How competitive is the Napkins niche on Amazon United Kingdom?

11 brands and 68 sellers compete in Napkins on Amazon United Kingdom. The top 5 Napkins products take 73% of clicks and its top 5 brands hold 88% of demand.

What do buyers complain about in Napkins?

Napkins buyers on Amazon United Kingdom complain most about Thickness, Quality-Overall, Size-Overall, the themes mined from the niche's reviews. Its return rate is 0.1%.

What does it cost to enter the Napkins niche?

Napkins sells for £5.84 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £0.88–£21.62. The average incumbent carries 1,253 reviews — the moat a new listing must climb.

Napkins

Napkins shows low returns (0.1%), but pricing outside the sweet spot ($5.84 avg) keeps it on the watch list.

Flapen Score

Worth a look

This niche Category average

Is Napkins profitable on Amazon?

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.

Napkins: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Worth a look. Search demand moved +14.4% over the last 90 days and 11.7% of searches end in a purchase.

£948K

revenue / yr

Units sold / yr200K

Search volume / yr+14.4%1.4M

Conversion rate11.7%

Avg price£5.84

Who owns the niche?

The top 5 brands hold 88% of demand, so 12% of the market is open.

12%

open market share

Brands · sellers11 · 68

Top-5 product click share73%

Open market12%

Avg brand age38 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.4★ — the gap to enter on.

0/100

page quality · 20 products

Top Napkins products & what they sell for

Every tracked product — its share of the shelf, its review moat, and what it sells for.

Top sellers

by 90-day click share

Paper Serviettes Soft Napkins 33x33cm 2PLY BulkySoft Solid Colours Choose Colours (White 100)

Price: £3.38
Rating: 4.5/5
Reviews: 6,021
Age: 8y ago

100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes

Price: £2.82
Rating: 4.2/5
Reviews: 233
Age: 1y ago

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

Price: £3.31
Rating: 4.6/5
Reviews: 1,341
Age: 7y ago

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

Price: £6.20
Rating: 4.7/5
Reviews: 980
Age: 2y ago

The Cheeky Panda Bamboo Paper Disposable Napkins | Pack of 100 White Cocktail Napkins | 25 x 25cm | 2 Ply Paper Serviettes (Package may vary)

Price: £3.13
Rating: 4.5/5
Reviews: 1,531
Age: 6y ago

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

Price: £6.10
Rating: 3.8/5
Reviews: 97
Age: 10mo ago

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

Price: £6.22
Rating: 4.6/5
Reviews: 226
Age: 1y ago

Nisbets Essentials 30cm 2ply 4 fold White Lunch Napkin (Box 50)

Price: £0.88
Rating: 4.3/5
Reviews: 7
Age: 1y ago

100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes

Price: £2.82
Rating: 4.2/5
Reviews: 233
Age: 1y ago

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

Price: £6.02
Rating: 4.5/5
Reviews: 1,544
Age: 1y ago

Competition: brands, sellers & click share

The top 5 products capture 73% of clicks — a locked-up shelf that new listings rarely crack.

Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

11 falling

Sellers

Top-5 brand share

88%

Top 20: 100%

Top-5 click share

73%

Top 20: 100%

Open market

Talking Tables28%
Bulky Soft27%
1ABOVE14%
Farla Medical11%
The Cheeky Panda8%
Mega Packaging5%
Open — no brand owns it (5 brands, 7%)

Napkins demand & seasonality

Weekly search volume, with the niche's key stats alongside.

Volume1.4MCVR11.7%Products20Brands11Top 5 Brands88%OOS Rate0.3%Rating4.4★Reviews1,253Avg BSR#15

Peak months: Dec · busiest ÷ quietest = 1.7×

Top Napkins search terms shoppers use

The exact queries shoppers type, with yearly volume, growth and conversion.

napkins565K/yr +16.3%8.5% conv.
paper napkins198K/yr +21.7%5.7% conv.
serviettes129K/yr +32.8%7.4% conv.
napkins disposable119K/yr +13.9%8.4% conv.
serviettes napkins54K/yr -11.5%7.0% conv.
paper napkins patterned40K/yr -0.1%1.1% conv.
cocktail napkins40K/yr +13.6%1.6% conv.
party napkins28K/yr +0.0%2.4% conv.
white napkins39K/yr +1.1%12.1% conv.
napkin31K/yr -13.2%4.9% conv.

What reviews say buyers love and hate about Napkins

What buyers mention most, as a share of all reviews.

What buyers love

91% of reviews

Quality-Overall37%

“Attractive and well constructed”

Value For Money22%

“Excellent value”

Color8%

“Matches my colour scheme”

Thickness6%

“Lovely thick napkins”

Soft Feel5%

“Nice and soft”

What buyers complain about

80% of reviews

Thickness20%

“They are not that thick to be honest”

Quality-Overall19%

“buy a better quality pack so this was a total waste of money”

Size-Overall14%

“Too small”

Value For Money11%

“Quite expensive”

Strength6%

“Flimsy”

Napkins return rate & reasons

Why buyers send it back, as a share of all return requests.

0.1%

Return rate

43%

Fixable by listing

The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.

1Quality-Overall

28%

2Size-Overall

22%

3Color

11%

4Thin

5Advertised Vs Actual Product

Common Napkins questions

The questions sellers ask about this niche, answered from the tracked metrics.

Flapen scores Napkins 54/100 on Amazon United Kingdom — Worth a look. The niche generates £948K/yr across 20 tracked products. 1 of 1 products launched in the last 360 days are still selling. Search demand moved +14.4% over the last 90 days.