White Paint
White Paint shows low returns (0.7%), but brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list.
Flapen Score
Is White Paint profitable on Amazon?
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.
White Paint: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Worth a look. Search demand moved -16.8% over the last 90 days and 5.1% of searches end in a purchase.
£1.3M
revenue / yr
Who owns the niche?
The top 5 brands hold 97% of demand, so 3% of the market is open.
3%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.3★ — the gap to enter on.
0/100
page quality · 21 products
Top White Paint products & what they sell for
Every tracked product — its share of the shelf, its review moat, and what it sells for.
Top sellers
by 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
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: brands, sellers & click share
The top 5 products take 61% of clicks — established leaders, but buyers still shop beyond them.
Brands
7 falling
Sellers
63
Top-5 brand share
97%
Top 20: 100%
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%)
White Paint demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Jan, Feb, Mar · busiest ÷ quietest = 4.4×
Top White Paint search terms shoppers use
The exact queries shoppers type, with 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
What reviews say buyers love and hate about White Paint
What buyers mention most, as a share of all reviews.
What buyers love
87% of reviews“Very nice paint to use and good finish”
“Best Price”
“Amazing quality”
“Covers well”
“Easy to use”
What buyers complain about
87% of reviews“Terrible paint”
“Arrived leaking all in the box”
“POOR QUALITY CONTAINER”
“Its not a very thick paint”
“Need to make a complaint its not very white more blue grey”
White Paint return rate & reasons
Why buyers send it back, as a share of all return requests.
0.7%
Return rate
25%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common White Paint questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
