Is white t shirt profitable to sell on Amazon United Kingdom?

The niche generates £105K/yr across 38 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is +50.9%. Flapen's verdict: Worth a look (52/100).

How competitive is the white t shirt niche?

14 brands and 68 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 83% of demand.

What do buyers complain about in white t shirt?

Top complaints mined from reviews: Size-Overall, Shrinkage Resistance, Quality-Overall. The return rate is 0.9%.

When does demand for white t shirt peak?

Demand peaks in Jul–Aug; the busiest month runs 1.9× the quietest.

What does it cost to enter the white t shirt niche?

Listings span £3.25–£18.61; the average listing price is £9.71 (sweet spot $15–$100). The average incumbent carries 6,974 reviews — the moat a new listing must climb.

white t shirt

Worth a look

Shows low returns (0.9%), but a deep review moat (6,974 avg reviews) keeps it on the watch list.

Returns

Incredible0.9%

return rate — above 5% kills the launch gate

Competition

Good41%

top-5 click share — leaders hold, buyers still browse

Growth

Good+50.9%

90-day search growth — must beat 0% to launch

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Brand share

Okay83%

top-5 brand share — brands hold most of the demand

Avg price

Okay£9.71

avg listing price — sweet spot $15–$100

Conversion

Okay2.3%

search→purchase rate — share of searches ending in a sale

Market size

Okay£105K

£105K/yr · 475K searches

Price range

Bad£3.25–£18.61

cheapest to priciest tracked listing — scored on the share inside $15–$100

Review moat

Bad6,973.89

avg incumbent reviews — the moat a new listing must climb

According to Flapen's Amazon United Kingdom niche tracking, white t shirt is a £105K/yr Amazon United Kingdom market (475K searches/yr). The top 5 brands hold 83% of demand. Demand peaks in Jul–Aug. Verdict: Worth a look — 52/100.

Data updated Jul 23, 2026 · scored weekly · How we score niches

white t shirt market data

Units sold / yr: 10K–13K; avg 100–250/product
Revenue / yr: £97K–£121K; units × avg price
Conversion rate: 2.3%
Avg BSR: #88
Page quality: 0%
Prime: 89%
Sponsored: 63%
Out of stock: 2.4%
Avg brand age: 41 months
Avg seller age: 174 days

Competition & brand share

The top 5 products take 41% of clicks — established leaders, but buyers still shop beyond them.

Brands

14 rising

Sellers

Top-5 brand share

83%

Top 20: 100%

Top-5 click share

41%

Top 20: 76%

Open market

14%

Fruit of the Loom37%
FM London31%
TACVASEN5%
Pierre Calvini5%
Love My Fashions5%
MFAZ Morefaz Ltd3%
Open — no brand owns it (8 brands, 14%)

Demand & seasonality

Weekly Amazon search volume, last 104 weeks — +50.9% search growth over the last 90 days.

Peak months: Jul, Aug · busiest ÷ quietest = 1.9×

Open Trend

Top white t shirt search terms

white t shirt85K/yr +60.4%1.0% conv.
white tshirt68K/yr +44.3%1.3% conv.
plain white t shirt mens44K/yr +62.5%2.2% conv.
white t shirts25K/yr +60.2%1.7% conv.
white t shirts men16K/yr +44.2%2.3% conv.
white tshirts14K/yr +57.0%1.8% conv.
white t-shirt16K/yr +42.3%1.1% conv.
fruit of the loom t shirt14K/yr +44.3%0.4% conv.
plain white t shirt14K/yr +55.4%0.8% conv.
plain white t shirts9K/yr +61.3%0.6% conv.

All search terms

Top white t shirt 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.

