Is white bathroom paint profitable to sell on Amazon United Kingdom?

The niche generates £200K/yr across 12 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -32.6%. Flapen's verdict: Skip it (36/100).

How competitive is the white bathroom paint niche?

6 brands and 41 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 99% of demand.

What do buyers complain about in white bathroom paint?

Top complaints mined from reviews: Paint Quality, Thickness, Coverage. The return rate is 0.7%.

When does demand for white bathroom paint peak?

Demand peaks in Jan–Mar; the busiest month runs 1.7× the quietest.

What does it cost to enter the white bathroom paint niche?

Listings span £10.34–£17.87; the average listing price is £14.08 (sweet spot $15–$100). The average incumbent carries 4,693 reviews — the moat a new listing must climb.

white bathroom paint

Skip it

Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Conversion

Good6.2%

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

Avg price

Good£14.08

avg listing price — sweet spot $15–$100

Market size

Okay£200K

£200K/yr · 230K searches

Price range

Okay£10.34–£17.87

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

Quality gap

Okay4.5★

avg incumbent rating — lower means beatable quality

Review moat

Bad4,693.25

avg incumbent reviews — the moat a new listing must climb

Competition

Bad82%

top-5 click share — a locked-up shelf

Growth

Bad-32.6%

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

Brand share

Bad99%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, white bathroom paint is a £200K/yr Amazon United Kingdom market (230K searches/yr). The top 5 brands hold 99% of demand. Demand peaks in Jan–Mar. Verdict: Skip it — 36/100.

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

white bathroom paint market data

Units sold / yr: 13K–15K; avg 750–1,000/product
Revenue / yr: £176K–£211K; units × avg price
Conversion rate: 6.2%
Avg BSR: #19
Page quality: 0%
Prime: 67%
Sponsored: 100%
Out of stock: 0.0%
Avg brand age: 54 months
Avg seller age: 175 days

Competition & brand share

The top 5 products capture 82% of clicks — a locked-up shelf that new listings rarely crack.

Brands

6 falling

Sellers

Top-5 brand share

99%

Top 20: 100%

Top-5 click share

82%

Top 20: 100%

Open market

Dulux38%
Johnstone's37%
SIRAMICO COATINGS17%
Polar Specialist Coatings5%
Mifica2%
Leyland1%

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -32.6% search growth over the last 90 days.

Peak months: Jan, Mar · busiest ÷ quietest = 1.7×

Open Trend

Top white bathroom paint search terms

dulux bathroom paint46K/yr -30.4%1.8% conv.
white bathroom paint44K/yr -33.4%7.8% conv.
bathroom ceiling paint23K/yr -32.3%7.3% conv.
bathroom paint white16K/yr -33.8%7.2% conv.
white kitchen paint15K/yr -34.4%3.7% conv.
bathroom paint white anti mould12K/yr -36.6%5.1% conv.
dulux easycare bathroom paint8K/yr -21.9%4.0% conv.
bathroom white paint9K/yr -31.6%7.5% conv.
waterproof paint for bathroom7K/yr -26.5%1.5% conv.
dulux bathroom paint white8K/yr -43.4%7.9% conv.

All search terms

Top white bathroom 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.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

All 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Dulux 500001 Easycare Bathroom Soft Sheen Emulsion Paint for Walls and Ceilings - Pure Brilliant White 1L

Dulux£10.344.6★11,526 rev

Johnstones - Bathroom Paint - Brilliant White - Mid Sheen Finish - Stain Blocker Paint - Use in Moist & Damp Areas - Low Odour - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L

Johnstone's£13.404.6★8,161 rev

SIRAMICO COATINGS Anti-Mould Paint | 1 Litre | Superior 10 Year Anti Mould Resistant Paint for Bathrooms Kitchens Walls and Ceilings - Easy Brush & Roller Application

SIRAMICO COATINGS£15.324.4★692 rev

Dulux 500001 Easycare Bathroom Soft Sheen Emulsion Paint for Walls and Ceilings - Pure Brilliant White 2. 5 litres

Dulux£17.874.6★11,526 rev

Polar Anti Mould Paint - 500ml Brilliant Matt White - 5 Year Mould Resistant Paint to Control Moisture - For Internal Walls & Ceilings

Polar Specialist Coatings£13.874.4★1,684 rev

Newest

by launch date

Mifica Legacy Anti Mould Paint White Matt (Water Based) Mould Resistant Bathroom & Kitchen Paint for Walls & Ceilings | Humidity & Condensation Protection | 1L

Mifica£14.4877 rev

8mo ago

SIRAMICO COATINGS I Anti Mould Paint Ultra I 500ml I Brilliant White Matt Finish I 10 Year Anti Mould Protection Emulsion Paint For Bathrooms Kitchens Walls and Ceilings

SIRAMICO COATINGS£11.00206 rev

9mo ago

SIRAMICO COATINGS Anti-Mould Paint | 1 Litre | Superior 10 Year Anti Mould Resistant Paint for Bathrooms Kitchens Walls and Ceilings - Easy Brush & Roller Application

SIRAMICO COATINGS£15.32692 rev

2y ago

Polar Anti Mould Paint - 500ml Brilliant Matt White - 5 Year Mould Resistant Paint to Control Moisture - For Internal Walls & Ceilings

Polar Specialist Coatings£13.871,684 rev

3y ago

Leyland Kitchen & Bathroom Mid Sheen Brilliant White 2.5 Litre

Leyland£16.35390 rev

6y ago

What buyers say about white bathroom paint

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

What buyers love

Paint Quality22%

“Paint was good”

Quality-Overall16%

“Excellent Product”

Coverage12%

“Covers well”

Advertised Vs Actual Product10%

“As advertised”

Value For Money7%

“Good price”

Ease Of Use7%

“Easy to use”

Engraving/Paint/Sublimation4%

“Excellent paint”

Efficiency3%

“This seems to do its job”

Color2%

“good colour”

Smell1%

“This was great low smell”

What buyers complain about

Paint Quality35%

“Cheap quality paint”

Thickness9%

“It is thick”

Coverage5%

“Poor coverage”

Durability4%

“2 months later the mould came back”

Leak-Proof4%

“Leaked”

Value For Money3%

“extortionate price”

Smell2%

“No smell worth a mention”

Color2%

“Only downside was that the colour wasn't as 'brilliant' as I had hoped and here was variation between my woodwork and the walls”

Spray/Flow2%

“there was alot of spraying”

Functionality-Overall2%

“Didnt work for me”

Top return reasons

Paint Quality39%

Size-Overall25%

Color16%

Value For Money4%

Leak-Proof4%

Functionality-Overall2%

Advertised Vs Actual Product2%

Coverage1%

Quality-Overall1%

Maintenance And Repair1%

Common questions

Is white bathroom paint profitable to sell on Amazon United Kingdom?: The niche generates £200K/yr across 12 tracked products. 1 of 2 products launched in the last 360 days are still selling. 90-day search growth is -32.6%. Flapen's verdict: Skip it (36/100).
How competitive is the white bathroom paint niche?: 6 brands and 41 sellers compete. The top 5 products take 82% of clicks and top 5 brands hold 99% of demand.
What do buyers complain about in white bathroom paint?: Top complaints mined from reviews: Paint Quality, Thickness, Coverage. The return rate is 0.7%.
When does demand for white bathroom paint peak?: Demand peaks in Jan–Mar; the busiest month runs 1.7× the quietest.
What does it cost to enter the white bathroom paint niche?: Listings span £10.34–£17.87; the average listing price is £14.08 (sweet spot $15–$100). The average incumbent carries 4,693 reviews — the moat a new listing must climb.