---
title: "Z Fold Paper Towels — £118K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/business-industry-science/z-fold-paper-towels"
last_updated: "2026-07-31T15:16:07.817Z"
locale: en
meta:
description: "Niche score 55/100 · £118K/yr market · 36K searches/yr · £17.34 avg price. Soft demand (-0.6% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 55/100 · £118K/yr market · 36K searches/yr · £17.34 avg price. Soft demand (-0.6% this quarter) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Z Fold Paper Towels — £118K/yr Amazon UK Niche (2026) - Flapen"
---
# **z fold paper towels**
**Worth a look**
Shows searches that convert (18.9% search→purchase), but soft demand (-0.6% this quarter) keeps it on the watch list.
Market size 28Growth 25Conversion 99Competition 33Returns 99Price range 61Avg price 81Brand share 48Review moat 79Quality gap 63
**Conversion**
**Incredible****18.9%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£17.34**
avg listing price — sweet spot $15–$100
**Review moat**
**Great****422.61**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****£8.82–£24.53**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****76%**
top-5 brand share — brands hold most of the demand
**Competition**
**Okay****65%**
top-5 click share — leaders hold, buyers still browse
**Market size**
**Okay****£118K**
£118K/yr · 36K searches
**Growth**
**Bad****-0.6%**
90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, z fold paper towels is a £118K/yr Amazon United Kingdom market (36K searches/yr). The top 5 brands hold 76% of demand. Verdict: Worth a look — 55/100.
Data updated Jul 21, 2026 · scored weekly · [~~How we score niches ~~](https://flapen.com/research/methodology)
## **z fold paper towels market data**
- **Units sold / yr**
- **8K–10K**
- avg 250–500/product
- **Revenue / yr**
- **£139K–£173K**
- units × avg price
- **Conversion rate**
- **18.9%**
- **Avg BSR**
- **#49**
- **Page quality**
- **0%**
- **Prime**
- **50%**
- **Sponsored**
- **94%**
- **Out of stock**
- **2.2%**
- **Avg brand age**
- **61 months**
- **Avg seller age**
- **167 days**
## **Competition & brand share**
The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.
**Brands**
**11 **▼falling
**Sellers**
**34**
**Top-5 brand share**
**76%**
Top 20: 100%
**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 & seasonality**
Weekly Amazon search volume, last 54 weeks — -0.6% search growth over the last 90 days.
800600Prime Day '25Spike '25Spike '26 seasonJulAugSepOctNovDecJanFebMarAprMayJun
No pronounced peak months · busiest ÷ quietest = 1.5×
[**Open Trend **](https://flapen.com/research/uk/business-industry-science/z-fold-paper-towels/trend)
## **Top z fold paper towels search terms**
- **z fold paper towels**26K/yr+5.7%16.2% conv. - **z fold hand towels**4K/yr+0.5%18.9% conv. - **paper hand towels z fold**3K/yr+11.7%5.2% conv. - **paper towels z fold**3K/yr-59.0%17.2% conv. [**All search terms **](https://flapen.com/research/uk/business-industry-science/z-fold-paper-towels/search-terms)
## **Top z fold paper towels 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%10%£12K20%£24K30%£35K40%£47K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 18 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**3000 x Z Fold WHITE Paper Hand Towels (23.5cm x 24cm) 2 Ply**Paper Hand Towels**£13.88**4.3★903 rev](https://www.amazon.co.uk/dp/B009G5CPBW) [2**AmazonCommercial Multifold (Z-Fold) Paper Hand Towels 2-ply Cellulose 4000 Sheets (20 packs of 200) Sheet Size: 24 x 20.3 cm H2 Dispenser Compatible**AmazonCommercial**£24.53**4.5★1,424 rev](https://www.amazon.co.uk/dp/B08C5ZHG2W) [3**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**Selpak**£18.25**4.6★175 rev](https://www.amazon.co.uk/dp/B0D5MQPGD9) [4**Z fold Paper Towels White Interfold Embossed Paper Hand Towel 2ply C Fold Multi Fold Tissue (3200 White)**A406**£20.03**4.6★313 rev](https://www.amazon.co.uk/dp/B0C15BMJ8R) [5**Promod Premium White Z Fold Hand Towels 2-Ply Virgin Paper Hand Towels Disposable Bulk 3000 Sheets (12 Packs x 250) High Absorbency & Strength Ideal for Businesses Offices & Healthcare**PROmod**£16.17**4.3★28 rev](https://www.amazon.co.uk/dp/B0GXHB9QJ5)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Promod Premium White Z Fold Hand Towels 2-Ply Virgin Paper Hand Towels Disposable