---
title: "White Paint — £1.3M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/white-paint"
last_updated: "2026-07-31T08:32:54.739Z"
locale: en
meta:
description: "Niche score 51/100 · £1.3M/yr market. Brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 51/100 · £1.3M/yr market. Brand-locked demand (top 5 brands take 97% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "White Paint — £1.3M/yr Amazon UK Niche (2026) - Flapen"
---
# **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.
Market size 82Growth 17Conversion 60Competition 40Returns 97Price range 46Avg price 64Brand share 7Review moat 35Quality gap 67
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Market size**
**Great****£1.3M**
£1.3M/yr · 1.8M searches
**Quality gap**
**Good****4.3★**
avg incumbent rating — lower means beatable quality
**Avg price**
**Good****£13.65**
avg listing price — sweet spot $15–$100
**Conversion**
**Good****5.1%**
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**
**Okay****61%**
top-5 click share — leaders hold, buyers still browse
**Review moat**
**Okay****3,024.52**
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**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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**
**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%)
## **Demand & seasonality**
Weekly Amazon search volume, last 104 weeks — -16.8% search growth over the last 90 days.
50K30KSpike '25Prime Day '25Spike '26 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Feb, Mar · busiest ÷ quietest = 4.4×
[**Open Trend **](https://flapen.com/research/uk/diy-tools/white-paint/trend)
## **Top white paint search terms**
- **white paint**277K/yr-14.4%4.6% conv. - **wall paint**207K/yr-3.9%0.4% conv. - **dulux paint**209K/yr-26.7%0.4% conv. - **white paint for walls**164K/yr-12.6%6.2% conv. - **johnstones paint**106K/yr-6.9%0.9% conv. - **emulsion paint for walls**118K/yr-24.0%1.3% conv. - **white emulsion paint**103K/yr-17.0%8.2% conv. - **painting**114K/yr-14.0%0.0% conv. - **white wall paint**57K/yr-4.5%5.6% conv. - **crown paint**56K/yr-30.4%0.3% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/white-paint/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.
0%10%£126K20%£252K30%£377K40%£503K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE**Johnstone's**£8.37**3.9★1,746 rev](https://www.amazon.co.uk/dp/B005QWBCVI) [2**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**£12.62**4.5★5,386 rev](https://www.amazon.co.uk/dp/B00LXM1LPC) [3**Johnstones One Coat Matt Emulsion Paint - Pure Brilliant White 2.5L**Johnstone's**£12.03**4.6★3,268 rev](https://www.amazon.co.uk/dp/B07P4898QN) [4**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**£11.10**4.6★467 rev](https://www.amazon.co.uk/dp/B00H8OKY16) [5**CROWN Matt Emulsion Paint 7.5L Pure Brilliant White**Crown**£13.94**3.9★2,548 rev](https://www.amazon.co.uk/dp/B00403PXQY)
**~~View all top sellers →~~**
### **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**£7.90**19 rev5mo ago](https://www.amazon.co.uk/dp/B0GJZBZWJ6) [**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**£7.92**213 rev1y ago](https://www.amazon.co.uk/dp/B0DSLVCBDD) [**Polar Anti Mould Paint - 500ml Brilliant Matt White - 5 Year Mould Resistant Paint to Control Moisture - For Internal Walls & Ceilings**Polar Specialist Coatings**£13.87**1,684 rev3y ago](https://www.amazon.co.uk/dp/B0BLZPM6JM) [**Johnstones One Coat Matt Emulsion Paint - Pure Brilliant White 2.5L**Johnstone's**£12.03**3,268 rev7y ago](https://www.amazon.co.uk/dp/B07P4898QN) [**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**£11.34**26,529 rev8y ago](https://www.amazon.co.uk/dp/B07951SFZM)
**~~View all new products →~~**
### **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)**JOYAONE**£7.90**3.8★**▲ 243%**](https://www.amazon.co.uk/dp/B0GJZBZWJ6) [**Dulux Matt Paint 6 L - Pure Brilliant White**Dulux**£20.94**4.4★**▲ 171%**](https://www.amazon.co.uk/dp/B005ELFWEO) [**Johnstones 306570 Vinyl Silk Emulsion - Brilliant White 5**Johnstone's**£13.62**4.5★**▲ 147%**](https://www.amazon.co.uk/dp/B0038HPFIO) [**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**£11.10**4.6★**▲ 47%**](https://www.amazon.co.uk/dp/B00H8OKY16) [**5LTR - JOHNSTONES JONMAT CONTRACT MATT EMULSION BRILLIANT WHITE**Johnstone's**£8.37**3.9★**▲ 38%**](https://www.amazon.co.uk/dp/B005QWBCVI)
**~~View all trending →~~**
## **What buyers say about white paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Paint Quality**24%
*“Very nice paint to use and good finish”*
**Value For Money**18%
*“Best Price”*
**Quality-Overall**17%
*“Amazing quality”*
**Coverage**7%
*“Covers well”*
**Ease Of Use**5%
*“Easy to use”*
**Engraving/Paint/Sublimation**5%
*“Excellent paint”*
**Color**5%
*“The colour is pretty”*
**Advertised Vs Actual Product**4%
*“As described”*
**Size-Overall**1%
*“Handy size”*
**Ease Of Cleaning**1%
*“easy to wipe down”*
### **What buyers complain about **
**Paint Quality**53%
*“Terrible paint”*
**Leak-Proof**6%
*“Arrived leaking all in the box”*
**Quality-Overall**6%
*“POOR QUALITY CONTAINER”*
**Thickness**5%
*“Its not a very thick paint”*
**Color**5%
*“Need to make a complaint its not very white more blue grey”*
**Coverage**5%
*“Poor coverage”*
**Size-Overall**3%
*“Not fit sell”*
**Value For Money**2%
*“It is more expensive”*
**Ease Of Cleaning**1%
*“It looks dirty”*
**Smell**1%
*“Not much of a smell”*
### **Top return reasons **
**Paint Quality**59%
**Color**12%
**Size-Overall**11%
**Leak-Proof**8%
**Value For Money**1%
**Quality-Overall**1%
**Advertised Vs Actual Product**1%
**Defective Material/Parts**1%
**Product Condition**1%
**Coverage**1%
## **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.
## **Related niches in DIY & Tools**
- 68 [**cardboard cutter**](https://flapen.com/research/uk/diy-tools/cardboard-cutter)£343K/yr+30.6%**Worth a look**- 68 [**door canopy**](https://flapen.com/research/uk/diy-tools/door-canopy)£202K/yr+187.7%**Worth a look**- 68 [**fence post repair**](https://flapen.com/research/uk/diy-tools/fence-post-repair)£359K/yr-8.2%**Worth a look**- 68 [**cat window guard**](https://flapen.com/research/uk/diy-tools/cat-window-guard)£98K/yr+413.1%**Worth a look**- 68 [**sun shade**](https://flapen.com/research/uk/diy-tools/sun-shade)£202K/yr+187.7%**Worth a look**- 69 [**brass hose connector**](https://flapen.com/research/uk/diy-tools/brass-hose-connector)£66K/yr+122.8%**Worth a look**[**All DIY & Tools niches **](https://flapen.com/research/uk/diy-tools)