eco toilet roll
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
Avg price
Incredible£23.34avg listing price — sweet spot $15–$100
Conversion
Great10.4%search→purchase rate — share of searches ending in a sale
Price range
Great£8.20–£46.60cheapest to priciest tracked listing — scored on the share inside $15–$100
Market size
Good£501K£501K/yr · 206K searches
Review moat
Okay2,217.31avg incumbent reviews — the moat a new listing must climb
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Competition
Bad73%top-5 click share — a locked-up shelf
Growth
Bad-12.9%90-day search growth — must beat 0% to launch
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, eco toilet roll is a £501K/yr Amazon United Kingdom market (206K searches/yr). The top 5 brands hold 100% of demand. Demand peaks in Jan–Nov. Verdict: Skip it — 49/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
eco toilet roll market data
- Units sold / yr
- 20K–25K
- avg 1,000–1,250/product
- Revenue / yr
- £467K–£584K
- units × avg price
- Conversion rate
- 10.4%
- Avg BSR
- #74
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 92%
- Out of stock
- 30.8%
- Avg brand age
- 45 months
- Avg seller age
- 185 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 flat
Sellers
16
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
0%
- Who Gives A Crap87%
- Bumboo8%
- The Cheeky Panda3%
- by Amazon3%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -12.9% search growth over the last 90 days.Peak months: Jan, Nov · busiest ÷ quietest = 1.6×
Top eco toilet roll search terms
- who gives a crap toilet paper142K/yr
- who gives a crap34K/yr
- recycled toilet paper4K/yr
- who gives a crap toilet paper 48 rolls10K/yr
- recycled toilet roll9K/yr
- dont give a crap toilet roll3K/yr
- crap3K/yr
Top eco toilet roll 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 13 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Who Gives A Crap 100% Recycled Twice as Long Sustainable Toilet Roll Box of 48 (3-Ply 400 Sheets) - Soft Strong Sustainable
Who Gives A Crap£40.864.3★2,201 rev
Who Gives A Crap 100% Recycled Twice as Long Toilet Roll Box of 24 (3-Ply 400 Sheets-10x10cm) - Soft Strong Sustainable
Who Gives A Crap£25.094.3★2,201 rev
Who Gives A Crap Premium Bamboo Twice as Long Toilet Roll Box of 24 (3-Ply 370 Sheets) Luxuriously Soft Strong Sustainable Biodegradable & Plastic-Free
Who Gives A Crap£26.784.7★1,717 rev
Who Gives A Crap Premium Bamboo Toilet Roll | Box of 48 Toilet Rolls (3-Ply 370 Sheets) | Soft Strong Sustainable Biodegradable Plastic-Free
Who Gives A Crap£43.914.7★1,717 rev
Who Gives A Crap 6 Mega Toilet Rolls 100% Recycled Paper 3 Ply 270 Sheets per Roll (Equals 9 Standard Rolls) Soft Strong Toilet Tissue for Bathroom Use
Who Gives A Crap£8.204.3★2,201 rev
Newest
by launch date
Who Gives A Crap Splash Limited Edition Premium Bamboo Twice as Long Toilet Roll Box of 48 (3-Ply 370 Sheets) Luxuriously Soft Strong Sustainable Biodegradable & Plastic-Free
Who Gives A Crap£46.601 rev
Who Gives A Crap Premium Bamboo Twice as Long Toilet Roll Box of 12 (3-Ply 370 Sheets) Luxuriously Soft Strong Sustainable Biodegradable & Plastic-Free
Who Gives A Crap£19.201 rev
Bumboo Bamboo Toilet Roll 24 Pack | Zodiac Edition Wrapped Toilet Paper 3 ply 300 Sheets | Eco Friendly Toilet Paper | Plastic-Free Soft Strong Sustainable & Biodegradable Toilet Tissue
Bumboo£19.98148 rev
Who Gives A Crap 6 Mega Toilet Rolls 100% Recycled Paper 3 Ply 270 Sheets per Roll (Equals 9 Standard Rolls) Soft Strong Toilet Tissue for Bathroom Use
Who Gives A Crap£8.202,201 rev
Who Gives A Crap 100% Recycled Paper 3 Ply 270 Sheets per Roll (Equals 12 Standard Rolls) Soft Strong Toilet Tissue for Bathroom Use
Who Gives A Crap£14.433 rev
Trending
90-day click momentumWho Gives A Crap 100% Recycled Paper 3 Ply 270 Sheets per Roll (Equals 12 Standard Rolls) Soft Strong Toilet Tissue for Bathroom Use
Who Gives A Crap£14.434.6★
Who Gives A Crap Splash Limited Edition Premium Bamboo Twice as Long Toilet Roll Box of 48 (3-Ply 370 Sheets) Luxuriously Soft Strong Sustainable Biodegradable & Plastic-Free
Who Gives A Crap£46.605.0★
Who Gives A Crap Premium Bamboo Twice as Long Toilet Roll Box of 12 (3-Ply 370 Sheets) Luxuriously Soft Strong Sustainable Biodegradable & Plastic-Free
Who Gives A Crap£19.205.0★
Who Gives A Crap 6 Mega Toilet Rolls 100% Recycled Paper 3 Ply 270 Sheets per Roll (Equals 9 Standard Rolls) Soft Strong Toilet Tissue for Bathroom Use
Who Gives A Crap£8.204.3★
Bumboo Bamboo Toilet Roll 24 Pack | Zodiac Edition Wrapped Toilet Paper 3 ply 300 Sheets | Eco Friendly Toilet Paper | Plastic-Free Soft Strong Sustainable & Biodegradable Toilet Tissue
Bumboo£19.984.3★
What buyers say about eco toilet roll
What buyers praise and complain about, mined from review topics.What buyers love
“Good value for money”
“Good quality rolls with nice colour outer wrapping”
“Long lasting extra soft”
“Good eco choice”
“Does not break down”
“Best wipe ever”
“Good Toilet Paper”
“As expected”
“Good toilet roll”
“The product itself is strong and absorbent”
What buyers complain about
“Quite expensive”
“Feels very cheap and low quality, for a premium price”
“Thin paper”
“They are also bigger than your average”
“Mislead”
“the one we were using seemed to make changes so it wasn't lasting as long as it did so gave this brand a try”
“It is leaving a residue that feels like fine glass shards”
“Although good, the disadvantage is that it's awkward storing a huge box”
“Not nice to use”
“In reality it's not more eco friendly because it's being delivered on its own”
Top return reasons
Common questions
- Is eco toilet roll profitable to sell on Amazon United Kingdom?
- The niche generates £501K/yr across 13 tracked products. 4 of 7 products launched in the last 360 days are still selling. 90-day search growth is -12.9%. Flapen's verdict: Skip it (49/100).
- How competitive is the eco toilet roll niche?
- 4 brands and 16 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in eco toilet roll?
- Top complaints mined from reviews: Value For Money, Quality-Overall, Thickness. The return rate is 0.1%.
- When does demand for eco toilet roll peak?
- Demand peaks in Jan–Nov; the busiest month runs 1.6× the quietest.
- What does it cost to enter the eco toilet roll niche?
- Listings span £8.20–£46.60; the average listing price is £23.34 (sweet spot $15–$100). The average incumbent carries 2,217 reviews — the moat a new listing must climb.