Is polyfilla profitable to sell on Amazon United Kingdom?

The niche generates £929K/yr across 29 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -14.9%. Flapen's verdict: Worth a look (54/100).

How competitive is the polyfilla niche?

13 brands and 99 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 79% of demand.

What do buyers complain about in polyfilla?

Top complaints mined from reviews: Ease Of Use, Quality-Overall, Hard Feel. The return rate is 0.2%.

When does demand for polyfilla peak?

Demand is steady year-round — the busiest month runs 1.5× the quietest.

What does it cost to enter the polyfilla niche?

Listings span £2.39–£16.31; the average listing price is £6.66 (sweet spot $15–$100). The average incumbent carries 3,459 reviews — the moat a new listing must climb.

polyfilla

Worth a look

Shows searches that convert (27.5% search→purchase), but prices mostly outside the sweet spot ($2.39–$16.31) keeps it on the watch list.

Conversion

Incredible27.5%

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

Returns

Incredible0.2%

return rate — above 5% kills the launch gate

Market size

Great£929K

£929K/yr · 507K searches

Competition

Good47%

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

Brand share

Okay79%

top-5 brand share — brands hold most of the demand

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Okay3,459.24

avg incumbent reviews — the moat a new listing must climb

Avg price

Bad£6.66

avg listing price — sweet spot $15–$100

Growth

Bad-14.9%

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

Price range

Bad£2.39–£16.31

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

According to Flapen's Amazon United Kingdom niche tracking, polyfilla is a £929K/yr Amazon United Kingdom market (507K searches/yr). The top 5 brands hold 79% of demand. Verdict: Worth a look — 54/100.

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

polyfilla market data

Units sold / yr: 100K–125K; avg 8,000–10,000/product
Revenue / yr: £666K–£833K; units × avg price
Conversion rate: 27.5%
Avg BSR: #22
Page quality: 0%
Prime: 83%
Sponsored: 52%
Out of stock: 0.0%
Avg brand age: 47 months
Avg seller age: 171 days

Competition & brand share

The top 5 products take 47% of clicks — established leaders, but buyers still shop beyond them.

Brands

13 rising

Sellers

Top-5 brand share

79%

Top 20: 100%

Top-5 click share

47%

Top 20: 91%

Open market

16%

Ronseal28%
POLYCELL18%
Polycell12%
Muelo12%
Bartoline10%
Decex5%
Open — no brand owns it (7 brands, 16%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -14.9% search growth over the last 90 days.

No pronounced peak months · busiest ÷ quietest = 1.5×

Open Trend

Top polyfilla search terms

polyfilla309K/yr -13.3%18.8% conv.
polly filler57K/yr -18.9%16.5% conv.
polyfilla ready mixed49K/yr -22.7%20.7% conv.
polyfiller24K/yr -13.7%17.5% conv.
poly filler14K/yr -28.7%14.1% conv.
polyfiller for walls11K/yr +12.9%17.6% conv.
polycell polyfilla8K/yr -5.8%8.8% conv.
poly filler for walls10K/yr -6.9%15.0% conv.
polycell8K/yr -6.9%2.8% conv.
pollyfilla6K/yr -11.4%16.9% conv.

All search terms

Top polyfilla 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

Ronseal 6886271-HHW Smooth Finish Filler Multi-Purpose Ready Mixed 900g White

Ronseal£5.714.5★9,067 rev

Polycell Polyfilla Ready Mixed Tube 396g All Purpose Filler Interior Exterior Plaster Wood Stone Cracks Holes Smooth Filler For Walls With Muelo Metal Wall Filler Tool 3 and 3 Mixed Grit Sandpapers

Muelo£12.734.7★159 rev

Polycell Multi Purpose Polyfilla - Ready Mixed 1KG

Polycell£5.944.6★11,446 rev

Ronseal Smooth Finish Flexible Filler 330G Super Flexible Interior Wall Filler For Cracks And Holes Easy To Apply Smooth Finish Paintable Long-Lasting Repair Solution

