white roll
Skip itSoft demand (-32.5% this quarter) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible18.9%search→purchase rate — share of searches ending in a sale
Quality gap
Great4.2★avg incumbent rating — lower means beatable quality
Review moat
Okay2,090.2avg incumbent reviews — the moat a new listing must climb
Brand share
Okay79%top-5 brand share — brands hold most of the demand
Avg price
Okay£10.71avg listing price — sweet spot $15–$100
Price range
Okay£2.30–£19.60cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad70%top-5 click share — a locked-up shelf
Market size
Bad£78K£78K/yr · 38K searches
Growth
Bad-32.5%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, white roll is a £78K/yr Amazon United Kingdom market (38K searches/yr). The top 5 brands hold 79% of demand. Demand peaks in Feb–Mar. Verdict: Skip it — 46/100.
Data updated Jul 21, 2026 · scored weekly · How we score niches
white roll market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- £64K–£86K
- units × avg price
- Conversion rate
- 18.9%
- Avg BSR
- #55
- Page quality
- 0%
- Prime
- 20%
- Sponsored
- 87%
- Out of stock
- 10.1%
- Avg brand age
- 66 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.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 & seasonality
Weekly Amazon search volume, last 104 weeks — -32.5% search growth over the last 90 days.Peak months: Feb, Mar · busiest ÷ quietest = 1.7×
Top white roll search terms
- white roll28K/yr
- centre feed white roll4K/yr
- white rolls 6 pack3K/yr
- white paper rolls for cleaning4K/yr
Top white roll 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Bargain Factory 12 x Premium Quality 2-Ply White Centrefeed Paper Hand Towel Rolls Pack of 12 Tissue Rolls
BARGAIN FACTORY£11.714.2★303 rev
BARGAIN FACTORY White 6 X Paper Rolls - 2 Ply Embossed Centre Feed - Hand Kitchen Towel Tissue Rolls Hygienic Fast Drying Tissue Paper
BARGAIN FACTORY£7.064.2★303 rev
White Paper Rolls 6-2 Ply Embossed Paper Centre Feed Roll Towels White
IDEAL 365£10.914.2★2,675 rev
Bargain Factory - Strong Cleaning Centrefeed Rolls for Cleaning & Hygiene - Multipurpose - Ideal for Kitchens Restrooms and Offices - Extra Long Centrefeed Roll - White (Pack of 6)
BARGAIN FACTORY£7.304.2★465 rev
Meown White Roll Pack of 12 Rolls Premium Centrefeed Rolls Durable & Versatile 2-Ply Tissue Ultimate Cleaning Solution for Home & Office
Meown£12.614.0★194 rev
Newest
by launch date
Officely Centrefeed White Rolls - 2 Ply Heavy Duty Industrial Towels - 150 Metres (Pack of 6)
Officely£16.6825 rev
BARGAIN FACTORY White 6 X Paper Rolls - 2 Ply Embossed Centre Feed - Hand Kitchen Towel Tissue Rolls Hygienic Fast Drying Tissue Paper
BARGAIN FACTORY£7.06303 rev
Bargain Factory 12 x Premium Quality 2-Ply White Centrefeed Paper Hand Towel Rolls Pack of 12 Tissue Rolls
BARGAIN FACTORY£11.71303 rev
H-Line White Rolls Kitchen Towels Embossed Pattern Strong & Absorbent Paper Towel Tissue Roll Standard Household for Home Kitchen Office Warehouse (Pack of 6)
H-LINE£8.0688 rev
by Amazon Ultra Absorbent TAD Kitchen Roll 4 Rolls (Pack of 1) 51 Sheets per Roll FSC Certified
by Amazon£2.3020,860 rev
Trending
90-day click momentum
REQUISITE NEEDS CENTREFEED Rolls 2 PLY Paper Towels Hand Towel Tissue Premium Quality Wall Mounted Lockable Rolls 100m (Pack of 6 White)
REQUISITE NEEDS£7.553.9★
by Amazon Ultra Absorbent TAD Kitchen Roll 4 Rolls (Pack of 1) 51 Sheets per Roll FSC Certified
by Amazon£2.304.3★
Tork Basic Centrefeed Wiping Paper White M2 Absorbent Paper Towels 6 x 150m 129107
Tork£18.724.6★
BARGAIN FACTORY White 6 X Paper Rolls - 2 Ply Embossed Centre Feed - Hand Kitchen Towel Tissue Rolls Hygienic Fast Drying Tissue Paper
BARGAIN FACTORY£7.064.2★
Officely Centrefeed White Rolls - 2 Ply Heavy Duty Industrial Towels - 150 Metres (Pack of 6)
Officely£16.684.7★
What buyers say about white roll
What buyers praise and complain about, mined from review topics.What buyers love
“Good value for money”
“Amazon affordable quality product”
“Absorbent enough”
“it works very well for everyday kitchen cleaning”
“It doesn't fall apart in a hurry which is good”
“gets the job done”
“Soft”
“these sheets are incredibly thick”
“reasonably sturdy”
“It is easy to use”
What buyers complain about
“of much lower quality”
“Not as thick as I thought it would be”
“dont fit my holder”
“Not worth money”
“Looks nothing like the picture and description”
“Cheap and not absorbent”
“Very flimsy”
“Didn't last long”
“Awful and stinks”
“Cannot use”
Top return reasons
Common questions
- Is white roll profitable to sell on Amazon United Kingdom?
- The niche generates £78K/yr across 15 tracked products. 90-day search growth is -32.5%. Flapen's verdict: Skip it (46/100).
- How competitive is the white roll niche?
- 13 brands and 50 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 79% of demand.
- What do buyers complain about in white roll?
- Top complaints mined from reviews: Quality-Overall, Thickness, Size-Overall. The return rate is 0.1%.
- When does demand for white roll peak?
- Demand peaks in Feb–Mar; the busiest month runs 1.7× the quietest.
- What does it cost to enter the white roll niche?
- Listings span £2.30–£19.60; the average listing price is £10.71 (sweet spot $15–$100). The average incumbent carries 2,090 reviews — the moat a new listing must climb.