Is kitchen paint profitable to sell on Amazon United Kingdom?

The niche generates £60K/yr across 39 tracked products. 90-day search growth is -29.4%. Flapen's verdict: Skip it (39/100).

How competitive is the kitchen paint niche?

7 brands and 49 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 96% of demand.

What do buyers complain about in kitchen paint?

Top complaints mined from reviews: Paint Quality, Color, Thickness. The return rate is 0.7%.

When does demand for kitchen paint peak?

Demand peaks in Mar–Sep; the busiest month runs 11.0× the quietest.

What does it cost to enter the kitchen paint niche?

Listings span £8.37–£24.24; the average listing price is £16.56 (sweet spot $15–$100). The average incumbent carries 2,764 reviews — the moat a new listing must climb.

kitchen paint

Skip it

Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Avg price

Great£16.56

avg listing price — sweet spot $15–$100

Competition

Good44%

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

Price range

Good£8.37–£24.24

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay2,764.15

avg incumbent reviews — the moat a new listing must climb

Conversion

Bad1.3%

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

Market size

Bad£60K

£60K/yr · 276K searches

Growth

Bad-29.4%

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

Brand share

Bad96%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, kitchen paint is a £60K/yr Amazon United Kingdom market (276K searches/yr). The top 5 brands hold 96% of demand. Demand peaks in Mar–Sep. Verdict: Skip it — 39/100.

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

kitchen paint market data

Units sold / yr: 4K–5K; avg 100–250/product
Revenue / yr: £66K–£83K; units × avg price
Conversion rate: 1.3%
Avg BSR: #182
Page quality: 0%
Prime: 67%
Sponsored: 74%
Out of stock: 0.0%
Avg brand age: 47 months
Avg seller age: 177 days

Competition & brand share

The top 5 products take 44% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 rising

Sellers

Top-5 brand share

96%

Top 20: 100%

Top-5 click share

44%

Top 20: 81%

Open market

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

Demand & seasonality

Weekly Amazon search volume, last 91 weeks — -29.4% search growth over the last 90 days.

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

Open Trend

Top kitchen paint search terms

kitchen paint117K/yr -26.5%0.9% conv.
kitchen paint for walls washable45K/yr -32.1%1.1% conv.
dulux kitchen paint26K/yr -36.6%1.1% conv.
washable paint for walls18K/yr -26.0%0.6% conv.
white kitchen paint15K/yr -34.4%4.7% conv.
kitchen paint for walls15K/yr -30.4%0.6% conv.
kitchen wall paint12K/yr -25.4%0.6% conv.
washable wall paint8K/yr -24.4%0.5% conv.
paint for kitchen walls5K/yr -29.3%0.8% conv.
kitchen paint white5K/yr -14.8%3.4% conv.

All search terms

Top kitchen paint 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.

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

All 24 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Johnstones - Kitchen Paint - Brilliant White - Matt Finish - Grease & Stain Resistant - Suitable for Kitchen Walls & Ceilings - Highly Durable - Low Odour - 12m2 Coverage per Litre - 2.5L

Johnstone's£15.694.6★3,884 rev

Johnstones - Kitchen Paint - Oatcake - Matt Finish - Grease & Stain Resistant - Suitable for Kitchen Walls & Ceilings - Highly Durable - Low Odour - 12m2 Coverage per Litre - 2.5L

Johnstone's£13.574.6★3,884 rev

Johnstones- Kitchen Paint- Natural Sage- Matt Finish - Grease & Stain Resistant- Suitable for Kitchen Walls & Ceilings- Highly Durable - Low Odour- 12m2 Coverage per Litre - 2.5L - Packaging May Vary

Johnstone's£15.264.6★3,884 rev

Johnstones - Washable Paint - Frosted Silver - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L

Johnstone's£13.444.5★9,545 rev

Johnstones - Washable Paint - Pure Brilliant White - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L

Johnstone's£14.604.5★9,545 rev

Newest

by launch date

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

Rust-Oleum Green Washable Kitchen Wall Paint in Matt Finish - Bramwell 2.5L

Rust-Oleum£23.7834 rev

3y ago

Johnstones - Washable Paint - Forest Stroll - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L(Packaging may vary)

Johnstone's£15.629,545 rev

4y ago

Crown EASYCLEAN Duck Egg Kitchen Paint - Matt Wall Paint 2.5L

Crown£20.26254 rev

5y ago

Leyland Kitchen & Bathroom Mid Sheen Brilliant White 2.5 Litre

Leyland£16.35390 rev

6y ago

What buyers say about kitchen paint

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

What buyers love

Paint Quality22%

“Beautiful paint and nice colour”

Value For Money13%

“Money well spent”

Quality-Overall12%

“Great quality and washable”

Color12%

“The colour is pretty”

Coverage10%

“Covers well”

Advertised Vs Actual Product6%

“As shown”

Engraving/Paint/Sublimation6%

“Excellent paint”

Ease Of Use5%

“Easy to use”

Moist/Dry2%

“Applied two layers, looks good and dries fast”

Efficiency1%

“This seems to do its job”

What buyers complain about

Paint Quality43%

“paint has leaked out”

Color9%

“This is more pink”

Thickness7%

“The consistency is pretty thick so will need water added”

Quality-Overall6%

“POOR QUALITY CONTAINER”

Coverage6%

“Poor coverage”

Leak-Proof5%

“Leaked”

Durability2%

“VERY poor durability”

Ease Of Use1%

“Not that easy”

Ease Of Cleaning1%

“It looks dirty”

Weight Light1%

“Too light weight”

Top return reasons

Paint Quality50%

Color31%

Leak-Proof6%

Size-Overall2%

Quality-Overall1%

Value For Money1%

Product Condition1%

Advertised Vs Actual Product1%

Functionality-Overall1%

Coverage1%

Common questions

Is kitchen paint profitable to sell on Amazon United Kingdom?: The niche generates £60K/yr across 39 tracked products. 90-day search growth is -29.4%. Flapen's verdict: Skip it (39/100).
How competitive is the kitchen paint niche?: 7 brands and 49 sellers compete. The top 5 products take 44% of clicks and top 5 brands hold 96% of demand.
What do buyers complain about in kitchen paint?: Top complaints mined from reviews: Paint Quality, Color, Thickness. The return rate is 0.7%.
When does demand for kitchen paint peak?: Demand peaks in Mar–Sep; the busiest month runs 11.0× the quietest.
What does it cost to enter the kitchen paint niche?: Listings span £8.37–£24.24; the average listing price is £16.56 (sweet spot $15–$100). The average incumbent carries 2,764 reviews — the moat a new listing must climb.