Is 120 toilet rolls profitable to sell on Amazon United Kingdom?

The niche generates £48K/yr across 12 tracked products. 4 of 5 products launched in the last 360 days are still selling. 90-day search growth is -15.9%. Flapen's verdict: Skip it (39/100).

How competitive is the 120 toilet rolls niche?

7 brands and 51 sellers compete. The top 5 products take 78% of clicks and top 5 brands hold 97% of demand.

What do buyers complain about in 120 toilet rolls?

Top complaints mined from reviews: Quality-Overall, Thickness, Size-Overall. The return rate is 0.1%.

What does it cost to enter the 120 toilet rolls niche?

Listings span £4.95–£23.07; the average listing price is £17.52 (sweet spot $15–$100). The average incumbent carries 2,429 reviews — the moat a new listing must climb.

120 Toilet Rolls

Skip it

Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.

Returns

Incredible0.1%

return rate — above 5% kills the launch gate

Avg price

Great£17.52

avg listing price — sweet spot $15–$100

Conversion

Great8.2%

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

Quality gap

Good4.4★

avg incumbent rating — lower means beatable quality

Price range

Okay£4.95–£23.07

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

Review moat

Okay2,429.42

avg incumbent reviews — the moat a new listing must climb

Competition

Bad78%

top-5 click share — a locked-up shelf

Growth

Bad-15.9%

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

Market size

Bad£48K

£48K/yr · 34K searches

Brand share

Bad97%

top-5 brand share — brand-locked demand

Is 120 toilet rolls profitable on Amazon?

According to Flapen's Amazon United Kingdom niche tracking, 120 toilet rolls is a £48K/yr Amazon United Kingdom market (34K searches/yr). The top 5 brands hold 97% of demand. Verdict: Skip it — 39/100.

Data updated Jul 24, 2026 · scored weekly · How we score niches

120 toilet rolls market size & sales

Units sold, revenue, conversion and listing quality across the tracked shelf.

Units sold / yr: 2K–3K; avg 100–250/product
Revenue / yr: £35K–£44K; units × avg price
Conversion rate: 8.2%
Avg BSR: #107
Page quality: 0%
Prime: 25%
Sponsored: 75%
Out of stock: 0.0%
Avg brand age: 46 months
Avg seller age: 180 days

Competition: brands, sellers & click share

The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.

Brands

7 falling

Sellers

Top-5 brand share

97%

Top 20: 100%

Top-5 click share

78%

Top 20: 100%

Open market

Panda Cuddle56%
evoXL15%
Misa12%
Serenity9%
by Amazon5%
Efforias2%
Open — no brand owns it (1 brand, 1%)

120 toilet rolls demand & seasonality

Weekly Amazon search volume, last 15 weeks — -15.9% search growth over the last 90 days.

Open Trend

Top 120 toilet rolls search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

120 toilet rolls11K/yr +0.0%7.0% conv.
toilet roll 120 pack5K/yr -22.4%7.7% conv.
120 toilet rolls 3 ply6K/yr -26.6%7.2% conv.
toilet roll 1204K/yr +0.0%8.3% conv.
panda cuddle toilet roll 1204K/yr -31.5%6.8% conv.
cuddle toilet roll 1203K/yr -32.0%5.4% conv.

All search terms

Top 120 toilet rolls products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

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 12 tracked products in this niche — three views at once, no toggling.

Top sellers

by 90-day click share

Panda Cuddle 3Ply Quilted Toilet Paper Ultra Soft & Gentle Bulk Loo Rolls Bulk Bathroom Tissue - Maxi Value Pack of 120 Rolls Sustainable Gentle Bathroom Tissue Unscented - Pack of 120

Panda Cuddle£21.614.4★831 rev

evoXL Luxury 3-Ply Toilet Tissue 120 Rolls | Soft Quilted Bathroom Tissue | Premium Unscented Toilet Paper for Home Office & Hospitality | Strong Absorbent & Septic Safe

evoXL£22.084.6★90 rev

Panda Cuddle Soft Quilted Toilet Rolls Super Quality Classic 3 Ply Toilet Tissue Unscented Provide Ultimate Quilted Comfort - 90 Rolls

Panda Cuddle£20.154.5★74 rev

Softlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count

Misa£21.564.3★20 rev

Panda Cuddle 3Ply Quilted Toilet Paper Ultra Soft & Gentle Bulk Loo Rolls Mega Value Pack of 90 Rolls Sustainable Gentle Bathroom Tissue & Unscented- 90 Pack Bulk Bathroom Tissue

Panda Cuddle£20.234.4★831 rev

Newest

by launch date

Softlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count

Misa£21.5620 rev

5mo ago

Efforias Luxury 3-Ply Toilet Tissue 120 Rolls | Soft Quilted Bathroom Tissue | Premium Unscented Toilet Paper for Home Office & Hospitality | Strong Absorbent & Septic Safe

Efforias£22.732 rev

6mo ago

Panda Cuddle 3Ply Quilted Toilet Paper Ultra Soft & Gentle Bulk Loo Rolls Bulk Bathroom Tissue - Maxi Value Pack of 117 Rolls Sustainable Gentle Bathroom Tissue Unscented - Pack of 117

Panda Cuddle£23.07831 rev

7mo ago

Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll

by Amazon£4.951,384 rev

7mo ago

evoXL Luxury 3-Ply Toilet Tissue 120 Rolls | Soft Quilted Bathroom Tissue | Premium Unscented Toilet Paper for Home Office & Hospitality | Strong Absorbent & Septic Safe

evoXL£22.0890 rev

8mo ago

What reviews say buyers love and hate about 120 toilet rolls

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

What buyers love

Value For Money44%

“Excellent value for money”

Quality-Overall26%

“Decent quality”

Soft Feel8%

“Soft to the touch”

Advertised Vs Actual Product3%

“DESCRIPTION OF ITEM WAS ACCURATE I RECOMMEND PURCHASE”

Durability2%

“lasts a decent amount of time”

Size-Overall2%

“The size is perfect”

Thickness2%

“Great thick toilet rolls”

Comfort-Overall1%

“Comfort”

Smell1%

“No smell and not harsh on the skin”

Ease Of Cleaning1%

“Gets your bum clean”

What buyers complain about

Quality-Overall22%

“makes it feel lower quality than expected”

Thickness16%

“Just ok not as thick as i wanted”

Size-Overall13%

“Unfortunately this product is not fit for purpose”

Hard Feel9%

“Not as soft”

Value For Money5%

“Waste of money”

Thin2%

“Thin”

Durability2%

“Then bits would fall of”

Smell2%

“The smell”

Ease Of Cleaning2%

“It doesn't wipe easily”

Contamination1%

“Avoid avoid looks contaminated”

Top return reasons

Quality-Overall47%

Thin11%

Size-Overall9%

Moist/Dry9%

Functionality-Overall7%

Hard Feel6%

Material Quality6%