scented toilet roll
Skip itBrand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Conversion
Incredible12.5%search→purchase rate — share of searches ending in a sale
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Market size
Okay£124K£124K/yr · 127K searches
Growth
Bad-3.7%90-day search growth — must beat 0% to launch
Review moat
Bad7,170.5avg incumbent reviews — the moat a new listing must climb
Avg price
Bad£7.84avg listing price — sweet spot $15–$100
Price range
Bad£4.95–£15.79cheapest to priciest tracked listing — scored on the share inside $15–$100
Competition
Bad97%top-5 click share — a locked-up shelf
Brand share
Bad100%top-5 brand share — brand-locked demand
According to Flapen's Amazon United Kingdom niche tracking, scented toilet roll is a £124K/yr Amazon United Kingdom market (127K searches/yr). The top 5 brands hold 100% of demand. Verdict: Skip it — 35/100.
Data updated Jul 24, 2026 · scored weekly · How we score niches
scented toilet roll market data
- Units sold / yr
- 13K–15K
- avg 2,000–2,500/product
- Revenue / yr
- £98K–£118K
- units × avg price
- Conversion rate
- 12.5%
- Avg BSR
- #15
- Page quality
- 0%
- Prime
- 100%
- Sponsored
- 100%
- Out of stock
- 0.0%
- Avg brand age
- 53 months
- Avg seller age
- 184 days
Competition & brand share
The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.Brands
3 rising
Sellers
58
Top-5 brand share
100%
Top 20: 100%
Top-5 click share
97%
Top 20: 100%
Open market
0%
- Nicky90%
- Velvet6%
- by Amazon4%
Top scented toilet roll search terms
- nicky toilet roll48K/yr
- nicky toilet rolls 32 pack23K/yr
- nicky14K/yr
- toilet roll nicky9K/yr
- scented toilet roll12K/yr
- nikki toilet rolls5K/yr
- toilet roll scented7K/yr
- nicky 3 ply toilet rolls3K/yr
- nicky elite toilet rolls3K/yr
- nicky toilet rolls4K/yr
Top scented 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.
All 6 tracked products in this niche — three views at once, no toggling.
Top sellers
by 90-day click share
Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply
Nicky£6.964.3★6,906 rev
Nicky Elite 24 Rolls of Toilet Tissue 3-Ply
Nicky£7.344.6★3,808 rev
Nicky Elite 45 Rolls of Toilet Tissue 3-Ply
Nicky£15.794.6★3,808 rev
Velvet Classic Quilted Toilet Tissue 24 Rolls - Luxuriously Soft Strong and Absorbent Toilet Roll - Jumbo Bulk Pack 24 Rolls - 3-ply - White
Velvet£6.324.3★23,309 rev
Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll
by Amazon£4.954.4★1,384 rev
Newest
by launch dateOur Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll
by Amazon£4.951,384 rev
Nicky Elite 24 Rolls of Toilet Tissue 3-Ply
Nicky£7.343,808 rev
Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply
Nicky£6.966,906 rev
Velvet Classic Quilted Toilet Tissue 24 Rolls - Luxuriously Soft Strong and Absorbent Toilet Roll - Jumbo Bulk Pack 24 Rolls - 3-ply - White
Velvet£6.3223,309 rev
Nicky Elite 45 Rolls of Toilet Tissue 3-Ply
Nicky£15.793,808 rev
Trending
90-day click momentum
Nicky Elite Scented Toilet Tissue - 18 Rolls of White Toilet Paper 3-ply Talc Scent Softness to The Skin Enriched with Lotion Extra Value Pack 100% FSC Certified Paper
Nicky£5.684.6★
Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll
by Amazon£4.954.4★
Nicky Elite 24 Rolls of Toilet Tissue 3-Ply
Nicky£7.344.6★
Nicky Elite 45 Rolls of Toilet Tissue 3-Ply
Nicky£15.794.6★
Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply
Nicky£6.964.3★
What buyers say about scented toilet roll
What buyers praise and complain about, mined from review topics.What buyers love
“Excellent value for money”
“Decent quality”
“soft and absorbent”
“As advertised”
“they hold up well to the purpose they are made for”
“they fit standard holders without issue”
“Quite strong”
“Great thick toilet rolls”
“Absorbs well”
“pretty comfortable”
What buyers complain about
“Very small”
“quality has reduced”
“Very thick”
“a little expensive”
“Not as soft”
“Fall apart so easily”
“Totally misleading”
“Too thin”
“They've shrunk”
“Ok. Texture a bit plasticky”
Top return reasons
Common questions
- Is scented toilet roll profitable to sell on Amazon United Kingdom?
- The niche generates £124K/yr across 6 tracked products. 1 of 1 products launched in the last 360 days are still selling. 90-day search growth is -3.7%. Flapen's verdict: Skip it (35/100).
- How competitive is the scented toilet roll niche?
- 3 brands and 58 sellers compete. The top 5 products take 97% of clicks and top 5 brands hold 100% of demand.
- What do buyers complain about in scented toilet roll?
- Top complaints mined from reviews: Size-Overall, Quality-Overall, Thickness. The return rate is 0.1%.
- What does it cost to enter the scented toilet roll niche?
- Listings span £4.95–£15.79; the average listing price is £7.84 (sweet spot $15–$100). The average incumbent carries 7,171 reviews — the moat a new listing must climb.