---
title: "Napkins — £948K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/napkins"
last_updated: "2026-07-31T19:21:19.361Z"
locale: en
meta:
description: "Niche score 54/100 · £948K/yr market · 1.4M searches/yr. Pricing outside the sweet spot ($5.84 avg) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £948K/yr market · 1.4M searches/yr. Pricing outside the sweet spot ($5.84 avg) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Napkins — £948K/yr Amazon UK Niche (2026) - Flapen"
---
# **napkins**
**Worth a look**
Shows low returns (0.1%), but pricing outside the sweet spot ($5.84 avg) keeps it on the watch list.
Market size 77Growth 43Conversion 94Competition 22Returns 99Price range 32Avg price 16Brand share 28Review moat 56Quality gap 55
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Great****11.7%**
search→purchase rate — share of searches ending in a sale
**Market size**
**Great****£948K**
£948K/yr · 1.4M searches
**Review moat**
**Good****1,252.85**
avg incumbent reviews — the moat a new listing must climb
**Quality gap**
**Good****4.4★**
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–£21.62**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Brand share**
**Okay****88%**
top-5 brand share — brands hold most of the demand
**Competition**
**Bad****73%**
top-5 click share — a locked-up shelf
**Avg price**
**Bad****£5.84**
avg 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 ~~](https://flapen.com/research/methodology)
## **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.
45K35KHoliday '24Holiday '25 seasonSepDecMarJunAugNovMarMay
Peak months: Dec · busiest ÷ quietest = 1.7×
[**Open Trend **](https://flapen.com/research/uk/grocery/napkins/trend)
## **Top napkins search terms**
- **napkins**565K/yr+16.3%8.5% conv. - **paper napkins**198K/yr+21.7%5.7% conv. - **serviettes**129K/yr+32.8%7.4% conv. - **napkins disposable**119K/yr+13.9%8.4% conv. - **serviettes napkins**54K/yr-11.5%7.0% conv. - **paper napkins patterned**40K/yr-0.1%1.1% conv. - **cocktail napkins**40K/yr+13.6%1.6% conv. - **party napkins**28K/yr+0.0%2.4% conv. - **white napkins**39K/yr+1.1%12.1% conv. - **napkin**31K/yr-13.2%4.9% conv. [**All search terms **](https://flapen.com/research/uk/grocery/napkins/search-terms)
## **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.
0%10%£95K20%£190K30%£284K40%£379K1101001K10K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 20 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Paper Serviettes Soft Napkins 33x33cm 2PLY BulkySoft Solid Colours Choose Colours (White 100)**Bulky Soft**£3.38**4.5★6,021 rev](https://www.amazon.co.uk/dp/B078JWZT1L) [2**100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes**1ABOVE**£2.82**4.2★233 rev](https://www.amazon.co.uk/dp/B0DL6CHSTY) [3**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**£3.31**4.6★1,341 rev](https://www.amazon.co.uk/dp/B07SQ92ZJG) [4**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**£6.20**4.7★980 rev](https://www.amazon.co.uk/dp/B0D7W8WD17) [5**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**£3.13**4.5★1,531 rev](https://www.amazon.co.uk/dp/B07YV8QNNJ)
**~~View all top sellers →~~**
### **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**£6.10**97 rev10mo ago](https://www.amazon.co.uk/dp/B0FR3FPMB4) [**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**£6.22**226 rev1y ago](https://www.amazon.co.uk/dp/B0F2GKWJKC) [**Nisbets Essentials 30cm 2ply 4 fold White Lunch Napkin (Box 50)**NISBETS**£0.88**7 rev1y ago](https://www.amazon.co.uk/dp/B0DVLDH3DD) [**100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes**1ABOVE**£2.82**233 rev1y ago](https://www.amazon.co.uk/dp/B0DL6CHSTY) [**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**£6.02**1,544 rev1y ago](https://www.amazon.co.uk/dp/B0DJGTCC1X)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**Nisbets Essentials 30cm 2ply 4 fold White Lunch Napkin (Box 50)**NISBETS**£0.88**4.3★**▲ 203%**](https://www.amazon.co.uk/dp/B0DVLDH3DD) [**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**£4.55**4.5★**▲ 136%**](https://www.amazon.co.uk/dp/B0DJGX4BL4) [**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**£4.33**4.6★**▲ 122%**](https://www.amazon.co.uk/dp/B08462WC5J) [**Tork White Cocktail Napkin 1/4 Fold 2-ply 24 cm x 24 cm 200 Napkins 477534**Tork**£5.02**4.2★**▲ 119%**](https://www.amazon.co.uk/dp/B01N7LG7RL) [**100 Pack White Paper Napkins 30x30cm 1-Ply Serviettes**1ABOVE**£2.82**4.2★**▲ 79%**](https://www.amazon.co.uk/dp/B0DL6CHSTY)
**~~View all trending →~~**
## **What buyers say about napkins**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Quality-Overall**37%
*“Attractive and well constructed”*
**Value For Money**22%
*“Excellent value”*
**Color**8%
*“Matches my colour scheme”*
**Thickness**6%
*“Lovely thick napkins”*
**Soft Feel**5%
*“Nice and soft”*
**Advertised Vs Actual Product**5%
*“Exactly what I needed”*
**Size-Overall**4%
*“Great size”*
**Ease Of Use**2%
*“Useful”*
**Strength**2%
*“Quite strong”*
**Design-Overall**1%
*“They look gorgeous being used on my dining table”*
### **What buyers complain about **
**Thickness**20%
*“They are not that thick to be honest”*
**Quality-Overall**19%
*“buy a better quality pack so this was a total waste of money”*
**Size-Overall**14%
*“Too small”*
**Value For Money**11%
*“Quite expensive”*
**Strength**6%
*“Flimsy”*
**Thin**3%
*“Very thin”*
**Rusts/Corrodes**2%
*“as it rustles in my hands it absorbs absolutely zero”*
**Advertised Vs Actual Product**2%
*“The picture is misleading, actually they are very small and thin”*
**Color**1%
*“different colour”*
**Soft Feel**1%
*“I needed softer”*
### **Top return reasons **
**Quality-Overall**28%
**Size-Overall**22%
**Color**11%
**Thin**9%
**Advertised Vs Actual Product**7%
**Value For Money**6%
**Material Quality**5%
**Strength**2%
**Hard Feel**2%
**Defective Material/Parts**2%
## **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.
## **Related niches in Grocery**
- 69 [**garden broom**](https://flapen.com/research/uk/grocery/garden-broom)£911K/yr+38.0%**Launch it**- 69 [**electrolytes sachets**](https://flapen.com/research/uk/grocery/electrolytes-sachets)£1.6M/yr+45.8%**Launch it**- 69 [**spider repellent plug in**](https://flapen.com/research/uk/grocery/spider-repellent-plug-in)£109K/yr+71.2%**Worth a look**- 69 [**ice cream tubs**](https://flapen.com/research/uk/grocery/ice-cream-tubs)£167K/yr+150.5%**Worth a look**- 70 [**alcohol free beer**](https://flapen.com/research/uk/grocery/alcohol-free-beer)£514K/yr+32.4%**Worth a look**- 70 [**ice cream cones**](https://flapen.com/research/uk/grocery/ice-cream-cones)£135K/yr+176.7%**Worth a look**[**All Grocery niches **](https://flapen.com/research/uk/grocery)