---
title: "Navy Blue Paint — £79K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/navy-blue-paint"
last_updated: "2026-07-31T16:07:05.617Z"
locale: en
meta:
description: "Niche score 42/100 · £79K/yr market · 287K searches/yr · £14.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 42/100 · £79K/yr market · 287K searches/yr · £14.49 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Navy Blue Paint — £79K/yr Amazon UK Niche (2026) - Flapen"
---
# **navy blue paint**
**Skip it**
Soft demand (-17.4% this quarter) — this niche doesn't clear our bar today.
Market size 20Growth 16Conversion 24Competition 78Returns 90Price range 44Avg price 71Brand share 24Review moat 24Quality gap 45
**Returns**
**Great****1.3%**
return rate — above 5% kills the launch gate
**Competition**
**Great****37%**
top-5 click share — an open shelf
**Avg price**
**Good****£14.49**
avg listing price — sweet spot $15–$100
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£2.79–£24.42**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Conversion**
**Bad****1.9%**
search→purchase rate — share of searches ending in a sale
**Brand share**
**Bad****90%**
top-5 brand share — brand-locked demand
**Review moat**
**Bad****6,279.43**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
5K4KPrime Day '26Mar '26Mar '26Apr '26May '26May '26Jun '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/diy-tools/navy-blue-paint/trend)
## **Top navy blue paint search terms**
- **blue paint**69K/yr-9.9%1.5% conv. - **dark grey paint**36K/yr-10.7%2.0% conv. - **blue paint for walls**37K/yr-22.0%1.5% conv. - **blue wall paint**19K/yr-9.4%1.4% conv. - **dark blue paint**15K/yr-22.0%1.6% conv. - **navy blue paint**16K/yr-43.6%1.7% conv. - **navy paint**14K/yr-28.0%2.2% conv. - **blue emulsion paint for walls**11K/yr-8.5%1.7% conv. - **dark grey paint for walls**11K/yr-31.1%1.7% conv. - **navy blue paint for walls**7K/yr-8.6%1.7% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/navy-blue-paint/search-terms)
## **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.
0%3%£2K6%£5K9%£7K12%£10K101001K10K100K 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 Feature Wall Matt Emulsion Paint - Midnight Sapphire 2.5L (Package May Vary)**Johnstone's**£11.96**4.4★531 rev](https://www.amazon.co.uk/dp/B07NXTSR13) [2**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**£14.82**4.5★9,545 rev](https://www.amazon.co.uk/dp/B07P22LMYW) [3**Johnstones 304178 Vinyl Silk Emulsion - Waterfall 2.5**Johnstone's**£12.75**4.5★146 rev](https://www.amazon.co.uk/dp/B00VREVFSY) [4**Dulux Walls & Ceilings Silk Emulsion Paint - Sapphire Salute - 2.5L**Dulux**£18.52**4.6★12,123 rev](https://www.amazon.co.uk/dp/B07BFD1MJQ) [5**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**£15.50**4.5★9,545 rev](https://www.amazon.co.uk/dp/B07P22N6BT)
**~~View all top sellers →~~**
### **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**£10.33**26,529 rev1y ago](https://www.amazon.co.uk/dp/B0DKXVBZN4) [**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**£11.23**26,529 rev1y ago](https://www.amazon.co.uk/dp/B0DKY3W7CG) [**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**£11.89**354 rev1y ago](https://www.amazon.co.uk/dp/B0DJ1MF584) [**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**£18.85**83 rev2y ago](https://www.amazon.co.uk/dp/B0D2HJS7YV) [**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**£18.56**37 rev2y ago](https://www.amazon.co.uk/dp/B0D2HK6DV8)
**~~View all new products →~~**
### **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**£21.10**4.4★**▲ 286%**](https://www.amazon.co.uk/dp/B07QV2DBXB) [**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**£12.91**4.0★**▲ 136%**](https://www.amazon.co.uk/dp/B077ZJHQCX) [**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**£15.50**4.5★**▲ 69%**](https://www.amazon.co.uk/dp/B07P22N6BT) [**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**£10.34**4.4★**▲ 43%**](https://www.amazon.co.uk/dp/B07951XG33) [**Dulux Matt Emulsion Paint For Walls And Ceilings - First Dawn 2.5 Litres**Dulux**£16.44**4.6★**▲ 37%**](https://www.amazon.co.uk/dp/B004R23BC6)
**~~View all trending →~~**
## **What buyers say about navy blue paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Paint Quality**27%
*“Excellent paint”*
**Color**24%
*“Beautiful colour”*
**Quality-Overall**11%
*“Great itemfor covering glass”*
**Coverage**8%
*“Brilliant coverage”*
**Engraving/Paint/Sublimation**7%
*“The paint covers brilliantly”*
**Value For Money**6%
*“Worth money”*
**Advertised Vs Actual Product**3%
*“As advertised”*
**Moist/Dry**3%
*“Excellent coverage dry really quick”*
**Ease Of Use**3%
*“easy to use”*
**Texture/Consistency-Overall**1%
*“nice consistency”*
### **What buyers complain about **
**Paint Quality**27%
*“Not the best paint”*
**Color**15%
*“It is much lighter in colour”*
**Size-Overall**9%
*“My fault for not checking the size”*
**Value For Money**6%
*“It;s also a pity that it is expensive compared to other brands”*
**Advertised Vs Actual Product**5%
*“Not like the images shown”*
**Durability**4%
*“VERY poor durability”*
**Quality-Overall**3%
*“Not the best”*
**Leak-Proof**3%
*“Leaking can of Emulsion”*
**Ease Of Use**2%
*“Very hard to apply”*
**Ease Of Cleaning**2%
*“you cant wipe it”*
### **Top return reasons **
**Color**40%
**Size-Overall**26%
**Paint Quality**23%
**Advertised Vs Actual Product**3%
**Leak-Proof**2%
**Value For Money**2%
**Functionality-Overall**1%
**Quality-Overall**1%
**Material Quality**0%
**Product Condition**0%
## **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.
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