---
title: "Kitchen Paint — £60K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/kitchen-paint"
last_updated: "2026-07-31T13:18:40.318Z"
locale: en
meta:
description: "Niche score 39/100 · £60K/yr market · 276K searches/yr · £16.56 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · £60K/yr market · 276K searches/yr · £16.56 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Kitchen Paint — £60K/yr Amazon UK Niche (2026) - Flapen"
---
# **kitchen paint**
**Skip it**
Brand-locked demand (top 5 brands take 96% of clicks) — this niche doesn't clear our bar today.
Market size 15Growth 10Conversion 16Competition 68Returns 97Price range 58Avg price 79Brand share 9Review moat 37Quality gap 37
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£16.56**
avg listing price — sweet spot $15–$100
**Competition**
**Good****44%**
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**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Review moat**
**Okay****2,764.15**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****1.3%**
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**
**Bad****96%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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 & seasonality**
Weekly Amazon search volume, last 91 weeks — -29.4% search growth over the last 90 days.
35K25KSpike '25Prime Day '25Spike '26 seasonNovDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Mar, Sep · busiest ÷ quietest = 11.0×
[**Open Trend **](https://flapen.com/research/uk/diy-tools/kitchen-paint/trend)
## **Top kitchen paint search terms**
- **kitchen paint**117K/yr-26.5%0.9% conv. - **kitchen paint for walls washable**45K/yr-32.1%1.1% conv. - **dulux kitchen paint**26K/yr-36.6%1.1% conv. - **washable paint for walls**18K/yr-26.0%0.6% conv. - **white kitchen paint**15K/yr-34.4%4.7% conv. - **kitchen paint for walls**15K/yr-30.4%0.6% conv. - **kitchen wall paint**12K/yr-25.4%0.6% conv. - **washable wall paint**8K/yr-24.4%0.5% conv. - **paint for kitchen walls**5K/yr-29.3%0.8% conv. - **kitchen paint white**5K/yr-14.8%3.4% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/kitchen-paint/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.
0%4%£2K8%£5K12%£7K16%£10K101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£15.69**4.6★3,884 rev](https://www.amazon.co.uk/dp/B07P488XZY) [2**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**£13.57**4.6★3,884 rev](https://www.amazon.co.uk/dp/B07P47VGLC) [3**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**£15.26**4.6★3,884 rev](https://www.amazon.co.uk/dp/B07NXTTGBD) [4**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**£13.44**4.5★9,545 rev](https://www.amazon.co.uk/dp/B07P22FNPY) [5**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**£14.60**4.5★9,545 rev](https://www.amazon.co.uk/dp/B07P22M2T5)
**~~View all top sellers →~~**
### **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**£15.32**692 rev2y ago](https://www.amazon.co.uk/dp/B0D2RVW9KK) [**Rust-Oleum Green Washable Kitchen Wall Paint in Matt Finish - Bramwell 2.5L**Rust-Oleum**£23.78**34 rev3y ago](https://www.amazon.co.uk/dp/B0BB7HSJCG) [**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**£15.62**9,545 rev4y ago](https://www.amazon.co.uk/dp/B09X5CS2ZY) [**Crown EASYCLEAN Duck Egg Kitchen Paint - Matt Wall Paint 2.5L**Crown**£20.26**254 rev5y ago](https://www.amazon.co.uk/dp/B094DQJ9WG) [**Leyland Kitchen & Bathroom Mid Sheen Brilliant White 2.5 Litre**Leyland**£16.35**390 rev6y ago](https://www.amazon.co.uk/dp/B08CDX77CR)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£13.57**4.6★**▲ 265%**](https://www.amazon.co.uk/dp/B07P47VGLC) [**Johnstones - Wall & Ceiling Paint - Natural Sage - Silk Finish- Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L**Johnstone's**£12.73**4.6★**▲ 184%**](https://www.amazon.co.uk/dp/B07NYSR7LV) [**Johnstones - Washable Paint - Chapel Stone - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L (Packaging may vary)**Johnstone's**£16.18**4.5★**▲ 131%**](https://www.amazon.co.uk/dp/B07NZXCFDV) [**Johnstones - Washable Paint - Natural Sage - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L- Pack of 1**Johnstone's**£14.78**4.5★**▲ 82%**](https://www.amazon.co.uk/dp/B07NZXF349) [**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**£15.26**4.6★**▲ 82%**](https://www.amazon.co.uk/dp/B07NXTTGBD)
**~~View all trending →~~**
## **What buyers say about kitchen paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Paint Quality**22%
*“Beautiful paint and nice colour”*
**Value For Money**13%
*“Money well spent”*
**Quality-Overall**12%
*“Great quality and washable”*
**Color**12%
*“The colour is pretty”*
**Coverage**10%
*“Covers well”*
**Advertised Vs Actual Product**6%
*“As shown”*
**Engraving/Paint/Sublimation**6%
*“Excellent paint”*
**Ease Of Use**5%
*“Easy to use”*
**Moist/Dry**2%
*“Applied two layers, looks good and dries fast”*
**Efficiency**1%
*“This seems to do its job”*
### **What buyers complain about **
**Paint Quality**43%
*“paint has leaked out”*
**Color**9%
*“This is more pink”*
**Thickness**7%
*“The consistency is pretty thick so will need water added”*
**Quality-Overall**6%
*“POOR QUALITY CONTAINER”*
**Coverage**6%
*“Poor coverage”*
**Leak-Proof**5%
*“Leaked”*
**Durability**2%
*“VERY poor durability”*
**Ease Of Use**1%
*“Not that easy”*
**Ease Of Cleaning**1%
*“It looks dirty”*
**Weight Light**1%
*“Too light weight”*
### **Top return reasons **
**Paint Quality**50%
**Color**31%
**Leak-Proof**6%
**Size-Overall**2%
**Quality-Overall**1%
**Value For Money**1%
**Product Condition**1%
**Advertised Vs Actual Product**1%
**Functionality-Overall**1%
**Coverage**1%
## **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.
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