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White Roll

Fail

Demand is soft, at -32.5% this quarter, so White Roll is a Fail.

Flapen Score
46
46 / 100
Ranks 447 of 740 Business, Industry & Science niches · −3 vs the category median of 49
Market size
£78K/yr38K searches / yr
90-day growth
-32.5%search demand this quarter
Competition
70%top-5 click share · 13 brands · 50 sellers

Flapen Score

White Roll against its category

The dotted line is the Business, Industry & Science average. Past it, White Roll is stronger. Inside it, weaker.

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

Market

The White Roll market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for White Roll 38K times last year and spent an estimated £78K. The top 5 brands take 79% of clicks. Demand peaks in Feb–Mar. Flapen scores it 46 out of 100, a Fail.

01 · Demand

18.9% of searches ended in a purchase last week.

Shoppers searched for this 38K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 18.9% of those searches ended in a purchase. Searches in the last 90 days moved -32.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £78K a year.

Searches, last 12 months
38K
Growth, 90 days vs prior 90
-32.5%
Conversion, latest week
18.9%
Market size, estimated
£78Ka year
Peak month
February1.7× the quietest month
Top search term
white roll28K searches a year

02 · Price

A sale here is worth £10.71.

Listings sell for £10.71 on average, from £2.30 to £19.60. Amazon reports units sold in ranges. This niche sold 6K to 8K a year. The average listing sells 250 to 500 of them. At £10.71 that is £3K to £5K a year per listing.

Average price
£10.71under the $15 to $100 sweet spot
Price range
£2.30–£19.60
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
6K–8K
Units per listing a year
250–500
Revenue per listing a year
£3K–£5K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

87% of listings pay for placement with sponsored ads. 20% ship with Prime. On an average day, 10.1% of listings are out of stock. The average listing ranks #55 within Janitorial & Sanitation Supplies. It carries 2,090 reviews at 4.19 stars, so a new listing needs social proof before a better product.

Sponsored listings
87%
Prime listings
20%
Out of stock, average day
10.1%
Average rank
#55in Janitorial & Sanitation Supplies
Average rating
4.19 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,090per listing
Listings tracked
15

04 · Newcomers

Brands here are established.

The brands on the shelf have sold for 66 months on average, so the names here are established.

Launched, last 12 months
0
Successful launches
0Amazon's first-year sales bar
Average brand age
66 months

Products

Top White Roll products & what they sell for

Every tracked product: its share of the shelf, its reviews, and its price.

Competition

Competition: brands, sellers & click share

The top 5 products take 70% of clicks. A locked shelf that new listings rarely crack.

£0£8K£16K£23K£31K101001K10K100K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

13 flat

Sellers

50

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

70%

Top 20: 100%

Open market

17%

  • BARGAIN FACTORY50%
  • IDEAL 36512%
  • Meown9%
  • KARAN KING5%
  • Aspect4%
  • Officely3%
  • Open — no brand owns it (7 brands, 17%)

Demand

White Roll search demand

Weekly searches over the year, seasonality beneath. Pick a range.

1K800Spike '24Prime Day '25Spike '26SepDecMarJunAugNovMarMay

Peak months: Feb, Mar · busiest ÷ quietest = 1.7×

Search terms

Top White Roll search terms shoppers use

The exact words shoppers type, with yearly volume, growth, and conversion.

  • white roll28K/yr
  • centre feed white roll4K/yr
  • white rolls 6 pack3K/yr
  • white paper rolls for cleaning4K/yr

Reviews and returns

What reviews say buyers love and hate about White Roll

What buyers praise, what they complain about and why they send it back, from the reviews.

Complain

Quality-Overall26%+0.42

of much lower quality

Bad quality

The quality of the kitchen towel is not so good

Thickness18%−0.31

Not as thick as I thought it would be

Not very thick

yet the thinner feel

Size-Overall13%−0.16

dont fit my holder

Too small

The rollers are very small

Value For Money11%+1.42

Not worth money

Waste of money

over priced

Advertised Vs Actual Product3%+0.24

Looks nothing like the picture and description

it's not what is advertised

not as described

Love

Value For Money30%+1.42

Good value for money

Excellent value

Good Value

Quality-Overall28%+0.42

Amazon affordable quality product

Brilliant quality

Good quality sheets

Absorbency8%+0.50

Absorbent enough

Amazon ultra absorbent kitchen towel

Im really happy with this by Amazon Ultra Absorbent TAD Kitchen Roll

Ease Of Cleaning5%+0.64

it works very well for everyday kitchen cleaning

Great for general cleaning

Ideal for cleaning glass & mirrors

Durability5%+0.44

It doesn't fall apart in a hurry which is good

Long lasting, gets the job done

feels soft yet durable

Return

0.1% Return rate 41% Fixable by listing

Quality-Overall24%▆▇▄▂█▄

of much lower quality

Bad quality

The quality of the kitchen towel is not so good

Size-Overall21%█▄▅▂▄▇

dont fit my holder

Too small

The rollers are very small

Advertised Vs Actual Product14%▂▃█▄▁▂

Looks nothing like the picture and description

it's not what is advertised

not as described

Leak-Proof5%▁▁▁█▁▁
Smell5%▁▂█▃▁▁

Awful and stinks

the worse thing about them is THEY ARE SCENTED

there is a bad smell coming from them

FAQ

Common White Roll questions

Answered from the same tracked data.