White Paint
MaybeAn estimated 0.7% of orders come back. But the top 5 brands take 97% of clicks, so White Paint is a Maybe.
- Flapen Score
- 51 / 100Top 38% of 2,225 DIY & Tools niches · +2 vs the category median of 4951
- Market size
- £1.3M/yr1.8M searches / yr
- 90-day growth
- -16.8%search demand this quarter
- Competition
- 61%top-5 click share · 7 brands · 63 sellers
Flapen Score
White Paint against its category
The dotted line is the DIY & Tools average. Past it, White Paint is stronger. Inside it, weaker.
Market
The White Paint market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for White Paint 1.8M times last year and spent an estimated £1.3M. The top 5 brands take 97% of clicks. Demand peaks in Jan–Feb–Mar. Flapen scores it 51 out of 100, a Maybe.
01 · Demand
An estimated 5.1% of those searches ended in a purchase.
Shoppers searched for this 1.8M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 5.1% of those searches ended in a purchase. Searches in the last 90 days moved -16.8% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.3M a year.
- Searches, last 12 months
- 1.8M
- Growth, 90 days vs prior 90
- -16.8%
- Conversion, latest week
- 5.1%
- Market size, estimated
- £1.3Ma year
- Peak month
- February4.4× the quietest month
- Top search term
- white paint277K searches a year
02 · Price
A sale here is worth £13.65.
Listings sell for £13.65 on average, from £7.90 to £20.94. Amazon reports units sold in ranges. This niche sold 60K to 80K a year. The average listing sells 2,000 to 2,500 of them. At £13.65 that is £27K to £34K a year per listing.
- Average price
- £13.65under the $15 to $100 sweet spot
- Price range
- £7.90–£20.94
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 60K–80K
- Units per listing a year
- 2,000–2,500
- Revenue per listing a year
- £27K–£34K
- Returns
- 0.7%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
76% of listings pay for placement with sponsored ads. 76% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #27 within Painting Supplies, Tools & Wall Treatments. It carries 3,025 reviews at 4.35 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 76%
- Prime listings
- 76%
- Out of stock, average day
- 0.0%
- Average rank
- #27in Painting Supplies, Tools & Wall Treatments
- Average rating
- 4.35 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 3,025per listing
- Listings tracked
- 21
04 · Newcomers
1 of last year's 1 launches cleared the first-year sales bar.
1 products launched here in the last 12 months. 1 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 40 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 1Amazon's first-year sales bar
- Average brand age
- 40 months
Products
Top White Paint products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 22, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE
- Price
- £8.37
- Rating
- 3.9/5
- Reviews
- 1,746
- Age
- 14y ago
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
- Price
- £12.62
- Rating
- 4.5/5
- Reviews
- 5,386
- Age
- 11y ago
Johnstones One Coat Matt Emulsion Paint - Pure Brilliant White 2.5L
- Price
- £12.03
- Rating
- 4.6/5
- Reviews
- 3,268
- Age
- 7y ago
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
- Price
- £11.10
- Rating
- 4.6/5
- Reviews
- 467
- Age
- 12y ago
CROWN Matt Emulsion Paint 7.5L Pure Brilliant White
- Price
- £13.94
- Rating
- 3.9/5
- Reviews
- 2,548
- Age
- 16y ago
Trending
estimated 90-day click momentum
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)
- Price
- £7.90
- Rating
- 3.8/5
- Reviews
- 19
- Age
- 5mo ago
Dulux Matt Paint 6 L - Pure Brilliant White
- Price
- £20.94
- Rating
- 4.4/5
- Reviews
- 3,176
- Age
- 13y ago
Johnstones 306570 Vinyl Silk Emulsion - Brilliant White 5
- Price
- £13.62
- Rating
- 4.5/5
- Reviews
- 1,477
- Age
- 14y ago
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
- Price
- £11.10
- Rating
- 4.6/5
- Reviews
- 467
- Age
- 12y ago
5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE
- Price
- £8.37
- Rating
- 3.9/5
- Reviews
- 1,746
- Age
- 14y ago
Newest
by launch dateJOYAONE 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)
- Price
- £7.90
- Rating
- 3.8/5
- Reviews
- 19
- Age
- 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)
- Price
- £7.92
- Rating
- 4.2/5
- Reviews
- 213
- Age
- 1y ago
Polar Anti Mould Paint - 500ml Brilliant Matt White - 5 Year Mould Resistant Paint to Control Moisture - For Internal Walls & Ceilings
- Price
- £13.87
- Rating
- 4.4/5
- Reviews
- 1,684
- Age
- 3y ago
Johnstones One Coat Matt Emulsion Paint - Pure Brilliant White 2.5L
- Price
- £12.03
- Rating
- 4.6/5
- Reviews
- 3,268
- Age
- 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
- Price
- £11.34
- Rating
- 4.4/5
- Reviews
- 26,529
- Age
- 8y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 61% of clicks. Leaders hold, but buyers still shop past them.
Brands
7 falling
Sellers
63
Est. top-5 brand share
97%
Top 20: 100%
Est. top-5 click share
61%
Top 20: 99%
Open market
1%
- Johnstone's75%
- Crown11%
- Dulux9%
- Paintsmiths2%
- JOYAONE2%
- Polar Specialist Coatings1%
- Open — no brand owns it (1 brand, 1%)
Demand
White Paint search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Jan, Feb, Mar · busiest ÷ quietest = 4.4×
Search terms
Top White Paint search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- white paint277K/yr
- wall paint207K/yr
- dulux paint209K/yr
- white paint for walls164K/yr
- johnstones paint106K/yr
- emulsion paint for walls118K/yr
- white emulsion paint103K/yr
- painting114K/yr
- white wall paint57K/yr
- crown paint56K/yr
Reviews and returns
What reviews say buyers love and hate about White Paint
We read the reviews and the return reasons for every product selling here.
“Terrible paint”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
15 topics
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common White Paint questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data