Is white paint profitable to sell on Amazon United Kingdom?

The niche generates £1.3M/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.8%. Flapen's verdict: Worth a look (51/100).

How competitive is the white paint niche?

7 brands and 63 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in white paint?

Top complaints mined from reviews: Paint Quality, Leak-Proof, Quality-Overall. The return rate is 0.7%.

When does demand for white paint peak?

Demand peaks in Jan–Feb–Mar; the busiest month runs 4.4× the quietest.

What does it cost to enter the white paint niche?

Listings span £7.90–£20.94; the average listing price is £13.65 (sweet spot $15–$100). The average incumbent carries 3,025 reviews — the moat a new listing must climb.

white paint

Worth a look

Shows low returns (0.7%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.

Returns

Incredible0.7%

return rate — above 5% kills the launch gate

Market size

Great£1.3M

£1.3M/yr · 1.8M searches

Quality gap

Good4.3★

avg incumbent rating — lower means beatable quality

Avg price

Good£13.65

avg listing price — sweet spot $15–$100

Conversion

Good5.1%

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

Price range

Okay£7.90–£20.94

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

Competition

Okay61%

top-5 click share — leaders hold, buyers still browse

Review moat

Okay3,024.52

avg incumbent reviews — the moat a new listing must climb

Growth

Bad-16.8%

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

Brand share

Bad97%

top-5 brand share — brand-locked demand

According to Flapen's Amazon United Kingdom niche tracking, white paint is a £1.3M/yr Amazon United Kingdom market (1.8M searches/yr). The top 5 brands hold 97% of demand. Demand peaks in Jan–Feb–Mar. Verdict: Worth a look — 51/100.

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

white paint market data

Units sold / yr: 60K–80K; avg 2,000–2,500/product
Revenue / yr: £819K–£1.1M; units × avg price
Conversion rate: 5.1%
Avg BSR: #27
Page quality: 0%
Prime: 76%
Sponsored: 76%
Out of stock: 0.0%
Avg brand age: 40 months
Avg seller age: 178 days

Competition & brand share

The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.

Brands

7 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

61%

Top 20: 99%

Open market

Johnstone's75%
Crown11%
Dulux9%
Paintsmiths2%
JOYAONE2%
Polar Specialist Coatings1%
Open — no brand owns it (1 brand, 1%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — -16.8% search growth over the last 90 days.

Peak months: Jan, Feb, Mar · busiest ÷ quietest = 4.4×

Open Trend

Top white paint search terms

white paint277K/yr -14.4%4.6% conv.
wall paint207K/yr -3.9%0.4% conv.
dulux paint209K/yr -26.7%0.4% conv.
white paint for walls164K/yr -12.6%6.2% conv.
johnstones paint106K/yr -6.9%0.9% conv.
emulsion paint for walls118K/yr -24.0%1.3% conv.
white emulsion paint103K/yr -17.0%8.2% conv.
painting114K/yr -14.0%0.0% conv.
white wall paint57K/yr -4.5%5.6% conv.
crown paint56K/yr -30.4%0.3% conv.

All search terms

Top white 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 21 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE

Johnstone's£8.373.9★1,746 rev

Johnstones Wall and Ceiling Paint Pure Brilliant White Matt Finish Emulsion Paint Fantastic Coverage Easy to Apply Dry in 1 2 Hours 12 M2 per Litre 2.5 L

Johnstone's£12.624.5★5,386 rev

Johnstones One Coat Matt Emulsion Paint - Pure Brilliant White 2.5L

Johnstone's£12.034.6★3,268 rev

Johnstones - Wall & Ceiling Paint - Brilliant White - Soft Sheen Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L

Johnstone's£11.104.6★467 rev

CROWN Matt Emulsion Paint 7.5L Pure Brilliant White

Crown£13.943.9★2,548 rev

Newest

by launch date

JOYAONE White Paint for Wall 100g Fast-Drying and Water-Based Wall Repair Paint Roller Come with Roller Easy to Apply Solve Graffiti Stains Yellowing on White Surface (100g)

JOYAONE£7.9019 rev

5mo ago

Paintsmiths Home Touch Up Paint - Repair Walls Ceilings and Wood - Matt Finish - Bottle & Brush for Easy Application - High Opacity Emulsion for Scuffs Scratches and Stains (White)

Paintsmiths£7.92213 rev

1y 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

Johnstones One Coat Matt Emulsion Paint - Pure Brilliant White 2.5L

Johnstone's£12.033,268 rev

7y ago

THE ONE All-In-One Paint & Primer - White Matt 250 ml | Multi-Surface 1 Coat Formula | Easy Indoor & Outdoor Decorating for Home & Garden Walls Floors & Furniture | Durable Water-Based & Low VOC

THE ONE£11.3426,529 rev

8y ago

What buyers say about white paint

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

What buyers love

Paint Quality24%

“Very nice paint to use and good finish”

Value For Money18%

“Best Price”

Quality-Overall17%

“Amazing quality”

Coverage7%

“Covers well”

Ease Of Use5%

“Easy to use”

Engraving/Paint/Sublimation5%

“Excellent paint”

Color5%

“The colour is pretty”

Advertised Vs Actual Product4%

“As described”

Size-Overall1%

“Handy size”

Ease Of Cleaning1%

“easy to wipe down”

What buyers complain about

Paint Quality53%

“Terrible paint”

Leak-Proof6%

“Arrived leaking all in the box”

Quality-Overall6%

“POOR QUALITY CONTAINER”

Thickness5%

“Its not a very thick paint”

Color5%

“Need to make a complaint its not very white more blue grey”

Coverage5%

“Poor coverage”

Size-Overall3%

“Not fit sell”

Value For Money2%

“It is more expensive”

Ease Of Cleaning1%

“It looks dirty”

Smell1%

“Not much of a smell”

Top return reasons

Paint Quality59%

Color12%

Size-Overall11%

Leak-Proof8%

Value For Money1%

Quality-Overall1%

Advertised Vs Actual Product1%

Defective Material/Parts1%

Product Condition1%

Coverage1%

Common questions

Is white paint profitable to sell on Amazon United Kingdom?: The niche generates £1.3M/yr across 21 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -16.8%. Flapen's verdict: Worth a look (51/100).
How competitive is the white paint niche?: 7 brands and 63 sellers compete. The top 5 products take 61% of clicks and top 5 brands hold 97% of demand.
What do buyers complain about in white paint?: Top complaints mined from reviews: Paint Quality, Leak-Proof, Quality-Overall. The return rate is 0.7%.
When does demand for white paint peak?: Demand peaks in Jan–Feb–Mar; the busiest month runs 4.4× the quietest.
What does it cost to enter the white paint niche?: Listings span £7.90–£20.94; the average listing price is £13.65 (sweet spot $15–$100). The average incumbent carries 3,025 reviews — the moat a new listing must climb.