---
title: "Toilet — £1.2M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/toilet"
last_updated: "2026-07-31T05:37:35.404Z"
locale: en
meta:
description: "Niche score 62/100 · £1.2M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 62/100 · £1.2M/yr market. A failed launch gate (market size, growth, or returns) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Toilet — £1.2M/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 81Growth 19Conversion 40Competition 80Returns 100Price range 47Avg price 82Brand share 54Review moat 31Quality gap 75
**Returns**
**Incredible****0.1%**
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**
**Great****35%**
top-5 click share — an open shelf
**Quality gap**
**Great****4.3★**
avg incumbent rating — lower means beatable quality
**Brand share**
**Good****73%**
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**
**Okay****3.2%**
search→purchase rate — share of searches ending in a sale
**Review moat**
**Okay****3,352.44**
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**](https://flapen.com/research/niches?market=uk&signal=high_price "Avg price > $50")
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 ~~](https://flapen.com/research/methodology)
## **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.
30K20KSpike '24Holiday '24Spike '25Prime Day '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Mar, Nov, Dec · busiest ÷ quietest = 2.9×
[**Open Trend **](https://flapen.com/research/uk/diy-tools/toilet/trend)
## **Top toilet search terms**
- **toilet**293K/yr-8.3%1.9% conv. - **toilets**42K/yr-13.2%0.5% conv. - **close coupled toilet**28K/yr-19.6%0.8% conv. - **toilets and cisterns**14K/yr-31.8%0.5% conv. - **comfort height toilet**9K/yr-6.0%0.8% conv. - **toilet bowl**10K/yr-2.4%1.0% conv. - **toilet pan**11K/yr-18.6%0.2% conv. - **bathroom toilet**7K/yr-11.3%0.2% conv. - **rimless toilet**7K/yr-14.3%0.6% conv. - **small toilet**4K/yr-10.0%0.5% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/toilet/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.
0%3%£35K6%£70K9%£106K12%£141K1101001K10K100K 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**Affine Essentials Close Coupled Rimless Toilet Space Saving WC Toilets Bathroom Cloakroom Soft Close Seat Dual Flush Cistern Oval Pan Ceramic White Gloss**Affine**£82.22**4.5★10 rev](https://www.amazon.co.uk/dp/B0FQCPRBVV) [2**Bathroom Square Close Coupled Toilet Ceramic White Cloakroom Soft Close Seat WC Modern**MYB**£105.61**4.6★58 rev](https://www.amazon.co.uk/dp/B0CKSXY53N) [3**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**£103.71**4.2★53 rev](https://www.amazon.co.uk/dp/B075LNXX3W) [4**Go Bathrooms Rimless Close Coupled Toilet Ceramic Modern Bathroom Toilet Pan & Cistern Soft Close Seat White Round 66 x 38 x 74cm**Go Bathrooms**£83.41**5.0★2 rev](https://www.amazon.co.uk/dp/B0G1TRQ552) [5**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**£125.53**4.4★170 rev](https://www.amazon.co.uk/dp/B07DTJS4SD)
**~~View all top sellers →~~**
### **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**£83.41**2 rev8mo ago](https://www.amazon.co.uk/dp/B0G1TRQ552) [**Go Bathrooms Rimless Toilet Close Coupled WC Pan & Soft Close Bathroom Toilet Seat Eco Flush**Go Bathrooms**£114.10**4 rev10mo ago](https://www.amazon.co.uk/dp/B0FS85GYG8) [**Affine Essentials Close Coupled Rimless Toilet Space Saving WC Toilets Bathroom Cloakroom Soft Close Seat Dual Flush Cistern Oval Pan Ceramic White Gloss**Affine**£82.22**10 rev10mo ago](https://www.amazon.co.uk/dp/B0FQCPRBVV) [**Close Coupled Toilet Rimless Modern Bathroom WC Short Projection with Soft Close Seat**dirty pro tools**£82.62**3 rev1y ago](https://www.amazon.co.uk/dp/B0DPL1WWL8) [**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**£1.71**536 rev2y ago](https://www.amazon.co.uk/dp/B0D83SK21H)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Short Projection Close Coupled Bathroom Toilet Dual Flush Compact Cloakroom WC**iBathUK**£87.26**4.2★**▲ 341%**](https://www.amazon.co.uk/dp/B01K2ERL6E) [**Go Bathrooms Rimless Close Coupled Toilet Ceramic Modern Bathroom Toilet Pan & Cistern Soft Close Seat White Round 66 x 38 x 74cm**Go Bathrooms**£83.41**5.0★**▲ 271%**](https://www.amazon.co.uk/dp/B0G1TRQ552) [**iBathUK Rimini Close Coupled Toilet Ceramic Toilet Pan with Chrome Dual Flush Cistern Soft Close Quick Release Toilet Seat for Bathroom-White Gloss Square Shape**iBathUK**£91.79**4.8★**▲ 250%**](https://www.amazon.co.uk/dp/B01CUJVKKM) [**Affine Essentials Close Coupled Rimless Toilet Space Saving WC Toilets Bathroom Cloakroom Soft Close Seat Dual Flush Cistern Oval Pan Ceramic White Gloss**Affine**£82.22**4.5★**▲ 216%**](https://www.amazon.co.uk/dp/B0FQCPRBVV) [**Affine Arles Rimless Close Coupled Toilet Modern Comfort Height WC Short Projection Cloakroom Toilet Soft Close Quick Release Seat Dual Flush Cistern D-Shape Pan White Gloss**Affine**£156.39**4.6★**▲ 97%**](https://www.amazon.co.uk/dp/B0B4WSKRBN)
**~~View all trending →~~**
## **What buyers say about toilet**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**28%
*“Great deal”*
**Quality-Overall**18%
*“it delivers consistent quality at a reasonable price point”*
**Smell**12%
*“Long lasting smell”*
**Ease Of Cleaning**6%
*“Great cleaning”*
**Advertised Vs Actual Product**6%
*“As advertised”*
**Soft Feel**5%
*“Amazingly soft”*
**Efficiency**2%
*“Works perfectly”*
**Strength**2%
*“Very strong, lasts longer because you don't need to use as much”*
**Freshness**2%
*“Fresh and clean”*
**Durability**2%
*“Lasted well”*
### **What buyers complain about **
**Size-Overall**23%
*“Tube bigger”*
**Quality-Overall**14%
*“quality has reduced”*
**Value For Money**14%
*“a little expensive”*
**Thickness**4%
*“Even though it is quite thick”*
**Hard Feel**4%
*“Not soft AT ALL”*
**Smell**3%
*“Smells like chemicals”*
**Durability**3%
*“Lasted about 2 weeks”*
**Advertised Vs Actual Product**3%
*“Totally misleading”*
**Functionality-Overall**2%
*“Didn't work for me”*
**Ease Of Cleaning**2%
*“expensive way to clean toilet”*
### **Top return reasons **
**Size-Overall**20%
**Quality-Overall**9%
**Value For Money**9%
**Defective Material/Parts**7%
**Advertised Vs Actual Product**5%
**Ease Of Cleaning**5%
**Leak-Proof**4%
**Contamination**4%
**Water Resistance**4%
**Moist/Dry**4%
## **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.
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