---
title: "White Kitchen Paint — £22K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/white-kitchen-paint"
last_updated: "2026-07-31T09:18:48.793Z"
locale: en
meta:
description: "Niche score 36/100 · £22K/yr market · 57K searches/yr · £16.95 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 36/100 · £22K/yr market · 57K searches/yr · £16.95 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "White Kitchen Paint — £22K/yr Amazon UK Niche (2026) - Flapen"
---
# **white kitchen paint**
**Skip it**
Brand-locked demand (top 5 brands take 99% of clicks) — this niche doesn't clear our bar today.
Market size 6Growth 8Conversion 29Competition 60Returns 97Price range 52Avg price 80Brand share 4Review moat 48Quality gap 30
**Returns**
**Incredible****0.6%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£16.95**
avg listing price — sweet spot $15–$100
**Competition**
**Good****49%**
top-5 click share — leaders hold, buyers still browse
**Price range**
**Good****£8.37–£22.16**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Okay****1,684.63**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.6★**
avg incumbent rating — lower means beatable quality
**Conversion**
**Okay****2.3%**
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**
**Bad****99%**
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 ~~](https://flapen.com/research/methodology)
## **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.
1K750Mar '26Apr '26Apr '26May '26May '26Jun '26Jun '26Jul '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/diy-tools/white-kitchen-paint/trend)
## **Top white kitchen paint search terms**
- **dulux kitchen paint**26K/yr-36.6%1.3% conv. - **white kitchen paint**15K/yr-34.4%5.3% conv. - **kitchen paint white**5K/yr-14.8%3.5% conv. - **dulux easycare kitchen paint**5K/yr-30.8%2.9% conv. - **johnstones kitchen paint**5K/yr-46.5%1.4% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/white-kitchen-paint/search-terms)
## **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.
0%5%£1K10%£2K15%£3K20%£4K101001K10K 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**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**£15.69**4.6★3,884 rev](https://www.amazon.co.uk/dp/B07P488XZY) [2**Dulux Easycare Kitchen Matt Paint - Pure Brilliant White 2.5L**Dulux**£16.88**4.5★64 rev](https://www.amazon.co.uk/dp/B0038EVE96) [3**AKZO NOBEL (DIY DULUX) Pure Brilliant White 2.5 L (Pack of 1)**Akzo Nobel**£16.81**4.6★1,319 rev](https://www.amazon.co.uk/dp/B004ZPIAD0) [4**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**£14.60**4.5★9,545 rev](https://www.amazon.co.uk/dp/B07P22M2T5) [5**Dulux Easycare Kitchen Matt Emulsion Paint For Walls And Ceilings - Natural Hessian 2.5 Litres**Dulux**£19.26**4.6★182 rev](https://www.amazon.co.uk/dp/B005UC2G5K)
**~~View all top sellers →~~**
### **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**£15.32**692 rev2y ago](https://www.amazon.co.uk/dp/B0D2RVW9KK) [**Dulux Easycare Kitchen Matt Emulsion Paint - Tranquil Dawn - 2.5L**Dulux**£21.29**86 rev3y ago](https://www.amazon.co.uk/dp/B0BYT6YD2Q) [**Crown EASYCLEAN Pure Brilliant White Kitchen Paint - Matt Wall Paint 1L**Crown**£12.27**254 rev4y ago](https://www.amazon.co.uk/dp/B0B6JQ5ZQB) [**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**£15.36**3,884 rev4y ago](https://www.amazon.co.uk/dp/B09X5DK7P9) [**Leyland Kitchen & Bathroom Mid Sheen Brilliant White 2.5 Litre**Leyland**£16.35**390 rev6y ago](https://www.amazon.co.uk/dp/B08CDX77CR)
**~~View all new products →~~**
### **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**£15.49**4.6★**▲ 224%**](https://www.amazon.co.uk/dp/B07NXTTLSW) [**Crown EASYCLEAN Pure Brilliant White Kitchen Paint - Matt Wall Paint 1L**Crown**£12.27**4.6★**▲ 183%**](https://www.amazon.co.uk/dp/B0B6JQ5ZQB) [**5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE**Johnstone's**£8.37**3.9★**▲ 175%**](https://www.amazon.co.uk/dp/B005QWBCVI) [**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**£15.32**4.4★**▲ 81%**](https://www.amazon.co.uk/dp/B0D2RVW9KK) [**Dulux Easycare Kitchen Matt Emulsion Paint - Melon Sorbet - 2.5L**Dulux**£16.20**4.7★**▲ 75%**](https://www.amazon.co.uk/dp/B00K6AFPH2)
**~~View all trending →~~**
## **What buyers say about white kitchen paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Paint Quality**21%
*“Paint was good”*
**Quality-Overall**18%
*“Excellent Product”*
**Value For Money**11%
*“Good price”*
**Coverage**10%
*“Covers well”*
**Color**7%
*“Beautiful colour”*
**Advertised Vs Actual Product**7%
*“As shown”*
**Ease Of Use**7%
*“Easy to use”*
**Engraving/Paint/Sublimation**4%
*“Excellent paint”*
**Efficiency**2%
*“This seems to do its job”*
**Ease Of Cleaning**2%
*“Was able to wipe it off surfaces easily”*
### **What buyers complain about **
**Paint Quality**43%
*“paint has leaked out”*
**Coverage**8%
*“Poor coverage”*
**Thickness**8%
*“It is thick”*
**Color**7%
*“When compared this looks a little yellow. in terms of white shades go”*
**Leak-Proof**6%
*“Leaked”*
**Quality-Overall**4%
*“POOR QUALITY CONTAINER”*
**Durability**2%
*“2 months later the mould came back”*
**Value For Money**2%
*“Expensive”*
**Smell**1%
*“No smell worth a mention”*
**Functionality-Overall**1%
*“Didnt work for me”*
### **Top return reasons **
**Paint Quality**61%
**Color**18%
**Leak-Proof**7%
**Size-Overall**3%
**Value For Money**1%
**Product Condition**1%
**Quality-Overall**1%
**Coverage**1%
**Advertised Vs Actual Product**1%
**Functionality-Overall**1%
## **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.
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