Bulk 3000 Sheets (12 Packs x 250) High Absorbency & Strength Ideal for Businesses Offices & Healthcare**PROmod**£16.17**28 rev3mo ago](https://www.amazon.co.uk/dp/B0GXHB9QJ5) [**KMAKII Z Fold Strong White Soft 1 ply Paper Hand Towel 22.5×22cm (400 Total)**KMAKII**£9.87**27 rev1y ago](https://www.amazon.co.uk/dp/B0DKSGD7RC) [**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**Selpak**£18.25**175 rev1y ago](https://www.amazon.co.uk/dp/B0D5MQPGD9) [**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**Scott**£21.50**1,021 rev2y ago](https://www.amazon.co.uk/dp/B0D817V1KB) [**Interfold Z-Fold Paper Hand Towels - White 2-Ply Absorbent & Strong Multi-fold Paper Towels - 10 Sleeves of 150 Sheets - Care by Mail Healthcare - Total of 1500**carebymail**£14.98**79 rev2y ago](https://www.amazon.co.uk/dp/B0D1GXLD75)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**3000 x Premium Interfold Z-Fold Paper Hand Towels White | 2 Ply | 100% Pure Cellulose | Soft and Extremely Absorbent | Multifold Embossed | Case of 3000 | Pasha81 Ltd**Prophylaxis Thixotropic Mint Prophy Paste – Pasha81**£14.08**3.9★**▲ 264%**](https://www.amazon.co.uk/dp/B0H375SJJ9) [**Promod Premium White Z Fold Hand Towels 2-Ply Virgin Paper Hand Towels Disposable Bulk 3000 Sheets (12 Packs x 250) High Absorbency & Strength Ideal for Businesses Offices & Healthcare**PROmod**£16.17**4.3★**▲ 262%**](https://www.amazon.co.uk/dp/B0GXHB9QJ5) [**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**carebymail**£14.57**4.6★**▲ 261%**](https://www.amazon.co.uk/dp/B0GYJQX31F) [**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**Farla Medical**£20.57**4.3★**▲ 49%**](https://www.amazon.co.uk/dp/B0CQKDWS4C) [**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**Scott**£21.50**4.1★**▲ 43%**](https://www.amazon.co.uk/dp/B0D817V1KB)
**~~View all trending →~~**
## **What buyers say about z fold paper towels**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**29%
*“good quality bulk paper towels”*
**Value For Money**14%
*“Good value for money”*
**Absorbency**10%
*“They are very absorbent”*
**Soft Feel**7%
*“soft and absorbent”*
**Dispensing Mechanism**6%
*“Fits dispenser perfect”*
**Ease Of Use**5%
*“easy to use”*
**Strength**3%
*“Strong and soft”*
**Size-Overall**3%
*“Good size”*
**Advertised Vs Actual Product**3%
*“do the job”*
**Durability**2%
*“dont fall apart as soon as theyre wet”*
### **What buyers complain about **
**Thickness**19%
*“Not very thick”*
**Size-Overall**15%
*“the sheets are quite narrow”*
**Value For Money**8%
*“I actually find the price quite high for what you get”*
**Absorbency**6%
*“it did feel like they were not as absorbent as my regular basic brand”*
**Quality-Overall**5%
*“Probably buy better quality towels in the future”*
**Dispensing Mechanism**3%
*“a little longer so dont quite fit the dispenser we have”*
**Hard Feel**3%
*“I was expecting them to be softer”*
**Ease Of Use**2%
*“I can't use these”*
**Assembly/Installation**2%
*“all joined together which is making it difficult to get one at a time”*
**Natural Resource Wastage**2%
*“resulting in waste”*
### **Top return reasons **
**Size-Overall**44%
**Dispensing Mechanism**12%
**Quality-Overall**8%
**Compatibility-Overall**5%
**Advertised Vs Actual Product**4%
**Defective Material/Parts**4%
**Ease Of Cleaning**4%
**Thickness**3%
**Strength**3%
**Water Resistance**3%
## **Common questions**
- **Is z fold paper towels profitable to sell on Amazon United Kingdom?**
- The niche generates £118K/yr across 18 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -0.6%. Flapen's verdict: Worth a look (55/100).
- **How competitive is the z fold paper towels niche?**
- 11 brands and 34 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 76% of demand.
- **What do buyers complain about in z fold paper towels?**
- Top complaints mined from reviews: Thickness, Size-Overall, Value For Money. The return rate is 0.1%.
- **When does demand for z fold paper towels peak?**
- Demand is steady year-round — the busiest month runs 1.5× the quietest.
- **What does it cost to enter the z fold paper towels niche?**
- Listings span £8.82–£24.53; the average listing price is £17.34 (sweet spot $15–$100). The average incumbent carries 423 reviews — the moat a new listing must climb.
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