kitchen roll
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Conversion
Incredible26.3%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Market size
Incredible£6.2M£6.2M/yr · 4.1M searches
Competition
Bad70%top-5 click share — a locked-up shelf
Quality gap
Okay4.6★avg incumbent rating — lower means beatable quality
Growth
Bad-3.1%90-day search growth — must beat 0% to launch
Review moat
Bad14,196.6avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£5.81avg listing price — sweet spot $15–$100
Price range
Bad£1.15–£15.62cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, kitchen roll is a £6.2M/yr Amazon United Kingdom market (4.1M searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 46/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
kitchen roll market data
- Units sold / yr
- 1.0M–1.0M
- avg 60,000–80,000/product
- Revenue / yr
- £5.8M–£5.8M
- units × avg price
- Conversion rate
- 26.3%
- Avg BSR
- #143
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 80%
- Out of stock
- 0.0%
- Avg brand age
- 50 months
- Avg seller age
- 173 days
Competition & brand share
The top 5 products capture 70% of clicks — a locked-up shelf that new listings rarely crack.Brands
4 falling
Sellers
97
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
70%
Top 20: 100%
Open market
0%
- by Amazon55%
- Regina26%
- PLENTY11%
- Morrisons8%
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -3.1% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top kitchen roll search terms
- kitchen roll2.7M/yr
- kitchen towel379K/yr
- kitchen rolls129K/yr
- regina blitz kitchen rolls129K/yr
- kitchen towels128K/yr
- plenty kitchen roll61K/yr
- blitz kitchen roll70K/yr
- regina blitz48K/yr
- blitz64K/yr
- kitchen roll bulk47K/yr
Top kitchen 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 15 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
by Amazon Super Absorbent Kitchen Towel 3-ply 3 Rolls (1 Pack of 3) 80 Sheets per Roll FSC Certified
by Amazon£2.444.5★11,133 rev
by Amazon Ultra Absorbent TAD Kitchen Roll 4 Rolls (Pack of 1) 51 Sheets per Roll FSC Certified
by Amazon£2.304.3★20,954 rev
Plenty Kitchen Roll 6 Rolls 2-Ply Tissue
PLENTY£6.354.7★12,383 rev
Our Essentials by Amazon Kitchen Towel Jumbo Roll 1 Pack 2-Ply 240 Sheets
by Amazon£1.274.3★877 rev
Regina Blitz 8 Rolls of Household Towel 3-Ply
Regina£10.824.8★47,328 rev
Newest
by launch dateOur Essentials by Amazon Kitchen Towel Jumbo Roll 1 Pack 2-Ply 240 Sheets
by Amazon£1.27877 rev
Plenty Kitchen Roll 6 Rolls 2-Ply Tissue
PLENTY£6.3512,383 rev
Regina Blitz Plus 8 Rolls of Household Towel 3-Ply
Regina£13.04696 rev
by Amazon Super Absorbent Kitchen Towel 3-ply 3 Rolls (1 Pack of 3) 80 Sheets per Roll FSC Certified
by Amazon£2.4411,133 rev
by Amazon Ultra Absorbent TAD Kitchen Roll 4 Rolls (Pack of 1) 51 Sheets per Roll FSC Certified
by Amazon£2.3020,954 rev
Trending
90-day click momentumOur Essentials by Amazon Kitchen Towel Jumbo Roll 1 Pack 2-Ply 240 Sheets
by Amazon£1.274.3★
Regina Blitz Giant 1 Roll of Household Towel 3-Ply
Regina£3.474.7★
Plenty Kitchen Roll 6 Rolls 2-Ply Tissue
PLENTY£6.354.7★
Morrisons Savers Jumbo Kitchen Towel Roll
Morrisons£1.154.5★
Morrisons Multi Kitchen Towel
Morrisons£2.794.5★
What buyers say about kitchen roll
What buyers praise and complain about, mined from review topics.What buyers love
“Good value for money”
“Brilliant quality”
“Absorbent enough”
“As described”
“Nice thick sheets”
“Very powerful”
“Super durable and great at cleaning spills”
“Nice and big”
“absorbing helps cleaning”
“The softness is immediately noticeable”
What buyers complain about
“Reduced quality”
“My toilet paper is thicker than this”
“Small in size”
“Waste of money”
“aren't as absorbent”
“so its deceiving”
“These are so flimsy”
“Too thin”
“keeps falling apart”
“the contents spilled out”
Top return reasons
Common questions
- Is kitchen roll profitable to sell on Amazon United Kingdom?
- The niche generates £6.2M/yr across 15 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -3.1%. Flapen's verdict: Skip it (46/100).
- How competitive is the kitchen roll niche?
- 4 brands and 97 sellers compete. The top 5 products take 70% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in kitchen roll?
- Top complaints mined from reviews: Quality-Overall, Thickness, Size-Overall. The return rate is 0.1%.
- When does demand for kitchen roll peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the kitchen roll niche?
- Listings span £1.15–£15.62; the average listing price is £5.81 (sweet spot $15–$100). The average incumbent carries 14,197 reviews — the moat a new listing must climb.