How competitive is the Scented Toilet Roll niche on Amazon United Kingdom?

3 brands and 58 sellers compete in Scented Toilet Roll on Amazon United Kingdom. The top 5 Scented Toilet Roll products take 97% of clicks and its top 5 brands hold 100% of demand.

What does it cost to enter the Scented Toilet Roll niche?

Scented Toilet Roll sells for £7.84 on average on Amazon United Kingdom, outside our $15–$100 sweet spot. Listings span £4.95–£15.79. The average incumbent carries 7,171 reviews — the moat a new listing must climb.

Scented Toilet Roll

brand-locked demand (top 5 brands take 100% of clicks) — Scented Toilet Roll doesn't clear our bar today.

Flapen Score

Skip it

This niche Category average

Is Scented Toilet Roll profitable on Amazon?

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.

Scented Toilet Roll: the Amazon niche in one read

Everything a seller checks before entering, in three answers.

Is the demand real?

Not really. Search demand moved -3.7% over the last 90 days and 12.5% of searches end in a purchase.

£124K

revenue / yr

Units sold / yr15K

Search volume / yr-3.7%127K

Conversion rate12.5%

Avg price£7.84

Who owns the niche?

The top 5 brands hold 100% of demand, so 0% of the market is open.

open market share

Brands · sellers3 · 58

Top-5 product click share97%

Open market0%

Avg brand age53 months

Is there a way in?

Listing quality. The average product page scores 0/100 on content standards. Incumbents average 4.5★ — the gap to enter on.

0/100

page quality · 6 products

Top Scented Toilet Roll 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

Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply

Price: £6.96
Rating: 4.3/5
Reviews: 6,906
Age: 5y ago

Nicky Elite 24 Rolls of Toilet Tissue 3-Ply

Price: £7.34
Rating: 4.6/5
Reviews: 3,808
Age: 3y ago

Nicky Elite 45 Rolls of Toilet Tissue 3-Ply

Price: £15.79
Rating: 4.6/5
Reviews: 3,808
Age: 6y ago

Velvet Classic Quilted Toilet Tissue 24 Rolls - Luxuriously Soft Strong and Absorbent Toilet Roll - Jumbo Bulk Pack 24 Rolls - 3-ply - White

Price: £6.32
Rating: 4.3/5
Reviews: 23,309
Age: 5y ago

Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll

Price: £4.95
Rating: 4.4/5
Reviews: 1,384
Age: 7mo ago

Newest

by launch date

Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll

Price: £4.95
Rating: 4.4/5
Reviews: 1,384
Age: 7mo ago

Nicky Elite 24 Rolls of Toilet Tissue 3-Ply

Price: £7.34
Rating: 4.6/5
Reviews: 3,808
Age: 3y ago

Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply

Price: £6.96
Rating: 4.3/5
Reviews: 6,906
Age: 5y ago

Velvet Classic Quilted Toilet Tissue 24 Rolls - Luxuriously Soft Strong and Absorbent Toilet Roll - Jumbo Bulk Pack 24 Rolls - 3-ply - White

Price: £6.32
Rating: 4.3/5
Reviews: 23,309
Age: 5y ago

Nicky Elite 45 Rolls of Toilet Tissue 3-Ply

Price: £15.79
Rating: 4.6/5
Reviews: 3,808
Age: 6y ago

Competition: brands, sellers & click share

The top 5 products capture 97% of clicks — a locked-up shelf that new listings rarely crack.

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

Brands

3 rising

Sellers

Top-5 brand share

100%

Top 20: 100%

Top-5 click share

97%

Top 20: 100%

Open market

Nicky90%
Velvet6%
by Amazon4%

Top Scented Toilet Roll search terms shoppers use

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

nicky toilet roll48K/yr -5.8%11.3% conv.
nicky toilet rolls 32 pack23K/yr -0.1%11.9% conv.
nicky14K/yr -10.0%3.2% conv.
toilet roll nicky9K/yr +18.1%11.1% conv.
scented toilet roll12K/yr -19.3%1.4% conv.
nikki toilet rolls5K/yr +5.5%13.3% conv.
toilet roll scented7K/yr -20.8%1.5% conv.
nicky 3 ply toilet rolls3K/yr +17.9%8.6% conv.
nicky elite toilet rolls3K/yr +4.3%9.8% conv.
nicky toilet rolls4K/yr -2.9%9.5% conv.

What reviews say buyers love and hate about Scented Toilet Roll

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

What buyers love

87% of reviews

Value For Money43%

“Excellent value for money”

Quality-Overall25%

“Decent quality”

Soft Feel6%

“soft and absorbent”

Advertised Vs Actual Product4%

“As advertised”

Durability2%

“they hold up well to the purpose they are made for”

What buyers complain about

80% of reviews

Size-Overall22%

“Very small”

Quality-Overall18%

“quality has reduced”

Thickness12%

“Very thick”

Value For Money12%

“a little expensive”

Hard Feel6%

“Not as soft”

Scented Toilet Roll return rate & reasons

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

0.1%

Return rate

26%

Fixable by listing

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

1Quality-Overall

21%

2Size-Overall

15%

3Value For Money

4Thin

5Moist/Dry

Common Scented Toilet Roll questions

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

Flapen scores Scented Toilet Roll 35/100 on Amazon United Kingdom — Skip it. The niche generates £124K/yr across 6 tracked products. 1 of 1 products launched in the last 360 days are still selling. Search demand moved -3.7% over the last 90 days.

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