Toilet Roll
Toilet Roll shows a $16.0M/yr market, but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.
Flapen Score
Is Toilet Roll profitable on Amazon?
According to Flapen's Amazon United Kingdom niche tracking, Toilet Roll is a £16.0M/yr Amazon United Kingdom market (8.8M searches/yr). The top 5 brands hold 94% of demand. Verdict: Worth a look — 54/100.
Toilet Roll: 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 -7.8% over the last 90 days and 22.9% of searches end in a purchase.
£16.0M
revenue / yr
Who owns the niche?
The top 5 brands hold 94% of demand, so 6% of the market is open.
6%
open market share
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 · 22 products
Top 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
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
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
Andrex Family Soft Toilet Roll - 24 Toilet Rolls Bulk Buy Fragrance Free FSC Certified
- Price
- £7.40
- Rating
- 4.6/5
- Reviews
- 59,549
- Age
- 6y ago
Andrex Ultimate Quilt Toilet Roll - 24 Toilet Rolls 3-Ply Bulk Buy Soft Thick Sheets FSC Certified
- Price
- £10.15
- Rating
- 4.7/5
- Reviews
- 9,700
- Age
- 2y ago
by Amazon Super Soft Toilet Tissue 3-ply 9 Rolls (1 Pack of 9) 200 Sheets per Roll FSC Certified
- Price
- £3.53
- Rating
- 4.5/5
- Reviews
- 9,675
- Age
- 5y ago
Trending
90-day click momentumOur 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
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
- Price
- £2.06
- Rating
- 4.4/5
- Reviews
- 714
- Age
- 8mo ago
Andrex Complete Clean Toilet Roll - 9 Toilet Rolls 3-Ply Now Even Softer FSC Certified endorsed as a Which? Best Buy
- Price
- £4.39
- Rating
- 4.6/5
- Reviews
- 5,794
- Age
- 5y ago
Elegance Supreme Soft Toilet Roll - Bulk Buy (1 Pack x 24 Rolls)
- Price
- £7.71
- Rating
- 4.5/5
- Reviews
- 777
- Age
- 2y ago
Andrex Ultimate Quilts Toilet Tissue 9 Standard Toilet Rolls Air Pocket Technology for Soft Thick Sheets (Previously Andrex Supreme Quilts Toilet Paper) 9 Toilet Rolls
- Price
- £4.23
- Rating
- 4.7/5
- Reviews
- 2,493
- Age
- 4y ago
Newest
by launch dateOur 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
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
- Price
- £2.06
- Rating
- 4.4/5
- Reviews
- 714
- Age
- 8mo ago
Cushelle Simply Soft Toilet Roll 24 Standard Rolls
- Price
- £7.07
- Rating
- 4.4/5
- Reviews
- 2,225
- Age
- 1y ago
Softesse Toilet Paper 60 Rolls 3 Ply Toilet Rolls Bulk Buy Luxuriously Soft Gentle and Hypoallergenic Sustainable Toilet Rolls - Quilted Toilet Roll for Your Family - Dermatologically Tested (60)
- Price
- £15.39
- Rating
- 4.4/5
- Reviews
- 1,848
- Age
- 1y ago
Andrex Ultimate Quilt Toilet Roll - 24 Toilet Rolls 3-Ply Bulk Buy Soft Thick Sheets FSC Certified
- Price
- £10.15
- Rating
- 4.7/5
- Reviews
- 9,700
- Age
- 2y ago
Competition: brands, sellers & click share
The top 5 products take 58% of clicks — established leaders, but buyers still shop beyond them.
Brands
8 falling
Sellers
127
Top-5 brand share
94%
Top 20: 100%
Top-5 click share
58%
Top 20: 98%
Open market
3%
- Andrex37%
- by Amazon33%
- Velvet17%
- Morrisons4%
- Cushelle4%
- Nicky3%
- Open — no brand owns it (2 brands, 3%)
Toilet Roll demand & seasonality
Weekly search volume, with the niche's key stats alongside.
No pronounced peak months · busiest ÷ quietest = 1.4×
Top Toilet Roll search terms shoppers use
The exact queries shoppers type, with yearly volume, growth and conversion.
- toilet roll5.5M/yr
- toilet paper949K/yr
- toilet rolls600K/yr
- andrex toilet rolls494K/yr
- andrex195K/yr
- loo roll178K/yr
- toilet rolls bulk buy178K/yr
- toilet tissue93K/yr
- toilet roll 3 ply61K/yr
- andrex toilet roll66K/yr
What reviews say buyers love and hate about Toilet Roll
What buyers mention most, as a share of all reviews.
What buyers love
88% of reviews“Great deal”
“Quality is fair for the price”
“Soft tissues”
“As described”
“The thickness of these toilet rolls are very good”
What buyers complain about
76% of reviews“Average Quality”
“Tube bigger”
“Thought 4ply would be thicker”
“Too expensive”
“NOT Super Soft”
Toilet Roll return rate & reasons
Why buyers send it back, as a share of all return requests.
0.1%
Return rate
23%
Fixable by listing
The "fixable" share counts expectation-mismatch reasons — size, look, advertised-vs-actual — that better copy and images address.
Common Toilet Roll questions
The questions sellers ask about this niche, answered from the tracked metrics.
Related niches
Same-category niches scoring near this one — the next ones worth researching.
Best Flapen score
The highest-scoring niches we track right now, across every category.
