 x ZFold Paper Hand Towels White 2Ply Paper Towels 23cm x 23cm High Absorbency Soft Hygienic Disposable Paper Towel for Washrooms Kitchens and Commercial and Home Use
- Price
- £14.57
- Rating
- 4.6/5
- Reviews
- 11
- Age
- 13y ago
Our Essentials by Amazon Kitchen Towel Jumbo Roll 1 Pack 2-Ply 240 Sheets
- Price
- £1.27
- Rating
- 4.3/5
- Reviews
- 809
- Age
- 9mo ago
Scott Essential Hand Towels Narrow-Fold 2-Ply White Paper Towels Soft Absorbent FSC Certified Compatible with Multifold Dispensers 12 Clips x 220 Sheets (2 640 Sheets Total) Model Nr. 6603
- Price
- £21.50
- Rating
- 4.1/5
- Reviews
- 1,021
- Age
- 2y ago
Select Z Fold 2 Ply Paper Hand Towels - 14 Packs of 214 (3000 Sheets - 22x24 cm) Thick Quick Dry Quality Multifold Tissue Paper - Perfect Disposable Hand Towels for Kitchen Bathroom Restaurant
- Price
- £20.57
- Rating
- 4.3/5
- Reviews
- 154
- Age
- 2y ago
Plenty Kitchen Roll 6 Rolls 2-Ply Tissue
- Price
- £6.32
- Rating
- 4.7/5
- Reviews
- 12,361
- Age
- 1y ago
Newest
by launch dateOur Essentials by Amazon Kitchen Towel Jumbo Roll 1 Pack 2-Ply 240 Sheets
- Price
- £1.27
- Rating
- 4.3/5
- Reviews
- 809
- Age
- 9mo ago
Pack of 400 (2 Packs 200 Per/Pack) 1Ply Z-Fold Hand Paper Towels Sheets White 210cm x 210cm. Dispenser Compatible | Ideal for Kitchen Catering Bathroom Restroom
- Price
- £4.94
- Rating
- 3.2/5
- Reviews
- 29
- Age
- 10mo ago
Plenty Kitchen Roll 6 Rolls 2-Ply Tissue
- Price
- £6.32
- Rating
- 4.7/5
- Reviews
- 12,361
- Age
- 1y ago
Pack of 1000 (5 Packs 200 Per/Pack) 1Ply Z-Fold Hand Paper Towels Sheets White 210mm x 210mm. Dispenser Compatible | Ideal for Kitchen Catering Bathroom Restroom
- Price
- £8.31
- Rating
- 3.7/5
- Reviews
- 160
- Age
- 1y ago
Selpak Professional Z Fold Paper Towels 2ply Paper Hand Towels Disposable 12x200 (Total 2400) Absorbent White Paper Towel Ideal for Individuals/Businesses Paper Hand Towels for Dispenser
- Price
- £18.25
- Rating
- 4.6/5
- Reviews
- 175
- Age
- 1y ago
Competition: brands, sellers & click share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.
Brands
19 falling
Sellers
141
Top-5 brand share
65%
Top 20: 100%
Top-5 click share
49%
Top 20: 88%
Open market
29%
- by Amazon21%
- AmazonCommercial15%
- Paper Hand Towels13%
- Scott10%
- PLENTY7%
- Regina6%
Paper Towels demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.8×
Top Paper Towels search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- paper towels310K/yr
- paper towel65K/yr
- paper hand towels67K/yr
- z fold paper towels26K/yr
- paper towels for dispenser16K/yr
- disposable hand towels16K/yr
- hand paper towels33K/yr
- paper hand towels for dispenser14K/yr
- hand towels disposable27K/yr
- paper hand towels for bathroom9K/yr
What reviews say buyers love and hate about Paper Towels
What buyers mention most, as a share of all reviews.
What buyers love
86% of reviews“Amazing value”
“Amazon affordable quality product”
“Absorbent enough”
“Does the job just fine”
“Lovely and thick”
What buyers complain about
74% of reviews“My toilet paper is thicker than this”
“Reduced quality”
“Large”
“Waste of money”
“aren't as absorbent”
Paper Towels return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
31%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Paper Towels questions
The questions sellers ask about this niche, answered from the tracked metrics.
Best Flapen score
The highest-scoring niches we track right now, across every category.
