Is toilet profitable to sell on Amazon United Kingdom?

The niche generates £1.2M/yr across 55 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.2%. Flapen's verdict: Worth a look (62/100).

How competitive is the toilet niche?

20 brands and 133 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 73% of demand.

What do buyers complain about in toilet?

Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 0.1%.

When does demand for toilet peak?

Demand peaks in Jan–Feb–Mar–Nov–Dec; the busiest month runs 2.9× the quietest.

What does it cost to enter the toilet niche?

Listings span £0.77–£182.41; the average listing price is £79.72 (sweet spot $15–$100). The average incumbent carries 3,352 reviews — the moat a new listing must climb.

toilet

Worth a look

Shows low returns (0.1%), but a failed launch gate (market size, growth, or returns) keeps it on the watch list.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Great£79.72

avg listing price — sweet spot $15–$100

Market size

Great£1.2M

£1.2M/yr · 458K searches

Competition

Great35%

top-5 click share — an open shelf

Quality gap

Great4.3★

avg incumbent rating — lower means beatable quality

Brand share

Good73%

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

Price range

Okay£0.77–£182.41

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

Conversion

Okay3.2%

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

Review moat

Okay3,352.44

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-11.2%

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

Signals High Price

According to Flapen's Amazon United Kingdom niche tracking, toilet is a £1.2M/yr Amazon United Kingdom market (458K searches/yr). The top 5 brands hold 73% of demand. Demand peaks in Jan–Feb–Mar–Nov–Dec. Verdict: Worth a look — 62/100.

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

toilet market data

Units sold / yr: 10K–13K; avg 100–250/product
Revenue / yr: £797K–£997K; units × avg price
Conversion rate: 3.2%
Avg BSR: #143
Page quality: 0%
Prime: 36%
Sponsored: 75%
Out of stock: 2.4%
Avg brand age: 56 months
Avg seller age: 172 days

Competition & brand share

Clicks spread well past the top 5 (35% combined) — an open shelf where new products get seen.

Brands

20 falling

Sellers

133

Top-5 brand share

73%

Top 20: 100%

Top-5 click share

35%

Top 20: 74%

Open market

23%

iBathUK24%
Affine20%
MYB11%
Go Bathrooms10%
Bloo8%
dirty pro tools4%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -11.2% search growth over the last 90 days.

Peak months: Jan, Feb, Mar, Nov, Dec · busiest ÷ quietest = 2.9×

Open Trend

Top toilet search terms

toilet293K/yr -8.3%1.9% conv.
toilets42K/yr -13.2%0.5% conv.
close coupled toilet28K/yr -19.6%0.8% conv.
toilets and cisterns14K/yr -31.8%0.5% conv.
comfort height toilet9K/yr -6.0%0.8% conv.
toilet bowl10K/yr -2.4%1.0% conv.
toilet pan11K/yr -18.6%0.2% conv.
bathroom toilet7K/yr -11.3%0.2% conv.
rimless toilet7K/yr -14.3%0.6% conv.
small toilet4K/yr -10.0%0.5% conv.

All search terms

Top toilet 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

Affine Essentials Close Coupled Rimless Toilet Space Saving WC Toilets Bathroom Cloakroom Soft Close Seat Dual Flush Cistern Oval Pan Ceramic White Gloss

Affine£82.224.5★10 rev

Bathroom Square Close Coupled Toilet Ceramic White Cloakroom Soft Close Seat WC Modern

MYB£105.614.6★58 rev

iBathUK Venice Close Coupled Toilet Ceramic Toilet Pan with Chrome Dual Flush Cistern Soft Close Quick Release Toilet Seat for Bathroom-White Gloss Square Shape

iBathUK£103.714.2★53 rev

Go Bathrooms Rimless Close Coupled Toilet Ceramic Modern Bathroom Toilet Pan & Cistern Soft Close Seat White Round 66 x 38 x 74cm

Go Bathrooms£83.415.0★2 rev

Affine Arles Modern Bathroom Cloakroom Close Coupled Toilet Short Projection WC Toilets Soft Close Quick Release Top Fix Seat Dual Flush Cistern D Shape Pan White Gloss

Affine£125.534.4★170 rev

Newest

by launch date

Go Bathrooms Rimless Close Coupled Toilet Ceramic Modern Bathroom Toilet Pan & Cistern Soft Close Seat White Round 66 x 38 x 74cm

Go Bathrooms£83.412 rev

8mo ago

Go Bathrooms Rimless Toilet Close Coupled WC Pan & Soft Close Bathroom Toilet Seat Eco Flush

Go Bathrooms£114.104 rev

10mo ago

Affine Essentials Close Coupled Rimless Toilet Space Saving WC Toilets Bathroom Cloakroom Soft Close Seat Dual Flush Cistern Oval Pan Ceramic White Gloss

Affine£82.2210 rev

10mo ago

Close Coupled Toilet Rimless Modern Bathroom WC Short Projection with Soft Close Seat

dirty pro tools£82.623 rev

1y ago

Domestos Power 5 Ocean Toilet Rim Blocks toilet freshener with a long-lasting fragrance clean and freshen for up to 300 flushes 2x 50 g

Domestos£1.71536 rev

2y ago

What buyers say about toilet

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

What buyers love

Value For Money28%

“Great deal”

Quality-Overall18%

“it delivers consistent quality at a reasonable price point”

Smell12%

“Long lasting smell”

Ease Of Cleaning6%

“Great cleaning”

Advertised Vs Actual Product6%

“As advertised”

Soft Feel5%

“Amazingly soft”

Efficiency2%

“Works perfectly”

Strength2%

“Very strong, lasts longer because you don't need to use as much”

Freshness2%

“Fresh and clean”

Durability2%

“Lasted well”

What buyers complain about

Size-Overall23%

“Tube bigger”

Quality-Overall14%

“quality has reduced”

Value For Money14%

“a little expensive”

Thickness4%

“Even though it is quite thick”

Hard Feel4%

“Not soft AT ALL”

Smell3%

“Smells like chemicals”

Durability3%

“Lasted about 2 weeks”

Advertised Vs Actual Product3%

“Totally misleading”

Functionality-Overall2%

“Didn't work for me”

Ease Of Cleaning2%

“expensive way to clean toilet”

Top return reasons

Size-Overall20%

Quality-Overall9%

Value For Money9%

Defective Material/Parts7%

Advertised Vs Actual Product5%

Ease Of Cleaning5%

Leak-Proof4%

Contamination4%

Water Resistance4%

Moist/Dry4%

Common questions

Is toilet profitable to sell on Amazon United Kingdom?: The niche generates £1.2M/yr across 55 tracked products. 1 of 4 products launched in the last 360 days are still selling. 90-day search growth is -11.2%. Flapen's verdict: Worth a look (62/100).
How competitive is the toilet niche?: 20 brands and 133 sellers compete. The top 5 products take 35% of clicks and top 5 brands hold 73% of demand.
What do buyers complain about in toilet?: Top complaints mined from reviews: Size-Overall, Quality-Overall, Value For Money. The return rate is 0.1%.
When does demand for toilet peak?: Demand peaks in Jan–Feb–Mar–Nov–Dec; the busiest month runs 2.9× the quietest.
What does it cost to enter the toilet niche?: Listings span £0.77–£182.41; the average listing price is £79.72 (sweet spot $15–$100). The average incumbent carries 3,352 reviews — the moat a new listing must climb.