---
title: "120 Toilet Rolls — £48K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/120-toilet-rolls"
last_updated: "2026-07-31T09:44:09.566Z"
locale: en
meta:
description: "Niche score 39/100 · £48K/yr market · 34K searches/yr · £17.52 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 39/100 · £48K/yr market · 34K searches/yr · £17.52 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "120 Toilet Rolls — £48K/yr Amazon UK Niche (2026) - Flapen"
---
# **120 toilet rolls**
**Skip it**
Brand-locked demand (top 5 brands take 97% of clicks) — this niche doesn't clear our bar today.
Market size 12Growth 17Conversion 80Competition 18Returns 100Price range 45Avg price 81Brand share 8Review moat 41Quality gap 52
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Avg price**
**Great****£17.52**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****8.2%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Good****4.4★**
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**
**Okay****2,429.42**
avg incumbent reviews — the moat a new listing must climb
**Competition**
**Bad****78%**
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**
**Bad****97%**
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 ~~](https://flapen.com/research/methodology)
## **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.
700500Spike '26Apr '26Apr '26May '26May '26Jun '26Jun '26Jul '26Jul '26
[**Open Trend **](https://flapen.com/research/uk/grocery/120-toilet-rolls/trend)
## **Top 120 toilet rolls search terms**
- **120 toilet rolls**11K/yr+0.0%7.0% conv. - **toilet roll 120 pack**5K/yr-22.4%7.7% conv. - **120 toilet rolls 3 ply**6K/yr-26.6%7.2% conv. - **toilet roll 120**4K/yr+0.0%8.3% conv. - **panda cuddle toilet roll 120**4K/yr-31.5%6.8% conv. - **cuddle toilet roll 120**3K/yr-32.0%5.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/120-toilet-rolls/search-terms)
## **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.
0%10%£5K20%£10K30%£14K40%£19K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
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
[1**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**£21.61**4.4★831 rev](https://www.amazon.co.uk/dp/B0F8SC4S5S) [2**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**£22.08**4.6★90 rev](https://www.amazon.co.uk/dp/B0G15HR7QD) [3**Panda Cuddle Soft Quilted Toilet Rolls Super Quality Classic 3 Ply Toilet Tissue Unscented Provide Ultimate Quilted Comfort - 90 Rolls**Panda Cuddle**£20.15**4.5★74 rev](https://www.amazon.co.uk/dp/B0CNQ521TB) [4**Softlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count**Misa**£21.56**4.3★20 rev](https://www.amazon.co.uk/dp/B0GMJZL6T8) [5**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**£20.23**4.4★831 rev](https://www.amazon.co.uk/dp/B0F8S37RGW)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Softlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count**Misa**£21.56**20 rev5mo ago](https://www.amazon.co.uk/dp/B0GMJZL6T8) [**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**£22.73**2 rev6mo ago](https://www.amazon.co.uk/dp/B0GJJG8DZJ) [**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**£23.07**831 rev7mo ago](https://www.amazon.co.uk/dp/B0G4D5FQCQ) [**Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll**by Amazon**£4.95**1,384 rev7mo ago](https://www.amazon.co.uk/dp/B0FH76MH6Y) [**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**£22.08**90 rev8mo ago](https://www.amazon.co.uk/dp/B0G15HR7QD)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll**by Amazon**£4.95**4.4★**▲ 91%**](https://www.amazon.co.uk/dp/B0FH76MH6Y) [**Softlux Toilet Rolls 3 Ply Ultra Soft Luxury Embossed Quilted Unscented Family Pack 120 Count**Misa**£21.56**4.3★**▲ 82%**](https://www.amazon.co.uk/dp/B0GMJZL6T8) [**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**£22.73**5.0★**▲ 59%**](https://www.amazon.co.uk/dp/B0GJJG8DZJ) [**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**£14.00**4.4★**▲ 48%**](https://www.amazon.co.uk/dp/B08JDBBL9T) [**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**£22.08**4.6★**▲ 14%**](https://www.amazon.co.uk/dp/B0G15HR7QD)
**~~View all trending →~~**
## **What buyers say about 120 toilet rolls**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**44%
*“Excellent value for money”*
**Quality-Overall**26%
*“Decent quality”*
**Soft Feel**8%
*“Soft to the touch”*
**Advertised Vs Actual Product**3%
*“DESCRIPTION OF ITEM WAS ACCURATE I RECOMMEND PURCHASE”*
**Durability**2%
*“lasts a decent amount of time”*
**Size-Overall**2%
*“The size is perfect”*
**Thickness**2%
*“Great thick toilet rolls”*
**Comfort-Overall**1%
*“Comfort”*
**Smell**1%
*“No smell and not harsh on the skin”*
**Ease Of Cleaning**1%
*“Gets your bum clean”*
### **What buyers complain about **
**Quality-Overall**22%
*“makes it feel lower quality than expected”*
**Thickness**16%
*“Just ok not as thick as i wanted”*
**Size-Overall**13%
*“Unfortunately this product is not fit for purpose”*
**Hard Feel**9%
*“Not as soft”*
**Value For Money**5%
*“Waste of money”*
**Thin**2%
*“Thin”*
**Durability**2%
*“Then bits would fall of”*
**Smell**2%
*“The smell”*
**Ease Of Cleaning**2%
*“It doesn't wipe easily”*
**Contamination**1%
*“Avoid avoid looks contaminated”*
### **Top return reasons **
**Quality-Overall**47%
**Thin**11%
**Size-Overall**9%
**Moist/Dry**9%
**Functionality-Overall**7%
**Hard Feel**6%
**Material Quality**6%
**Advertised Vs Actual Product**3%
**Value For Money**1%
**Thickness**1%
## **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.
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