toilet roll
Worth a lookShows a $16.0M/yr market, but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.
Market size
Incredible£16.0M£16.0M/yr · 8.8M searches
Conversion
Incredible22.9%search→purchase rate — share of searches ending in a sale
Returns
Incredible0.1%return rate — above 5% kills the launch gate
Competition
Okay58%top-5 click share — leaders hold, buyers still browse
Quality gap
Okay4.5★avg incumbent rating — lower means beatable quality
Price range
Okay£2.06–£22.35cheapest to priciest tracked listing — scored on the share inside $15–$100
Avg price
Bad£7.91avg listing price — sweet spot $15–$100
Growth
Bad-7.8%90-day search growth — must beat 0% to launch
Review moat
Bad11,000.73avg incumbent reviews — the moat a new listing must climb
Brand share
Bad94%top-5 brand share — brand-locked demand
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.
Data updated Jul 24, 2026 · scored weekly · How we score niches
toilet roll market data
- Units sold / yr
- 1.0M–1.0M
- avg 80,000–100,000/product
- Revenue / yr
- £7.9M–£7.9M
- units × avg price
- Conversion rate
- 22.9%
- Avg BSR
- #197
- Page quality
- 0%
- Prime
- 95%
- Sponsored
- 73%
- Out of stock
- 0.0%
- Avg brand age
- 54 months
- Avg seller age
- 173 days
Competition & brand 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%)
Demand & seasonality
Weekly Amazon search volume, last 104 weeks — -7.8% search growth over the last 90 days.No pronounced peak months · busiest ÷ quietest = 1.4×
Top toilet roll search terms
- 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
Top 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 22 tracked products in this niche — three views at once, no toggling.
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
by Amazon£4.954.4★1,384 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
Andrex Family Soft Toilet Roll - 24 Toilet Rolls Bulk Buy Fragrance Free FSC Certified
Andrex£7.404.6★59,549 rev
Andrex Ultimate Quilt Toilet Roll - 24 Toilet Rolls 3-Ply Bulk Buy Soft Thick Sheets FSC Certified
Andrex£10.154.7★9,700 rev
by Amazon Super Soft Toilet Tissue 3-ply 9 Rolls (1 Pack of 9) 200 Sheets per Roll FSC Certified
by Amazon£3.534.5★9,675 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
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
by Amazon£2.06714 rev
Cushelle Simply Soft Toilet Roll 24 Standard Rolls
Cushelle£7.072,225 rev
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)
Softesse£15.391,848 rev
Andrex Ultimate Quilt Toilet Roll - 24 Toilet Rolls 3-Ply Bulk Buy Soft Thick Sheets FSC Certified
Andrex£10.159,700 rev
Trending
90-day click momentumOur Essentials by Amazon Toilet Tissue Classic Roll 2-ply 24 Rolls (1 Pack of 24) 200 Sheets per Roll
by Amazon£4.954.4★
Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll
by Amazon£2.064.4★
Andrex Complete Clean Toilet Roll - 9 Toilet Rolls 3-Ply Now Even Softer FSC Certified endorsed as a Which? Best Buy
Andrex£4.394.6★
Elegance Supreme Soft Toilet Roll - Bulk Buy (1 Pack x 24 Rolls)
Elegance£7.714.5★
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
Andrex£4.234.7★
What buyers say about toilet roll
What buyers praise and complain about, mined from review topics.What buyers love
“Great deal”
“Quality is fair for the price”
“Soft tissues”
“As described”
“The thickness of these toilet rolls are very good”
“Durable and soft”
“nice big pack”
“Very strong”
“Soft and comfortable”
“It cleans things well”
What buyers complain about
“Average Quality”
“Tube bigger”
“Thought 4ply would be thicker”
“Too expensive”
“NOT Super Soft”
“Fall apart so easily”
“Not as advertised”
“Too thin”
“They've shrunk”
“this house does NOT like lavender”
Top return reasons
Common questions
- Is toilet roll profitable to sell on Amazon United Kingdom?
- The niche generates £16.0M/yr across 22 tracked products. 2 of 2 products launched in the last 360 days are still selling. 90-day search growth is -7.8%. Flapen's verdict: Worth a look (54/100).
- How competitive is the toilet roll niche?
- 8 brands and 127 sellers compete. The top 5 products take 58% of clicks and top 5 brands hold 94% of demand.
- What do buyers complain about in toilet roll?
- Top complaints mined from reviews: Quality-Overall, Size-Overall, Thickness. The return rate is 0.1%.
- When does demand for toilet roll peak?
- Demand is steady year-round — the busiest month runs 1.4× the quietest.
- What does it cost to enter the toilet roll niche?
- Listings span £2.06–£22.35; the average listing price is £7.91 (sweet spot $15–$100). The average incumbent carries 11,001 reviews — the moat a new listing must climb.