Wilko Paint
FailThe top 5 brands take 98% of clicks, so Wilko Paint is a Fail.
- Flapen Score
- 38 / 100Ranks 1,956 of 2,225 DIY & Tools niches · −11 vs the category median of 4938
- Market size
- £50K/yr176K searches / yr
- 90-day growth
- -24.7%search demand this quarter
- Competition
- 50%top-5 click share · 7 brands · 60 sellers
Flapen Score
Wilko Paint against its category
The dotted line is the DIY & Tools average. Past it, Wilko Paint is stronger. Inside it, weaker.
Market
The Wilko Paint market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Wilko Paint 176K times last year and spent an estimated £50K. The top 5 brands take 98% of clicks. Demand peaks in Feb. Flapen scores it 38 out of 100, a Fail.
01 · Demand
1.9% of searches ended in a purchase last week.
Shoppers searched for this 176K times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. In the latest week, 1.9% of those searches ended in a purchase. Searches in the last 90 days moved -24.7% against the 90 days before. Searches, conversion and average price together put the market at an estimated £50K a year.
- Searches, last 12 months
- 176K
- Growth, 90 days vs prior 90
- -24.7%
- Conversion, latest week
- 1.9%
- Market size, estimated
- £50Ka year
- Peak month
- February2.0× the quietest month
- Top search term
- light grey paint for walls35K searches a year
02 · Price
A sale here is worth £14.97.
Listings sell for £14.97 on average, from £8.37 to £22.56. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At £14.97 that is £0 to £1K a year per listing.
- Average price
- £14.97under the $15 to $100 sweet spot
- Price range
- £8.37–£22.56
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 3K–4K
- Units per listing a year
- 0–100
- Revenue per listing a year
- £0–£1K
- Returns
- 0.7%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is reviews.
86% of listings pay for placement with sponsored ads. 77% ship with Prime. On an average day, 0.2% of listings are out of stock. The average listing ranks #55 within Painting Supplies, Tools & Wall Treatments. It carries 3,822 reviews at 4.43 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 86%
- Prime listings
- 77%
- Out of stock, average day
- 0.2%
- Average rank
- #55in Painting Supplies, Tools & Wall Treatments
- Average rating
- 4.43 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 3,822per listing
- Listings tracked
- 35
04 · Newcomers
Amazon counts 0 of last year's 1 launches as successful.
1 products launched here in the last 12 months. Amazon counts 0 of them as successful launches, new products that hit its first-year sales bar. The brands on the shelf have sold for 52 months on average, so the names here are settling in.
- Launched, last 12 months
- 1
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 52 months
Products
Top Wilko Paint products & what they sell for
Every tracked product: its share of the shelf, its reviews, and its price.
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
Competition: brands, sellers & click share
The top 5 products take 50% of clicks. Leaders hold, but buyers still shop past 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%)
Demand
Wilko Paint search demand
Weekly searches over the year, seasonality beneath. Pick a range.
Peak months: Feb · busiest ÷ quietest = 2.0×
Search terms
Top Wilko Paint search terms shoppers use
The exact words 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
Reviews and returns
What reviews say buyers love and hate about Wilko Paint
What buyers praise, what they complain about and why they send it back, from the reviews.
Complain
Leaked paint
paint has leaked out
Terrible paint
Colour is a lot lighter
Not white
Colour not as expected
Arrived leaking all in the box
Leaked in box
Leaked
POOR QUALITY CONTAINER
Not as good as expected or hoped for
Not great quality
Poor coverage
it doesnt cover
not the best for coverage
Love
Good Paint
Brilliant paint nice
The paint goes on smoothly
Great value for money
Excellent value
Money well spent
Beautiful shade
Beautiful colour
the colour is beautiful
Excellent product
Good and reliable
Good quality paint at a reasonable price
Covers well
Full coverage
Very happy with the coverage
Return
0.7% Return rate 37% Fixable by listing
Leaked paint
paint has leaked out
Terrible paint
Colour is a lot lighter
Not white
Colour not as expected
Arrived leaking all in the box
Leaked in box
Leaked
Not fit sell
although it does look small it covered my whole wooden table
small tin
POOR QUALITY CONTAINER
Not as good as expected or hoped for
Not great quality
Keep looking
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Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Wilko Paint questions
Answered from the same tracked data.