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Z Fold Paper Towels

Maybe

Buyers convert on 18.9% of searches. But demand is soft, at -0.6% this quarter, so Z Fold Paper Towels is a Maybe.

Flapen Score
55
55 / 100
Top 23% of 740 Business, Industry & Science niches · +6 vs the category median of 49
Market size
£118K/yr36K searches / yr
90-day growth
-0.6%search demand this quarter
Competition
65%top-5 click share · 11 brands · 34 sellers

Flapen Score

Z Fold Paper Towels against its category

The dotted line is the Business, Industry & Science average. Past it, Z Fold Paper Towels is stronger. Inside it, weaker.

55Maybe
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Z Fold Paper Towels market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Z Fold Paper Towels 36K times last year and spent an estimated £118K. The top 5 brands take 76% of clicks. Flapen scores it 55 out of 100, a Maybe.

01 · Demand

An estimated 18.9% of those searches ended in a purchase.

Shoppers searched for this 36K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 18.9% of those searches ended in a purchase. Searches in the last 90 days moved -0.6% against the 90 days before. Searches, conversion and average price together put the market at an estimated £118K a year.

Searches, last 12 months
36K
Growth, 90 days vs prior 90
-0.6%
Conversion, latest week
18.9%
Market size, estimated
£118Ka year
Peak month
February1.5× the quietest month
Top search term
z fold paper towels26K searches a year

02 · Price

A sale here is worth £17.34.

Listings sell for £17.34 on average, from £8.82 to £24.53. Amazon reports units sold in ranges. This niche sold 8K to 10K a year. The average listing sells 250 to 500 of them. At £17.34 that is £4K to £9K a year per listing.

Average price
£17.34inside the $15 to $100 sweet spot
Price range
£8.82–£24.53
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
8K–10K
Units per listing a year
250–500
Revenue per listing a year
£4K–£9K
Returns
0.1%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is ads.

94% of listings pay for placement with sponsored ads. 50% ship with Prime. On an average day, 2.2% of listings are out of stock. The average listing ranks #49 within Janitorial & Sanitation Supplies. It carries 423 reviews at 4.37 stars, so a new listing needs social proof before a better product.

Sponsored listings
94%
Prime listings
50%
Out of stock, average day
2.2%
Average rank
#49in Janitorial & Sanitation Supplies
Average rating
4.37 starsAmazon United Kingdom average 4.36 stars
Average reviews
423per listing
Listings tracked
18

04 · Newcomers

0 of last year's 1 launches cleared the first-year sales bar.

1 products launched here in the last 12 months. 0 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 61 months on average, so the names here are established.

Launched, last 12 months
1
Successful launches
0Amazon's first-year sales bar
Average brand age
61 months

Products

Top Z Fold Paper Towels 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 21, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 65% of clicks. Leaders hold, but buyers still shop past them.

£0£12K£24K£35K£47K1101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

34

Est. top-5 brand share

76%

Top 20: 100%

Est. top-5 click share

65%

Top 20: 100%

Open market

17%

  • Paper Hand Towels23%
  • AmazonCommercial23%
  • Selpak11%
  • carebymail10%
  • A4069%
  • Scott7%
  • Open — no brand owns it (5 brands, 17%)

Demand

Z Fold Paper Towels search demand

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

800600Prime Day '25Spike '25Spike '26JulAugSepOctNovDecJanFebMarAprMayJun

No pronounced peak months · busiest ÷ quietest = 1.5×

Search terms

Top Z Fold Paper Towels search terms shoppers use

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

  • z fold paper towels26K/yr
  • z fold hand towels4K/yr
  • paper hand towels z fold3K/yr
  • paper towels z fold3K/yr

Reviews and returns

What reviews say buyers love and hate about Z Fold Paper Towels

We read the reviews and the return reasons for every product selling here.

29%of positive reviews mention “Quality-Overall”
19%of negative reviews mention “Thickness”
0.1%of orders come back
“Not very thick”
A buyer, on “Thickness”19% 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.

18 topics

NegativePositive

FAQ

Common Z Fold Paper Towels 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