navy blue paint
Skip itSoft demand (-17.4% this quarter) — this niche doesn't clear our bar today.
Returns
Great1.3%return rate — above 5% kills the launch gate
Competition
Great37%top-5 click share — an open shelf
Avg price
Good£14.49avg listing price — sweet spot $15–$100
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£2.79–£24.42cheapest to priciest tracked listing — scored on the share inside $15–$100
Conversion
Bad1.9%search→purchase rate — share of searches ending in a sale
Brand share
Bad90%top-5 brand share — brand-locked demand
Review moat
Bad6,279.43avg incumbent reviews — the moat a new listing must climb
Market size
Bad£79K£79K/yr · 287K searches
Growth
Bad-17.4%90-day search growth — must beat 0% to launch
According to Flapen's Amazon United Kingdom niche tracking, navy blue paint is a £79K/yr Amazon United Kingdom market (287K searches/yr). The top 5 brands hold 90% of demand. Verdict: Skip it — 42/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
navy blue paint market data
- Units sold / yr
- 6K–8K
- avg 100–250/product
- Revenue / yr
- £87K–£116K
- units × avg price
- Conversion rate
- 1.9%
- Avg BSR
- #148
- Page quality
- 0%
- Prime
- 71%
- Sponsored
- 55%
- Out of stock
- 1.2%
- Avg brand age
- 52 months
- Avg seller age
- 181 days
Competition & brand share
Clicks spread well past the top 5 (37% combined) — an open shelf where new products get seen.Brands
14 rising
Sellers
69
Top-5 brand share
90%
Top 20: 100%
Top-5 click share
37%
Top 20: 75%
Open market
8%
- Johnstone's51%
- Dulux13%
- THE ONE12%
- Crown11%
- Ronseal4%
- Vintro Paint2%
- Open — no brand owns it (8 brands, 8%)
Demand
Weekly Amazon search volume, last 21 weeks — -17.4% search growth over the last 90 days.Top navy blue paint search terms
- blue paint69K/yr
- dark grey paint36K/yr
- blue paint for walls37K/yr
- blue wall paint19K/yr
- dark blue paint15K/yr
- navy blue paint16K/yr
- navy paint14K/yr
- blue emulsion paint for walls11K/yr
- dark grey paint for walls11K/yr
- navy blue paint for walls7K/yr
Top navy blue 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Johnstones Feature Wall Matt Emulsion Paint - Midnight Sapphire 2.5L (Package May Vary)
Johnstone's£11.964.4★531 rev
Johnstones - Washable Paint - Vintage Denim - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£14.824.5★9,545 rev
Johnstones 304178 Vinyl Silk Emulsion - Waterfall 2.5
Johnstone's£12.754.5★146 rev
Dulux Walls & Ceilings Silk Emulsion Paint - Sapphire Salute - 2.5L
Dulux£18.524.6★12,123 rev
Johnstones - Washable Paint - Blue Horizon - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£15.504.5★9,545 rev
Newest
by launch date
THE ONE All-In-One Paint & Primer - Navy Matt 250 ml | Multi-Surface 1 Coat Formula | Easy Indoor & Outdoor Decorating for Home & Garden Walls Floors & Furniture | Durable Water-Based & Low VOC
THE ONE£10.3326,529 rev
THE ONE All-In-One Paint & Primer - Navy Satin 250 ml | Multi-Surface 1 Coat Formula | Easy Indoor & Outdoor Decorating for Home & Garden Walls Floors & Furniture | Durable Water-Based & Low VOC
THE ONE£11.2326,529 rev
Vintro Paint - All Purpose Paint. Multi-Surface Matt Paint For Indoor/Outdoor Use. Wood Walls Doors Cabinets Metal Plastic Masonry Furniture Glass Tiles Radiators & Pipes. 250ml (Navy Blue)
Vintro Paint£11.89354 rev
Ronseal One Coat Everywhere Paint Charcoal Grey Matt 2.5L Durable Interior Paint for Walls & Ceilings Smooth Finish Quick Coverage Ideal for Easy Home Projects
Ronseal£18.8583 rev
Ronseal One Coat Everywhere Paint Midnight Sky Matt 2.5 L Durable Interior Paint for Walls & Ceilings Smooth Finish Quick Coverage Ideal for Easy Home Projects
Ronseal£18.5637 rev
Trending
90-day click momentum
Johnstones - Wall & Ceiling Paint - Steel Smoke - Soft Sheen Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 5L
Johnstone's£21.104.4★
Johnstones - Wall & Ceiling Paint - Dynasty China - Matt Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
Johnstone's£12.914.0★
Johnstones - Washable Paint - Blue Horizon - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£15.504.5★
THE ONE All-In-One Paint & Primer - Charcoal Matt 250 ml | Multi-Surface 1 Coat Formula | Easy Indoor & Outdoor Decorating for Home & Garden Walls Floors & Furniture | Water-Based & Low VOC
THE ONE£10.344.4★
Dulux Matt Emulsion Paint For Walls And Ceilings - First Dawn 2.5 Litres
Dulux£16.444.6★
What buyers say about navy blue paint
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent paint”
“Beautiful colour”
“Great itemfor covering glass”
“Brilliant coverage”
“The paint covers brilliantly”
“Worth money”
“As advertised”
“Excellent coverage dry really quick”
“easy to use”
“nice consistency”
What buyers complain about
“Not the best paint”
“It is much lighter in colour”
“My fault for not checking the size”
“It;s also a pity that it is expensive compared to other brands”
“Not like the images shown”
“VERY poor durability”
“Not the best”
“Leaking can of Emulsion”
“Very hard to apply”
“you cant wipe it”
Top return reasons
Common questions
- Is navy blue paint profitable to sell on Amazon United Kingdom?
- The niche generates £79K/yr across 49 tracked products. 0 of 4 products launched in the last 360 days are still selling. 90-day search growth is -17.4%. Flapen's verdict: Skip it (42/100).
- How competitive is the navy blue paint niche?
- 14 brands and 69 sellers compete. The top 5 products take 37% of clicks and top 5 brands hold 90% of demand.
- What do buyers complain about in navy blue paint?
- Top complaints mined from reviews: Paint Quality, Color, Size-Overall. The return rate is 1.3%.
- What does it cost to enter the navy blue paint niche?
- Listings span £2.79–£24.42; the average listing price is £14.49 (sweet spot $15–$100). The average incumbent carries 6,279 reviews — the moat a new listing must climb.