white kitchen paint
Skip itBrand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.6%return rate — above 5% kills the launch gate
Avg price
Great£16.95avg listing price — sweet spot $15–$100
Competition
Good49%top-5 click share — leaders hold, buyers still browse
Price range
Good£8.37–£22.16cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay1,684.63avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Conversion
Okay2.3%search→purchase rate — share of searches ending in a sale
Growth
Bad-34.8%90-day search growth — must beat 0% to launch
Market size
Bad£22K£22K/yr · 57K searches
Brand share
Bad99%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, white kitchen paint is a £22K/yr Amazon United Kingdom market (57K searches/yr). The top 5 brands hold 99% of demand. Verdict: Skip it — 36/100.
Data updated Jul 22, 2026 · scored weekly · How we score niches
white kitchen paint market data
- Units sold / yr
- 2K–2K
- avg 0–100/product
- Revenue / yr
- £25K–£34K
- units × avg price
- Conversion rate
- 2.3%
- Avg BSR
- #249
- Page quality
- 0%
- Prime
- 40%
- Sponsored
- 53%
- Out of stock
- 0.0%
- Avg brand age
- 51 months
- Avg seller age
- 182 days
Competition & brand share
The top 5 products take 49% of clicks — established leaders, but buyers still shop beyond them.Brands
6 rising
Sellers
42
Top-5 brand share
99%
Top 20: 100%
Top-5 click share
49%
Top 20: 87%
Open market
0%
- Dulux43%
- Johnstone's42%
- Akzo Nobel9%
- Leyland3%
- SIRAMICO COATINGS2%
- Crown2%
Demand
Weekly Amazon search volume, last 17 weeks — -34.8% search growth over the last 90 days.Top white kitchen paint search terms
- dulux kitchen paint26K/yr
- white kitchen paint15K/yr
- kitchen paint white5K/yr
- dulux easycare kitchen paint5K/yr
- johnstones kitchen paint5K/yr
Top white kitchen 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.
All 24 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Johnstones - Kitchen Paint - Brilliant White - Matt Finish - Grease & Stain Resistant - Suitable for Kitchen Walls & Ceilings - Highly Durable - Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£15.694.6★3,884 rev
Dulux Easycare Kitchen Matt Paint - Pure Brilliant White 2.5L
Dulux£16.884.5★64 rev
AKZO NOBEL (DIY DULUX) Pure Brilliant White 2.5 L (Pack of 1)
Akzo Nobel£16.814.6★1,319 rev
Johnstones - Washable Paint - Pure Brilliant White - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£14.604.5★9,545 rev
Dulux Easycare Kitchen Matt Emulsion Paint For Walls And Ceilings - Natural Hessian 2.5 Litres
Dulux£19.264.6★182 rev
Newest
by launch date
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
Dulux Easycare Kitchen Matt Emulsion Paint - Tranquil Dawn - 2.5L
Dulux£21.2986 rev
Crown EASYCLEAN Pure Brilliant White Kitchen Paint - Matt Wall Paint 1L
Crown£12.27254 rev
Johnstones - Kitchen Paint - Antique White - Matt Finish - Grease & Stain Resistant - Suitable for Kitchen Walls & Ceilings - Highly Durable - Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£15.363,884 rev
Leyland Kitchen & Bathroom Mid Sheen Brilliant White 2.5 Litre
Leyland£16.35390 rev
Trending
90-day click momentum
Johnstones - Kitchen Paint - White Lace - Matt Finish - Grease & Stain Resistant - Suitable for Kitchen Walls & Ceilings - Highly Durable - Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£15.494.6★
Crown EASYCLEAN Pure Brilliant White Kitchen Paint - Matt Wall Paint 1L
Crown£12.274.6★
5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE
Johnstone's£8.373.9★
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★
Dulux Easycare Kitchen Matt Emulsion Paint - Melon Sorbet - 2.5L
Dulux£16.204.7★
What buyers say about white kitchen paint
What buyers praise and complain about, mined from review topics.What buyers love
“Paint was good”
“Excellent Product”
“Good price”
“Covers well”
“Beautiful colour”
“As shown”
“Easy to use”
“Excellent paint”
“This seems to do its job”
“Was able to wipe it off surfaces easily”
What buyers complain about
“paint has leaked out”
“Poor coverage”
“It is thick”
“When compared this looks a little yellow. in terms of white shades go”
“Leaked”
“POOR QUALITY CONTAINER”
“2 months later the mould came back”
“Expensive”
“No smell worth a mention”
“Didnt work for me”
Top return reasons
Common questions
- Is white kitchen paint profitable to sell on Amazon United Kingdom?
- The niche generates £22K/yr across 30 tracked products. 90-day search growth is -34.8%. Flapen's verdict: Skip it (36/100).
- How competitive is the white kitchen paint niche?
- 6 brands and 42 sellers compete. The top 5 products take 49% of clicks and top 5 brands hold 99% of demand.
- What do buyers complain about in white kitchen paint?
- Top complaints mined from reviews: Paint Quality, Coverage, Thickness. The return rate is 0.6%.
- What does it cost to enter the white kitchen paint niche?
- Listings span £8.37–£22.16; the average listing price is £16.95 (sweet spot $15–$100). The average incumbent carries 1,685 reviews — the moat a new listing must climb.