napkins
Worth a lookShows low returns (0.1%), but pricing outside the sweet spot ($5.84 avg) keeps it on the watch list.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Great11.7%search→purchase rate — share of searches ending in a sale
Market size
Great£948K£948K/yr · 1.4M searches
Review moat
Good1,252.85avg incumbent reviews — the moat a new listing must climb
Quality gap
Good4.4★avg incumbent rating — lower means beatable quality
Growth
Okay+14.4%90-day search growth — must beat 0% to launch
Price range
Okay£0.88–£21.62cheapest to priciest tracked listing — scored on the share inside $15–$100
Brand share
Okay88%top-5 brand share — brands hold most of the demand
Competition
Bad73%top-5 click share — a locked-up shelf
Avg price
Bad£5.84avg listing price — sweet spot $15–$100
According to Flapen's Amazon United Kingdom niche tracking, napkins is a £948K/yr Amazon United Kingdom market (1.4M searches/yr). The top 5 brands hold 88% of demand. Demand peaks in Dec. Verdict: Worth a look — 54/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
napkins market data
- Units sold / yr
- 150K–200K
- avg 5,000–6,000/product
- Revenue / yr
- £876K–£1.2M
- units × avg price
- Conversion rate
- 11.7%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 85%
- Sponsored
- 75%
- Out of stock
- 0.3%
- Avg brand age
- 38 months
- Avg seller age
- 172 days
Competition & brand share
The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.Brands
11 falling
Sellers
68
Top-5 brand share
88%
Top 20: 100%
Top-5 click share
73%
Top 20: 100%
Open market
7%
- Talking Tables28%
- Bulky Soft27%
- 1ABOVE14%
- Farla Medical11%
- The Cheeky Panda8%
- Mega Packaging5%
- Open — no brand owns it (5 brands, 7%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — +14.4% search growth over the last 90 days.Peak months: Dec · busiest ÷ quietest = 1.7×
Top napkins search terms
- napkins565K/yr
- paper napkins198K/yr
- serviettes129K/yr
- napkins disposable119K/yr
- serviettes napkins54K/yr
- paper napkins patterned40K/yr
- cocktail napkins40K/yr
- party napkins28K/yr
- white napkins39K/yr
- napkin31K/yr
Top napkins 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 20 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Paper Serviettes Soft Napkins 33x33cm 2PLY BulkySoft Solid Colours Choose Colours (White 100)
Bulky Soft£3.384.5★6,021 rev
100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes
1ABOVE£2.824.2★233 rev
Select White Paper Napkins - Pack of 100 2-Ply Disposable Table Napkins - Soft and Strong Paper Serviettes for All Occasions - Everyday Tissues for Cleaning Spills Wiping Surfaces Personal Hygiene
Farla Medical£3.314.6★1,341 rev
Table Kind 100 x Soft Recycled Paper Napkins 2ply 33cm Spring Wildflower Floral Napkins for Disposable Party Serviettes for Easter Weddings Eco-Friendly Kraft Unbleached Home Compostable
Talking Tables£6.204.7★980 rev
The Cheeky Panda Bamboo Paper Disposable Napkins | Pack of 100 White Cocktail Napkins | 25 x 25cm | 2 Ply Paper Serviettes (Package may vary)
The Cheeky Panda£3.134.5★1,531 rev
Newest
by launch date
Table Kind 300 x White Napkins Disposable Serviettes 1ply Paper Napkins for Parties Catering Festivals Food Vans Cafés Corporate Events Bars Restaurants Camping Picnics BBQ Compostable
Talking Tables£6.1097 rev
Table Kind 100 x Soft Paper Floral Napkins | 2ply 33cm | Disposable Patterned Party Serviettes for Mothers Day Flower Easter Napkins for Weddings or Everyday Eco-Friendly Home Compostable Recyclable
Talking Tables£6.22226 rev
Nisbets Essentials 30cm 2ply 4 fold White Lunch Napkin (Box 50)
NISBETS£0.887 rev
100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes
1ABOVE£2.82233 rev
Table Kind 100 x Soft Blue Paper Napkins | 2ply 33cm | Floral Serviettes Disposable Party Serviettes Chinoiserie Napkins for Mothers Day Easter Decorations Tea Parties - Birthday Weddings Decoupage
Talking Tables£6.021,544 rev
Trending
90-day click momentumNisbets Essentials 30cm 2ply 4 fold White Lunch Napkin (Box 50)
NISBETS£0.884.3★
Table Fun 100 x Soft Red Gingham Paper Napkins Red Checked Napkins Disposable Party Serviettes for Birthdays Wedding Catering Picnics Summer BBQs Tableware Recyclable Made in EU 2ply 33cm
Talking Tables£4.554.5★
BulkySoft Paper Serviettes 2Ply Solid Colour Soft Napkins for Kitchen Parties and Events Rip Proof Disposable Tableware - 33 × 33 cm 100% Cellulose Pack of 100 Kitchen Napkins - Pink
Bulky Soft£4.334.6★
Tork White Cocktail Napkin 1/4 Fold 2-ply 24 cm x 24 cm 200 Napkins 477534
Tork£5.024.2★
100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes
1ABOVE£2.824.2★
What buyers say about napkins
What buyers praise and complain about, mined from review topics.What buyers love
“Attractive and well constructed”
“Excellent value”
“Matches my colour scheme”
“Lovely thick napkins”
“Nice and soft”
“Exactly what I needed”
“Great size”
“Useful”
“Quite strong”
“They look gorgeous being used on my dining table”
What buyers complain about
“They are not that thick to be honest”
“buy a better quality pack so this was a total waste of money”
“Too small”
“Quite expensive”
“Flimsy”
“Very thin”
“as it rustles in my hands it absorbs absolutely zero”
“The picture is misleading, actually they are very small and thin”
“different colour”
“I needed softer”
Top return reasons
Common questions
- Is napkins profitable to sell on Amazon United Kingdom?
- The niche generates £948K/yr across 20 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is +14.4%. Flapen's verdict: Worth a look (54/100).
- How competitive is the napkins niche?
- 11 brands and 68 sellers compete. The top 5 products take 73% of clicks and top 5 brands hold 88% of demand.
- What do buyers complain about in napkins?
- Top complaints mined from reviews: Thickness, Quality-Overall, Size-Overall. The return rate is 0.1%.
- When does demand for napkins peak?
- Demand peaks in Dec; the busiest month runs 1.7× the quietest.
- What does it cost to enter the napkins niche?
- Listings span £0.88–£21.62; the average listing price is £5.84 (sweet spot $15–$100). The average incumbent carries 1,253 reviews — the moat a new listing must climb.