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Kitchen Paint

Fail

The top 5 brands take 96% of clicks, so Kitchen Paint is a Fail.

Flapen Score
39
39 / 100
Ranks 1,901 of 2,225 DIY & Tools niches · −10 vs the category median of 49
Market size
£60K/yr276K searches / yr
90-day growth
-29.4%search demand this quarter
Competition
44%top-5 click share · 7 brands · 49 sellers

Flapen Score

Kitchen Paint against its category

The dotted line is the DIY & Tools average. Past it, Kitchen Paint is stronger. Inside it, weaker.

39Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Kitchen Paint market on Amazon at a glance

Shoppers on Amazon United Kingdom searched for Kitchen Paint 276K times last year and spent an estimated £60K. The top 5 brands take 96% of clicks. Demand peaks in Mar–Sep. Flapen scores it 39 out of 100, a Fail.

01 · Demand

1.3% of searches ended in a purchase last week.

Shoppers searched for this 276K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.3% of those searches ended in a purchase. Searches in the last 90 days moved -29.4% against the 90 days before. Searches, conversion and average price together put the market at an estimated £60K a year.

Searches, last 12 months
276K
Growth, 90 days vs prior 90
-29.4%
Conversion, latest week
1.3%
Market size, estimated
£60Ka year
Peak month
September11.0× the quietest month
Top search term
kitchen paint117K searches a year

02 · Price

A sale here is worth £16.56.

Listings sell for £16.56 on average, from £8.37 to £24.24. Amazon reports units sold in ranges. This niche sold 4K to 5K a year. The average listing sells 100 to 250 of them. At £16.56 that is £2K to £4K a year per listing.

Average price
£16.56inside the $15 to $100 sweet spot
Price range
£8.37–£24.24
Amazon United Kingdom median price
£12.12across 27,606 niches
Units sold a year
4K–5K
Units per listing a year
100–250
Revenue per listing a year
£2K–£4K
Returns
0.7%of orders · Amazon United Kingdom median 0.6%

03 · Entry bar

The bar here is reviews.

74% of listings pay for placement with sponsored ads. 67% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #182 within Painting Supplies, Tools & Wall Treatments. It carries 2,764 reviews at 4.53 stars, so a new listing needs social proof before a better product.

Sponsored listings
74%
Prime listings
67%
Out of stock, average day
0.0%
Average rank
#182in Painting Supplies, Tools & Wall Treatments
Average rating
4.53 starsAmazon United Kingdom average 4.36 stars
Average reviews
2,764per listing
Listings tracked
39

04 · Newcomers

Brands here are settling in.

The brands on the shelf have sold for 47 months on average, so the names here are settling in.

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

Products

Top Kitchen Paint 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 44% of clicks. Leaders hold, but buyers still shop past them.

£0£2K£5K£7K£10K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

7 rising

Sellers

49

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

44%

Top 20: 81%

Open market

1%

  • Johnstone's69%
  • Dulux17%
  • Akzo Nobel5%
  • Leyland3%
  • SIRAMICO COATINGS2%
  • Rust-Oleum2%
  • Open — no brand owns it (1 brand, 1%)

Demand

Kitchen Paint search demand

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

35K25KSpike '25Prime Day '25Spike '26NovDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun

Peak months: Mar, Sep · busiest ÷ quietest = 11.0×

Search terms

Top Kitchen Paint search terms shoppers use

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

  • kitchen paint117K/yr
  • kitchen paint for walls washable45K/yr
  • dulux kitchen paint26K/yr
  • washable paint for walls18K/yr
  • white kitchen paint15K/yr
  • kitchen paint for walls15K/yr
  • kitchen wall paint12K/yr
  • washable wall paint8K/yr
  • paint for kitchen walls5K/yr
  • kitchen paint white5K/yr

Reviews and returns

What reviews say buyers love and hate about Kitchen Paint

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

Complain

Paint Quality43%−0.23

paint has leaked out

Leaked paint

Terrible paint

Color9%+0.15

This is more pink

Not white

Darker than expected

Thickness7%−0.02

The consistency is pretty thick so will need water added

It is thick

Its not a very thick paint

Quality-Overall6%+0.55

POOR QUALITY CONTAINER

Not as good as expected or hoped for

Bad quality

Coverage6%+0.29

Poor coverage

it doesnt cover

not the best for coverage

Love

Paint Quality22%−0.23

Beautiful paint and nice colour

Paint was good

Excellent paint

Value For Money13%+1.47

Money well spent

Good price

Excellent value

Quality-Overall12%+0.55

Great quality and washable

Excellent Product

It was a perfect dulux quality

Color12%+0.15

The colour is pretty

Beautiful colour

Beautiful shade

Coverage10%+0.29

Covers well

Very good coverage, colour white

Very happy with the coverage

Return

0.7% Return rate 36% Fixable by listing

Paint Quality50%█▅██▇▇

paint has leaked out

Leaked paint

Terrible paint

Color31%▆█▅▅▅▆

This is more pink

Not white

Darker than expected

Leak-Proof6%▃▆▅█▆▇

Leaked

Leaking paint pot

it had leaked inside the second box

Size-Overall2%▆▆▄▇█▅
Quality-Overall1%▃▅▇▅██

POOR QUALITY CONTAINER

Not as good as expected or hoped for

Bad quality

FAQ

Common Kitchen Paint questions

Answered from the same tracked data.