Ronseal£3.864.3★1,115 rev

Bartoline Ready Mixed Instant Filler 330g

Bartoline£2.394.2★129 rev

Newest

by launch date

Polycell Polyfilla Multi Purpose Ready Mixed Wall Filler 396g Tube with 3 Professional Scraper & Flexible Sanding Block Complete Wall Repair Kit

Decex£11.604 rev

2mo ago

Polycell Polyfilla Ready Mixed Tube 396g All Purpose Filler Interior Exterior Plaster Wood Stone Cracks Holes Smooth Paste For Walls With Muelo Metal Wall Scraper Tool 3 & 3 Mixed Grit Sanding Blocks

Muelo£14.4438 rev

6mo ago

Polyfilla Wall Filler Kit 400g Ready Mixed Crack and Hole Repair Paste with 3 Inch Scraper and 10 Sandpaper Sheets in Three Grits for Interior Walls Plasterboard and Wood Paint Ready

Verlo£13.5023 rev

6mo ago

Gorilla Smooth Finish Wall Filler 473ml Applies Purple & Dries White | Repairs Small and Large Holes in Walls & Ceiling Smooth Finish Wont Shrink or Crack Fills any Depth| Indoor & Outdoor Use

GORILLA£8.96326 rev

10mo ago

Polycell Polyfilla Ready Mixed Tube 396g All Purpose Filler Interior Exterior Plaster Wood Stone Cracks Holes Smooth Filler For Walls With Muelo Metal Wall Filler Tool 3 and 3 Mixed Grit Sandpapers

Muelo£12.73159 rev

1y ago

What buyers say about polyfilla

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

What buyers love

Ease Of Use22%

“its so handy”

Quality-Overall18%

“Overall, its a good and straightforward product,”

Value For Money12%

“Good Price”

Advertised Vs Actual Product12%

“Works advertised”

Moist/Dry4%

“it's good stuff which dries to a nice white finish”

Efficiency4%

“Does the job well”

Stitch/Finish/Polish3%

“Lovely smooth finish”

Maintenance And Repair2%

“Ideal for repairs and making good”

Paint Quality2%

“Looks great once painted over”

Texture/Consistency-Overall2%

“great texture”

What buyers complain about

Ease Of Use18%

“bit awkward to use at times”

Quality-Overall10%

“Really not as good as it used to be”

Hard Feel6%

“Arrived half full and hard”

Color6%

“Definitely NOT White - it's Cream”

Leak-Proof6%

“Arrived having completely leaked out into the box”

Size-Overall6%

“not really fit for purpose”

Value For Money5%

“the Price Too Expensive”

Thickness3%

“If the filler becomes too thick in the tub”

Paint Quality3%

“needs painting over”

Strength2%

“If you do manage to get anything out of the tube it is gritty”

Top return reasons

Leak-Proof43%

Defective Material/Parts14%

Size-Overall6%

Functionality-Overall6%

Product Condition4%

Ease Of Use4%

Quality-Overall3%

Hard Feel3%

Maintenance And Repair3%

Advertised Vs Actual Product2%

Common questions

Is polyfilla profitable to sell on Amazon United Kingdom?: The niche generates £929K/yr across 29 tracked products. 3 of 4 products launched in the last 360 days are still selling. 90-day search growth is -14.9%. Flapen's verdict: Worth a look (54/100).
How competitive is the polyfilla niche?: 13 brands and 99 sellers compete. The top 5 products take 47% of clicks and top 5 brands hold 79% of demand.
What do buyers complain about in polyfilla?: Top complaints mined from reviews: Ease Of Use, Quality-Overall, Hard Feel. The return rate is 0.2%.
When does demand for polyfilla peak?: Demand is steady year-round — the busiest month runs 1.5× the quietest.
What does it cost to enter the polyfilla niche?: Listings span £2.39–£16.31; the average listing price is £6.66 (sweet spot $15–$100). The average incumbent carries 3,459 reviews — the moat a new listing must climb.