wilko paint
Skip itBrand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.7%return rate — above 5% kills the launch gate
Avg price
Great£14.97avg listing price — sweet spot $15–$100
Competition
Good50%top-5 click share — leaders hold, buyers still browse
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Price range
Good£8.37–£22.56cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay3,821.86avg incumbent reviews — the moat a new listing must climb
Conversion
Bad1.9%search→purchase rate — share of searches ending in a sale
Growth
Bad-24.7%90-day search growth — must beat 0% to launch
Market size
Bad£50K£50K/yr · 176K searches
Brand share
Bad98%top-5 brand share — brand-locked demand
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.
Data updated Jul 22, 2026 · scored weekly · How we score niches
wilko paint market data
- Units sold / yr
- 3K–4K
- avg 0–100/product
- Revenue / yr
- £45K–£60K
- units × avg price
- Conversion rate
- 1.9%
- Avg BSR
- #55
- Page quality
- 0%
- Prime
- 77%
- Sponsored
- 86%
- Out of stock
- 0.2%
- Avg brand age
- 52 months
- Avg seller age
- 172 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 89 weeks — -24.7% search growth over the last 90 days.Peak months: Feb · busiest ÷ quietest = 2.0×
Top wilko paint search terms
- 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
Top wilko 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.
All 24 tracked products in this niche — three views at once, no toggling.
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
Johnstone's£13.444.5★9,545 rev
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
Johnstone's£17.904.5★1,602 rev
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
Johnstone's£18.064.6★1,826 rev
Johnstones 306570 Vinyl Silk Emulsion - Brilliant White 5
Johnstone's£13.624.5★1,477 rev
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
Johnstone's£12.734.6★782 rev
Newest
by launch date
Johnstones 10L Contract Matt Emulsion Grey Paint Walls Plaster Build Home House
Johnstone's£22.56384 rev
STX_377648 Crown Non Breath Easy Matt Emulsion 10L Soft Grey ()
Crown£22.42345 rev
Johnstones - Washable Paint - Frosted Silver - Matt Finish - Emulsion Paint - Highly Durable - Stain Resistant - Non Toxic & Low Odour - 12m2 Coverage per Litre - 2.5L
Johnstone's£13.449,545 rev
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
Johnstone's£12.73782 rev
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
Johnstone's£13.702,198 rev
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
Johnstone's£13.344.7★
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
Johnstone's£12.974.5★
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
Johnstone's£13.704.6★
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
Johnstone's£12.734.6★
STX_377648 Crown Non Breath Easy Matt Emulsion 10L Soft Grey ()
Crown£22.424.0★
What buyers say about wilko paint
What buyers praise and complain about, mined from review topics.What buyers love
“Good Paint”
“Great value for money”
“Beautiful shade”
“Excellent product”
“Covers well”
“Just what I wanted”
“Excellent paint”
“Easy to use”
“the thick consistency meant that it covered the area well where I was painting”
“It drys quite quickly and leaves a nice smooth finish, totally recommend”
What buyers complain about
“Leaked paint”
“Colour is a lot lighter”
“Arrived leaking all in the box”
“POOR QUALITY CONTAINER”
“Poor coverage”
“Its not a very thick paint”
“Not fit sell”
“VERY poor durability”
“No smell worth a mention”
“It looks dirty”
Top return reasons
Common questions
- Is wilko paint profitable to sell on Amazon United Kingdom?
- The niche generates £50K/yr across 35 tracked products. 0 of 1 products launched in the last 360 days are still selling. 90-day search growth is -24.7%. Flapen's verdict: Skip it (38/100).
- How competitive is the wilko paint niche?
- 7 brands and 60 sellers compete. The top 5 products take 50% of clicks and top 5 brands hold 98% of demand.
- What do buyers complain about in wilko paint?
- Top complaints mined from reviews: Paint Quality, Color, Leak-Proof. The return rate is 0.7%.
- When does demand for wilko paint peak?
- Demand peaks in Feb; the busiest month runs 2.0× the quietest.
- What does it cost to enter the wilko paint niche?
- Listings span £8.37–£22.56; the average listing price is £14.97 (sweet spot $15–$100). The average incumbent carries 3,822 reviews — the moat a new listing must climb.