---
title: "Eco Toilet Roll — £501K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/eco-toilet-roll"
last_updated: "2026-07-31T17:59:04.378Z"
locale: en
meta:
description: "Niche score 49/100 · £501K/yr market · 206K searches/yr · £23.34 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 49/100 · £501K/yr market · 206K searches/yr · £23.34 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Eco Toilet Roll — £501K/yr Amazon UK Niche (2026) - Flapen"
---
# **eco toilet roll**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 60Growth 19Conversion 89Competition 23Returns 99Price range 81Avg price 95Brand share 0Review moat 43Quality gap 38
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Avg price**
**Incredible****£23.34**
avg listing price — sweet spot $15–$100
**Conversion**
**Great****10.4%**
search→purchase rate — share of searches ending in a sale
**Price range**
**Great****£8.20–£46.60**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Market size**
**Good****£501K**
£501K/yr · 206K searches
**Review moat**
**Okay****2,217.31**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Growth**
**Bad****-12.9%**
90-day search growth — must beat 0% to launch
**Brand share**
**Bad****100%**
top-5 brand share — brand-locked demand
**Signals**[** Out of Stock**](https://flapen.com/research/niches?market=uk&signal=out_of_stock "OOS rate > 10%")
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 ~~](https://flapen.com/research/methodology)
## **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.
5K3KSpike '24Black Friday '24Spike '25Prime Day '25Black Friday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Jan, Nov · busiest ÷ quietest = 1.6×
[**Open Trend **](https://flapen.com/research/uk/grocery/eco-toilet-roll/trend)
## **Top eco toilet roll search terms**
- **who gives a crap toilet paper**142K/yr-12.7%10.9% conv. - **who gives a crap**34K/yr-11.1%7.0% conv. - **recycled toilet paper**4K/yr+52.4%4.3% conv. - **who gives a crap toilet paper 48 rolls**10K/yr-34.4%10.4% conv. - **recycled toilet roll**9K/yr-27.0%5.9% conv. - **dont give a crap toilet roll**3K/yr-22.5%12.2% conv. - **crap**3K/yr-19.3%2.4% conv. [**All search terms **](https://flapen.com/research/uk/grocery/eco-toilet-roll/search-terms)
## **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.
0%10%£50K20%£100K30%£150K40%£200K1101001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 13 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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**£40.86**4.3★2,201 rev](https://www.amazon.co.uk/dp/B07MB5ZZ2Q) [2**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**£25.09**4.3★2,201 rev](https://www.amazon.co.uk/dp/B07MP759KJ) [3**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**£26.78**4.7★1,717 rev](https://www.amazon.co.uk/dp/B0BSHJB7Z4) [4**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**£43.91**4.7★1,717 rev](https://www.amazon.co.uk/dp/B07MRF76N3) [5**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**£8.20**4.3★2,201 rev](https://www.amazon.co.uk/dp/B0FX9CZ874)
**~~View all top sellers →~~**
### **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**£46.60**1 rev2mo ago](https://www.amazon.co.uk/dp/B0H2B14S96) [**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**£19.20**1 rev2mo ago](https://www.amazon.co.uk/dp/B0GLFWL87N) [**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**£19.98**148 rev6mo ago](https://www.amazon.co.uk/dp/B0GGBR99T3) [**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**£8.20**2,201 rev9mo ago](https://www.amazon.co.uk/dp/B0FX9CZ874) [**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**£14.43**3 rev9mo ago](https://www.amazon.co.uk/dp/B0FWL1TQ1P)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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**£14.43**4.6★**▲ 335%**](https://www.amazon.co.uk/dp/B0FWL1TQ1P) [**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**£46.60**5.0★**▲ 330%**](https://www.amazon.co.uk/dp/B0H2B14S96) [**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**£19.20**5.0★**▲ 328%**](https://www.amazon.co.uk/dp/B0GLFWL87N) [**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**£8.20**4.3★**▲ 298%**](https://www.amazon.co.uk/dp/B0FX9CZ874) [**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**£19.98**4.3★**▲ 67%**](https://www.amazon.co.uk/dp/B0GGBR99T3)
**~~View all trending →~~**
## **What buyers say about eco toilet roll**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**22%
*“Good value for money”*
**Quality-Overall**15%
*“Good quality rolls with nice colour outer wrapping”*
**Soft Feel**12%
*“Long lasting extra soft”*
**Eco Friendliness**5%
*“Good eco choice”*
**Durability**5%
*“Does not break down”*
**Ease Of Cleaning**4%
*“Best wipe ever”*
**Paper Quality**3%
*“Good Toilet Paper”*
**Advertised Vs Actual Product**3%
*“As expected”*
**Hygiene-Overall**3%
*“Good toilet roll”*
**Strength**2%
*“The product itself is strong and absorbent”*
### **What buyers complain about **
**Value For Money**20%
*“Quite expensive”*
**Quality-Overall**17%
*“Feels very cheap and low quality, for a premium price”*
**Thickness**12%
*“Thin paper”*
**Size-Overall**7%
*“They are also bigger than your average”*
**Advertised Vs Actual Product**4%
*“Mislead”*
**Durability**3%
*“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”*
**Residue**2%
*“It is leaving a residue that feels like fine glass shards”*
**Storage Capacity**2%
*“Although good, the disadvantage is that it's awkward storing a huge box”*
**Ease Of Use**2%
*“Not nice to use”*
**Eco Friendliness**1%
*“In reality it's not more eco friendly because it's being delivered on its own”*
### **Top return reasons **
**Quality-Overall**21%
**Advertised Vs Actual Product**20%
**Moist/Dry**10%
**Value For Money**9%
**Thickness**5%
**Leak-Proof**4%
**Ease Of Use**4%
**Material Quality**3%
**Contamination**3%
**Soft Feel**3%
## **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.
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