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

FM London 3/5-Pack Mens T Shirt - Premium Weight T-Shirts for Men with Lightly Fitted Design - Super Soft - Made with 100% Cotton - Stretch Fit for Any Occasion - Durable Comfort Fit

FM London£13.194.4★12,189 rev

Fruit of the Loom Mens Super Premium Short Sleeve T-Shirt Pack of 3 White Large

Fruit of the Loom£8.674.5★729 rev

FM London 3/5-Pack Mens T Shirt - Premium Weight T-Shirts for Men with Lightly Fitted Design - Super Soft - Made with 100% Cotton - Stretch Fit for Any Occasion - Durable Comfort Fit

FM London£12.984.4★12,189 rev

Fruit of the Loom Mens Original Tee 5 Pack Regular Fit Crew Neck Short Sleeve 5 T - Shirt White (White 30) Large (Manufacturer Size:L)

Fruit of the Loom£9.654.3★1,223 rev

Fruit of the Loom Mens Super Premium Short Sleeve T-Shirt White Large

Fruit of the Loom£4.404.4★10,912 rev

Newest

by launch date

MFAZ Morefaz Ltd Mens Classic Premium 100% Cotton T-Shirt 160 g/m Crew Neck Double Stitched Fabric & Durable Stitching (UK Alpha One Size XXL Regular Regular White)

MFAZ Morefaz Ltd£4.156 rev

4mo ago

Kids Heavyweight 100% Cotton Crew Neck Plain Blank T-Shirt Breathable Summer Tee Shirt Boys Girls Childrens School P.E. Gym Casual for Age 3-15 Years(White 9-10 Years)

Himcus£8.1244 rev

4mo ago

BOOJO Gym T Shirts Men UK Running Quick Dry Fit Top Short Sleeve Crew Neck Tshirt Breathable Active Wear for Sports Work(White L)

BOOJO£7.8940 rev

6mo ago

Pierre Calvini Mens T-Shirt - 100% Cotton Premium Weight T Shirts - Regular Fit Short Sleeve Tee - Plain Crew Neck Mens Multipack - 3 Pk - White - Large

Pierre Calvini£15.61135 rev

9mo ago

TACVASEN Mens White T Shirts Cotton Soft Short Sleeve Tops UPF 50+

TACVASEN£10.9944 rev

1y ago

What buyers say about white t shirt

What buyers praise and complain about, mined from review topics.

What buyers love

Quality-Overall32%

“good quality shirt”

Value For Money21%

“Excellent value”

Size-Overall16%

“Nice and snug”

Comfort-Overall5%

“So comfortable”

Advertised Vs Actual Product3%

“As described”

Washability3%

“Excellent quality washed several times”

Material Quality2%

“Comfortable material”

Weight Light2%

“Nice and lightweight”

Soft Feel2%

“The fabric is soft”

Color1%

“Great colours, fits the body nicely and a decent thickness”

What buyers complain about

Size-Overall17%

“A little on the small side”

Shrinkage Resistance14%

“They shrink in the wash”

Quality-Overall8%

“Not exactly super premium”

Material Quality6%

“Poor material and tight fit”

Machine Wash Suitability5%

“Dont know how they will wash”

Thickness5%

“They need to be thicker”

Stitch/Finish/Polish5%

“Poor quality of stitching”

Advertised Vs Actual Product3%

“material description not accurate”

Value For Money3%

“primark is cheaper for a everyday t”

Neck Fit3%

“nice fit except I find the neck hole a little small”

Top return reasons

Size-Overall60%

Quality-Overall10%

Thin5%

Material Quality4%

Neck Fit3%

Length3%

Transparency3%

Color2%

Waist Fit1%

Width1%

Common questions

Is white t shirt profitable to sell on Amazon United Kingdom?: The niche generates £105K/yr across 38 tracked products. 0 of 9 products launched in the last 360 days are still selling. 90-day search growth is +50.9%. Flapen's verdict: Worth a look (52/100).
How competitive is the white t shirt niche?: 14 brands and 68 sellers compete. The top 5 products take 41% of clicks and top 5 brands hold 83% of demand.
What do buyers complain about in white t shirt?: Top complaints mined from reviews: Size-Overall, Shrinkage Resistance, Quality-Overall. The return rate is 0.9%.
When does demand for white t shirt peak?: Demand peaks in Jul–Aug; the busiest month runs 1.9× the quietest.
What does it cost to enter the white t shirt niche?: Listings span £3.25–£18.61; the average listing price is £9.71 (sweet spot $15–$100). The average incumbent carries 6,974 reviews — the moat a new listing must climb.