Is bathroom paint profitable to sell on Amazon United Kingdom?

The niche generates £119K/yr across 19 tracked products. 90-day search growth is -30.3%. Flapen's verdict: Skip it (35/100).

How competitive is the bathroom paint niche?

7 brands and 47 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in bathroom paint?

Top complaints mined from reviews: Paint Quality, Color, Thickness. The return rate is 0.9%.

When does demand for bathroom paint peak?

Demand peaks in Feb; the busiest month runs 1.9× the quietest.

What does it cost to enter the bathroom paint niche?

Listings span £10.34–£21.50; the average listing price is £15.66 (sweet spot $15–$100). The average incumbent carries 4,704 reviews — the moat a new listing must climb.

Bathroom Paint

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Avg price

Great£15.66

avg listing price — sweet spot $15–$100

Price range

Good£10.34–£21.50

cheapest to priciest tracked listing — scored on the share inside $15–$100

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Competition

Okay65%

top-5 click share — leaders hold, buyers still browse

Market size

Okay£119K

£119K/yr · 372K searches

Conversion

Okay2.0%

search→purchase rate — share of searches ending in a sale

Review moat

Bad4,704

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-30.3%

90-day search growth — must beat 0% to launch

Brand share

Bad97%

top-5 brand share — brand-locked demand

Is bathroom paint profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, bathroom paint is a £119K/yr Amazon United Kingdom market (372K searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Feb. Verdict: Skip it — 35/100.

Data updated Jul 22, 2026 · scored weekly · How we score niches

bathroom paint market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 6K–8K; avg 250–500/product
Revenue / yr: £94K–£125K; units × avg price
Conversion rate: 2.0%
Avg BSR: #99
Page quality: 0%
Prime: 74%
Sponsored: 84%
Out of stock: 0.0%
Avg brand age: 44 months
Avg seller age: 178 days

Competition: brands, sellers & click share

The top 5 products take 65% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 rising

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

65%

Top 20: 100%

Open market

Johnstone's59%
Dulux22%
SIRAMICO COATINGS9%
Crown5%
Leyland2%
Polar Specialist Coatings2%
Open — no brand owns it (1 brand, 1%)

bathroom paint demand & seasonality

Weekly Amazon search volume, last 104 weeks — -30.3% search growth over the last 90 days.

Peak months: Feb · busiest ÷ quietest = 1.9×

Open Trend

Top bathroom paint search terms shoppers use

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

bathroom paint231K/yr -29.8%1.7% conv.
bathroom paint for walls107K/yr -32.9%1.2% conv.
kitchen and bathroom paint9K/yr -18.8%1.8% conv.
bathroom wall paint8K/yr -23.4%0.9% conv.
johnstones bathroom paint8K/yr -28.8%3.1% conv.
paint for bathroom walls6K/yr -40.3%0.7% conv.
kitchen & bathroom paint3K/yr -6.4%0.5% conv.

All search terms

Top bathroom paint products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Each bubble is one product — market share against review moat; bubble size tracks estimated sales, color grades how beatable the incumbent looks.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 19 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Johnstones - Bathroom Paint - Brilliant White - Mid Sheen Finish - Stain Blocker Paint - Use in Moist & Damp Areas - Low Odour - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L

Johnstone's£13.404.6★8,161 rev

Dulux 500001 Easycare Bathroom Soft Sheen Emulsion Paint for Walls and Ceilings - Pure Brilliant White 1L

Dulux£10.344.6★11,526 rev

Johnstones - Bathroom Paint - Seashell - Mid Sheen Finish - Stain Blocker Paint - Use in Moist & Damp Areas - Low Odour - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L

Johnstone's£15.904.6★8,161 rev

SIRAMICO COATINGS Anti-Mould Paint | 1 Litre | Superior 10 Year Anti Mould Resistant Paint for Bathrooms Kitchens Walls and Ceilings - Easy Brush & Roller Application

SIRAMICO COATINGS£15.324.4★692 rev

Dulux 500001 Easycare Bathroom Soft Sheen Emulsion Paint for Walls and Ceilings - Pure Brilliant White 2. 5 litres

Dulux£17.874.6★11,526 rev

Newest

by launch date

Bathroom Paint 1L Soft Sheen Pure Brilliant White Moisture & Steam Resistant Wall & Ceiling Paint Mould Resistant Washable Finish for Bathrooms

AXpower Inspirational Technology Empowering People£14.5315 rev

1y ago

SIRAMICO COATINGS Anti-Mould Paint | 1 Litre | Superior 10 Year Anti Mould Resistant Paint for Bathrooms Kitchens Walls and Ceilings - Easy Brush & Roller Application

SIRAMICO COATINGS£15.32692 rev

2y ago

Dulux Easycare bathroom Soft Sheen Paint - Teal Voyage - 2.5L

Dulux£20.5571 rev

3y ago

Polar Anti Mould Paint - 500ml Brilliant Matt White - 5 Year Mould Resistant Paint to Control Moisture - For Internal Walls & Ceilings

Polar Specialist Coatings£13.871,684 rev

3y ago

Johnstones - Bathroom Paint - Ballet Slipper - Mid Sheen Finish - Stain Blocker Paint - Use in Moist & Damp Areas - Low Odour - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L

Johnstone's£16.778,161 rev

4y ago

What reviews say buyers love and hate about bathroom paint

What buyers praise and complain about, mined from review topics.

What buyers love

Paint Quality20%

“Good paint, good value”

Quality-Overall14%

“Excellent product does what it says on the tin”

Coverage13%

“Covers well”

Color10%

“The colour is pretty”

Advertised Vs Actual Product9%

“Just what I wanted”

Value For Money8%

“Good value for money”

Ease Of Use6%

“Easy to use”

Engraving/Paint/Sublimation4%

“Good paint”

Efficiency2%

“This seems to do its job”

Thickness2%

“Quite thick,no dropping”

What buyers complain about

Paint Quality35%

“Awful paint”

Color13%

“Darker”

Thickness6%

“it was very gloopy to roller on evenly it was so thick”

Quality-Overall4%

“This paint is awful”

Durability4%

“2 months later the mould came back”

Size-Overall3%

“Not fit sell”

Coverage3%

“Poor coverage”

Leak-Proof3%

“Leaky pot”

Spray/Flow2%

“there was alot of spraying”

Natural Resource Wastage2%

“waste of time, energy and money”

Top return reasons

Color41%

Paint Quality29%

Size-Overall15%

Leak-Proof2%

Value For Money2%

Functionality-Overall2%

Quality-Overall2%

Material Quality1%

Weight Light1%

Advertised Vs Actual Product1%

Common bathroom paint questions

Is bathroom paint profitable to sell on Amazon United Kingdom?: The niche generates £119K/yr across 19 tracked products. 90-day search growth is -30.3%. Flapen's verdict: Skip it (35/100).
How competitive is the bathroom paint niche?: 7 brands and 47 sellers compete. The top 5 products take 65% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in bathroom paint?: Top complaints mined from reviews: Paint Quality, Color, Thickness. The return rate is 0.9%.
When does demand for bathroom paint peak?: Demand peaks in Feb; the busiest month runs 1.9× the quietest.
What does it cost to enter the bathroom paint niche?: Listings span £10.34–£21.50; the average listing price is £15.66 (sweet spot $15–$100). The average incumbent carries 4,704 reviews — the moat a new listing must climb.

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