Wilko Paint
brand-locked demand (top 5 brands take 98% of clicks) — Wilko Paint doesn't clear our bar today.
Flapen Score
Is Wilko Paint profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Wilko Paint is a £50K/yr Amazon United Kingdom market (176K searches/yr). The top 5 brands hold 98% of demand. Demand peaks in Feb. Verdict: Skip it — 38/100.
Wilko Paint: the Amazon niche in one read
Everything a seller checks before entering, in three answers.
Is the demand real?
Not really. Search demand moved -24.7% over the last 90 days and 1.9% of searches end in a purchase.
£50K
revenue / yr
Who owns the niche?
The top 5 brands hold 98% of demand, so 2% of the market is open.
2%
open market share
Is there a way in?
Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.
0/100
page quality · 35 products
Top Wilko 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
Johnstones - Washable Paint - Frosted Silver - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
- Price
- £13.44
- Rating
- 4.5/5
- Reviews
- 9,545
- Age
- 7y ago
Johnstones - Wall & Ceiling Paint - Manhattan Grey - Matt Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 5L Pack of 1
- Price
- £17.90
- Rating
- 4.5/5
- Reviews
- 1,602
- Age
- 11y ago
Johnstones Wall and Ceiling Paint Manhattan Grey Silk Finish Emulsion Paint Fantastic Coverage Easy to Apply Dry in 1 2 Hours 12 M2 per Litre 5 L
- Price
- £18.06
- Rating
- 4.6/5
- Reviews
- 1,826
- Age
- 11y 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 - Natural Sage - Silk Finish- Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £12.73
- Rating
- 4.6/5
- Reviews
- 782
- Age
- 7y ago
Trending
90-day click momentum
Johnstones - Wall & Ceiling Paint - Seashell - Silk Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £13.34
- Rating
- 4.7/5
- Reviews
- 55
- Age
- 11y ago
Johnstones - Wall & Ceiling Paint - Natural Sage - Matt Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £12.97
- Rating
- 4.5/5
- Reviews
- 1,943
- Age
- 8y ago
Johnstones - Wall & Ceiling Paint - Frosted Silver - Silk Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £13.70
- Rating
- 4.6/5
- Reviews
- 2,198
- Age
- 7y ago
Johnstones - Wall & Ceiling Paint - Natural Sage - Silk Finish- Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £12.73
- Rating
- 4.6/5
- Reviews
- 782
- Age
- 7y ago
STX_377648 Crown Non Breath Easy Matt Emulsion 10L Soft Grey ()
- Price
- £22.42
- Rating
- 4.0/5
- Reviews
- 345
- Age
- 7y ago
Newest
by launch date
Johnstones 10L Contract Matt Emulsion Grey Paint Walls Plaster Build Home House
- Price
- £22.56
- Rating
- 4.4/5
- Reviews
- 384
- Age
- 6y ago
STX_377648 Crown Non Breath Easy Matt Emulsion 10L Soft Grey ()
- Price
- £22.42
- Rating
- 4.0/5
- Reviews
- 345
- Age
- 7y ago
Johnstones - Washable Paint - Frosted Silver - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
- Price
- £13.44
- Rating
- 4.5/5
- Reviews
- 9,545
- Age
- 7y ago
Johnstones - Wall & Ceiling Paint - Natural Sage - Silk Finish- Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £12.73
- Rating
- 4.6/5
- Reviews
- 782
- Age
- 7y ago
Johnstones - Wall & Ceiling Paint - Frosted Silver - Silk Finish - Emulsion Paint - Fantastic Coverage - Easy to Apply - Dry in 1-2 Hours - 12m2 Coverage per Litre - 2.5L
- Price
- £13.70
- Rating
- 4.6/5
- Reviews
- 2,198
- Age
- 7y ago
Competition: brands, sellers & click share
The top 5 products take 50% of clicks — established leaders, but buyers still shop beyond them.
Brands
7 rising
Sellers
60
Top-5 brand share
98%
Top 20: 100%
Top-5 click share
50%
Top 20: 83%
Open market
1%
- Johnstone's88%
- THE ONE4%
- Dulux3%
- Crown2%
- SIRAMICO COATINGS1%
- HQC1%
- Open — no brand owns it (1 brand, 1%)
Wilko Paint demand & seasonality
Weekly search volume, with the niche's key stats alongside.
Peak months: Feb · busiest ÷ quietest = 2.0×
Top Wilko Paint search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- light grey paint for walls35K/yr
- silk paint for walls20K/yr
- silk paint17K/yr
- light grey paint19K/yr
- silk emulsion paint for walls16K/yr
- bedroom paint for walls16K/yr
- wilko paint7K/yr
- johnson paint for walls6K/yr
- paint for bedroom walls5K/yr
- johnson paint4K/yr
What reviews say buyers love and hate about Wilko Paint
What buyers mention most, as a share of all reviews.
What buyers love
89% of reviews“Good Paint”
“Great value for money”
“Beautiful shade”
“Excellent product”
“Covers well”
What buyers complain about
84% of reviews“Leaked paint”
“Colour is a lot lighter”
“Arrived leaking all in the box”
“POOR QUALITY CONTAINER”
“Poor coverage”
Wilko Paint return rate & reasons
Why buyers send it back, as a share of all return requests.
0.7%
Return rate
37%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Wilko 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.
