---
title: "Scented Toilet Roll — £124K/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/scented-toilet-roll"
last_updated: "2026-07-31T14:21:32.001Z"
locale: en
meta:
description: "Niche score 35/100 · £124K/yr market · 127K searches/yr · £7.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:description": "Niche score 35/100 · £124K/yr market · 127K searches/yr · £7.84 avg price. Doesn't clear our bar today. Data updated Jul 2026."
"og:title": "Scented Toilet Roll — £124K/yr Amazon UK Niche (2026) - Flapen"
---
# **scented toilet roll**
**Skip it**
Brand-locked demand (top 5 brands take 100% of clicks) — this niche doesn't clear our bar today.
Market size 28Growth 23Conversion 95Competition 3Returns 100Price range 7Avg price 22Brand share 0Review moat 23Quality gap 47
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Conversion**
**Incredible****12.5%**
search→purchase rate — share of searches ending in a sale
**Quality gap**
**Okay****4.5★**
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**
**Bad****7,170.5**
avg incumbent reviews — the moat a new listing must climb
**Avg price**
**Bad****£7.84**
avg listing price — sweet spot $15–$100
**Price range**
**Bad****£4.95–£15.79**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Competition**
**Bad****97%**
top-5 click share — a locked-up shelf
**Brand share**
**Bad****100%**
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 ~~](https://flapen.com/research/methodology)
## **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 roll**48K/yr-5.8%11.3% conv. - **nicky toilet rolls 32 pack**23K/yr-0.1%11.9% conv. - **nicky**14K/yr-10.0%3.2% conv. - **toilet roll nicky**9K/yr+18.1%11.1% conv. - **scented toilet roll**12K/yr-19.3%1.4% conv. - **nikki toilet rolls**5K/yr+5.5%13.3% conv. - **toilet roll scented**7K/yr-20.8%1.5% conv. - **nicky 3 ply toilet rolls**3K/yr+17.9%8.6% conv. - **nicky elite toilet rolls**3K/yr+4.3%9.8% conv. - **nicky toilet rolls**4K/yr-2.9%9.5% conv. [**All search terms **](https://flapen.com/research/uk/grocery/scented-toilet-roll/search-terms)
## **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.
0%15%£19K30%£37K45%£56K60%£74K1K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 6 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply**Nicky**£6.96**4.3★6,906 rev](https://www.amazon.co.uk/dp/B08KFG2JDY) [2**Nicky Elite 24 Rolls of Toilet Tissue 3-Ply**Nicky**£7.34**4.6★3,808 rev](https://www.amazon.co.uk/dp/B0BMW341NW) [3**Nicky Elite 45 Rolls of Toilet Tissue 3-Ply**Nicky**£15.79**4.6★3,808 rev](https://www.amazon.co.uk/dp/B07YDW7WPF) [4**Velvet Classic Quilted Toilet Tissue 24 Rolls - Luxuriously Soft Strong and Absorbent Toilet Roll - Jumbo Bulk Pack 24 Rolls - 3-ply - White**Velvet**£6.32**4.3★23,309 rev](https://www.amazon.co.uk/dp/B08HLGKP9J) [5**Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll**by Amazon**£4.95**4.4★1,384 rev](https://www.amazon.co.uk/dp/B0FH76MH6Y)
**~~View all top sellers →~~**
### **Newest**
by launch date
[**Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll**by Amazon**£4.95**1,384 rev7mo ago](https://www.amazon.co.uk/dp/B0FH76MH6Y) [**Nicky Elite 24 Rolls of Toilet Tissue 3-Ply**Nicky**£7.34**3,808 rev3y ago](https://www.amazon.co.uk/dp/B0BMW341NW) [**Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply**Nicky**£6.96**6,906 rev5y ago](https://www.amazon.co.uk/dp/B08KFG2JDY) [**Velvet Classic Quilted Toilet Tissue 24 Rolls - Luxuriously Soft Strong and Absorbent Toilet Roll - Jumbo Bulk Pack 24 Rolls - 3-ply - White**Velvet**£6.32**23,309 rev5y ago](https://www.amazon.co.uk/dp/B08HLGKP9J) [**Nicky Elite 45 Rolls of Toilet Tissue 3-Ply**Nicky**£15.79**3,808 rev6y ago](https://www.amazon.co.uk/dp/B07YDW7WPF)
**~~View all new products →~~**
### **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**£5.68**4.6★**▲ 134%**](https://www.amazon.co.uk/dp/B087LKGP3M) [**Our Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll**by Amazon**£4.95**4.4★**▲ 113%**](https://www.amazon.co.uk/dp/B0FH76MH6Y) [**Nicky Elite 24 Rolls of Toilet Tissue 3-Ply**Nicky**£7.34**4.6★**▲ 18%**](https://www.amazon.co.uk/dp/B0BMW341NW) [**Nicky Elite 45 Rolls of Toilet Tissue 3-Ply**Nicky**£15.79**4.6★**— 2%**](https://www.amazon.co.uk/dp/B07YDW7WPF) [**Nicky Soft Touch 32 Rolls of Toilet Tissue 2-Ply**Nicky**£6.96**4.3★**▼ 15%**](https://www.amazon.co.uk/dp/B08KFG2JDY)
**~~View all trending →~~**
## **What buyers say about scented toilet roll**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**43%
*“Excellent value for money”*
**Quality-Overall**25%
*“Decent quality”*
**Soft Feel**6%
*“soft and absorbent”*
**Advertised Vs Actual Product**4%
*“As advertised”*
**Durability**2%
*“they hold up well to the purpose they are made for”*
**Size-Overall**2%
*“they fit standard holders without issue”*
**Strength**1%
*“Quite strong”*
**Thickness**1%
*“Great thick toilet rolls”*
**Absorbency**1%
*“Absorbs well”*
**Comfort-Overall**1%
*“pretty comfortable”*
### **What buyers complain about **
**Size-Overall**22%
*“Very small”*
**Quality-Overall**18%
*“quality has reduced”*
**Thickness**12%
*“Very thick”*
**Value For Money**12%
*“a little expensive”*
**Hard Feel**6%
*“Not as soft”*
**Durability**3%
*“Fall apart so easily”*
**Advertised Vs Actual Product**2%
*“Totally misleading”*
**Thin**2%
*“Too thin”*
**Shrinkage Resistance**2%
*“They've shrunk”*
**Material Quality**1%
*“Ok. Texture a bit plasticky”*
### **Top return reasons **
**Quality-Overall**21%
**Size-Overall**15%
**Value For Money**9%
**Thin**8%
**Moist/Dry**6%
**Advertised Vs Actual Product**5%
**Ease Of Cleaning**4%
**Thickness**4%
**Smell**3%
**Water Resistance**3%
## **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.
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