4 ply toilet rolls
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible13.0%search→purchase rate — share of searches ending in a sale
Quality gap
Good4.5★avg incumbent rating — lower means beatable quality
Avg price
Bad£8.06avg listing price — sweet spot $15–$100
Review moat
Bad12,542.17avg incumbent reviews — the moat a new listing must climb
Price range
Bad£2.06–£18.00cheapest to priciest tracked listing — scored on the share inside $15–$100
Growth
Bad-15.6%90-day search growth — must beat 0% to launch
Competition
Bad79%top-5 click share — a locked-up shelf
Market size
Bad£63K£63K/yr · 60K searches
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, 4 ply toilet rolls is a £63K/yr Amazon United Kingdom market (60K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 35/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
4 ply toilet rolls market data
- Units sold / yr
- 6K–8K
- avg 250–500/product
- Revenue / yr
- £48K–£64K
- units × avg price
- Conversion rate
- 13.0%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 92%
- Out of stock
- 0.0%
- Avg brand age
- 46 months
- Avg seller age
- 183 days
Competition & brand share
The top 5 products capture 79% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 falling
Sellers
67
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
79%
Top 20: 100%
Open market
0%
- by Amazon93%
- Velvet5%
- Andrex2%
- Open — no brand owns it (0%)
Demand & seasonality
Weekly Amazon search volume, last 99 weeks — -15.6% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top 4 ply toilet rolls search terms
- amazon toilet roll38K/yr
- amazon toilet rolls10K/yr
- toilet roll amazon9K/yr
- presto toilet roll3K/yr
Top 4 ply 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
Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll
by Amazon£4.954.4★1,384 rev
by Amazon Soft Toilet Tissue 2-Ply 18 Rolls (Pack of 1) 200 Sheets per Roll FSC Certified
by Amazon£5.244.5★15,977 rev
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
by Amazon£2.064.4★714 rev
by Amazon Ultra Soft Toilet Tissue 4-ply 12 Rolls (1 Pack of 12) 160 Sheets per Roll FSC Certified
by Amazon£4.434.4★6,435 rev
by Amazon Super Soft Toilet Tissue 3-ply 9 Rolls (1 Pack of 9) 200 Sheets per Roll FSC Certified
by Amazon£3.534.5★9,675 rev
Newest
by launch dateOur 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
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
by Amazon£2.06714 rev
By Amazon Mega Toilet Roll 2-Ply Soft and Long 6 Rolls (1 Pack of 6) 330 Sheets per Roll - Extra Long Roll Lasts Longer
by Amazon£3.15253 rev
by Amazon Soft Toilet Tissue 2-Ply 18 Rolls (Pack of 1) 200 Sheets per Roll FSC Certified
by Amazon£5.2415,977 rev
by Amazon Ultra Soft Toilet Tissue 4-ply 12 Rolls (1 Pack of 12) 160 Sheets per Roll FSC Certified
by Amazon£4.436,435 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★
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
by Amazon£2.064.4★
Andrex Family Soft Toilet Roll - 24 Toilet Rolls Bulk Buy Fragrance Free FSC Certified
Andrex£7.404.6★
by Amazon Super Soft Toilet Tissue 3-ply 9 Rolls (1 Pack of 9) 200 Sheets per Roll FSC Certified
by Amazon£3.534.5★
by Amazon Super Soft Toilet Tissue 3-ply 45 Rolls (5 Packs of 9) 200 Sheets per Roll FSC Certified
by Amazon£18.004.5★
What buyers say about 4 ply toilet rolls
What buyers praise and complain about, mined from review topics.What buyers love
“Great deal”
“Great quality and great discount”
“as soft as they claim”
“Arrived as said”
“Good thickness”
“Durable and soft”
“Very strong”
“they fit standard holders without issue”
“Absorbs well”
“Good wiper”
What buyers complain about
“Smaller than expected”
“Horrible quality”
“Thought 4ply would be thicker”
“a little expensive”
“NOT Super Soft”
“Then bits would fall of”
“Totally misleading”
“Too thin”
“They've shrunk”
“Ok. Texture a bit plasticky”
Top return reasons
Common questions
- Is 4 ply toilet rolls profitable to sell on Amazon United Kingdom?
- The niche generates £63K/yr across 12 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -15.6%. Flapen's verdict: Skip it (35/100).
- How competitive is the 4 ply toilet rolls niche?
- 3 brands and 67 sellers compete. The top 5 products take 79% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in 4 ply toilet rolls?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 0.1%.
- When does demand for 4 ply toilet rolls peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the 4 ply toilet rolls niche?
- Listings span £2.06–£18.00; the average listing price is £8.06 (sweet spot $15–$100). The average incumbent carries 12,542 reviews — the moat a new listing must climb.