120 toilet rolls
Skip itBrand-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£17.52avg 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–£23.07cheapest to priciest tracked listing — scored on the share inside $15–$100
Review moat
Okay2,429.42avg 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
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 data
- 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 & brand share
The top 5 products capture 78% of clicks — a locked-up shelf that new listings rarely crack.Brands
7 falling
Sellers
51
Top-5 brand share
97%
Top 20: 100%
Top-5 click share
78%
Top 20: 100%
Open market
1%
- Panda Cuddle56%
- evoXL15%
- Misa12%
- Serenity9%
- by Amazon5%
- Efforias2%
- Open — no brand owns it (1 brand, 1%)
Demand
Weekly Amazon search volume, last 15 weeks — -15.9% search growth over the last 90 days.Top 120 toilet rolls search terms
- 120 toilet rolls11K/yr
- toilet roll 120 pack5K/yr
- 120 toilet rolls 3 ply6K/yr
- toilet roll 1204K/yr
- panda cuddle toilet roll 1204K/yr
- cuddle toilet roll 1203K/yr
Top 120 toilet rolls 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 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 dateSoftlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count
Misa£21.5620 rev
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
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
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
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
Trending
90-day click momentumOur Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll
by Amazon£4.954.4★
Softlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count
Misa£21.564.3★
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£22.735.0★
by Amazon Toilet Roll 3-ply 100% Recycled Soft and Strong 45 Rolls (5 Packs of 9) 200 Sheets per Roll FSC Certified
by Amazon£14.004.4★
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★
What buyers say about 120 toilet rolls
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent value for money”
“Decent quality”
“Soft to the touch”
“DESCRIPTION OF ITEM WAS ACCURATE I RECOMMEND PURCHASE”
“lasts a decent amount of time”
“The size is perfect”
“Great thick toilet rolls”
“Comfort”
“No smell and not harsh on the skin”
“Gets your bum clean”
What buyers complain about
“makes it feel lower quality than expected”
“Just ok not as thick as i wanted”
“Unfortunately this product is not fit for purpose”
“Not as soft”
“Waste of money”
“Thin”
“Then bits would fall of”
“The smell”
“It doesn't wipe easily”
“Avoid avoid looks contaminated”
Top return reasons
Common questions
- 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.