---
title: "Wilko Paint — £50K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/diy-tools/wilko-paint"
last_updated: "2026-07-31T08:36:19.623Z"
locale: en
meta:
description: "Niche score 38/100 · £50K/yr market · 176K searches/yr · £14.97 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 38/100 · £50K/yr market · 176K searches/yr · £14.97 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Wilko Paint — £50K/yr Amazon UK Niche (2026) - Flapen"
---
# **wilko paint**
**Skip it**
Brand-locked demand (top 5 brands take 98% of clicks) — this niche doesn't clear our bar today.
Market size 12Growth 13Conversion 24Competition 59Returns 96Price range 53Avg price 75Brand share 4Review moat 27Quality gap 53
**Returns**
**Incredible****0.7%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£14.97**
avg listing price — sweet spot $15–$100
**Competition**
**Good****50%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Good****4.4★**
avg incumbent rating — lower means beatable quality
**Price range**
**Good****£8.37–£22.56**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Review moat**
**Okay****3,821.86**
avg incumbent reviews — the moat a new listing must climb
**Conversion**
**Bad****1.9%**
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**
**Bad****98%**
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 ~~](https://flapen.com/research/methodology)
## **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.
5K4KSpike '25Prime Day '25Spike '26 seasonDecJanFebMarAprMayJunJulAugSepOctNovDecJanFebMarAprMayJun
Peak months: Feb · busiest ÷ quietest = 2.0×
[**Open Trend **](https://flapen.com/research/uk/diy-tools/wilko-paint/trend)
## **Top wilko paint search terms**
- **light grey paint for walls**35K/yr-25.0%2.7% conv. - **silk paint for walls**20K/yr-29.9%1.0% conv. - **silk paint**17K/yr-18.5%1.2% conv. - **light grey paint**19K/yr-16.5%1.9% conv. - **silk emulsion paint for walls**16K/yr-25.5%1.8% conv. - **bedroom paint for walls**16K/yr-31.2%0.4% conv. - **wilko paint**7K/yr-0.4%0.1% conv. - **johnson paint for walls**6K/yr-19.6%0.5% conv. - **paint for bedroom walls**5K/yr-26.5%0.3% conv. - **johnson paint**4K/yr-19.8%0.2% conv. [**All search terms **](https://flapen.com/research/uk/diy-tools/wilko-paint/search-terms)
## **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.
0%4%£2K8%£4K12%£6K16%£8K101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 24 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£13.44**4.5★9,545 rev](https://www.amazon.co.uk/dp/B07P22FNPY) [2**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**£17.90**4.5★1,602 rev](https://www.amazon.co.uk/dp/B00Q2N5D2E) [3**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**£18.06**4.6★1,826 rev](https://www.amazon.co.uk/dp/B00Q2NAD9M) [4**Johnstones 306570 Vinyl Silk Emulsion - Brilliant White 5**Johnstone's**£13.62**4.5★1,477 rev](https://www.amazon.co.uk/dp/B0038HPFIO) [5**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**£12.73**4.6★782 rev](https://www.amazon.co.uk/dp/B07NYSR7LV)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Johnstones 10L Contract Matt Emulsion Grey Paint Walls Plaster Build Home House**Johnstone's**£22.56**384 rev6y ago](https://www.amazon.co.uk/dp/B086XKWMGN) [**STX_377648 Crown Non Breath Easy Matt Emulsion 10L Soft Grey ()**Crown**£22.42**345 rev7y ago](https://www.amazon.co.uk/dp/B07R61HGQY) [**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**£13.44**9,545 rev7y ago](https://www.amazon.co.uk/dp/B07P22FNPY) [**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**£12.73**782 rev7y ago](https://www.amazon.co.uk/dp/B07NYSR7LV) [**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**£13.70**2,198 rev7y ago](https://www.amazon.co.uk/dp/B07NZXF33K)
**~~View all new products →~~**
### **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**£13.34**4.7★**▲ 298%**](https://www.amazon.co.uk/dp/B00VRET43C) [**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**£12.97**4.5★**▲ 101%**](https://www.amazon.co.uk/dp/B077ZMMTGH) [**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**£13.70**4.6★**▲ 93%**](https://www.amazon.co.uk/dp/B07NZXF33K) [**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**£12.73**4.6★**▲ 43%**](https://www.amazon.co.uk/dp/B07NYSR7LV) [**STX_377648 Crown Non Breath Easy Matt Emulsion 10L Soft Grey ()**Crown**£22.42**4.0★**▲ 43%**](https://www.amazon.co.uk/dp/B07R61HGQY)
**~~View all trending →~~**
## **What buyers say about wilko paint**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Paint Quality**24%
*“Good Paint”*
**Value For Money**14%
*“Great value for money”*
**Color**13%
*“Beautiful shade”*
**Quality-Overall**12%
*“Excellent product”*
**Coverage**8%
*“Covers well”*
**Advertised Vs Actual Product**6%
*“Just what I wanted”*
**Engraving/Paint/Sublimation**5%
*“Excellent paint”*
**Ease Of Use**4%
*“Easy to use”*
**Thickness**2%
*“the thick consistency meant that it covered the area well where I was painting”*
**Moist/Dry**2%
*“It drys quite quickly and leaves a nice smooth finish, totally recommend”*
### **What buyers complain about **
**Paint Quality**50%
*“Leaked paint”*
**Color**8%
*“Colour is a lot lighter”*
**Leak-Proof**6%
*“Arrived leaking all in the box”*
**Quality-Overall**6%
*“POOR QUALITY CONTAINER”*
**Coverage**5%
*“Poor coverage”*
**Thickness**4%
*“Its not a very thick paint”*
**Size-Overall**2%
*“Not fit sell”*
**Durability**2%
*“VERY poor durability”*
**Smell**1%
*“No smell worth a mention”*
**Ease Of Cleaning**1%
*“It looks dirty”*
### **Top return reasons **
**Paint Quality**48%
**Color**28%
**Leak-Proof**7%
**Size-Overall**6%
**Quality-Overall**1%
**Advertised Vs Actual Product**1%
**Value For Money**1%
**Compatibility-Overall**1%
**Weight Light**1%
**Functionality-Overall**1%
## **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.
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