---
title: "Toilet Roll — £16.0M/yr Amazon UK Niche (2026) - Flapen"
canonical_url: "https://flapen.com/research/uk/grocery/toilet-roll"
last_updated: "2026-07-31T11:49:34.179Z"
locale: en
meta:
description: "Niche score 54/100 · £16.0M/yr market. Brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:description": "Niche score 54/100 · £16.0M/yr market. Brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list. Data updated Jul 2026."
"og:title": "Toilet Roll — £16.0M/yr Amazon UK Niche (2026) - Flapen"
---
# **toilet roll**
**Worth a look**
Shows a $16.0M/yr market, but brand-locked demand (top 5 brands take 94% of clicks) keeps it on the watch list.
Market size 100Growth 21Conversion 100Competition 45Returns 100Price range 36Avg price 22Brand share 15Review moat 21Quality gap 38
**Market size**
**Incredible****£16.0M**
£16.0M/yr · 8.8M searches
**Conversion**
**Incredible****22.9%**
search→purchase rate — share of searches ending in a sale
**Returns**
**Incredible****0.1%**
return rate — above 5% kills the launch gate
**Competition**
**Okay****58%**
top-5 click share — leaders hold, buyers still browse
**Quality gap**
**Okay****4.5★**
avg incumbent rating — lower means beatable quality
**Price range**
**Okay****£2.06–£22.35**
cheapest to priciest tracked listing — scored on the share inside $15–$100
**Avg price**
**Bad****£7.91**
avg listing price — sweet spot $15–$100
**Growth**
**Bad****-7.8%**
90-day search growth — must beat 0% to launch
**Review moat**
**Bad****11,000.73**
avg incumbent reviews — the moat a new listing must climb
**Brand share**
**Bad****94%**
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 ~~](https://flapen.com/research/methodology)
## **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.
225K175KSpike '24Holiday '24Prime Day '25Spike '25Black Friday '25Spike '26 seasonSepDecMarJunAugNovMarMay
No pronounced peak months · busiest ÷ quietest = 1.4×
[**Open Trend **](https://flapen.com/research/uk/grocery/toilet-roll/trend)
## **Top toilet roll search terms**
- **toilet roll**5.5M/yr-6.6%18.1% conv. - **toilet paper**949K/yr-2.3%18.2% conv. - **toilet rolls**600K/yr-8.7%15.9% conv. - **andrex toilet rolls**494K/yr-11.6%14.9% conv. - **andrex**195K/yr-6.7%13.0% conv. - **loo roll**178K/yr-6.2%24.1% conv. - **toilet rolls bulk buy**178K/yr-17.4%10.8% conv. - **toilet tissue**93K/yr-13.2%11.5% conv. - **toilet roll 3 ply**61K/yr+2.0%9.0% conv. - **andrex toilet roll**66K/yr-13.2%14.2% conv. [**All search terms **](https://flapen.com/research/uk/grocery/toilet-roll/search-terms)
## **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.
0%5%£799K10%£1.6M15%£2.4M20%£3.2M1001K10K100K Reviews — right = deep review moatMarket share (90d) ≈ est. sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)
All 22 tracked products in this niche — three views at once, no toggling.
### **Top sellers**
by 90-day click share
[1**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) [2**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) [3**Andrex Family Soft Toilet Roll - 24 Toilet Rolls Bulk Buy Fragrance Free FSC Certified**Andrex**£7.40**4.6★59,549 rev](https://www.amazon.co.uk/dp/B07YK9JWH4) [4**Andrex Ultimate Quilt Toilet Roll - 24 Toilet Rolls 3-Ply Bulk Buy Soft Thick Sheets FSC Certified**Andrex**£10.15**4.7★9,700 rev](https://www.amazon.co.uk/dp/B0D6NNG1FG) [5**by Amazon Super Soft Toilet Tissue 3-ply 9 Rolls (1 Pack of 9) 200 Sheets per Roll FSC Certified**by Amazon**£3.53**4.5★9,675 rev](https://www.amazon.co.uk/dp/B08KHBYPJB)
**~~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) [**Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll**by Amazon**£2.06**714 rev8mo ago](https://www.amazon.co.uk/dp/B0FH746LPQ) [**Cushelle Simply Soft Toilet Roll 24 Standard Rolls**Cushelle**£7.07**2,225 rev1y ago](https://www.amazon.co.uk/dp/B0D7RR21ZK) [**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**£15.39**1,848 rev1y ago](https://www.amazon.co.uk/dp/B0DWT6GRRM) [**Andrex Ultimate Quilt Toilet Roll - 24 Toilet Rolls 3-Ply Bulk Buy Soft Thick Sheets FSC Certified**Andrex**£10.15**9,700 rev2y ago](https://www.amazon.co.uk/dp/B0D6NNG1FG)
**~~View all new products →~~**
### **Trending**
90-day click momentum
[**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★**▲ 177%**](https://www.amazon.co.uk/dp/B0FH76MH6Y) [**Our Essentials by Amazon Toilet Tissue Double Roll 2-ply 6 Rolls (1 Pack of 6) 400 Sheets per Roll**by Amazon**£2.06**4.4★**▲ 82%**](https://www.amazon.co.uk/dp/B0FH746LPQ) [**Andrex Complete Clean Toilet Roll - 9 Toilet Rolls 3-Ply Now Even Softer FSC Certified endorsed as a Which? Best Buy**Andrex**£4.39**4.6★**▲ 60%**](https://www.amazon.co.uk/dp/B09B3VS5T5) [**Elegance Supreme Soft Toilet Roll - Bulk Buy (1 Pack x 24 Rolls)**Elegance**£7.71**4.5★**▲ 29%**](https://www.amazon.co.uk/dp/B0CNTGPJT9) [**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**£4.23**4.7★**▲ 25%**](https://www.amazon.co.uk/dp/B0B71BNF3C)
**~~View all trending →~~**
## **What buyers say about toilet roll**
What buyers praise and complain about, mined from review topics.
### **What buyers love **
**Value For Money**39%
*“Great deal”*
**Quality-Overall**23%
*“Quality is fair for the price”*
**Soft Feel**9%
*“Soft tissues”*
**Advertised Vs Actual Product**5%
*“As described”*
**Thickness**3%
*“The thickness of these toilet rolls are very good”*
**Durability**2%
*“Durable and soft”*
**Size-Overall**2%
*“nice big pack”*
**Strength**1%
*“Very strong”*
**Comfort-Overall**1%
*“Soft and comfortable”*
**Ease Of Cleaning**1%
*“It cleans things well”*
### **What buyers complain about **
**Quality-Overall**19%
*“Average Quality”*
**Size-Overall**17%
*“Tube bigger”*
**Thickness**15%
*“Thought 4ply would be thicker”*
**Value For Money**10%
*“Too expensive”*
**Hard Feel**6%
*“NOT Super Soft”*
**Durability**2%
*“Fall apart so easily”*
**Advertised Vs Actual Product**2%
*“Not as advertised”*
**Thin**2%
*“Too thin”*
**Shrinkage Resistance**1%
*“They've shrunk”*
**Smell**1%
*“this house does NOT like lavender”*
### **Top return reasons **
**Quality-Overall**19%
**Value For Money**13%
**Size-Overall**12%
**Thin**7%
**Advertised Vs Actual Product**7%
**Moist/Dry**6%
**Leak-Proof**5%
**Water Resistance**4%
**Contamination**4%
**Ease Of Cleaning**4%
## **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.
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